The best things come in small packages
When it comes to setting up in business, big isn’t always better, as these entrepreneurs found
How little ideas can result in big business
‘Beach necklaces inspired our business’
Patroula Waters Coles, 45, lives in Walton-on-thames, Surrey, with husband Adam and children Lily,
18, and Jake, 13. She runs jewellery business Lily Belle with her friend Kirstie King, 44, mum to Lottie Belle.
‘Sitting on a beach in Thailand, my best friend Kirstie and I sat threading shells onto leather. We were young, carefree and having the time of our lives travelling in Asia. “Wouldn’t it be wonderful to have our own business making jewellery?” I said. “We will one day!” she promised. I never forgot her words but I never dared hope they would come true.
I’ve always loved jewellery, especially the way certain pieces can hold so many memories. On our return from Asia, I ran a market stall at weekends, selling rings and necklaces I’d brought back from our travels. Then I managed a jewellery shop, and took silversmith workshops to learn soldering and stone setting.
Kirstie and I stayed close and, in
2003, were both pregnant at the same time. Frustrated that the careers we had didn’t give us the flexibility we craved, we decided to take the plunge and have a go at running our own business.
We each put £500 into buying a selection of beads and chains, then sat down to create our first pieces using our instincts to make the type of jewellery we would love to wear ourselves. Our first piece was a silver necklace with a hammered heart and disc, which we called the Joy necklace after a place we’d been to in Thailand.
BABY STEPS
With our children, Jake and Lottie Belle, born a month apart, we carried on creating jewellery, working together with the babies lying on playmats nearby. We called our business Lily Belle, and started selling at markets, craft fairs and party-style events. People loved our products and told us what good quality and how wearable they were.
In 2006 we started selling online. We were a bit unsure – internet shopping hadn’t quite taken off yet, and we didn’t know if people would want to buy jewellery online, which seems crazy now! But we decided to take a chance.
We started offering personalised jewellery, which proved really popular, and opened an Etsy shop, too, selling everything from beaded bracelets to sterling silver bangles. Within a year we had a turnover of £150,000 and we moved into our first studio.
Even though it was tiny with no windows, we were overjoyed.
By 2010, we were so busy we had to bring in our first employee, who helped us one day a week with the making and packing. This allowed us to focus on growing the business and we branched out into making personalised clutch bags, scarves and candles.
Today, we’re in a much bigger studio. There are eight of us on the team and turnover is £1.5 million. We tend to employ mums as it’s important for us to provide flexible working. Every piece is still made in-house on our own equipment the day the order comes in. Our bestsellers are our personalised stretch bead bracelets, which come in 200 colours and make great gifts. We’ve also launched our first celebrity collaboration with Frankie from Made In Chelsea.
That first £500 has taken us so far, and we can’t wait to see what’s next. We’ve come a long way from those shell necklaces on the beach all those years ago!’ • lilybelle.co.uk