We recently connected with Ashleigh Vanhouten and have shared our conversation below.

Ashleigh, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

My jewelry business, August Son, is truly the result of providing something I didn’t really see in the market because I wanted it, and hoped others would too.
I’ve always loved jewelry and am fascinated by what beautiful baubles women are wearing, how it expresses their personalities and interests, and the stories the pieces tell (where did you get that piece? Who gave it to you? Where in the world was it made? What does it mean to you, or how does it make you feel?). I’ve studied jewelry, metal smithing, and trends, and there were a few things in particular that I personally wanted to add to my collection that I didn’t see a lot of out there, so I decided to create them myself and see if others would want them as well!

Ashleigh, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

August Son is a side business, a passion project, and an ongoing learning experience for me, although I already have experience as an entrepreneur and running/marketing my own business (my main work is in health and fitness).

My two most unique offerings are my fine, sold-gold Barbell collection: dainty and high quality barbell stud earrings and pendants that reflect the strength and beauty of women (most specifically women who love to lift, work out, and be strong but who also love a little sparkly jewelry too). I donate a portion of all sales to non-profits that encourage and support girls in sport.

The other offering is rough-gemstone jewelry: it started with peridot necklaces, which is the August birthstone and the month my son was born (hence the company name, August Son). I now offer custom rough gemstone pieces on request.

I haven’t done much in the area of promotion yet, so my audience is still small, but I’m proud of the thought and effort that went into the brand design and the jewelry designs; I’m proud that I took the leap and created something new, even when unsure if it would succeed; and I’m excited to continue to grow and learn in an industry and subject matter that I love.

How about pivoting – can you share the story of a time you’ve had to pivot?

My original jewelry idea (the Barbell collection) was initially going to be an offshoot of my main job and brand, which is centered around wellness coaching, nutrition, and fitness. I had a really cool idea for the branding, and before doing my due diligence on the legality around it (could I register the name in my home province, would there be any conflicting brands, etc). I spent a ton of time–and money–on amazing branding that I loved, only to find out later that I was unable to use the name I had chosen.

I spent a little time being pissed off (mostly at myself for jumping the gun, so to speak) but then I chalked it up to a lesson learned, did a complete pivot on the branding, did my legal legwork first, and ended up with a new brand design I love. It was an expensive lesson, but one I won’t forget!

What’s been the most effective strategy for growing your clientele?

I have a love/hate relationship with the fickle and often fake nature of social media, but the truth is, it’s one of the best ways to grow a brand, recognition, and customer base. I’m still working on this; I’ve managed to build a decent following with my main income-creating brand through sheer longevity, consistency, and sticking to authenticity and a sincere desire to help others…but with my jewelry brand, I think it’s more difficult, because it’s more transactional (it’s obvious I want to sell something first and foremost, whereas with my health brand I’m building a relationship; I’m really trying to build trust and impart knowledge first, in hopes that they’ll engage with my products and services later). One thing I do find effective is influencer partnerships: I’ve gifted some pieces to people I know and like, and having them talk about and share my stuff authentically is better than any slick post I could create.

Contact Info:

• Website: https://august-son.com
• Instagram: @august.son.jewelry
• Other: my personal webpage is ashleighvanhouten.com, IG @themusclemaven

Image Credits

Photography by Ashleigh VanHouten and Desired Media Inc.