Then & Now: Sophie Kyron
Every edition Ragtrader talks to a previously featured business to chart its development in the intervening years. This week Melinda Oliver talks to jewellery designer Sophie Kyron.
COMPANY: Sophie Kyron
FOUNDER: Sophie Kyron
What were the key issues or challenges you faced then? What are they now?
Key issues then were manufacturing and distribution. Trying to find good suppliers within Australia offering unique materials and techniques was difficult and still is.
Manufacturing is still a key issue as certain industries do not exist within Australia, so we must import some materials from overseas. Importing materials presents its own set of issues including increased costs, turnaround time and quality control. Distribution is no longer an issue as we now have a greater market presence and are well represented throughout Australia.
What was the range like back then? What is it like now?
Three years ago we ventured into some newer materials and looks, such as exploring the use of wood and bone.
The ranges have always been eclectic and we still use a lot of our brand’s signature hand-beading, vintage and re-worked materials. We are now exploring more textile materials including velvets, leather, snakeskin and even branching into more “bling”. We have also launched a bridal collection that is available at all times. The bridal market is now just starting to realise we are here and is now placing numerous orders for custom-made pieces.
How many stores or accounts did you have back then? How many do you have now?
We had around 60 stockists and now we have more than 110. We have always been well represented in Sydney and Perth and have recently expanded into South Australia and Queensland. Victoria is still a work in progress. We now have our own retail store in Perth and an online business. These have created an extra cash-flow for the business and help with the ebbs and flows that fashion companies often experience.
What was the retail climate like for your business then? How has it changed?
The general climate has changed but I am pleased to say our loyal client base has not. We seem to appeal to a wide customer base from daughters aged 16 to mothers aged 40 upwards and of course career girls in their twenties and thirties. Our market share continues to grow. We also have found the gift store customers love buying pieces as presents for friends and family.
What was your approach to marketing and promotions then? What is it now?
Not much has changed since three years ago because the methods we use still work. A thing that has changed is that we aggressively market our website and retail outlet. We send newsletters and updates to our expansive database and also have a presence on the social networking sites such as Twitter and Wordpress, where we have a blog.
We are more active in appearing at relevant trade shows and we also have a fabulous celebrity following with our jewellery regularly adorning the likes of Kate Ceberano, Miranda Kerr and TV personalities such as Melissa Doyle, Carrie Bickmore and Sandra Sully.
What was your approach to staff training then? How has it changed?
We were in a growth phase then and had some younger staff who were trained in most areas of the business procedures. Three years on we now have a core of staff that are multi-skilled, which is essential in a small business. Senior staff offer hands-on training to new staff to ensure they understand procedure well. We look for opportunities to up-skill people and invest in sending them on relevant courses.
How many staff did you employ then? How many do you employ now?
We employ the same number of core, full-time staff but have engaged a few more casuals for our new retail shop in Swanbourne, Perth.
What was your greatest moment in the past three years?
Opening our first ever Sophie Kyron Jewellery retail store in my hometown of Swanbourne was very exciting. It is something I have always wanted to do and to see it explode onto the Perth market is a major personal achievement for me. The shop continues to prosper and allows me to meet my customers face to face and offer them a personalised service. It’s a great way to gauge the market and understand exactly what my customers want.
What has been the worst experience of the past three years?
Faulty, sub-standard raw materials and delays at Customs. Sourcing different materials in Australia can be impossible and to try and import those materials can also be hard with Customs, freight and duties etc. The fall in the Australian dollar was trying as well.
Name: Sophie Kyron Jewellery
Range: Jewellery
Stockists: 60
Challenge: Manufacturing, distribution, suppliers
Name: Sophie Kyron Jewellery
Range: Jewellery with a bridal party offering
Stockists:110 plus online and own store
Challenge: Importing supplies