289. How Jewellers can use Pinterest to drive traffic and sales With Trona Freeman

In this episode of the Jewellers Academy Podcast, Jess is joined by Goldsmith and Jewellers Academy tutor April Dace to explore how to run a successful fine jewellery business in a time of rising gold and precious metal prices. April shares honest insights from her own business, including how she has adapted her pricing, systems and mindset to stay profitable without compromising on quality or client experience. They discuss the importance of confidence in pricing, why not every client needs to be the right fit, and how a bespoke, relationship-led approach can create a sustainable and thriving business. You'll also hear how April has built her reputation through word of mouth and trust, why transparency with clients matters more than ever, and practical advice for jewellers looking to move into fine jewellery or navigate changing material costs.   Key Moments From This Episode 00:03:39 Introduction to April and the impact of rising metal prices 00:05:22 How gold price changes affect a fine jewellery business 00:06:24 Practical pricing updates and system adjustments 00:07:43 Using price ranges and managing client expectations 00:10:38 Pricing confidence and handling customer objections 00:13:01 Why not competing on price leads to better clients 00:17:19 Building a sustainable business with commissions and repairs 00:20:08 Creating a personal, trust-led client experience 00:24:52 Marketing that works: word of mouth and Google 00:32:27 Advice for moving into fine jewellery and building confidence   If you'd like to train to be a fine jeweller, check out our 1 year online Diploma in Fine Jewellery https://www.jewellersacademy.com/diploma-in-fine-jewellery

In this week's episode, host Anna Campbell is joined by Vicky Barclay of Silver Snail Jewellery to talk about her journey from a high-pressure university career into jewellery making and business ownership through silver clay. Vicky shares how discovering silver clay during a difficult period in her life gave her a creative outlet, a new direction and eventually a business. What started as a single workshop quickly grew into a passion, and then into a jewellery business built through craft fairs, community and continuous learning. They discuss why silver clay is such an accessible and exciting medium, the realities of building a jewellery business, and the importance of investing in your skills and confidence. Vicky also shares her experience of the Diploma in Silver Metal Clay and how it helped her deepen her knowledge and build confidence in her work. The conversation also explores the importance of visibility in business, and Vicky reflects on her experience of attending the Jewellers Visibility Retreat at Jewellers Academy Brighton, where she developed skills in photography, social media and marketing, and gained clarity on how to grow her business. Key Moments 02:56: Vicky's life before jewellery and the stressful university career that led her to seek a creative outlet 04:37: Discovering silver clay for the first time and the moment it clicked for her 07:04: What silver clay is and why it's such an accessible medium 10:44: Realising silver clay was "her thing" and beginning her jewellery journey 13:35: How Silver Snail Jewellery started and building confidence through craft fairs 17:15: Deciding to leave her university job and focus on her jewellery business 25:24: Why Vicky enrolled on the Diploma in Silver Metal Clay 28:19: What she learned from the Diploma and the value of community 30:13: Vicky's experience of the Jewellers Visibility Retreat 37:19: The biggest lesson from the retreat: why you don't have to do everything yourself   Jewellers Visibility Retreat at Jewellers Academy Brighton https://www.jewellersacademybrighton.com/jewellers-visibility-retreat Diploma in Silver Metal Clay https://www.jewellersacademy.com/diploma-in-silver-metal-clay Silver Snail Jewellery https://silversnailjewellery.co.uk/

In this episode of the Jewellers Academy Podcast, Jess is joined by award-winning fine jeweller and Jewellers Academy mentor Anelia Kuprina to introduce some exciting new projects coming to the Diploma in Fine Jewellery. They explore the skills behind two key updates to the course: a change to the tennis bracelet project and an updated totem pendant design. These projects help students develop confidence working with precious metals while building essential stone setting and fine jewellery techniques. Jess and Anelia discuss what students will learn through these projects, from constructing double gallery claw settings and connecting bracelet links to working with shaped stones such as pear, princess and trillion cuts. They also share advice for jewellers tackling more advanced projects, including how to approach complex pieces, why patience and precision matter, and the importance of investing in good tools. If you're interested in developing your fine jewellery making and stone setting skills, this episode offers a behind-the-scenes look at what students learn inside the Diploma in Fine Jewellery. Learn more about the Diploma in Fine Jewellery: https://www.jewellersacademy.com/diploma-in-fine-jewellery   Key Moments 02:05 Introduction to the episode 04:45 The new tennis bracelet project 06:20 Why making a tennis bracelet is such a milestone 09:55 Tips for approaching complex jewellery projects 11:50 The updated totem pendant project 14:00 Learning to work with shaped stone settings 15:20 Advice for students joining the Fine Jewellery Diploma 17:00 The importance of good jewellery tools 19:00 Seeing students develop their own style 20:00 Learn more about the Diploma in Fine Jewellery

