Juel http://www.juel.com.au/ is a successful jewelry shop based in Sydney, Australia. Run by jewelry designers Tegan Arnold and Elsa McMahon, Juel offers hand-picked gemstones with sterling silver and gold to create wearable art.
Arnold and McMahon have worked hard to succeed in the jewelry business, and their Juel shop is known for its excellent craftsmanship, bespoke customization service and the store’s elegant ambience and displays.
Arnold and McMahon shared the excellent advice to startup entrepreneurs in the book The Specialty Shop: How to Create Your Own Unique and Profitable Retail Business by Dorothy Finell:
- Always stay in contact with the regular customer base — the people who put you in business and keep you in business.
- Never lose sight of what the average person wears (or does or thinks). Australia, for instance, is such a “casual dress” country that our jewelry must reflect that. It would be easy to design stupendous pieces, but that’s not Australia.
- Spend time locating the niche market for your business. To have, or be, a niche is the way to ensure you stay in business. In a country of small population, this is extraordinarily important. In fact, it is imperative.