• ECFS Edinburgh

Spotlight Series - Amelia Rose Jewellery

Our Spotlight Series this week shines a light on 'Amelia Rose Jewellery', founded by one of our fellow ECFS committee members, Millie Mckelvey. She has reinvented materials she used when she was younger to make friendship-bracelets to create these lovely designs. Check out the interview below to find out more:

Tell us a bit about yourself and how this endeavour started for you.

I’m a second year student at the University of Edinburgh and I am Head of Charities of the Edinburgh Charity Fashion Show! I love sport and socializing with my friends and just generally being busy. So during lockdown, when our work had been cancelled and I had very little to do living in the countryside in Somerset I resorted to the classic lockdown clear out! This is when I discovered lots of my jewellery-making thread from my classic friendship bracelet making-phase when I was about ten. I tried to think what I could with the thread that might appeal to a slightly older generation and so came up with the idea of threaded wrapped earrings of different styles.

Was there one particular thing you did that you feel enabled the business to take off/gain traction?

I was lucky with my timing as I launched at a time that everyone was sat at home with little to do so I think it was easier to engage with my audience on Instagram. I also had a friend who told me that no matter how small your business is having a website will really help with organisation but also promotion of your different products. At the time I felt silly having a website for such a small business but now I realise that people who have no connection with me are far more likely to order through a website than on Instagram DM.

What has been the most challenging/rewarding part of running your business?

The challenging part of the business I feel was setting it up in the first place. I felt really nervous putting myself out there and was terrified of failure. The reception I have received has been so rewarding as has everything I have had to learn along the way. The other biggest challenge is getting good content for my Instagram page, I am not very tech savvy or creative when it comes to photography so posting lots of Instagram can be difficult especially while now juggling with university work and commitments.

Where do you see your business going in the future?

I am still fundamentally a student and so do not have the time or resources to expand massively but I love creating new things and coming up with new ideas and will continue to do so throughout my time at university, so who knows where it will be in a couple of years! I am hoping once the world becomes a little more normal that I will be able to have stalls and fairs and not be purely confined to selling through Instagram.

Is there a positive aspect that has come out of this pandemic for you/your business?

My whole business!

How do you ensure you run your business with sustainable practice in mind?

As I mentioned I discovered my thread during my lockdown clear out. So essentially this means that all of the thread I am using is being recycled. I have also tried to use beads that I have collected over the years, which is why I have limited stock of many of my designs as they are one off second-hand beads. I have also discovered a really sweet local craft shop at home and so I make sure I get lots of my supplies and beads from here to limit the carbon footprint and support local businesses.

Interview conducted by: Samara Fruitman

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