Jewellers Academy Podcast

There are so many things you could spend money on when you're starting or growing a jewellery business. New tools, packaging, paid ads, magazine features, more stock, a fancy website... it's very easy for your money to disappear before you've worked out what is actually going to help your business grow.
In this episode, Jessica Rose is joined by Anna Campbell to talk about some of the common places jewellers spend money that may not give them the return they're hoping for.
We talk about paid magazine features, paying for social media exposure, making too much stock, buying packaging in huge quantities, investing in every tool you want, paid advertising, expensive websites and awards. We also share some of our own experiences of spending money on things that, looking back, probably weren't the best investment at that stage of the business.
More importantly, we look at where your money can make a real difference, including investing in your skills, increasing your capacity and building useful business assets such as great photography, your website and your email list.
If you're wondering where to invest your next £500, £1,000 or £2,000 in your jewellery business, this episode will help you make that decision much more consciously.
 
In this episode, we cover:
What to ask yourself before making a big business purchase

Why paid magazine features may not deliver the sales you expect

Why more followers doesn't necessarily mean more customers

How much jewellery stock you really need when you're starting out

Why buying packaging in bulk can be a false economy

How to decide whether an expensive jewellery tool is worth the investment

Why paid advertising may not be the best place to start

How simple your first jewellery website can be

What to look for when entering business and jewellery awards

The three areas we believe are worth investing in: skills, capacity and assets

 
Jewellery Business Academy
If you're serious about growing a sustainable and profitable jewellery business, enrolment for the next Jewellery Business Academy will be opening soon.
https://www.jewellersacademy.com/the-jewellery-business-academy
The Academy is our year-long programme supporting jewellers with the business side of growing their jewellery brand, with training, mentoring and support throughout the year.
Sign up to be informed when Jewellery Business Academy enrolment opens:
LET ME KNOW!

How do you know which craft fairs, markets and selling events are right for your jewellery business?
In this episode of the Jewellers Academy Podcast, Jess is joined by Emma René, founder of jewellery brand Narratorium, to talk about how to choose events that suit your jewellery, your customer and the stage your business is at.
Emma has been selling her jewellery at events for around ten years, from larger trade shows and established craft fairs to local markets, art fairs, collaborative pop-ups and more niche events. She shares what she has learned about starting local, researching events before you apply, finding the right mix of makers and understanding whether your ideal customer is actually likely to be there.
Jess and Emma also explore why a successful event isn't only about the sales you make on the day. Craft fairs can give you invaluable customer feedback, help you become more confident talking about your jewellery, build awareness of your brand and create connections that lead to sales and opportunities much later.
Plus, they run through some of the UK jewellery and contemporary craft fairs worth having on your radar, from Goldsmiths' Fair and Desire to Handmade Chelsea, Craft Festival Bovey Tracey and more.
 
In this episode, we cover:
How to choose the right craft fairs for your jewellery business

Why starting with smaller local events can be so valuable

What to look for when researching a fair

Why the other exhibitors and overall curation matter

How to tell whether your ideal customer is likely to attend

Using events to learn more about your customers and your jewellery

Talking about the story and inspiration behind your work

Finding niche selling opportunities beyond traditional craft fairs

Choosing jewellery and price points to suit different events

Why one disappointing fair doesn't necessarily mean the event is wrong for you

UK jewellery and craft fairs to explore

How to strengthen your application and improve your chances of being selected

Listen now to discover how to choose selling events that are a good fit for your jewellery, your customers and your business.
 
Looking for more places to sell your jewellery? Check out our directory of UK jewellery and craft events to have on your radar.
https://www.jewellersacademy.com/blog/uk-craft-fairs-for-jewellers-where-to-sell-your-handmade-jewellery