In this episode of the Jewellers Academy Podcast, Jess is joined by fine jeweller and tutor Jane Taylor to explore the advantages of working in wax as a fine jeweller. Jane has been running her jewellery business for nearly 25 years and shares how wax carving has played an important role throughout her career. They discuss how wax allows jewellers to create sculptural, three-dimensional designs that would be difficult to achieve in sheet metal alone, as well as how it can reduce metal waste and make working with unusual gemstones easier. Jane also shares several of the projects she teaches on the Jewellers Academy Wax Diploma, including shaped signet rings, claw settings in wax, a dramatic cocktail ring and an organic grain-set ring. These projects help students understand the full journey of a piece of jewellery, from design and carving through to casting, stone setting and finishing. The conversation also explores how wax models can be used in bespoke jewellery commissions to help clients visualise designs in three dimensions before casting. Alongside the practical benefits, Jane talks about the creative freedom and satisfaction that comes from carving wax and seeing a piece transform from a simple block of wax into finished jewellery.   Key moments in the conversation 00:02:06: Introduction to Jane Taylor and the focus on wax in jewellery making 00:03:49: Jane's jewellery journey and building her workshop and jewellery business 00:06:18: Project spotlight: carving shaped signet rings in wax 00:10:37: Learning claw setting in wax and understanding stone setting from the start 00:16:04: Creating a sculptural cocktail ring with a large oval stone 00:21:07: Grain setting in wax and designing colourful, organic cluster rings 00:26:38: Jane's wax journey and how it shaped her work as a fine jeweller 00:30:30: Using wax models to communicate designs with clients 00:34:30: Why wax is an accessible and cost-effective material for experimentation 00:35:02: What Jane loves about teaching wax and seeing students' creativity grow   Whether you are a beginner jeweller or an experienced maker, this episode offers insight into how wax carving can expand your design possibilities and deepen your jewellery making skills.   Learn more about the Diploma in Wax Jewellery https://www.jewellersacademy.com/diploma-in-wax-jewellery Jane Taylor's website https://www.jewelled.co.uk/ Jane's Instagram @jewelledgodalming

This week marks a very special milestone as we celebrate one year of Jewellers Academy Brighton. In this episode, Jessica is joined by School Manager Lisa Hagen and tutors Ellinor Sixtensdotter and Mahroz Hekmati to reflect on what it's been like to build a jewellery school from the ground up and welcome a thriving in-person community. Over the past year, more than 2,000 students from across the UK and around the world have joined classes in Brighton, learning everything from their very first silver ring to advanced stone setting, enamelling, and fine jewellery techniques. Together, the team shares their favourite moments, the transformations they've witnessed in students' confidence and skills, and the unique energy that comes from learning jewellery in a shared studio space. You'll hear about the most popular classes, the experience of mentoring diploma students in person, and how teaching can deepen your own skills as a jeweller. They also discuss the importance of creating a welcoming, supportive environment where complete beginners and experienced makers alike can grow creatively and technically. In this episode, we cover: • Building a jewellery school and community from scratch • Supporting beginners through their first jewellery projects • Mentoring students through Diploma programmes • Teaching advanced techniques including stone setting and enamelling • How in-person learning complements online jewellery education • The power of creative community in developing confidence and skills Find out more about Jewellers Academy Brighton and upcoming classes at:   Learn more about classes and Jewellers Academy Brighton: https://www.jewellersacademybrighton.com/

In the 300th episode of the Jewellers Academy Podcast, Anna Campbell is joined by jewellery artist and Diploma mentor Vicki Ralph for a relaxed, inspiring conversation about their shared love of silver metal clay. They talk about how they each discovered metal clay, why it felt different from traditional silversmithing, and what makes this medium so empowering for beginners and experienced makers alike. From practical tips on keeping clay hydrated to the magic moment when a soft piece of clay transforms into solid silver, this episode explores both the technical and emotional sides of working with metal clay. You'll also hear about favourite techniques including carving, botanical moulds and reverse-set stones, as well as an inside look at the Diploma in Silver Metal Clay and the supportive mentoring community behind it. If you've ever been curious about metal clay, this episode will leave you feeling confident, inspired and ready to jump in.   Key Moments 02:03: Celebrating Episode 300 and 300 consecutive weeks of the podcast 04:56: Vicki's origin story; flying to Germany to learn metal clay with Anna Mazon 07:56: Anna discovers metal clay after silversmithing did not feel like the right fit 10:01: What is metal clay; shaping, drying and firing clay that becomes real silver 13:00: How accessible it is; starting with minimal tools and torch firing 15:52: What surprises beginners; creating beautiful silver pieces quickly 17:21: Troubleshooting drying clay; hydration tips and staying calm in the process 21:30: 'Everything is fixable'; the zero waste and forgiving nature of metal clay 22:01: Different forms of metal clay; lump clay, paste, syringe and slip 28:20: Favourite techniques; carving, botanical textures and meditative flow 30:32: Reverse-set stones; building fantasy scenes with vines and embellishments 35:09: Letting the clay lead; how designs evolve during the making process 37:58: Inside the Diploma in Silver Metal Clay; beginner friendly and skill-building 42:44: Mentoring and community; watching confidence and signature style emerge 52:42: Advice for beginners and aspiring professionals; jump in and just start   Links mentioned in this episode Free 5 Days of Silver Metal Clay https://www.jewellersacademy.com/5-days-of-silver-metal-clay Diploma in Silver Metal Clay https://www.jewellersacademy.com/diploma-in-silver-metal-clay Vicki's website http://victoriaralphjewellery.com/  

