Running a Handmade Jewellery Business: Lessons I've Learned Along the Way
When I first started making sterling silver jewellery, I thought that if I just made beautiful pieces, the rest would follow. Turns out, that couldn’t be further from the truth!
People say that starting your own business is like a crash course in personal development - and I’ve certainly found that to be true. Running a small handmade jewellery business has been one of the most rewarding and challenging journeys of my life. It’s taught me just as much about myself as it has about business. It’s been a crazy rollercoaster of joy, uncertainty, exhaustion, and growth. And yet, I wouldn’t trade it for the world.
Over the years, I've learned a lot running my handmade jewellery brand from my little home studio in Christchurch, New Zealand. If you're starting out on your own small business journey, here are the key lessons I'd share with you.
1. It takes time to build momentum
When I first started, it felt like I was shouting into the void. I poured my heart into every piece and shared them on social media - and most days it felt like nothing was changing. But looking back, I can see that every post, every conversation, and every sale added up - even when I couldn't see at the time.
Real change doesn't magically happen overnight; it builds slowly and quietly behind the scenes. The work you put in during the early days - posting consistently, connecting with your audience, and showing up as yourself - becomes the foundation that helps your small business move from strength to strength.
2. Your products aren’t for everyone
One of the most freeing lessons I've learned is that my jewellery isn't for everyone - and that's okay.
You don't need everyone to like what you make. In fact, staying true to your own aesthetic and values is exactly what helps the right people find you: the ones who really connect with your work and who appreciate that you haven't diluted your style trying to please everyone.
3. You’ll wear ALL the hats
When I started my handmade business, I focused solely on making the jewellery. Very quickly, I realised that I also needed to become a marketer, packager, photographer, accountant, administrator, strategist - and the list goes on.
Often it feels overwhelming. But when you stop to think about the number of skills you've picked up along the way, and how much you've grown without even realising, it is truly mind-blowing. Running a small creative business means you'll end up wearing a lot of hats - but you'll also grow into a confident multi-skilled maker and business owner.
4. A great product isn’t enough
Here's another lesson I learned early on: A beautiful piece of jewellery isn’t enough on its own.
If you spend all your time making your products and never show the world what you've created, your business won’t grow. Marketing matters just as much as making. Share your work, your inspiration, and your story in a way that feels authentic to you.
5. Ignore the negative voices in your head
Self‑doubt and comparison can paralyse you if you let them. But you shouldn't compare yourself to others as NO ONE can run your business like you can.
Your skills, your vision, and your life experience are unique. Running a business is an emotional rollercoaster—there will be highs, lows, and days when you want to walk away. The important thing is to back yourself and keep going.
6. Pricing takes courage
Pricing handmade work is one of the hardest parts of the job. You’re not just pricing materials and labour; you’re pricing the value of your hands, your heart, your creative energy and your skill.
Honour your time, energy, and years of learning in your pricing. It's honest, respectful and absolutely necessary for a sustainable business.
7. Mum guilt is real
Running your own business isn't a 9-to-5. It's more like a 24/7. You'll constantly feel guilty for working instead of being with your family, and for being with your family instead of working. It can be exhausting trying to juggle both.
But here's the truth: all you can do is your best. Give yourself grace and be proud of all that you have achieved.
8. Loyal customers make it all worth it
Amongst the late nights, the self-doubts, and the slow sales periods, it’s my customers who remind me why I started - and why I want to keep going. The kind messages, the rave reviews, the repeat purchases, the likes and comments on socials - these are priceless.
These connections are what make a handmade business special. It’s not faceless; it’s personal. And when someone chooses to wear your piece every day, or recommends you to a friend - that's something truly special.
9. Progress over perfection
And maybe the biggest lesson of all: Perfection WILL hold you back. If you wait until everything is just right - your website, your photos, your Instagram captions - you might never actually start.
Instead, keep creating, showing up and sharing your process. You'll rarely get worse at something the more you do it; you'll almost always get better. Keep taking small, steady steps forward. That's how you build a business you're proud to call your own.
If you’re reading this and you’re on the edge of starting your own handmade business, or you’ve already started and feel like you’re stumbling in the dark, know this: you’re not alone, and you’re doing better than you think!
The things I’ve shared here are the lessons I’ve learned over time - through mistakes, practice and taking advice from others. But they’re also the reasons I still believe in this path: the creativity, the connection, and the quiet joy of making something that brings joy to someone else's everyday moments.
If any of these points resonate with you, I’d love to hear your story. Leave a comment below or send me a message to let me know which of these lessons speak to you the most.
Aurelium jewellery is designed and handmade by Laura Naik in her Christchurch studio. Read more about her work and the ethos behind her minimalist everyday jewellery here.