Interested in starting your own entrepreneurial journey in jewellery but unsure what to expect? Then read up on our interview with Alexandra Robson, founder, and CEO of Augustine Jewels, located in London, UK.

What's your business, and who are your customers?

We are a British Luxury Jewellery Brand, just shortlisted for Jewellery Designer of the Year 2022. We source extraordinary gemstones - ones that everyone has heard of - diamonds, emeralds, sapphires - but also lesser-known stones - morganite, tourmaline, and tanzanite. Then we design them into exquisite jewellery pieces. We also make two ready-to-wear collections a year, inspired by luxury destinations.

Tell us about yourself

I studied jewellery design at Esmod Fashion School in Paris when I was 18 but then went on to Cambridge University. After Cambridge, I had a long career at Accenture, becoming a Partner in retail and consumer. After a career break with the children, I went back to my first love of the arts and studied jewellery design and gemstones at the GIA (Gemological Institute of America). Augustine Jewels were founded ten years ago.

What's your biggest accomplishment as a business owner?

I think setting the brand direction has been successful. It is something that I agonized over, but it is too important.

What's one of the hardest things that come with being a business owner?

Definitely, getting the right people in place and having them all on brand is the hardest thing. It is, as it turns out, difficult to find people who are the right brand and left brain. The jewellery business is unusual as it is highly creative - you need great sensitivity to proportion and colour, but it is also highly analytical and precise. We work to 1/100 of an mm when we are producing. Finding people who have that level of attention to detail and the visual side as well is tricky.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Really think about your concept and business plan deeply before you start. Details are easy to learn/change/develop, concept is not.
  2. Don't be put off by other people's comments. You are on your own path.
  3. Get all the back office people set up early; otherwise, this is a huge time waste. Allow yourself to focus on sales.

Is there anything else you'd like to share?

Please do take a look at our lovely jewellery, or let us make you a bespoke piece.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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