Self-taught designer surviving against all odds
AS THE popular saying goes, ‘ when life gives you lemons, you make lemonade’, and many would add ‘ pour a tall glass and drink’. That is exactly what pharmacist-turned- jewellery designer Julie-Ann Lewis did. The self-taught creative refused to allow a life-threatening, rare health condition to cripple her, instead, she took her illness in stride and created Julie’s Escape in 2017.
Julie’s Escape is a line of unique, distinctive and custom-made jewellery made from gemstones, lampwork beads and cultured pearls. The designs, however, are not limited to these special stones. The line includes necklaces, pendants, earrings and bracelets. We had a conversation with this very talented entrepreneur to get to know her a little better.
Q: IN WHAT IS SEEN AS A VERY COMPETITIVE INDUSTRY, WHY JEWELLERY MAKING AND NOT SOMETHING ELSE?
A: “Jewellery making really began accidentally but as I went deeper and began to learn some basic techniques, it grew into a unique and compelling passion.” So compelling was the passion and the resulting pieces that Julie’s Escape has managed to etch out a space in the market for jewellery designed especially for professional women searching for the balance between sensible pricing and quality design.
“The purchase of jewellery is an emotional one, and I’ve found that there is a trend towards unique, custommade as well as limited production items. Customers are using unique pieces as a way of creating distinction, as a statement piece, in other words, to stand out from the ordinary,” she shared.
Q: HOW DO YOU DRAW INSPIRATION TO MAKE THESE UNIQUE PIECES?
A. Julie-Ann, who operates from the resort town of Negril, describes her pieces
as playful and chic, yet trendy and exquisite. “My pieces are created in a ‘happy atmosphere’. A number of the designs are borne out of experimentation; a breathtaking moment happens and I catch those moments and creativity begin to flow,” she stated. Others, she shared, are inspired by the sea, the sky, nature and the inherent beauty of the raw materials with which she works.
Q: HOW HAS THE NOVEL CORONAVIRUS PANDEMIC AFFECTED YOUR BUSINESS?
A: Like many small businesses, though, Julie’s Escape suffered a setback from the onset of the coronavirus. “One of my main markets is my home town of Negril. As you know, we are one of the major tourist resorts in the country. The close down of the tourism industry has caused a significant drop in sales and new sales opportunities,” she disclosed. But as one who is used to setbacks, Julie has managed to turn that negative into a positive. “I’ve used the time to reflect and refocus on the direction of Julie’s Escape and have done some capacity building through sales and marketing webinars, which will be good for the business.”
Going forward, Julie-Ann intends to incorporate digital and social media marketing as well as events marketing to propel her business forward. “Julie’s Escape is an innovative and artistic jewellery company and we will continue to add new product lines to extend the business. Very soon, a men’s line will be introduced, and I also have plans for a driftwood line,” she revealed.
“My main goal is to develop a sustainable home-based company that meets all the requirements of my target market. My customers expect quality designs and quality customer service and Julie’s Escape aims to provide that,” Julie-Ann related. Among her other long-term goals are to increase sales and her sales force within one year.
The University of Technology graduate is one of this year’s winners of the First Heritage Co-operative Credit Union Entrepreneur Awards.
Q: HOW DOES IT FEEL TO BE SELECTED FOR THIS AWARD?
A: Reacting to her win, JulieAnn went into a reflective mode. “Winning generates strong emotional responses in us but suffice it to say, I am very proud, happy and delighted.” For her, the victory is an acknowledgement of a job well done and justifies not only her hard work but the decision to embark on this journey three years ago.
“This achievement just goes to show that circumstances don’t determine who you are or who you can become. Your experiences of overcoming are catalysts of transformation that offer a choice. You can choose to persevere and open your heart to realise your fullest potential,” she resolved.