How do you build a jewellery collection that feels creatively exciting but also makes commercial sense?
In this episode of the Jewellers Academy Podcast, host Elin Horgan is joined by fashion business consultant Kirsty Pruce to talk about range planning and how to build a jewellery collection that sells.
Kirsty has worked in buying and product development for brands including Whistles, COS and The White Company, and now brings that expertise to independent jewellery and accessory businesses.
In this episode, we talk about:
✨ What range planning actually means
✨ Why every piece in your collection needs a job
✨ How to balance creativity with commerciality
✨ How to create a cohesive jewellery collection
✨ Entry, mid and higher price points
✨ Why starting small can be a smart move
✨ Using your sales history to decide what to design next
✨ How to build on your bestsellers
✨ Knowing when it's time to retire older designs
✨ Why looking at bigger jewellery brands can help you make better decisions in your own business
Kirsty also shares some simple principles you can use when reviewing your existing collection or planning your next one.
If you've ever found yourself designing one piece at a time and then wondering how everything fits together, this episode will help you zoom out and look at your jewellery range as a whole.
About Kirsty
Kirsty Pruce is a jewellery and accessories consultant and industry expert with over 15 years of experience specialising in buying, product development, and commercial strategy. She works with jewellery brands and designers to develop compelling collections, build balanced and profitable ranges, and shape product strategies that support sustainable brand growth. Kirsty is passionate about helping creatives gain the commercial clarity and confidence they need to turn their vision into a successful brand.
https://www.kirsty-pruce.co.uk/

Award-winning jewellery designer Kathryn Reid joins Kelly to share how she turned inspiration from her family farm into a distinctive jewellery business with customers around the world.
Kathryn talks about finding her way into jewellery making after initially planning to study photography, beginning university without any previous jewellery experience and nearly dropping out when she felt behind the rest of her class. She explains how the freedom of her final year helped her find her creative direction, discover her love of wax carving and develop work inspired by the animals, landscapes and memories of her Northern Irish home.
After returning from travelling in 2020, Kathryn decided to give her jewellery business a proper go. Her first TikTok video, showing the making of her cow ear tag earrings, reached around 1.3 million views. As her audience grew, orders began arriving from around the world, and redundancy from her retail job gave her the push to take the business full-time.
Kathryn also shares the personal stories behind her sculptural animal nose rings, including the childhood dog who inspired the first design. She talks honestly about managing demand when collections began selling out, the pressure of limited restocks and how tariffs and changing customer behaviour led her to create a steadier and more sustainable way of selling.
In this episode, you will learn:
• How Kathryn found her way into jewellery making and developed her own creative style
• Why wax carving became the central technique in her jewellery practice
• How personal memories and life on the family farm inspire her designs
• What happened when her first TikTok video reached 1.3 million views
• How she managed growing demand and international jewellery orders
• Why she moved away from limited restocks towards a more sustainable business model
• What Kathryn learned from trying to outsource parts of her production
• Why she continues to finish every piece of jewellery herself
• How she has adapted to Brexit, US tariffs and rising precious metal prices
• Why growing a successful jewellery business does not have to mean building a large team
• Kathryn's advice for anyone considering training as a jeweller
• The importance of recognising challenges, learning from them and celebrating the small wins
Kathryn and Kelly also discuss product photography, creating social media content, winning awards at the Goldsmiths' Craftsmanship and Design Awards and Kathryn's ambition to take her jewellery to an international pop-up or exhibition.
 
Find Kathryn and her work
https://kathrynreidjewellery.com/
@kathrynreidjewellery on Instagram and TikTok
Learn jewellery making and grow your jewellery business with expert online courses, diplomas and support from Jewellers Academy at jewellersacademy.com.

Gemstones are at the heart of so many jewellery designs, but how much do you really know about them? In this episode, Kelly Twigg is joined by award-winning gemmologist Marie Chalmers for a fascinating conversation about diamonds, coloured gemstones and the science behind them.
Together they explore what gemmology is, how diamonds are graded, the differences between natural, lab-grown and recycled gemstones, and why understanding the stones you work with can help you become a more confident jeweller. Marie also shares practical advice on sourcing gemstones, working with suppliers and building your knowledge throughout your jewellery career.
If you're just beginning your jewellery journey or have years of experience, this episode is packed with insights you'll be able to apply to your own work.
About Marie Chalmers
Marie Chalmers is an award-winning gemmologist with over 20 years' experience in the jewellery industry. Through her business, Chalmers Gems, she specialises in responsibly sourced gemstones and diamonds while sharing her passion for gemmology through education and industry expertise.
Find out more: https://chalmersgems.com/
About Jewellers Academy
Jewellers Academy offers online jewellery making and jewellery business courses, from beginner workshops to one-year professional diplomas, helping jewellers develop their making skills and build successful creative businesses. Find out more at www.jewellersacademy.com.