What have been the biggest challenges for you in terms of establishing the business?
One of the biggest challenges was growing a luxury brand from scratch. Starting from the beginning and having to get our name out there was a huge challenge for us, and we're constantly pushing ourselves to be on the same level as the top international jewellery brands.
One of the biggest challenges for me as an entrepreneur is overcoming the fear of failing and having the ability to keep pushing through any doubts you may have. I think that's the difference between people who dream and people who manage to make those dreams a reality.
Hiring our first staff member was also daunting because it makes the whole process very real when there's someone else relying on you. Hiring the right kind of person can be a challenge in itself because we want people who are going to be as hardworking and as passionate about the company as we are.
The biggest thing Alex and I have learnt is managing people is a whole new challenge in itself. Once you have 14 team members you really have to be spinning each plate equally, to make sure everything is under control and everyone is happy and developing individually and as a team. This has been a huge learning curve for us, as well as trying to learn about business and grow an international company.
What strategies have worked well for you in terms of growing your brand?
A big part of growing our brand is having the right person, in the right role, at the right time, with the right attitude. We put a lot of energy into building a strong team and recruiting superstar people. We hire people who are naturally driven and are just as passionate as we are about the work we do. At the end of the day our business is our people. Alex and I can only do so much on our own, so we place huge value on our team and the amazing work they do.
We also have a big focus on technology and evolving mediums of connecting with people, particularly social media. The way we market ourselves plays a huge part in growing our brand. We aren't just selling a product, and we really put our heart and soul into everything we do - from our product, to our packaging, the chairs our clients sit in and the candles burning in our showroom. It's about the whole experience at Naveya & Sloane, rather than just the product on its own.
What role do international sales play in the business?
We have a significant amount of people buying from overseas. Quite often it'll be New Zealanders who live overseas who want their engagement ring made in New Zealand by a New Zealand company. Which again is another point of difference for us. We also have people who live overseas but their partner is a Kiwi, so they want to give them a ring that's handcrafted in New Zealand.
Our international sales form a big part of our future strategy. We're planning to open an offshore showroom next year and will continue to expand in New Zealand and internationally. We take pride in the fact our pieces are handcrafted in New Zealand by our own jewellers, so the core of Naveya & Sloane and the crafting of our pieces will always be here.
What would you ultimately like to see the business become?
Our ultimate goal is for Naveya & Sloane to be one of the most beautifully designed businesses and brands in the world. By really focusing, planning and having the right people alongside us, we plan to one day be on the same level as international luxury jewellery brands. Our next step is opening up our second showroom in New Zealand, as well as exploring options to expand offshore in London, Hong Kong and Sydney.
Coming up in Your Business: Social media has made it easier than ever for customers to rate and comment on products and services online. What are small business owners doing to keep on top of this side of their operations? If you've got a story to share about handling customer reviews, drop me a note: nzhsmallbusiness@gmail.com