This week on the Jewellers Academy podcast, host Anna Campbell is joined by website designer and e-commerce specialist Helen Rawlinson (HR Digital Design) to talk about when and why jewellers should move from platforms like Etsy to their own website. They explore how third-party marketplaces have changed over the years - becoming more crowded, more price-driven, and harder for genuine handmade businesses to stand out - and why relying on 'being discovered' on these platforms is far less realistic than it once was. Helen talks about the positives of having your own website, including giving you control over your branding, your customer experience, and the story you tell about your work and pricing. They discuss the long-term value of owning your customer relationships and data, especially through email marketing, so you can build repeat sales, credibility, and a sustainable jewellery brand. The episode also covers practical considerations like platform choice and why 'done is better than perfect' when it comes to getting your site live and improving it over time.   02:04: Introduction and today's topic 03:13: Meet Helen from HR Digital Design 05:14: The downside of third-party platforms 07:43: Why customer experience matters 08:40: Price comparisons on marketplaces 10:02: Your website as the hub of your business 10:47: Why handmade shouldn't compete on price 12:15: Educating customers on your own site 15:38: Why discovery on Etsy is harder now 17:02: Marketplace fees explained 19:30: Website costs as an investment 21:00: Reviews, stress, and lack of control 24:00: Owning your customer data 26:10: The power of email marketing 28:54: Social media vs email for sales 30:18: Repeat customers and loyalty 32:39: Credibility and trust online 34:26: You don't need huge sales volumes 35:05: Branding and design on your website 39:43: Done is better than perfect 42:44: Shopify vs Squarespace 48:24: Sunk cost bias and getting stuck on Etsy 49:25: The reality of running your own site 51:40: How Helen helps clients 54:20: Where to find Helen 55:10: Closing thoughts   About Helen I'm Helen, the founder of HR Digital Design, and I work primarily with ambitious and growing small businesses who are ready to take their online presence a bit more seriously. A lot of my work is with creatives who've grown their businesses on platforms like Etsy or on home-made websites and then reach a point where they want more control, more stability, and a website that actually supports their business rather than complicating it. I build and advise on websites that are practical, sustainable and designed to grow with the business, without unnecessary jargon or pressure to do everything at once.   Instagram - https://www.instagram.com/hrdigitaldesign/ Events for creatives - https://www.hrdigitaldesign.com/pages/create-and-commerce Website - https://www.hrdigitaldesign.com/   Jewellers Academy offers a range of business courses designed specifically for jewellers. Explore the options and find the right next step for your jewellery business at the link below. https://www.jewellersacademy.com/jewellery-business      

In this episode, Jessica and Anna talk about how to start and grow a jewellery business using silver metal clay. They share practical tips on keeping startup costs low, developing a signature style, pricing your work confidently, and choosing a business model that suits you. You'll also hear ideas for scaling your designs through moulds and casting, adding teaching as an income stream, and using social media to share your process and attract customers. The conversation covers everything from hallmarking and batch making to the importance of confidence and finding the right audience for your work. Whether you're completely new to metal clay or already making and selling your jewellery, this episode is full of useful insights to help you build a creative and sustainable business. If you'd like to try metal clay for yourself, join our free 5 Days of Silver Metal Clay challenge. You'll learn to create five silver jewellery projects in five days and receive the tools and materials list in advance so you can be fully prepared to make alongside us.   Join the free 5 Days of Silver Metal Clay challenge starting on 2nd  March https://www.jewellersacademy.com/5-days-of-silver-metal-clay   Explore the Diploma in Silver Metal Clay for a full year of guided learning. https://www.jewellersacademy.com/diploma-in-silver-metal-clay   Links and resources mentioned in this episode: Teaching Jewellery Making online course https://jewelleryschoolonline.teachable.com/p/teaching-jewellery-making Free jewellery pricing masterclass and calculator https://www.jewellersacademy.com/pricing Hallmarking for jewellers https://www.jewellersacademy.com/blog/hallmarking-for-jewellery-designer-makers Alliance for Metal Clay Arts Worldwide https://amcaw.org/

