Secrets to Creating a Successful Jewellery Brand

I’ve been in touch with quite a few people in the jewellery world in Ireland over the last few weeks since the publication of JEWEL 2014. Hard to believe this is our sixth issue — especially given the launch date — smack in the middle of a recession. But hey …. we’re still here!

One of the people I was talking to (at the RJI Gala Dinner in Druid’s Glen. Great night and fab venue) was Maureen Harrison from Seoidin. Based in Ennis, Seoidin is a success story at a time when success is in short supply. I asked Maureen for the secret. She reckons it’s down to working in the shop — which keeps her in touch with what’s in vogue, what her customers want and what they’re willing to pay for it.

All very fine having access to that info but, if you ask me, it’s what Maureen and her husband and business partner Flann, have done with it that’s made the difference. They have produced a really unusual, quite unique range of jewellery aimed at everyday wear ‘for the woman who likes to wear nice, interesting, understated jewellery’ — which is basically most of us! Now that’s what you call good marketing.

Oh, and by the way you don’t have to go as far as Ennis to see the range; you’ll pick it up in quite a few jewellery stores around the country, get it on line at www.seoidin.com or, if you’re in Dublin you can go see the range on display at the Seoidin shop in the Westbury Mall which opened over the summer.