The launch of Phoenixia


It’s been far too long since I’ve posted an update here! I really need to get into this blogging thing a bit more.

As you might have gathered from the image at the top there, I did what I set out to do in my last post – i.e., I succeeded in clearing out all my old stock, created a new collection of higher quality pieces, and relaunched my entire business. It was a lot of work but I’m pleased with the results! The new collection is called Phoenixia, and it includes 16 pieces of wire wrapped jewellery with designs based on ancient cultures, as well as more modern historical periods. A lot of the designs feature semi-precious gemstones such as rough amethyst, citrine, kyanite, smoky quartz and even ruby. If you’re interested, you can check out the entire collection at either my Etsy store or my Storenvy store.

Despite being personally really happy with how these pieces turned out, however, the reception to them hasn’t been quite as good as I’d hoped. I’ve gotten a ton of really positive feedback on the pieces themselves, people seem to really like them. I did a lot of research on my new price points, and got a lot of advice from various people, and I think they are at just the right spot – not too expensive, reflecting the fact that I am relatively new at creating this particular style of jewellery, but also not too cheap because the materials I have used are much higher quality. However, since I launched the collection on March 3, I have yet to sell any of the pieces. This is disappointing not only because a lot of time and thought went into creating them, but also because until I sell at least some of the Phoenixia pieces, I cannot afford to buy the materials I need for my next collection. I’m the type of person who needs to be creating constantly, and so far this month all I have been doing is promoting Phoenixia and daydreaming about my next collection in my head. As well as “fake Etsy shopping” (i.e., browsing Etsy for hours picking out materials I want to use in the next collection & adding them to my shopping cart, heh) and doing sketches of the kinds of things I plan to make.

I’m learning a lot about how difficult promotion is, and have been religiously following several blogs and mailing lists that give lots of hints and tips on the best way to go about marketing products online, such as Epheriell’s Create & Thrive mailing list (which I mentioned in my last post) and the wealth of information provided by Leonie Dawson (another successful Australian creative). I bought a Facebook ad, but didn’t put much money on it so it didn’t generate many more likes for my Facebook page, but I have also started asking my followers questions on Facebook to increase my social interaction which has been semi-successful – and I’m also enjoying interacting with followers quite a bit. It’s all a bit of a hit-and-miss learning process, really.

Until I sell some of the Phoenixia pieces so I can buy materials for the next collection, the plan is to continue doing what I’m doing – learning more about various ways I can promote my business, keeping up with my Facebook page (I’ve been posting almost daily updates about the design inspiration for each of my pieces, which hopefully people like), and figuring out more & better ways to advertise my work. I’m also thinking of opening (yet another?) store on, which from what I have read has the potential to give me a bit more business than Storenvy, as it’s more like an Australian Etsy. So I’m going to do that, and see how it goes.

Hopefully one day I’ll be able to look back on posts like this and remember how difficult it used to be, haha. If you happen to run your own small business, what are some of your best tips for promoting your business online?


A question of quality


So over the last couple of weeks I’ve become fairly disillusioned with my work. I started following Epheriell, a handmade jewellery designer who is also Australian and works from her home, and has created this little amazing business with blogs and mailing lists and all sorts of stuff, and who is actually successful. Although I enjoy what I do and have a small following, I have never made enough money from my business to live on – although I feel like I am working constantly (designing, making, accounting, promoting, etc etc). So I’ve subscribed to Epheriell’s “Create & Thrive” mailing list, which is full of tips on how to make your small business successful.

I realised that I already do a lot of the things mentioned in the mailing list emails. (Although there have also been some good tips like, not renewing expired Etsy listings all at once, but rather spreading them out over several days, so as to gain as much exposure as possible for your shop). So then I started trying to work out what it is that makes such a huge difference between the success of Epheriell’s business and my own. Meanwhile I contacted about the possibility of advertising on their site – inspired by the tips I was reading in Epheriell’s mailing list. I received a message back that was basically along the lines of “thanks but no thanks” (ok, maybe not that harsh – they said that they focus on more of a modern/contemporary aesthetic and maybe I should look into advertising with a blogger who has more of a focus on boho/eclectic style).

I think it was then that it hit me – the reason why I was not enjoying the same sort of success as Epheriell and other successful handmade artists, and why I had been feeling this vague dissatisfaction in my work for so long. As a single parent, I don’t have very much money, and even less to invest in my business, so out of necessity I tend to buy cheaper materials for my work. I essentially make costume jewellery – always silver plated rather than sterling silver, acrylic beads rather than glass, thrifted components rather than genuine vintage. I have the skills to make higher quality jewellery, but have never invested the money in the higher quality materials – rather, I have focused on quantity over quality, and I am beginning to realise that this has been a huge mistake. I now have a huge amount of unsold stock, some pieces dating back to 2010, and I am rapidly running out of room for it all. With so many small costume jewellery resellers springing up now, I’m finding myself competing with  factory-made jewellery which is essentially on the same tier as my own work – it’s just that mine is handmade. Those resellers can make a profit selling jewellery for low prices because it is mass produced… I cannot.

So, how to fix this? I’ve already started, by planning a massive revamp of my entire business. I am currently having a huge sale of almost all of my old stock – you can find my sale section of my Storenvy store here and the sale section of my Etsy store here. After the sale (I haven’t quite decided when I’m going to end it yet) I plan to retire these pieces. I’m tossing up the idea of making a new account/shop on Etsy to sell old stock/destash, because I want to get rid of all of my old lower quality materials as well.

After this clean out? I am going to purchase new, much higher quality materials. Think jewellery made with hand wrapped 24k gold filled wire, vintage silk cord, rough gemstones and Swarovski glass. I am studying new jewellery making techniques – I want to make pieces that require a higher level of skill, rather than pieces that anyone could make by buying a few cheap charms and beads off Etsy. And I want to sell pieces for prices that actually reflect the time and effort that go into them.

It’s not only my jewellery work that I want to improve. I also have plans for making new ranges of makeup (in fact, I have already purchased the components to begin experimenting for my future products), making handmade clothing (rather than upcycled) and I’ve also been researching selling art prints (giclée prints, printed with archival inks)… but these are all plans for a bit further in the future. I think the thing to focus on right now is getting my jewellery fixed up. It’s a bit overwhelming – I basically have to revamp my entire business image – but hopefully this will end up being more profitable in the long run. :)