In this week's episode of the Jewellers Academy podcast, host Anna Campbell is joined by trauma therapist and teacher Anne Cheshire to explore why so many people turn to making when life feels overwhelming. They look at trauma as a nervous-system experience (not just around major life events), why we can't always think our way out of anxiety or paralysis, and how jewellery-making and other creative practices can help restore safety, focus and agency. The conversation includes practical, body-based tools you can try immediately to support yourself alongside your creative work. Key moments 01:02 – 03:02 Anna introduces the episode and reflects on why so many people turn to creativity when life becomes difficult. 03:02 – 07:02 Anne Cheshire introduces her work and reframes trauma and overwhelm as nervous-system experiences, not just major life events. 07:02 – 15:02 Why creativity can be healing: how making engages the unconscious brain through the senses and safe, purposeful action. 15:02 – 19:32 The idea of flow and why jewellery-making helps people step out of everyday pressure and mental noise. 19:32 – 25:02 Overthinking, decision paralysis and 'doing without moving forward' - what's happening in the survival brain after overwhelm. 25:02 – 29:32 Practical exercise: using gentle physical 'pushing' movements to switch on calm engagement and action. 29:32 – 37:02 Inner critic vs healthy striving: how to recognise when fear of the new is shutting you down creatively. 37:02 – 45:02 Making creativity feel safer: opening and closing routines, boundaries, and working within a clear creative brief. 45:02 – 49:02 Overwhelm, big-picture thinking, and why constraints and themes support focus, play and progress. 49:02 – 53:02 Grounding techniques for dissociation and feeling spaced out, including simple, discreet body-based tools. 53:02 – 55:22 How to find and work with Anne Cheshire, final reflections, and episode sign-off. About Anne Cheshire Anne is a trauma therapist, teacher and medical herbalist based in Edinburgh. She specialises in helping people recover from stress, overwhelm and trauma by working with the nervous system and the unconscious brain. Through her Whole-Brain Reboot approach, Anne supports creatives, founders and high-achievers to move from anxiety and paralysis into calm, confidence and purposeful action.   Free cheat sheet on managing your physical responses to stress https://anne-cheshire-coaching.mykajabi.com/physical-sensations-of-stress-freebie-7607a236-349c-480e-99f0-ee0ab6f6a408  

In this episode, Jess is joined by jeweller and wax tutor Elin Horgan to introduce Week of Wax - a free 5-day online wax carving course starting on 2nd February and open for enrolment now. They explore what wax jewellery is, why it's such an accessible and creative material to work with, and walk through each project you'll make during the week, from carved rings and granulation to charms, build-up techniques, and a classic signet ring. Whether you're completely new to wax carving or already working in wax, this episode will help you understand where to start and how wax can fit into your jewellery practice. 👉 Sign up for the free Week of Wax now https://www.jewellersacademy.com/week-of-wax   Key moments 01:02 – Introduction & Week of Wax overview What Week of Wax is, who it's for, and why it was created alongside the Wax Diploma. 02:39 – Meet Elin Horgan Introduction to Elin, wax tutor and practising jeweller. 03:07 – Getting started with wax carving Why wax can feel overwhelming at first and how structure helps beginners. 04:22 – Why wax is ideal for experimentation Affordability, rising metal prices, and why wax is perfect for exploration. 05:23 – Casting options & real-world examples Casting wax jewellery in silver, gold, brass, and bronze. 06:22 – Day 1: Wax carved ring Why rings are a perfect first wax project. 08:58 – Using wax tubes How wax tubes simplify the carving process. 10:41 – Day 2: Granulation in wax Adding texture using granules and heat pens. 13:03 – Day 3: Wax charms (taught by Jessica) Designing and carving small charms for jewellery collections. 14:30 – Turning wax designs into collections Using moulds and repeatable components in jewellery businesses. 16:36 – Day 4: Build-up technique heart pendant Melting and building wax instead of carving. 18:16 – Finding your personal style in wax Geometric vs organic approaches and mixing techniques. 19:12 – Day 5: Signet ring with Stelios Karantonas A more technical project focusing on symmetry and scale. 20:37 – Why signet rings work so well in wax Engraving, surface design, and creative possibilities. 21:47 – How to approach the Week of Wax Do all five days or dip in — lifetime access included. 24:05 – Encouragement for first-time wax carvers Why wax is playful, forgiving, and meditative. 25:22 – Wax Diploma & next steps Time commitment, diploma start date, and how to learn more. 26:39 – Where to find Elin Horgan Elin's Website Elin on Instagram 27:00 – Final thoughts & invitation to join Sharing work, learning together, and enjoying the process.