Attire Accessories - Nov/Dec 2018 (Issue 73)

34 What trade shows do you attend and why? We’ve exhibited at Pure several times and Top Drawer. At both, we were approached by fabulous independent boutiques who have become regular customers and visit us there. We have chosen just to focus on Top Drawer Spring and Autumn for the next few years for both brands (Lily Charmed and Scream Pretty) as it seems to get us the return on investment we need. We have also met some amazing people who are competitors in the jewellery world but are now firm “trade show friends” whom we love catching up with. What retailer is the brand best suited to and why? Any retailer who wants a sassy, design-led jewellery brand of great quality, with shop-floor luxury packaging. Their customer would be the type who loves to try something new and is not afraid to experiment. What are your current bestselling designs? Our Huggie Hoop Collection, especially the sets that come with coordinating teeny-tiny studs, and the original Starburst Collection, which has grown to include double-dangle chokers and earrings. Likewise, the ear cuffs that we just launched, which mimic a conch piercing. We had to reorder these after the first day at Top Drawer in September, and they are now on waitlist! When was the website launched, and how does it support the business? We launched screampretty.com in July 2017. This is a Shopify website, and integration with our social channels is great as most of our business comes directly via Instagram, and the products can be directly shopped from there. We also offer trade customers the ability to create trade accounts so they can also order online at trade prices. What have been the key milestones in the business? The repeat orders from our boutique customers are very validating – we felt recognised and relieved! Being asked to design new lines for our Notonthehighstreet.com range was a huge indicator of its confidence in our jewellery style and trend knowledge. Our first collaboration of a guest edit with influencer Sammi Jefcoate was incredibly successful as we had been admired her style for ages, and she’s now working with Dior! In July, we were asked to showcase a fashion edit of the products representing the top jewellery trends for QVC, which was terrifying but brilliant. The host, Julia Roberts, wore our crying eye earrings, and these and our rainbow necklaces did really well. We have been asked back to