Your Business: Jewellers - Petra Bettjeman

Jeweller Petra Bettjeman.

Established in 2011 Petra Bettjeman Jewellery's retail range is designed and crafted in Petra's Auckland workshop.

When and why did you become a jeweller?

I'm from a very creative family, but I didn't know what I wanted to do when I left school so I worked and then travelled with my partner. I was actually looking at what was on at the V&A museum in London and saw there was an incredible jewellery exhibition on - I think it was Egyptian - and I was instantly drawn to all the detail and craftsmanship. So I looked up jewellery schools and apprenticeships back in New Zealand and I came across Peter Minturn Goldsmith School. I enrolled as soon as I got home.

I started making bracelets that Christmas to make some money for summer and they developed from junk metal to sterling silver beads with sterling silver charms that I started to make myself. Over my three-year apprenticeship I added to my range bit by bit and then as I got more experienced my collections developed. Now I've been qualified for two years and running my business for three.

Why did you want to set up your own business?

I set up my workshop and business in my final year of studying. I love what I do and wanted to do it on my own and express my creative ideas. A lot of people warned me not to start on my own straight away but to work for someone else, but I guess that made me more determined.

I've always been around people that have done amazing things in business. My mum and dad have built the amazing brand that is Bettjemans hair salon from nothing and my brother has also built two incredible businesses. Most of my friends have built great businesses and now my partner is launching his own brand. I have a lot of inspiration around me and a huge support network to bounce ideas off.

What have been the biggest challenges in terms of growing your business?

It's definitely tough out there. I'd say my biggest challenge has been building brand awareness. It's been a long process building up a clear message of who I am as a jeweller and what sets my work apart and I still have a way to go yet. As a small business, word of mouth has been important, which means I have to maintain the highest possible level of service - that's particularly relevant with commissioned jewellery.

Retail is tough too. It wasn't realistic for me to take on the cost of a prime retail space, so last year around this time my partner suggested we try doing some markets over summer. At first I wasn't keen as I didn't think it was a right fit for the brand until we discovered the Matakana Indie Market. We now sell there every Sunday during summer. It's been a great way to meet clients, tell my story and get the brand out there for people to see.

I've also built a relationship with Ali and her team at Tessuti on Jervois Rd in Herne Bay, which has helped me capture a fantastic demographic and clientele without going it alone. They've been amazing at explaining my brand message and are my primary retail outlet, along with my studio, which opened earlier this year, and online store.

What else has worked well for you in terms of getting your name out in the market?

For me it's been saying yes to everything. I think it's a really important philosophy to have in business because you never know what doors will open for you. Obviously you can't do everything but I think as long as you're not losing money it's worth a go.

What's next for the business and ultimately what would you like to see it become?

In the near future I want to have my retail range in a few more shops in Auckland and Wellington, but I'd also love to take it overseas. I'm a trained goldsmith so commissioned pieces are what I'd like to put most of my time into and long term I'd love to have an amazing team working with me in a beautiful big studio and workshop.

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