Let’s talk Business: Ellaria’s Cove
What does a logo suggest about your business? What sort of image and message do you want to convey?
What is your heritage and where you were born?
I am of Nigerian heritage, but I was born in London and have lived in the UK for most of my life.
What is your business and what services do you offer?
I own a small online jewellery business, selling handmade jewellery such as earrings, necklaces, and rings. Currently I have over 30 products launched. I started my business on June 26th 2020, when I was 14 and I am currently the only person running it. It is solely based online.
Where did the initial concept for your business come from?
The initial concept for my business came from me always being in love with jewellery, but not finding any affordable jewellery that didn’t rust or tarnish easily or pair well with my skin. I was always losing my jewellery; I’d have packets of earrings and necklaces dotted around the house everywhere, tangled and broken.
Is this your first business venture?
Yes, this is my first business venture.
How/where do you advertise your business?
I advertise my business with the help of a website called ‘Big Cartel’ (https://ellariascove.bigcartel.com) which allows you to create your own website with their different plans. My business also has an Instagram account for further social media marketing.
How has COVID-19 impacted your business?
I actually started my business during the COVID-19 pandemic (September 2020). It has impacted in the sense that the bank manager had to put things on hold to deal with more pressing financial issues to do with COVID. And it stopped me from being able to pitch to supermarkets. I was keen to do an official launch, but due to lockdown rules I was unable to do so.
What 3 words would you describe being a black business owner?
Exciting, unique, fulfilling.
What are 3 challenges that come with being a black business owner?
Being a female black online business owner and a teenager, you have to be disciplined, innovative and determined. I didn’t have much guidance or knowledge of running a business, so you have to create opportunities for yourself and venture out of your comfort zone. There are no ‘breaks’ or ‘slacking off’ when you run a business; you have to be consistent and self-disciplined.
What do you attribute to the success of your business?
I attribute hard work and resilience to the success of my business. Starting a small business at 14 was definitely not something you see happen a lot of the time. I slowly realised that you do get out of it what you put into it; if there was a month when I didn’t try as hard, I could definitely see it in the sales for that month.
What is unique about your business?
My business is unique as it is black, female and teen ran and owned. It expresses individuality and creativity. I hand-make affordable, high-quality jewellery for everyone, and I love putting pieces together.
What’s the next big goal for your business?
As I am in the beginning phase of my business, I just want to be consistent over the next few years and try to grow as a brand.
If you had to give any advice to a fellow entrepreneur wanting to start out, what would it be?
My advice would be to believe in yourself and your craft. There are times when you want to just give up, but the positives do outweigh the negatives, and all the ‘negatives’ are just learning curves. It is never an easy ride, but owning a business has helped me develop as a person; I’ve become more independent, self-assured, and confident. That is something that no one can ever take away from you. I am very proud of turning my dream into a reality.