A Jewel in the Cambridge Crown
Della Kaur is a beautiful jewellery and accessories boutique in the historic heart of Cambridge. Products range from bespoke wedding & engagement rings made by an in-house master-jeweller, to classic and contemporary jewellery and accessories collections from European designers. The store itself is straight out of the history books with low wooden beams, crooked window frames and even an old bricked fireplace (used to showcase collections) and a view overlooking the picturesque river Cam, Together this creates a charming and unique retail experience, something that is pretty rare in times of ‘out of the box’ store design.
I caught up with shop owner, Della Gould to discuss the ups and downs of running a bricks and mortar shop in this digital age.
Michelle: Describe your business, in your own words.
Della: Mainly it’s a jewellers. We try and source things that are handmade and as ethical as possibly, which is really important in the jewellery business. We also make a lot of bespoke jewellery, as well as recycling old pieces of jewellery into something brand-new. We also carry a select range handbags and scarves.
M: What stage are you at with your business?
D: I’m three years in and I’m still not yet happy with it. I’m still making changes and trying new ideas. You have to adapt constantly.
M: What’s your role in the business?
M: Do you have any partners?
D: My husband is my business partner, but he doesn’t play any part in the day-to-day running of the business.
M: What is/was the biggest challenge to starting up?
D: Money and still is.
M: When did you know it was going to work out?
D: I’m still not convinced. It’s a rollercoaster every day.
M: What do you know now that you wish you knew then?
D: That people are not necessarily loyal. And that you have to have a really good product and believe in yourself.
M: If you started over today, what would you do differently?
A: Location is crucial, website is crucial, social media is crucial.
M: Who are your customers?
D: Mainly locals because we have a good reputation, especially for custom designed engagement and wedding rings. We are also starting to get customers from around the UK who use the website to shop our collections.
M. How do you market your business to them?
D: Traditional print advertising and social media.
M: Do you use social media? If so which ones and how often do you post?
D: Twitter, Instagram, and Facebook. I try and post everyday.
M: Name one thing you want to know about social media?
D: Everything! I alway need to know more.
M: What’s next for your business – how are you developing it and nurturing growth?
D: We have just started boutique jewellery courses in our workshop, which are already very popular.
M: What’s the first business-related thing you typically do every morning? And last thing at night?
D: Emails and emails.
M: What’s the biggest challenge you currently face?
A: Footfall – the store is in a beautiful but difficult to reach part of Cambridge. Finding and keeping good staff.
M: If you had more time in the day, how would you spend it?
D: On social media for my business, and after that to be with my dogs.
M: Do you have any wisdom for anyone else starting out?
D: Make sure you have belief in your product and on a bad day remember… you still LOVE IT.