Kickstart Alumni: Phoebe Jewellery Owner on Industry Recognition at IJL

Kickstart Alumni: Phoebe Jewellery Owner on Industry Recognition at IJL

Phoebe Sherwood Moore, owner of Phoebe Jewellery, took part in IJL’s KickStart initiative in 2013 and has since exhibited at IJL as a growing designer brand.

Here, Sherwood Moore offers her insights on KickStart and explains why the event helped her brand secure industry recognition and crucial press coverage.

Q. What was your overall impression of KickStart and how did it help your business in its early stages?

It was hugely encouraging to receive recognition through KickStart so early on in my business and to be endorsed by the National Association of Jewellers (NAJ) and IJL. Some of the advice and mentoring I received at the time was invaluable and it was great to feel part of a community of jewellery designers at similar stages in their careers.

Phoebe Sherwood Moore at the Bench
Phoebe Sherwood Moore creating jewellery at the bench.

Q. Being a KickStarter does involve investing in the cost of a shared stand at IJL 2018 – what would you say to people who are worried about taking the leap?

However much or little, you will always have to invest something to start a business. For me personally, I found the exposure that I gained through KickStart was a fast way to gain recognition within the trade.

If nothing else had come from it, it would have been cheaper than the same amount of exposure through advertising. Plus, the reduced price stand at IJL allowed me see a return on my investment.

Gold Plated Big Antler Hoop Earrings Phoebe Jewellery
Big Antler hoop earrings in gold-plated silver by Phoebe Jewellery.

I met some of the people who have become regular stockists of mine, although some of them waited until I returned to IJL the following year to invest in my business.

Q. How did KickStart help you on your journey to success?

Being part of Kickstart is a boost to your business and an opportunity to turn it into something bigger. However, you can’t expect success overnight just from taking part in KickStart; it is more like being given the tools to make that transformation and it’s up to you how much you use them.

Silver and Wood Antler Necklace and Cactus Pendatn Phoebe Jewellery IJL KickStart
Potted Cactus necklace and Silver and Wood Antler necklace by Phoebe Jewellery.

The sales and business advice we were given during the lead-up to IJL was invaluable and helped me with the business model I am still using today.

I’ve now started wholesaling in the US through the NY Now show, which I was given the contacts to via the NAJ when it recognised my interest in expanding the wholesale side of my business overseas.

Q. Finally, how is your jewellery industry career or brand progressing and what are you hoping to achieve in the future?

Both the wholesale and retail sides of my business are going really well and I am focused on maintaining the quality of tmy work and producing new collections while the business is naturally expanding and bringing in a higher turnover each year.

Last year was my busiest year by far and, with some exciting developments planned including a new website and marketing strategy, I’ am hoping the trend will continue throughout 2018.

To read more terms and conditions about KickStart, please click here

To apply for KickStart, please click here. 

The 2017 KickStarters at their shared stand at Olympia.

What is the IJL Journey?

As part of our IJL 365 approach, the IJL Journey extends far beyond our three-day trade event. It offers myriad career-boosting benefits, including a mentoring package, workshop days, ongoing pricing, branding and marketing support, and introductions to key industry figures.

This invaluable advice prepares each Bright Young Gem, KickStarter and Design Gallery Exhibitor to meet the 9,000 strong jewellery audience at IJL 2018, from September 2-4.

Discover more about the IJL Journey, here. 

IJL is #withyou offering career opportunities and the chance to grow your jewellery business, whether you are a student, recent graduate, emerging brand or established player. Speak to our team to find out more. 

Quick Links: Listen to our IJL Talks podcast series

Quick Links: Discover how to create a press pack 

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