Inspiring Small Businesses: Aquila Jewellery

In our ‘Inspiring small businesses’ series, we share and celebrate great stories from small business owners who started and run their own business. By bringing you closer to these inspiring businesses we hope that you find motivation, tips, and ideas for building yours. For our next interview we spoke to Stacey Hodkinson, Owner and Founder of Aquila Jewellery, a handmade jewellery brand.

Aquila Jewellery is a story of travel, meets unique handmade jewellery; a collection of intricately designed rings, earrings and bracelets inspired by life’s journeys.

Each collection is inspired by a place that I have visited or lived in for a short time, which has led to an emotional connection. I want to celebrate and capture travel and dreams of adventure, and special milestones that people can relate to. Whether it be a token of love, a special celebration, a marker of success or recognition of friendship.

What's the story behind your business?

The story of Aquila Jewellery starts with a lifelong passion for jewellery and wanderlust.

During my travels a few years ago, I stumbled across a group of silversmiths and their families working together to produce jewellery for a local market. They were using a traditional Indonesian technique called Jawan, which I soon grew to adore. The elders of the family seemed to be teaching the younger generation their skills as they worked away in the afternoon sun.

It was perfect - lovingly made jewellery, crafted by Indonesian natives, from their humble homes. Not a factory in sight, churning out identical products en masse, nor cheap materials likely to turn fingers green.

It was at that point, in a dusty village in Indonesia, that Aquila Jewellery was born!

What inspired you to start your own business?

I have always been surrounded by successful people, who have so much passion for what they do. Whether they work for themselves or someone else, they have a burning desire to succeed no matter what it takes.

Having worked in various professional marketing agencies over the years, I always felt happy, accomplished and grateful to be surrounded by such talented and lovely people. However, something was missing and that something was passion. I knew that I had to explore this and do something for myself. This is why I started Aquila Jewellery.

What is the most difficult aspect of running your own business?

The most difficult aspect of running a business is setting boundaries. Suddenly work does not feel like work anymore! I can quite easily sit and tap away on my laptop until midnight, before thinking "I should stop now".

Secondly, wearing many hats at the same time can be challenging. Owning a small business means that one minute you are calculating profit margins and the next you are learning how to tweak website code, or in my case, sprinting to the post office with deliveries. Although the variety is rewarding, I find that I often choose to wear the same hats – and those that I enjoy wearing. Meaning that the harder and sometimes very important tasks can easily get neglected. 

What is the best thing about running your own business?

The best thing about running my own business is the feedback that I receive from customers and the stories that they share with me. I did not anticipate how rewarding it would feel when a person chose an Aquila ring for their special day.

Secondly going back to the reason I started Aquila Jewellery, I love feeling passionate about what I do. I remember my first sale on Etsy from an unrelated person. I shed a tear in my kitchen that day, a moment that I will never forget. I think I realised at this point that I was on the right path.

I also know myself better through the process of running my own business. If you’d have asked me the question, “what are your strengths and weaknesses?” before this venture, I would have struggled to answer. I have been involved in every element of the business, from design, production and finance, to sales, marketing and SEO. From doing this, you quickly learn what you are good at and where you should ask for support.

How has your business been affected by Coronavirus and how have you adapted?

I’m very lucky that my main source of income comes from online sales. Although my sales channels have reduced, including stores and craft markets, the impact has not been as devastating as it has for bricks and mortar retailers. My heart goes out to companies that are facing hard times.

I have adapted to the situation by placing more focus on maintaining excellent customer service during this difficult time. This has meant packing and getting orders out quickly to make up for the delays during shipping. I've also turned to virtual craft fairs, a concept born out of the current situation. This means I can be part of a huge craft fair in the US for example, instead of my regular local options. I like to try and see the positives wherever possible.

What advice would you give to someone looking to start their own business?

My advice for anyone looking to start their own business would be to just start! Don't wait until everything is perfect. It took me around three years to launch my business - I didn't have the funds (I didn't want to use loans) I didn't have the time, I couldn't see a clear step by step plan and outcome and then one day I woke up and just thought "sod it, there is no time like the present!" In 2018 I put £600 into my first set of samples and stock and as soon as I did this, it was the catalyst that I needed to succeed.

From that moment on there was no stopping me. I have a long way to go to reach my dream, but to look back and see what I've achieved in just over a year is worth a pat on the back and that feeling alone is worth starting for. I highly recommend it.

My second piece of advice would be to establish who the experienced people within your industry are and to watch, learn and apply what they have already mastered. As long as you stay true to your authentic self, applying a readily available formula that has been proven and tested, makes things a lot easier.

If you are thinking of starting your own business, I also recommend listening to The 4-hour Workweek by Timothy Ferris. This has helped me to prioritise and structure my time more efficiently. 

And finally, follow your passion. This is your chance to work on something you truly care about, so choose wisely and the rest will come naturally as you navigate your own new and exciting journey.

To find out more about Aquila Jewellery visit their website or follow them on Facebook, Pinterest and Instagram.