If you have been following my jewellery brand for a while, you may have noticed a new look in my brand and new website design.
I have been in business since October 2006, and set up as Genna Design with the website gennadelaney.com. I have always kept changing, evolving and have kept moving forward. A lot has happened in business over the years with the growth of social media, and with new styles, innovative technology and growing competition in the jewellery trade you have to continue to develop new ways of working.
So in 2018, with 12 years in business, I felt change was needed. In February I took part in a 12 week, intensive Accelerator Business Course at Elevator, the Centre of Entrepreneurship. This gave me time to take a step back and really look at where I want to move my business forward.
My mentor Andy had a session with me and asked what my passion was. I said I wanted to be a jewellery artist, producing really artistic, statement pieces for individual clients. I want people to value my artistry and be able to charge luxury brand prices. I want people to commission me because they love my artistry. I want to help people feel good about themselves and be comfortable in their own unique style.
I never wanted to focus on making mass produced jewellery, but having my jewellery stocked in galleries and doing little craft fairs, lead me down a more commercial path. I have always focused on making high quality, original, one off and bespoke pieces and am now pushing myself towards my passion of creating a luxury, international jewellery brand. I have always offered a personal, one to one service with my clients. After all people buy from people and I want to focus more on working with individual clients, selling directly to you. So instead of being called Genna Design, I wanted my brand to relate to my brand values of a personal service.
So I decided to change the brand to Genna Delaney – jewellery artist as you are buying work designed and handcrafted by me. I thought Genna Design sounded a bit impersonal. Although I produce lots of different designs, each piece is a work of art that should be worn and adored. So the artistic value should be empathised over a design, as each of my bespoke and statement pieces are completely one off, wearable art pieces. My new logo was designed by Wendy Maltman from The Malting House Design Studio. I think Wendy has done a great job with my logo and it represents the high-end, luxury, art jewellery brand that I’m going forward with.
Feel free to let me know what you think of my new website. I’m always looking for feedback and ways of improving my business.