Eco Jeweller Branding Case Study With Sally How

Flashback To Sally BEFORE Beginning The Program: What She Thought

It’s going to be interesting. I’m a bit nervous about being more visible on video and everything, but I know that Laura’s going to be able to help me, so I’m quite excited about that too.

I’ve got to put myself out there, and I’ve got to turn up and show up and put in the effort.

I’ve got a big discovery workbook that I need to go through, so that’s quite daunting, but it’s also got a lot of information that I thought, “Oh yeah, I do need to think about that.”

So yeah, we’ll see where we end up.

Revisit Sally’s Photoshoot

Sally chose to shoot with me a while back. If you’d like to see how this went down, replay the episode below:

One of the integral stages for Sally in the program was learning more about her customers, and we did this relatively early in the program.

This was her opportunity to deeply reflect on who she served in the years that she’s been trading. Then, she took an analytical look at which customers were most profitable and compared that to which customers were in alignment with how she wanted to be known as a brand.

And then the most important thing, reflecting on which customers have brought her the most satisfaction and joy in who she served. Let’s take a look at how she felt about this.

Different Ways To Navigate Customer Insight: Sally’s Thoughts

I think the biggest takeaway I got from working with Laura on understanding my clients better was that I shouldn’t be worried about asking for feedback.

The overall client’s takeaway was that they loved working with me and they really, really loved their jewellery. So I felt… Yeah, that was really nice.

I’ve watched quite a few YouTube videos about customer avatar. And before doing this, I think I probably would’ve chosen an avatar that was one that was the most obvious but not necessarily the most helpful to me as a brand because I think many of the other businesses will be using that also.

So yeah, it is quite good to actually choose one that was slightly less obvious. And in fact, in the end, I’ve decided to choose a blend.

The Customer Journey (Hidden Expectations)

Working with Laura on this in her methodical way was really super helpful, and it really helped me to embrace who I am and how I can help my customers. Doing things this way has helped me see my customer needs guidance and support.

And more specifically, they need help with working out how to actually make some custom jewellery without knowing anything about the industry beforehand.

So that’s my role to actually make it a smooth process that they can actually go through without stress and worries. The next bit is to do my role in my customer’s life and buying journey. And if I’m honest, I feel a little apprehensive about this, but yeah, I think it’s going to be helpful in the long run. So let’s do it.

Branding Personality

One of the modules we get into later on in the program is how to articulate in detail the personality overall of your brand. We then finesse this out further with real-life scenario forecasting and pinpointing the support and creative direction with creative anchoring. Here’s sally again with her thoughts.

Eco Jeweller Branding Case Study 6 Months AFTER Completion: Sally, what do you think the results look like now in your business with the benefit of hindsight?

It was really, really useful to actually hear some of your feedback when I gave you my findings of what would be good to do next.

It gave me a bit more of a road plan and a map of where I can go and what I could focus on ’cause I could have done any of them, and any of them probably would’ve worked, but I just then worked out that actually hearing what was working well in my business back at me when we’ve got things that we’d found discoveries, et cetera, from clients, and feedback, and things like that, then I was able to actually go, “Ah, yes.” My business was in too many different directions all at once before this program.

Sally’s Top Priority

So now, I find that actually, I know the top priority for my business. And then I’ve got several others that are just next orders. So I worked out that the Wedding Ring Workshops were going to be my primary focus, then the bespoke, and then after that, the collections.

And I think that with me doing Diplomas and things, that I needed that focus particularly, ’cause I think otherwise… And I’ve worked part-time for the Jewellers Academy, so it was literally… I was trying to do too many things at once.

Now, I’ve been able to sort of give myself permission that actually, I can do priority of things and then everything else sort of slots in place and it’s given me permission to actually say, “I’m not going to do everything now. I can park a few things and come back to them like the collections.” I know that I’m going to axe a lot of things off my website very soon once I’ve finished my Advanced Diploma.

And then I will be able to sort of make it fresh, and new, and all the things that I’ve been planning.

And New Approach To Customers

This really helped me to actually know a lot more about my customer that I can actually tell quite quickly within a couple of minutes when I get a customer onto a call whether they’re going to be a good fit for my business.

So it’s given me a lot more confidence to actually move along if somebody’s not the best fit for my business. And actually, I can send them to other places.

Once I’ve identified that they’re a good fit, I think it’s really good that I can just know that I’m confident that they will be good to work with.

When I get customers to come to my workshops for the Wedding Ring Workshops, they are usually really interesting people, and I seem to manage to attract the right sort of clients.

AND Customer Loyalty

I’ve got the customers to come for the Wedding Ring Workshops, they tend to then come back for anniversary presents and presents for relatives and friends. And so the bespoke side of my business then benefits from me nurturing those relationships with my lovely clients.

Reflecting On Eco Jeweller Branding Case Study

So, you see. Sally was able to create her own focus using her creative intuition abilities, as well as the all-important facts and logic. She now has an easy-to-implement marketing plan that is already underway.

The important side of that is that Sally’s business is now profitable business. Maybe more important than that, she now has the benefits of a smart workload. So she’s able to schedule that crucial time when you’re creative to give her creative curiosity space to blossom and bloom so that she can make sure she’s growing as an artist, which fulfils her soul’s purpose.