We recently connected with Sarah Holmes and have shared our conversation below.

Sarah , looking forward to hearing all of your stories today. Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?

For a long time I worked on my own, learning the craft of jewelry design. Some call it silversmithing and some call it goldsmithing, but in the end I tried a variety of metals and a lot of different mediums for jewelry. I believe anything new you are attempting takes patience, time, skill – and the confidence to keep going as you make mistakes.

My jewelry business has branched into making accessories, namely, handbags. I recently returned from living in Mexico for two years, and I fell in love with their beautiful textiles. The colours and styles began to influence my jewelry, but I also wanted to find different ways to incorporate them into my brand. I wasn’t sure at first which medium I would choose, but I kind of stumbled into it. Life always has a way of prompting me to try new things.

When I first moved to San Cristóbal de las Casas, I made a dear friend who took me on day trips to experience more cultural aspects of the surrounding area. One day we went high into the mountains in a packed car, with everyone speaking Spanish. I didn’t know exactly where we were going or what to expect. Of course, I was so new to Mexico and to speaking Spanish that I sat quietly, taking it all in and watching the stunning scenery as we drove up the mountainside. We arrived at one of their friends’ houses for tea.  The mother and her daughter showed us the beautiful fabrics they woven on their hand looms. They also had pieces they had embroidered using traditional techniques passed down from their aunts and grandmothers. The clothing they made was absolutely gorgeous. The traditional pieces that are worn for ceremonies were absolutely breathtaking, and from there I knew I had to find a way to work with these women and show the rest of the world their incredible art.

Over the next few months I met more of their family, including their sister,  who was the amazing artist behind the embroidery patterns. We got along very well and became friends quickly. The warmth and generosity of their culture is so compelling; they have big smiles and warm hearts.

There was a bit of a language barrier as in my Spanish was broken and more like half-English/half-Spanish at the beginning, but we made it work. They had so much patience with me, thankfully.

Besides introducing me to these amazing ladies, the same new friend directed me to a wonderful seamstress. We also got along very well and started on some small projects, then easily branched into making bags. My team is formed of ladies who have been honing their craft for between 15 and 22 years. They all love what they do, and it shows.

I would say this was not a conventional way of meeting people, but it is the way I prefer to work.  I think it is important to follow your intuition. Find people you resonate with on a deeper level, no matter where you are from or the language you speak. There is always a way to communicate. The most important part of having these women on my team is that we support one another.

I think sometimes we have opportunities to move forward, but we must have the courage to follow these inclinations. We never know how it is all going to work out, but by having faith, resiliency, and love in your heart for what you do, the path forward will appear in the most unconventional ways and circumstances.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I started making sculptures at a young age, and as time went on and I began using gemstones and wire, the pieces got smaller and smaller. Eventually, I began wearing them, including to work. People would stop me on the street or accost me at restaurants where I worked and ask where I got them. When I said I made the pieces, they would ask to buy them. That was the beginning. Not long after that, I found myself wanting to move into the more technical aspects of jewelry creation, so I decided to take a course on ring making. I fell in love instantly and knew this was going to be my career.

I worked as a server for a number of years to buy the tools and supplies I needed. I got myself a live/work studio so I could literally practice day and night, or whenever I had time. Over the years I spent hours and hours each day teaching myself what I wanted to learn. I started selling at markets and jewelry shows, and built my first website.

My business has now branched into custom work. The focus is on one-of-a-kind engagement rings and fine jewelry for everyday wear. I also have a demi-fine jewelry line, and we are soon to launch our first handbag collection

Our primary focus is on customer service, as well as quality in our materials and designs. Our designs are classic and timeless; we only use high-quality materials, so they really stand up over time. I think problems can arise in any field you are in; it is vital to be proactive to immediately come up with resolutions that work for everyone involved. You cannot please everyone, but I really try my best to give people value for their money. I understand what it is like to be the consumer, and I know when I am being treated well. In that respect, I am very loyal. I offer the same loyalty to my clients; I want them to feel they are cherished.

Any advice for growing your clientele? What’s been most effective for you?

I think the most effective strategy for growing my clientele is being able to sell in person. I have almost 20 years in my field, and I still have the same passion as I had when I started. I have goals and dreams, and I have every intention of making them come true. I think clients need to see and feel your excitement. I believe it is important to have an online presence as well, but vital to make an effort to put yourself out there where people can meet you and see the products with their own eyes. They can see and feel the quality.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I have my own website and have done for a number of years. I do not sell on other bigger platforms –  they just don’t resonate with the way I want to grow our brand. I like having our website on Squarespace because I understand the platform, and can make any changes I need to. In saying that, I can’t make any major changes, like changing our template, and so forth; we have to hire someone to do this.

I think having your own E-commerce site is extremely important when you have products to sell. It is a lot of work to understand SEO and the analytics, but I think it should be part of your budget to hire people to help you behind the scenes so your brand can grow. One thing I have learned is that I cannot do everything, nor is it my job to do so.

On your own website, you get all the profits from your hard work. It may be more work to market your product, but once you get the hang of it, you are good to go, and you can manage how you want it to grow.

Contact Info:

• Website: www.sjhjewelry.com
• Instagram: @themaleiacollective
• Pinterest – The Maleia Collective

Image Credits
@olivia.steuer @muhk.studio @ritraestudio