Attire Accessories - Mar/Apr 2020 (Issue 81)

76 Tell me a bit about how the label was started. What was the inspiration etc? We started in a very modest way over 40 years ago. Ken Pessall, one of the founding directors, was introduced to a manufacturer of handmade gold jewellery in the Birmingham jewellery quarter. He saw an opportunity to offer these beautiful items to the public via a market stall (despite having no experience at the time) to get away from the usual method of selling jewellery, which tended to be in high street shops behind glass doors and cabinets. Many people said he was mad to try! Roping in the family, we made our first foray on a Sunday market complete with bell bottoms and big hair! Moving into wholesale in 1978, we supplied market traders and party planners and then, gradually, shops. We were early adopters of giving customers the chance to buy using mail order catalogues. How were the initial products developed and what was the response? It was quite a mix. We started with a home-grown display stand with beautiful handmade gold chains and high-quality cameos at one end and tiny twisted silver rings at the other. We still remember someone stealing a whole bowl of rings and following a trail of them all the way back to the car park! A major boost to business came in 1977 with the Queen’s Silver Jubilee prompting a roaring trade in gold and silver ingots and gate bracelets. What challenges did you face and how were they overcome when starting the business? Not enough hours in the day. For many years we worked seven days a week and very long hours, particularly at Christmas, but these are the facts of life of getting a business off the ground. Sourcing suppliers and learning the trade can be daunting. We knocked on doors and travelled far and wide to get to know the best places and prices. What is it that sets you apart from your competitors? For 40 years we have been the silent ‘white ticket partner’ for our customers. We provide a huge range of finished jewellery products for our customers to choose from, which enables them to carve out their own identity as a brand and to market the goods as their own. We work hard with our in-house design and buying team in partnership with our suppliers across the globe to create pieces which are a bit different. We aim for quality, style and longevity but at a realistic price, thereby avoiding the high prices and low margins of branded products. We will not sell directly to the public and take custom from our clients. We know from feedback that our customers notice and appreciate this, especially as customers are taking back some of the control of their own unique styles and in-house branding. We have a low minimum order, which allows retailers to try our jewellery without big financial commitment. We can also offer a bespoke design and sourcing service for customers able to order in larger quantities. How important is the location and history of the company to its success? We feel that the longevity and experience of the company matters. We can advise new people starting out or source for the larger, more experienced customer. Our long relationship with suppliers enables us to source quality at affordable prices because we know how our suppliers work, have visited most of the factories over time, and know where there is quality of finish. We chose Leicester as our base as it is central in the country with easy transport links and within easy reach of Birmingham suppliers and the Assay office. Do you engage in social media and how does this help your business? We have had a very low profile on social media as we are very strictly business to business. We have relied on word of mouth and trade shows but we are aware of the advantages of a social media presence and are currently developing a strategy, seeking advice from experts in the field to analyse where it would be effective. However, our first priority, and the most important aspect of our e-commerce strategy, is the launch of our new website. When was the website launched and how does it support the business? Our first website was launched in 2006 and we are thrilled to announce that our new website is due for release! Our website has become crucial to our business and is the place where the full range of our products can be viewed. We hope the new website will be attractive to those customers who are new to using a website for business as well as being responsive to those who are familiar with e-commerce and like all the bells and whistles. Our main aim is for ease of use, particularly around finding products within our vast range, as well as a fresh modern look and a platform to advise