Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Claire Swan, Co-Founder of EL&RO Jewellery, located in Dee Why, NSW, Australia.
What's your business, and who are your customers?
EL&RO Jewellery is a company co-founded by best friend duo Claire Swan & Georgia Mearns. It was important to us to bring quality jewellery to the market at an affordable price point. Our customers are women 25-35, working full-time, career driven, and in long-term relationships. They appreciate quality items, and buy with intention, preferring timeless designs that can be worn and loved for years to come.
Tell us about yourself
At the very beginning stages of thinking about launching a business, I was working in jewellery manufacturing, completing my apprenticeship, and Georgia was working in real estate (previously having studied business and had worked in retail and PR). We were living together, and one day a parcel arrived with a bracelet Georgia bought online ( from a brand she considered good quality (not really knowing the difference at the time)). I, being a qualified jeweler, was horrified she spent so much on a piece of brass that ended up turning black and green in a week. The idea that we could create a better-quality product and launch a brand together was formed and felt so natural.
What keeps us motivated is being passionate about our business and working towards our own dream. We're both self-driven and have a clear goal of where we want to see our business. There is so much room for growth within our business, and this is something that keeps our passion and excitement ignited.
What's your biggest accomplishment as a business owner?
From the beginning, we wanted to be known for having an amazing quality product and unmatched customer support. Seeing our customers come back to buy from us time and time again feels like the ultimate accomplishment. We used to dream of people (not just our friends and family) wearing our jewellery, so when they continue to buy from us and even recommend us to their loved ones, it is such a full-circle moment. Something else, on more of a financial note, it has been incredible to see our business turn from what we used to sell in a year, now selling in a month.
What's one of the hardest things that comes with being a business owner?
Finding healthy work/life balance. It can be so difficult to switch off and not think about the business 24/7. Having a set daily routine, planning out your week, and having a to-do list are all things that help us find balance. We also think it's all about allocating time in your day for the things that fill your cup fitness, reading your book, time out with your partner, etc. Those little things can make the biggest difference.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Just start. If you wait for the timing to be perfect, you'll never start. You can start as small as you need to. Done is better than perfect.
- Have a very clear understanding of your "why" and who your target audience is. Your why is what keeps you going. It keeps you planning, executing, and dreaming. Your target audience is what keeps you on track with product planning and marketing.
- Find a good accountant! Understanding your finances is one of the most important focuses of your business.
Where can people find you and your business?
Website: https://elrojewellery.com.au/
Facebook: https://www.facebook.com/ELROJewellery1
Instagram: https://www.instagram.com/elrojewellery
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.