60-second start-up: John Greed Jewellery

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?

ASOS, Net-a-Porter

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 far?

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 from?

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 so far?

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 other people.


45-50 seconds: What do you do now in the business?

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 direction.


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 months' time?

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 lifestyle brand.

Find out more about John Greed Jewellery

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