b u s I n e s s • Almost 4 years ago when Violet Gray launched into Australia people (including 'industry experts') would pass comments to me like 'sterling silver will never sell, it's too expensive... no one uses or cares about real crystals, just buy synthetic....'
And my silent response? Watch me.
How'd we know Violet Gray would be received well? Because we were creating from a pure place. We closed our eyes to the world and just made things that we loved. I explored crystals because I was (and am) genuinely interested in their powers. We studied and 'felt' them, intentionally developing a relationship with them. We built a community, market by market - connecting with our customers from a place of kindness and genuine interest. Customers that return over and again - still to this day. And we continually reassess ourselves and our business.
What we didn't do?
Build a brand where we morphed into another's. Replicated complete concepts, identities and created / named pieces for the solo purpose of 'selling spiritual jewellery' (cause you know, it's on trend!) There is even an unnamed store in Sydney right now selling 'Violet Gray' and they are not actually our products. They are wrongfully manipulating people to make profit and not operating with integrity (If this is you and are reading this - please stop this. Or, we might just walk into your store this week).
In a world where our craft is now saturated - you can feel the difference in a brand or business that creates with purity and integrity and one that doesn't. In any industry - unless you are creating in alignment with your core values, your business will never flourish. Fact.
It's really easy to get off track and replicate, to see whats working for others and find yourself unconsciously mimicking. Whats not so easy is to close your eyes to the world, stop scrolling that feed, redirect and have the courage to connect with your OWN why and source of inspiration.. But we can promise you that if you do, the journey will be that much sweeter and meaningful.
#realtalk #heartled #violetgraydesign