I had the opportunity to interview Kelly White. The owner of Kelly’s Kreations, a jewelry business based out of Bladenboro, NC. When Kelly is not busy in her jewelry studio, she can be found playing with her 6-year-old son and her cat, Chrissy.
Tell me a little about yourself. Where did you go to school? How did you get the idea for Kelly’s Kreations? What are your responsibilities with Kelly’s Kreations?
I received my Bachelors in Fine Arts from UNC-Pembroke. I have always had a passion for creating artwork of various mediums. I like to make something beautiful and that people can appreciate. I spent time starting a family and raising my son and did not put much focus into my artwork. What pushed me toward experimenting in art again was becoming a single mother. I was living on a single income and wanted to make a little extra money on the side. A co-worker is who actually suggested I try jewelry making. She knew I was artistic and patient. Two qualities she felt would do well with jewelry making. Having only an idea and a limited income I picked up a basic set of findings and a pretty set of beads from the local big-box store. I quickly realized this was not only a way to make money but also an outlet for me. I started with making earrings, then bracelets and pendants. Since I was on a limited income and time I would turn to YouTube to learn new tricks and pick up tips on techniques. I no longer purchase my supplies from local stores, as I have increased my quality and prices since then. I order my supplies offline now. As far as the name for “Kelly’s Kreations”, my father helped me name my business. I never knew my business would be going strong at this point. I only started my business a little over a year ago. Kelly’s Kreations invites the customer to design their own jewelry, making it unique and individualized. I am able to customize jewelry for everything from wedding, births, and memorials to shoe charms and pet I.D. tags.
What are some of the challenges you have faced with starting Kelly’s Kreations?
A challenge I am facing right now is the time to expand the marketing of my business. I am currently using social media to promote Kelly’s Kreations, but I know in order for me to grow past my current market I need to do more. I have also considered attending local small business vendor fairs. It is a challenge being a single mother, working full time as a teacher assistant and manufacturing the jewelry. I need to learn how to manage my time better so that I am able to focus more on marketing and traveling to show my product.
How have the experiences you have encountered so far in owning your own business affected the future of your business?
When I started my jewelry I thought of it as a hobby that paid for itself. I quickly realized I was selling myself and my talent short. This had a real potential of helping my income and growing into something wonderful. The biggest change I have made in the past year is the quality of my jewelry. I am taking more pride in what I create and how I make it. I hope to continue improving my techniques and master some new tricks for the future. I do not see this ending; I would love to pursue more in the jewelry industry.
What types of marketing are you implementing as a new start up business?
At this current moment, I am primarily relying on Facebook and customer referrals to sell my products. I have found that running contests on social media have been very beneficial. From the data analytics tracking on Facebook, I have been able to see that some of my posts have been seen up to 1,100 times. Although, word of mouth through client referrals has brought in a considerable number of new clients, bridal parties especially.
How are things going for Kelly’s Kreations right now? Are you looking to expand your products into new outlets? Have you thought of selling online more? How have sales been?
I am happy to say the business is steady at this time. I experience a large increase in business around the holidays. As of right now, hand stamped adjustable bracelets are popular but I am prepared for the next trend. I average selling 7-10 pieces a week.
How do you keep up with the industry? What type of training do you recommend for someone wanting to make jewelry?
As far as keeping up with the industry, I spend time in the evenings reading jewelry making blogs, collecting reference images, and creating sketches of work that inspires me. Working full time and being a parent has limited my ability to attend additional training at this time, but I hope this summer I will be able to attend some business and jewelry techniques at the local community college. I would recommend setting up a system for financial record keeping as soon as you start developing products to sell. I would also recommend starting a customer list for those who would be willing to participate. I wish I could contact former customers and follow up on their satisfaction, as well as, show them my new work.
What are you planning for the future? Are you going to see more education in your industry or try new mediums in jewelry?
I intend to launch an online store this summer. My demands have been steady enough through the holidays that I have not had time until recently to work on jewelry for the inventory of my store. I am currently working in beads, wire wrapping, and hand stamping. Right now, I am interested in learning more about….
What is the biggest piece of advice you wish someone told you that you would like to tell someone starting to make jewelry?
The industry of jewelry has many avenues. For example, I started with earrings and beading. You can start with any one particular piece like earrings, bracelets, or pendants and perfect your skill there. Consider all of your possibilities when looking at mediums to use. I started with looking on YouTube about wire wrapping, beading, and hand stamping. What catches your eye? As much as it needs to satisfy customers and attract them, you need to enjoy it too. Also, you don’t have to purchase the most expensive medium and pieces to get started. Be prepared for some losses, of course, in products and money. Research your suppliers and shop around for what fits you and your customer best.
Is there anything special you’d like to tell me about yourself?
As someone who has been through various trials in my life, I have learned that some things are more important that others. For me, my family and my son are my worlds. I need to be a happy and healthy person for them. Before I was making jewelry and taking that time to work on something that I was proud of, I felt lost. The love I have for creating jewelry is rooted in the customer. Being able to experience a customer’s satisfaction and excitement with a piece I have made for them has given me back a sense of pride and happiness I thought I once lost. I am thankful I have this talent for creating something beautiful that makes both my customers and myself happy.
