60-second start-up: Gina Stewart Cox Jewellery

5-10 seconds: What's the business model?

To create hand-made jewellery that is stocked in selected boutiques across Europe and online.

10-15 seconds: Who are your competitors?

Dogeared, Dodo Jewellery.

15-20 seconds: What's your USP?

We have completely focused all our attention on using vibrant and tonal coloured CORDS in combination with precious metals and gemstones. By only using cord, gSc has managed to really break into a new and innovative sector within the jewellery market.

The durable cord and fastening (a sterling silver branded button, the unique signature of gSc) means the bracelets do not stretch and the fastening does not weaken. The bracelets can be worn all the time, you can swim and shower with them - you never have to take them off.

20-25 seconds: How have you funded it so far?

Initial funding was through private investors.

25-30 seconds: What were you doing before?

Following university where I received a first class degree in fashion and textile design, I moved on to work alongside a top London designer which lead to the decision to create my own jewellery collection.

30-35 seconds: Where did the idea come from?

Jewellery has always been a passion of mine and a combination of my fashion background, my degree at university and working in the fashion industry, it's always something I dreamt of doing and I've finally made it reality.

Many of my friends used to wear colourful cords around their wrists to remind them of experiences and places they have visited, but they were not great quality and often broke after a short period of time. This gave me inspiration to design jewellery that would last a long time, but more importantly look great at every occasion and be completely unique.

My aim is to become the number one designer in providing customers with subtle, yet precious and stylish pieces. The aim for gSc jewellery is to be the most fashionable, precious metal friendship bracelet in the market.

35-40 seconds: What's the smartest thing you've done so far?

Investing in expensive tradeshows (£2,000- £4,500 for 4 days), such as London Fashion Weekend, which at first was a daunting prospect, but retrospectively a great decision resulting in an overwhelming response from the public and retailers.

40-45 seconds: What's the stupidest?

We hired an employee without much questioning who had limited experience, which resulted in a lot of time being wasted due to training.

45-50 seconds: If your business was a biscuit, what would it be?

Home-made chocolate chip cookie.

50-55 seconds: Which idea are you a bit jealous of?

Creating Facebook.

55-60 seconds: Where are you going to be in 12 months' time?

Working hard on providing exclusive designs for our existing and new customers, if I'm not on a desert island!

Find out more about Gina Stewart Cox Jewellery

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