She is an innovative designer with experience in roles as a senior jewelry designer. She has worked for a variety of well-known luxury and high street brands. For the last 13 years, she has been spent immersed in a world of precious stones, costume jewelry, trims, beads, vintage jewelry and antique artifacts sourced from around the world.
She has also honed her jewelry making skills and production knowledge, not only by creating collections for various brands across the High Street but by building her own brand SB where she makes one of a kind jewelry by using and restoring old antique components with Swarovski Crystals.
She embraces the challenge of taking on new projects and conceptualizing and creating innovative jewelry.
What motivated & inspired you to start your business?
SHEENA: I have worked in jewelry design for 15 years designing for all the UK High Street retailers and concessions in Galerie Lafayette Paris.
There has always been this inner fire within me to try to break the norm within the design, break and redefine the boundaries of how objects should be used or worn. Tired of designing throw away fashion items, I really wanted to create unique diverse collections which inspired people, evoked a sense of amazement, excitement and shows craftsmanship and skill.
TELL US ABOUT YOUR BUSINESS
Would you describe your career as a passion?
SHEENA: Passion is all I am I’Mextremely passionate about Art, Design and what I do. I love creating and making new pieces it’s a feeling I can't really describe in words it's just an inner sense this is who I am. I knew I wanted to be a designer from the age of 10.
What part of being a designer do you prefer? The Creative, Sales, social or marketing side?
SHEENA: I love the design part the post but also the social side as I love meeting new people, talking and discussing MTM orders and also making people feel happy with what they have bought.
WHAT ideas did you take action on/steps YOU TOOK TO GET YOUR BUSINESS UP AND RUNNING?
SHEENA: It was helpful for me to be able to do this as I had been working within the industry for 15 years and also had the experience of traveling and working in many European and far countries. It was this experience I have been able to gain a sense of what is required to have a jewelry business.
What is required for marketing, merchandise, aesthetically? What sells and what level of finish and quality you need to maintain in the business? What has been the most effective way of building your tribe for your business and getting new customers?
SHEENA: The most effective for me has been social media: Facebook, Twitter, Instagram but I also know a lot of stylists and buyers in the industry. This has helped to strengthen my tribe for business. Also, word of mouth a great book sums a lot of this up really well, book title purple cow by Seth Godwin.
Who do you follow to get inspiration?
SHEENA: Inspiration for me isn't from one source it's everything around me. I visit and go out to lots of fashion events, museums, private views, exhibitions and it's always inspirational.
What have been your biggest challenges so far?
SHEENA: I know that commercial pieces always sell better but I'm so tired of commercial jewelry that in actual fact I could potentially be earning lots more money but have made a choice to be bespoke from beginning to end. so the challenge has been financial.
How did you overcome these challenges?
SHEENA: I have overcome this problem by having additional services like loaning jewelry out for stylists to use for fashion events, runway shows or magazines. I also advise and repair jewelry for clients. the key thing in any business to be open, versatile in your approach, love what you do.
What do you love the best about running your own design business?
SHEENA: I love being in control of my design and in charge of what I want to place in my collection. I sometimes feel in fashion jewelry it's always about the next season but still feel that you can follow trends but still re use certain styles in the next collection by re inventing some styles.
What advice would you give to other creative entrepreneurs?
SHEENA: I would say to stay focused, be yourself, try to enjoy the process, be clear what direction you want your business to take, what you want from the business, and what you want to achieve and what time frames you want to get this done by. but to still smile.and try not to be overwhelmed with the business side.
How do you keep motivated when you are having a bad day?
SHEENA: I dance I'm an artist in many different ways, I feel it helps me to loosen and open my mind to creativity.
What are your main inspirations?
SHEENA: My main inspirations would be music, colour, art, painting.
What platforms do you use to sell you products on?
SHEENA: A lot of social media and my contacts I have with stylists and people I now within the industry, also blogger events.
What ones are the most successful for you?
SHEENA: Social media and bloggers events.
What is your objective in your business? what do you want to achieve?
SHEENA: To innovate, create new designs that open the eye to the way we see and wear jewelry.
What advice would you give someone who is starting out?
SHEENA: Just keep trying and believe.
Do you have any tips on tools that you use ie apps, websites, online things to help your business?
SHEENA: I look at lots of different blogs as you can find endless information from them.