#1: Becoming a Visionary: The Secret Behind Your Jewelry Brand’s Success

A lot of us jewelry designers are pure creatives. We are focused entirely on our art and our passion — often completely neglecting the left brain side of things.

Unfortunately, there is so much more to running a successful business beyond creative a job for yourself and your creativity. That’s why you need to become the Chief Visionary Officer for your brand…

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I’ve boiled down your journey to becoming the Chief Visionary Officer for your brand to 4 key factors. Once you have mapped out each one, your company vision will be clear and actionable.

#1 What is Your Reason for Existence — or Your WHY?

Defining your WHY includes getting clear on your purpose and your passion. This might be to become a leading designer in the fashion jewelry market and see your jewelry on a famous star as they accept a Grammy. Or maybe you yearn to create meaningful connections and get your work out into the world in a bigger way.

My reason (or WHY) is to forge a personal connection with private clients, tap into their sense of style and personality, and create something that is very meaningful for them. That is the entire reason why I do this and I love it!

#2 What Are Your Core Values?

So core values are typically short statements or words that express how you want to behave in business. These are the foundation of your brand. Your company culture should become a reflection of these statements.

For instance… if fun customer service and innovation were your core values, then you probably shouldn’t hire someone who doesn’t have a sense of humor – even if they are smart and experienced.

This exercise is very very important to identify and get really clear on how you want to show up in the world as a designer or a maker.

#3 Create a Mission Statement and Philosophy.

So here are a few questions that you should be asking yourself when you’re writing your vision statement (I pulled this from a website called Bplans.com).

  • Who is your company?
  • What do you do?
  • What do you stand for and why do you do it? Remember this why piece is coming back in.
  • Do you want to make a profit or is it just enough to make a living?
  • What markets are you serving and what benefits do you offer them?
  • Do you solve a problem for your customers?
  • What kind of internal work environment do you want for your employees if you ever decide to hire them?

#4 What Are Your Goals?

Without goals, you will never have direction and will probably never progress in your business.

Typically your goals are going to be related to financial outcomes, brand goals such as where you see your jewelry sold, the lifestyle you want your business to support, and then there might also be other things like philanthropy or new product visions that you want to move into.

You need to really think big about where you see your company going. Be sure to plan far enough out so that you have somewhere to go. But also don’t plan so far out that it doesn’t feel reachable. Be ambitious, but find a balance.

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  1. Meg Tarrobago on October 21, 2015 at 12:26 am

    This definitely hits the spot!

    Thank you, Tracy, for sharing your thoughts to us. Please know that someone all the way from the Philippines appreciates what you are doing.

    With love,

  2. Judy on October 21, 2015 at 11:51 am

    Thank you once again for helping me focus and build my business. it’s only part time for me right now but I really want to build it so I can retire early and have a business of my own. I’m a designer and love it, but running a business is sooooo difficult for me! thank you for all of your help!

  3. Dina on October 21, 2015 at 12:14 pm

    Thank you so much for your time to create such valuable information! I treat it like classes and listen to you every morning) I don`t feel alone and lost in jewelry selling world anymore. Thank you:)))))

  4. Vicki on November 5, 2015 at 4:49 pm

    I have just discovered you both and TRUELY enjoying all the information you share. It’s real, usable information. Thank you so much! I am working on my fiber business, with future goal of being able to take it on the road with me when I semi retire in my travel trailer. YEP…dreaming lots of dreams. So again, thank you for all the information, motivation and help.


  5. Roseanna Croft on November 18, 2015 at 9:00 am

    I’ve just recently opened my first jewellery workshop and studio and have been wanting to learn how to grow as an entrepreneur but struggling to get my head around it, this podcast has helped my think about my values, mission statement and goals of which previously I haven’t thought about in enough depth. I’m looking forward to the rest of your podcasts and appreciate your advice!

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