You launched Helix & Conch in 2019 - Why did you choose jewellery, specifically earrings?
My background in luxury sales played a huge role in launching Helix & Conch. I've always had a passion for the finer things in life, (even if I’ve been on a Lemonade budget!) and jewellery, especially earrings, felt like a natural extension of that. Another reason is that when I hit 40, I went from a piercing in each lobe to 6 in that year…and I wanted to go to a famous piercing brand but realised to adorn 6 piercings it would cost me well over £1500!
Earrings have this incredible power to transform an entire look with just one small detail. Plus, let’s be honest, they don’t have a one-size-fits-all issue! I wanted to offer pieces that made people feel special without needing a huge salary. And honestly, there's something so satisfying about knowing your pieces are out there making someone's outfit a little bit more.
Business highs and lows so far ?
The journey with Helix & Conch has been a ride! Because I had consulted for many small brands, advising on the best ways to launch, sourcing for them etc, I definitely was able to go into it with my eyes wide open, having watched mistakes be made, and of course successes too. One of the highest highs was definitely seeing one of my all time favourite women (sam Chapman Make up artist) wearing my pieces, she kind of put me on the map. Also when my first customer tagged me on Instagram. There's nothing quite like that moment when you realise your vision is resonating with real people out there. Another high was launching solid gold, as I initially started with plated pieces only; the feedback was overwhelmingly positive. Weirdly, 2020 although awful on many levels, was only my second year in business, and it catapulted sales into a new dimension, I guess people were spending more time on video calls, with just their head on show, so were dressing their ears up whilst wearing gym gear under the table.
On the flip side, I’ve had my share of lows too. When you work on your own, you don’t have people to bounce ideas off, I launched a couple of pieces I thought everyone would go crazy for and they were big fat flops, which ties money up in stock. There have definitely been days when I questioned my sanity for starting a business. (Still do!) But every low has taught me valuable lessons and made me stronger and more resilient.
You offer a bespoke service where you help your customer build their "ear stack" to suit their ears, such a brilliant idea as everyone's ears are a little bit different in size and shape, tell us more about that.
Thank you! The bespoke ear stack service was born out of a simple observation: no two ears are the same. Just like how we all have different face shapes that suit different hairstyles, our ears deserve the same personalised attention. That saying about eyebrows being sisters, not twins is kind of the same with ears. I take into account the unique contours of each ear, and help you mix and match earrings that highlight your individuality. It's a fun, collaborative process where I get to be part stylist, part friend. Plus, it’s like playing a real-life game of Tetris, but with jewellery.
Tips on looking after our ear jewellery?
Taking care of your earring is essential to keep them looking fabulous. I have to gently remind customers if they contact me to say their gold plated earrings have faded, that they probably haven’t listened to my tips:
- Always remove your plated earrings before swimming or showering. Chlorine and shampoos and soaps can be harsh on metals and stones. (as can dry shampoo)
- If you’re heading on a beach holiday, sand and surf are not plated jewellery’s friends; Chlorine and saltwater can be harsh on metals and stones .
- Clean your earrings regularly with a soft cloth to keep them sparkling, do NOT put plated pieces into a jewellery cleaning solution.
- Store them in a jewellery box or pouch to prevent tangling and scratches. I only send my pieces out in a dark pouch, no box, because boxes are a waste of time, space and who wants to pack an earring box with a lid that falls off in transit and has you searching through your underwear and sun lotions when you get to your destination. My pouches can be reused time and time again, making it reusable and a sustainable option.
- And, if you must sleep in your earrings, bear in mind that unless they are platinum, they are a soft metal that can bend, so check your hoops regularly to make sure they haven’t bent out of shape and come undone. I check mine every week.
Think of your earrings like tiny treasures—they deserve a bit of TLC.
You have a solid gold collection as well as a more affordable plated collection, what's next for Helix & Conch, Diamonds, Sapphires? What celebrity ears would you like to "dress" for the red carpet?
I want to offer a little bit of luxury for every budget, so I did actually launch a limited edition collection of topaz, emerald, pink sapphires and diamonds before Christmas 2023. As a small business, and having made the mistake of ordering something and it not selling before, the fear of launching precious stones and them not selling is real, as a small business, if I ordered these items and they didn’t sell, I could put myself out of business, so I did a pre order for them, and it was lovely how many men bought for their partners for their Christmas gifts.
As for dressing a celebrity’s ears for the red carpet? That would be a dream come true! I’d love to see my pieces on Blake Lively. She’s got this incredible ability to mix elegance with a bit of edge, which is exactly what Helix & Conch is all about. She is also who inspired my piercing journey. I did almost have a meltdown when Nathalie Emmanuel wore one of my solid gold pieces in her septum piercing for the Oscars and several other huge high profile events, including a photoshoot, that was a definite ‘pinch me’ moment, and then a few weeks later, Lily Allen wore some of my plated pieces for a cover shoot.
HELIX & CONCH ARE GIVING BY ELLEVEN SUBSCRIBERS AN EXCLUSIVE 20% OFF THEIR COLLECTION USE CODE ELLEVEN
*code not valid on solid gold or sale
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