After gaining a Commerce degree from the University of Otago, New Zealand I spent a number of years in both the accountancy and business management fields before purchasing a jewellery store, in 1996 which ran successfully for 12 years (also managed to set up 2 furniture stores during that time as well…nothing if not busy!).
Getting itchy feet my partner and I sold up and moved to Australia in 2008 and, realising we had a bucket load of marketing ideas and promotions that had worked well in our store, we set up Jewellery Marketing Solutions in 2009 as a consultancy company and online marketing resource speciallising in the jewellery industry. We now work with jewellers in Australia, New Zealand, the United States and India and have contributed to industry publications in these countries as well as the UK.
In the last few months we set up JewelLover Australia, a unique patented auction system based on a successful sales formula we had used in our store – where the items would start at normal retail price and progressively reduce until they reach a stated reserve or are sold.
Having worked successfully in an offline world we felt it could be adapted to the online environment as a means of making jewellery cheaper for consumers and helping jewellers get rid of discontinued lines they no longer required.
The results so far have been encouraging with regular sales beginning to happen and over 4500 fans on Facebook despite the fact the site has largely gone unpromoted to a wider audience until we are happy with the flow of the site.
Once successfully established we hope to take the concept into other business areas where sellers have discontinued lines they need to quit, and also to the US and other countries where in a jewellery capacity,where our contacts can help us get established with it.
Q1: What gives you an involuntary smile when you think about it?
When we used to own our jewellery store a few years ago I used to get a huge buzz on Christmas morning knowing that 1500+ people had thought buying something from our little shop was the best way to show love towards a friend or family member. Probably sounds corny but it was a very humbling experience and it still gives me goose bumps thinking about it now.
Q2: What has had the most significant impact on you?
Realising it’s not all about the money…and the funny thing is as soon as it’s not about the money any more the money starts to flow!
Q3: Which place have you been to that has changed how you see the world?
Egypt – it makes you realize the riches we live with every day that we take for granted.
Q4: What’s a question you cannot answer?
This one…oh hold on…(LOL)
Q5: What irritates you the most?
People who don’t follow through. You don’t have to be clever to succeed in live you just have to take action yet so many people don’t.
Q6: How has your definition of success evolved?
Again probably realising it’s not all about the money. If people love what you do and you’re a good example to your kids than you’ve succeeded regardless.
Q7: Who have you learned the most from?
Two books: Think and Grow Rich by Napoleon Hill made me realise how your brain controls what you achieve and that it really is all under your control.
The other is the 4 Hour Work Week by Tim Ferriss that turns conventional working on its ear and makes you question the purpose behind it all.
Q8: When you see an aspiring entrepreneur that reminds you of yourself, what are they like?
I’m still aspiring… I think we all are. That said it’s someone who wants to make a difference, I don’t like seeing the quick buck artists. They all get found out in the end.
Q9: If you had one learning to impart to the world, what would it be?
Get your priorities right and don’t live for tomorrow. You can’t spend your whole life waiting for retirement to do what you want. “Someday” may never arrive.
Q10: What does it take for you to say ‘yes’?
More benefits than costs (be it monetary or otherwise).
How to contact Tony:
info @ jewellover.com.au