Branding Your Jewellery Business With Tegen Foote

How Did You Turn Your Jewellery Making Into A Business?

I have always had a passion for design and creating. I am lucky to have been inspired by my parents - my mum for the fine art and graphics side and my dad for the engineering and manufacturing side, jewellery seems to have developed as a mix of the two! In 2001 I decided to study a National Diploma in Art and Design at Truro College - specialising in 3D design in my second year. I found that I enjoyed working with metals and started experimenting with different techniques.

After the Diploma I took a year out hoping to find an apprenticeship with a jeweller but unfortunately I was unsuccessful, so instead I signed up for multiple evening classes and an FDA course in Jewellery and Silversmithing.

I made odd bits for people over the next seven years under a brand I created but worked in other jobs to make a living. However, after a couple of minor life changing events and changes of plans I decided to really invest in my jewellery business, re-brand the company and get stuck in to building my business in to my career.

How Did You Go About Creating Your Brand?

I thought about how jewellery is a very personal item - it has meaning and so I wanted the brand around my jewellery to represent the feeling and style of my work. Growing up on the beaches of Cornwall I’ve always been fascinated with mermaids and the colours of the sea and I am a little obsessed with shiny things. Because of this my style is very boho / beach inspired. I needed a logo that would reflect me and my style so my first step was to ask a very talented graphic designer friend of mine to create me a logo. I explained in detail about my style or work, my favourite colour etc. What he came back with was perfect.

The next step was to create the business cards and website. I found a web designer that understood what I was after, I drew each page of the website in a sketchbook - I wanted it to be unique, shopable and again set to my style. 

I then got help to photograph every piece of Jewellery I had made up and I spent the next few weeks learning the behind the scenes of the website and uploading content. It’s pretty exciting watching it all come to life!

How Do You Ensure Your Brand Comes Across To Your Customers?

I am very picky on everything! My packaging has taken me ages to get right and there’s still little bits that I’d like (i.e. turquoise box inserts that don’t cost the earth!) but I think consistency between packaging, web design any displays and all forms of social media is very important, it all has to flow together.

Also, my hallmark, I am very proud to have my own hallmark that the assay office apply to my work. The Hallmark represents quality and for my work to be stamped with this completes it and gives customers piece of mind that they are buying something precious.