Beyond Trends: Crafting a Legacy in a Changing Industry with Jeremy Hoye
- Bethany Sharp
- Apr 17
- 5 min read
Updated: May 1
For any small business owner navigating the ever-shifting sands of the retail landscape, the journey of Jeremy Hoye offers a compelling masterclass in resilience and evolution. As a distinctive handmade jeweller who has graced the scene for decades, Jeremy has not only witnessed but actively shaped his brand through significant industry transformations and evolving consumer behaviours.
In this insightful interview, we delve into Jeremy's remarkable trajectory, exploring the pivotal moments that steered his marketing strategies from local word-of-mouth and striking physical presence to the power of print advertising and the current dominance of digital platforms. His candid reflections on adapting to different eras offer invaluable lessons for entrepreneurs grappling with the ever-changing dynamics of promotion and customer engagement.
Beyond marketing, we uncover the creative philosophy behind his iconic boutique designs, the inevitable moments of self-doubt faced during a long and passionate career, and his unique approach to marketing art-focused creations in a world saturated with mass-produced goods. Jeremy's story isn't just about crafting exquisite jewellery; it's about building a lasting legacy rooted in artistry, individuality, and an unwavering belief in his craft. For small business owners striving for longevity and authentic connection with their audience, Jeremy's journey is a rich source of inspiration and practical wisdom.
1 - Jeremy, having established yourself as a distinctive handmade jeweller for such a significant period, you've undoubtedly witnessed considerable shifts in the industry and consumer behaviour. Could you reflect on how your brand's growth and marketing strategies have evolved from your early days to the present? What were some of the key turning points in adapting your approach to promotion across different eras?
The industry has changed massively since I opened my shop in 1994. Originally for us it was all word of mouth locally - we had a shop that stood out in Brighton at the time with it’s unique interior design - see image 4 here: https://www.instagram.com/p/DG3bCpxiKAY/?img_index=4
This meant we had a lot of people come down just to see the shop in person.
We also used to put well designed flyers and postcards in local restaurants and bars in Brighton.
When we became more established it was all about print advertising - we used to pay for features in publications like Vogue and Marie Claire. We would often have customers come down from different parts of the country with the image cut out from the magazine to buy a specific ring they had seen in the ad.
Now, as you know, it’s all about social media & digital marketing. A large focus of our energy in recent years has been digitalising the brand. I have so many designs that getting it all onto the website has taken some time and effort. But it is all worth it as now we have customers as far as Australia ordering our pieces.
Social media means that anybody who is creative and has a great product can sell anywhere in the world for virtually no cost - this has massively levelled the playing field for small business owners.
2 - Your boutique has always been known for its unique and visually captivating designs, with your most recent style being particularly noteworthy. Could you share the creative process behind conceptualising and executing the interior design of your boutique? What key elements do you believe contribute to creating a physical space that truly reflects the artistry and individuality of your jewellery?
My original shop in 94’ was made on a shoestring budget just bringing together anything we could from local shops. Then after we grew the business is when I designed the space age shop in all purple.
I have always loved Japanese design and culture - so my purple shop was created to mimic this and feel like the customer was walking into a space ship.
I always like to display jewellery in a way that doesn’t distract from the art of the design. Too many pieces in a cabinet can often look cluttered. All of my displays are handmade by me and often go off of how I am feeling in that period of time.
3 - With such a long and successful career as a dedicated artisan, have you ever experienced moments of self-doubt or faced significant challenges in your business journey? If so, how did you navigate those periods, and what key lessons did you learn that you believe could resonate with others pursuing their long-life passion in the creative field?
Definitely - any successful business owner will go through these periods of self doubt. But there has never been an alternative option for me. I always wanted to work for myself, and even when times were tough I never gave up. My most important piece of advice is to be careful who you surround yourself with - doubters will pass their negative energy onto you so you must be careful not to absorb it.
4 - Marketing a unique, art-focused jewellery brand like yours differs significantly from promoting mass-produced or high-street styles. Could you describe your approach to marketing Jeremy Hoye Jewellery? What are the key aspects of your promotional model, and do you find the challenges and opportunities to be distinct compared to fast fashion or larger chain businesses? What are your thoughts on effectively reaching your specific audience?
My jewellery is all about bringing artistry back into the industry. In this day and age you can buy mass produced sh*t in every shop - it all looks the same and often will not be worn for more than a few years.
My jewellery is designed to be worn and treasured for a lifetime - to be handed down through generations.
The craftsmanship and design are my main use so I don’t need any fancy marketing tricks - we just need to get infant of people - as the product speaks for itself.
I don’t see the bigger brands as competition as what they produce is nothing like a handmade piece - my customers are not their customers and that’s fine.
5 - Throughout your extensive career, you've undoubtedly gained a wealth of knowledge and experience. What is one piece of invaluable advice that you were given early on in your journey that has stayed with you, and what further guidance would you offer to someone who is deeply passionate about their craft and determined to build a long and fulfilling career as an independent creator?
I would say that you must find your own style - too many companies try to copy what others are doing and it rarely works. Be creative and spend time finding your distinct style - don’t be afraid to break the mould.
It will be challenging - but there is no greater freedom than working for yourself.
Jeremy Hoye emphasises the importance of finding your own distinct style and not being afraid to break the mould. In today's rapidly evolving market, what unique element or unconventional approach are you actively cultivating within your business to create a truly ownable identity that resonates deeply with your ideal customer and ensures long-term differentiation?
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