For the fourth interview in a new series of editorials on Her.ie focusing on Irish Women in Business, we chat to Irish jewellery designer Shen Wong, of Shen Wong Jewellery, about her experience in the industry and how she managed to set up her company.
Here, Shen explains in her own words what inspired her to set up her brand, where she gets her inspiration from and how she feels about where the site is going to in the future.
This is yet another amazing story.
I graduated with a MA in PR from DIT and MBS in Marketing from DCU. Since then, I have developed quite a robust career in Marketing. I have worked in the finance, motor and mobile industry, as well as in a marketing agency. I love anything relating to customer communications, which is what marketing is all about.
Crafting has always been a hobby of mine while fashion accessories is my passion. I love making things with my own hands. Many of my high street pieces of jewellery have been altered at some stage, I love to tweak things to make them my own.
A while ago I did a course on jewellery making and loved it! From there everything just took off. I was buying stock on a regular basis to make jewellery for everyone. I was having so much fun. It just made sense for me to turn this into a full time job. There’s a saying that I aspire to, ‘do something you love and you never have to work a day in your life’. But to be honest, since I quite my full time job, I have never work as hard! And I was always a very committed and hard worker, so that says a lot!
What is your inspiration?
I love pearls. I think it should be a staple in every girls jewellery box. Pearls just shout glamour and elegance. It is an absolute classic, yet so versatile. The dreamy glow that comes from within pearls complements all skin types.
My jewellery focuses primarily on Swarovski pearls. Using wire as opposed to the traditional white thread to connect the pearls together, I have added a fun twist to the classic pearl look. I aim to bring pearls back into fashion for all generations. Through the use of wiring, not only will your jewellery stay cleaner and last longer, but the reflective surface also gives off a shiny and polished look.
Why decide to build your own business?
When my my parents moved to Ireland from Hong Kong in the 1980s, they set up their own Chinese take-away business. Growing up, I always had to help out, especially during the peak times which included weekends, Christmas, New Years…..basically all the best days to not be working! So back then I decided that I would never want to work for myself. I wanted my weekends and bank holidays off!
After I graduated, I worked for about six years as an employee. Somewhere down the line, my inner entrepreneur wanted to take over. With jewellery making becoming my passion, the timing was just right. Plus, I knew I was onto something good!
While I was still working in my last job I was becoming highly skilled in making jewellery using silver plated wire. Not only can I manipulate the wires into very precise and intricate jewellery pieces, but I had also developed my own technique which cannot be replicated by machine. I dubbed this technique ‘Wired by Shen’. This technique involves weaving beads together without the need for links. Not only does this allow room for more beads, but it also leaves a very aesthetically pleasing result. It is something that you would need to see for yourself to appreciate.
Was it difficult being a woman in a slightly male dominated environment?
To be honest this is not something that I have noticed. I think the fashion industry as a whole may be slightly male dominated, but the handmade jewellery sector differs. Fortunately for me, in my niche it is more balanced, if not more female dominated. I guess women love to wear and make jewellery more than men.
What challenges did you meet along the way?
Aside from the usual financial difficulties of start ups I found that there was just not enough time to do everything.
As a new business starting out online, there are so many important basics to work on before you can even sell. There is the obvious work such as website development, social media promotion, search engine optimization and then the not so obvious such as product photography, PR, blogger engagement etc. It’s really only when you get started that you realize that there is so much more to do, but so little time. I know what I need to do and am confident that I am managing time to the best of my abilities, but I really need an extra pair of hands, or four. In the new year, I will be looking to take on an intern to help out.
Where to find Shen Wong Jewellery online?
I sell my products primiarly online at www.ShenWong.com. Currently my web address is diverted to a multi-seller platform, Etsy. But in the new year I will be building my own website so that the look and feel of everything will be in accordance to my brand.
In December I will be exhibiting at two Christmas markets. On the 7th, I will be at Gilbert & Wrights in Malahide, and on the 19th I will be at the forecourt of the Bank Of Ireland across from College Green. At both of these events, I will be selling once-off pieces which will not be available online. If anyone is interested in unique handmade gifts, I highly recommend they visit both of these markets.
How did winning the Keys to the City impact your business?
Participation of this competition helped to spread the word about Shen Wong Jewellery. I also got to talk to the Lord Major of Dublin, Oisin Quinn about my business. He presented me with my award which was a huge honor. He has since followed my business on Twitter, I consider this to be a personal endorsement, not sure if he feels the same way though!
As one of the winners, I was interviewed on the radio for 30 minutes. The show has a listener-ship of 40,000 and the pod cast has been played over 300 times in two weeks! The radio interview was not only great exposure for me, but also a great experience.
Nearly sixty businesses entered the competition, and for me to make it to make it as one of the six winners is amazing. Winning this competition has helped me to raise my profile amongst the local community as well as establish Shen Wong Jewellery as an award winning business.
What’s the future of the business?
I have a lot planned for next year. In early 2014 I would like to host a launch party for Shen Wong Jewellery and my SS14 collection. I just set up in October and haven’t had the time to celebrate the launch of my new business with the world!
The next step is a big one. I hope to launch my own website in the first quarter of 2014. I am very excited about this. I am also expecting some my pieces for SS14 to be featured in a few major Irish fashion magazines.
It’s hard to say what the future holds, but my ultimate goal is to establish Shen Wong as the go to brand for fun jewellery handmade with Swarovski pearls.
