Jewellery and fashion accessories company Miss Milly was launched at Autumn Fair in 2012, and this September’s show (NEC, 4-7 September), sees the team back at the NEC celebrating the company’s milestone tenth anniversary.
Existing and new customers at Autumn Fair will be offered the chance to spin a sparkly wheel to win jewellery goodie bags and discount vouchers on the company’s stand in Hall 7, stand E65.
GiftsandHome.net asked Sarah for the lowdown on the company’s first decade.
Congratulations on Miss Milly’s 10th anniversary Sarah. How did you initially get into the jewellery side of things?
“Having worked in the chemicals and motor industries, jewellery is much more relatable and therefore an easier sell. I fell into it while travelling in South America and Asia, through loving the handmade pieces I saw in markets, and it went from there. Working with a product you appreciate is definitely a bonus!”
How and why did you launch Miss Milly?
“I launched Miss Milly during the double dip recession of 2012 and we are now celebrating the company’s best year of financial performance alongside its tenth birthday. Prior to Miss Milly, I’d had another business in partnership for eight years, along similar lines but with a bricks and mortar shop too. When the partnership came to a natural end we split the company, with me taking the wholesale side and rebranding and relaunching as Miss Milly. The fresh start and freedom to follow my instincts gave it impetus and really grew the brand.”
What do you love most about working in the jewellery/fashion accessories sector?
“With regards to the products, it’s all about the colour for me. This sector really allows me to indulge my love of colour – and you won’t be surprised to learn that I have a lime green kitchen! But it’s also about the people. I have built long term, working friendships with both suppliers and customers. I have a strong belief in openness within business – hardly anything is insurmountable if you work through it with honesty. And it makes your working day so much more pleasurable too.”
Has your career background always been in design?
“I actually don’t have a design background. I have a degree in French and Public Media, and worked in PR and marketing after graduating. But there is a certain element of design inherent in these disciplines as they are focused on image. I had a good eye for putting branding and marketing materials together and this has translated well into jewellery.”
How has the company evolved over the past decade?
“Jewellery is our priority, but we add accessories as and when we find something that is a perfect fit for Miss Milly and that we think will work for our retailers. We introduced scarves two years after launching as a result of customer demand but took our time to find a supplier that was right for Miss Milly. Our first design was the sparkle scarves, which are plain viscose with a sprinkling of glitter. To this day they are still our best-seller.”
“The enamel bird and animal keyrings were launched in 2018. These were an additional line offered by an existing jewellery manufacturer and worked really well as an add-on line, so we have added to the range over the years.”
Are there any plans afoot to expand into other related sectors?
“Never say never but no, right now, we are focusing on what we do best.”
Given the cost of living crisis, how are you feeling about the run up to Christmas this year?
“The hike in prices globally has come at a time when our industry was just getting back on its feet after the lockdowns so it’s a big blow. But after a bit of metaphorical headshaking, we have reminded ourselves that we are lucky, and that the gift industry endures in one way or another. Yes, spend and frequency will undoubtedly reduce, but consumers will still want to at least treat their nearest and dearest. The pandemic was a time for consolidation and this has put us in good stead for getting through another downturn. We worked hard to keep in contact with our customers and offer support for reopening and, as a result, we have grown our customer base and sales. We offer quality products that consumers want at reasonable prices, as well an efficient, friendly service. As long as we keep on doing that, we should stand the test of time.”
Top: In addition to celebrating Miss Milly’s 10th anniversary at Autumn Fair, founder Sarah Watmore will also be celebrating her 50th birthday during the show.
