We caught up with the brilliant and insightful Hillary Deane a few weeks ago and have shared our conversation below.
Hillary, appreciate you joining us today. What can you share with us about the story behind how you found your key vendors?
When I am looking to connect with new designers, jewelers, distributors, etc., the first factor I need to determine is their minimum order requirement. As a small business that is primarily online and focuses on 1:1 jewelry concierge services, it’s important to me to keep a low inventory of on-hand pieces. All of my clients have unique requests, therefore I do not want a surplus of numerous designs.
By keeping a small on-hand inventory, I am able to easily track my stock levels and to make sure I have enough limited variety of styles to meet my client’s demands, specially when I am doing in-person shopping events.
Having been in business for a little over two years now, I have substantial sales data that I am able to analyze to see my best selling items that have become staple designs within my brand. Using this information, I am able to make an informed decision when purchasing specific inventory because I know those pieces will sell quickly.
In addition, it is also important to me that I work with designers, jewelers, distributors, etc. that are local to me or located within the United States, especially female-owned businesses!
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.
After working in luxury jewelry retail for six years, in addition to freelance photography and web design, my love for jewelry and my entrepreneurial spirit guided me to create my own company. In February 2021, I launched The Little Shop of Jewels. Originally focusing only on fashion-based jewelry, it soon evolved to include fine jewelry and custom designs. With much success during that first year and a half, I decided to separate the fashion and fine jewelry collections and launched my sister-shop DelMonaco Fine Jewelry. Both brands offer high-quality and stylish jewelry for modern girls, women, and men. My jewelry is meant to be worn and loved daily.
Unlike large retail-chain companies that can sometimes make you feel overwhelmed, I want to provide a one-on-one jewelry experience with ease, transparency, and trust. To me, everyone deserves a beautiful piece of jewelry, regardless of style or budget. I will provide you with endless alternatives and options in order to help you make an informed decision about your design and purchase. There is nothing that makes me happier than being able to help my clients create a piece of jewelry that they will cherish for a lifetime.
Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?
My business uses Shopify as their e-commerce platform of choice. When I began my business, it was important to me to create my own branded space rather than selling through a generic marketplace, such as Etsy or Amazon.
Shopify is easy-to-use, has a variety of customizable templates and apps, 24/7 customer support, SEO, built-in shipping options and affordable rates, and provides data analytics and business reports.
Shopify also offers point-of-sales systems that seamlessly integrates to your shop.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been maintaining a social media and in-person presence.
Because I initially began as an online-only brand, it has always been vital for me to be consistent with posting and interacting through my social media accounts, such as Facebook, Instagram and TikTok.
About a year after launching my business, I began participating in pop-up shopping events, which proved to be incredibly beneficial. There is nothing better than seeing my jewelry in-person… feeling the quality… trying it on! In addition, I have been able to cultivate both professional and personal relationships with new customers, some that have even transitioned into repeat clients!
Seeing in the tremendous benefits of in-person selling and marketing, I recently began doing Facebook and Instagram Lives to share updates about my business and to show in-stock designs. I also make sure I post a few times a week on my Stories to give my followers a behind-the-scenes look on what the business is up to and to also continuing getting to know me on a more personal level.
Contact Info:
- Website: www.TheLittleShopofJewels.com / www.DelMonacoFineJewelry.com
- Instagram: @TheLittle Shop of Jewels / @DelMonacoFineJewelry
- Facebook: https://www.facebook.com/thelittleshopofjewels https://www.facebook.com/delmonacofinejewelry
Image Credits
Images by Hillary Deane Photography