John Greed is a creative maverick. He founded his eponymous
jewellery firm after stints as a prop maker, a furniture designer
and even a super yacht modeller. Today, The John
Greed Jewellery website receives 13,000 hits a day from
shoppers fascinated by his unique range of quirky gems. This is his
60-second start-up story.
0-5 seconds: Sum your business up in a sentence
John Greed Jewellery is a jewellery company,
with two shops in Lincoln and a rapidly expanding online store,
specialising in selling interesting and unusual brands.
5-10 seconds: What's the business model?
To sell jewellery in an exciting branded context in the same way
that fashion clothing is sold. This will allow us to become a
lifestyle brand in our own right.
10-15 seconds: Who are your competitors?
15-20 seconds: What's your USP?
We specialise in sourcing unusual brands from all over Europe,
in order to offer our customers unique pieces that can't be picked
up in your average high street jewellery shop. We pride ourselves
on exceptional customer service and place a huge importance on
interacting with our customers, something that is reflected in our
phenomenal Facebook following of over 22,000.
20-25 seconds: How have you funded it so
I started with a few hundred pounds and just kept on reinvesting
the profits. The business has never had to borrow money.
25-30 seconds: What were you doing before?
After graduating from Central St. Martin's School
of Art and Design in 1988, I've had a weird and wonderful array of
jobs, from semi pro cyclist, to making models of super-yachts,
through to setting up my own furniture design workshop. It was
there that I started to diversify into selling jewellery and John
Greed Jewellery was born!
30-35 seconds: Where did the idea come
As a student, I worked on my sister's jewellery stall where I
developed a passion for selling jewellery. I've always thought most
jewellery shops were pretty dull when compared to clothing fashion
retailers, which are so much more exciting. I simply thought, "Why
can't you sell jewellery like that ". So I did.
35-40 seconds: What's the smartest thing you've done
I focused on selling Pandora bracelets online, which has funded
our meteoric growth and created a huge customer base for us. We are
now the largest online UK retailer of Pandora.
40-45 seconds: What's the most important thing you
have had to learn?
To let go of certain areas of the business and delegate them to
45-50 seconds: What do you do now in the
Mostly design work, developing new jewellery and sourcing new
brands. I work on all aspects of the company's design, from our
office furniture to floor plans, online layouts, and art
50-55 seconds: Any regrets?
I just wish that I had thought big years ago. It has been and
continues to be so much fun.
55-60 seconds: Where are you going to be in 12
We have a huge expansion plan for the next 12 months. Firstly a
new website with a pan European presence, alongside opening up
loads of other new routes to market. We also have a goal of
representing 200 leading jewellery brands whilst developing our own
ranges. Our vision is for John Greed Jewellery to become a leading
Find out more about John Greed
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