We’re excited to introduce you to the always interesting and insightful Elodie Lilliston. We hope you’ll enjoy our conversation with Elodie below.
Elodie, looking forward to hearing all of your stories today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?
Cost of goods have increased tremendously, not only the cost of precious metals but also the costs of the pearls have exploded.
As victims of covid consequences, many French Polynesian pearl farms have lost their experienced grafters, Japanese or Chinese, unfortunately 70% of producers are still struggling with low production.
Not to mention that the farmers constantly fight the hazard of the changing natural element, the ocean.
Today the cost of Tahitian pearls have reached their apogée. For example, the Tahitian keshi pearls (the reason why I started AMOURDESEA jewelry), became extremely rare. Their market price is so high that it’s no longer possible to get the quantities I need to create and I have to face the harsh reality of the crisis.
It has been a heart breaking challenge as these pearls are so special. The unique free-form shapes, iridescence and purity cannot be found anywhere else or recreated in any way.
Raising sale prices are inevitable, but not always understood from the customer’s point of view.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Growing up in the French Basque country, I was immersed in nature. This is a place where mountains meet the ocean, the country meets the beautiful coast, a place where every kid would have dreamt growing up.
As a free-spirited dreamer, passionate of design and fashion, I had only one thought in mind… explore the rest of the world!
In 2003 I visited the magical Hawaiian Islands. I always buy gifts for my family and friends, but this time I had bought nothing. Well, almost nothing…..I found a couple of the amazing white round shells called puka shells.
Should I tell you what happened next?
To this day I still feel the excitement of creating my first puka shell necklace!
My maman (mom in French) still wears it everyday, that’s her favorite piece of jewelry! Even if she loves diamonds, LOL…
She loved the necklace for its simplicity and elegance but also for the meaning and story behind it.
A few years later, I went to French Polynesia (Tahiti). This is where I discovered the Tahitian keshi pearl and its mother, the Tahitian pearl. These Tahitian cultured pearls were absolutely stunning and mesmerizing. I fell deeply in love with their intriguing beauty….
I created a few designs with pearls (this time) to gift to my loved ones.
Should I tell you more?
My friends and family loved them so much that I was getting requests to make more.
In 2016, I officially launched AMOURDESEA jewelry, which means “love of the Sea.”
Elegant & natural jewelry made with treasures from the sea.
Each design showcases lustrous pearls combined with quality US made precious metals.
With a touch of free spirited French sophistication!
So every woman can feel feminine and charming while wearing natural ocean treasures.
You will also discover the story behind every piece and hopefully dream of far away destinations like I always do!
As a nature & ocean lover my main goal is to protect the environment.
Creating with recycled materials and protecting the environment in every one of my small steps is my priority.
Here are more details of AMOURDESEA’s evolution toward being an environmentally conscious jewelry brand.
2019 Argentium silver which is a recycled high quality hypoallergenic silver.
2020 Metals are made in the US.
2020 Packaging is now eco friendly.
2021 Cords are made from recycled ocean waste.
2023 Additional cords are made of recycled polyester.
More to come…..
What surrounds us is sacred, what’s made by nature is unique.
If we can preserve the sea’s beauty, we will benefit from it in so many ways and so will the next generations.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Providing quality, designing styles that cannot be found in department stores. Styles that are natural, environmentally conscious, and sustainable. But mostly providing excellent customer service and attention to the customer’s needs, plus assisting them with their gifts made with pearls, etc…
How do you keep in touch with clients and foster brand loyalty?
Send weekly updates and newsletters. Share stories about how things are made to help the customer be involved in the process. Provide tips on wardrobe styling and share stories related to the ocean. Seek feedback and opinions on future collections as the customer’s view is very important.
Being consistent is one of the biggest challenges and it builds trust when your customers hear from you often. I don’t hesitate in rewarding my loyal customers with small gifts or special discounts.
Contact Info:
- Website: https://www.amourdesea.com/
- Instagram: https://www.instagram.com/amourdesea/
- Facebook: https://www.facebook.com/AmourdeSeaJewelry/
Image Credits
AMOURDESEA