Building an Antique & Vintage Jewelry Business

Are you a fan of antique/vintage jewelry?  I was once told by a jewelry specialist that people are increasingly opting for older pieces because of the history behind the jewelry, and it holds its value better too.

 

Thanks Antonia Ghazlan who connected me here on Achievers’ Minds and tell me about how she started her own antique and vintage jewelry business.  Let’s get started!

 

 

 

Hey Antonia, please tell us a little bit about yourself and your business

 

I sell designer costume antique and vintage jewelry from around the world.  I specialise in the United States and
European pieces and they are available in a bespoke platform through private appointments, small pop-up shops and bazaars in
Malaysia.

 

What motivated you to enter into this business?

 

Having had a fashion brand for over 25 years, when I closed I decided to do something small and bespoke. I
have been a private collector for over 35 years and have managed to turn my hobby into my business. Having collected
for many years, I already had a network of antique traders to work with as well as an extended knowledge of the jewelry
itself. Many of my customers loved my jewelry and the business has been able to grow ergonomically.

How do you differentiate yourself from the similar products in town?

 

For antique and vintage jewelry, basically there are no similar things in town! It is rare to come across the same piece twice making the product truly unique……

What have you found to be your most effective way of finding your clients?

 

Word of mouth and extremely attentive customer care. Linking up with like-minded vendors looking to sell in
niche areas with product generally not available in the shops.

What is your business challenge and how do you try to get over the struggles?

 

This way of selling is extremely personal, and subsequently each client needs to be treated differently. I respect my customers taste and they respect mine. I will look for certain pieces for customers and steer them away from buying too many similar items so
that their collection becomes wider. We all have a tendency to buy very similar things, but there are only so many green necklaces ( as the example) one can wear! I try to remember the pieces regular customers have bought so they don’t repeat. Subsequently, they will always be happy. Repeat customers are key.

How do you keep yourself motivated during the difficult times?

 

Positive thinking. There really is always a silver lining, you just need to step back from the situation and be able to see it. All failures can be learnt from. Never take more of a risk than you personally are able to cope with if it goes wrong.

 

 

What is a day of your life like?

 

Several hours of looking at photo’s of beautiful pieces sent to me by the pickers I work with around the world,
to do my buying, or if I am on a trip, usually a very early start ( 4.30am) to get to antiques fair. Or getting my display
set up for a show, which is always a pleasure. I also spend time restoring the pieces. Lunch with friends or clients.
Photographing and curating the collection. Time marketing the “new” pieces on various multi-media platforms and
sending private emails to extended customers. I also spend time doing research and curating small pop-up museums to
raise awareness and knowledge!

What is the upcoming marketing plan that you want to share with us?

 

This will be my first foray into the Hong Kong market with this collection so the marketing will be very targeted. I will be
linking up with private contacts in Hong Kong as well as contacts of my customers to spread the word that I will be visiting. Going
for some subtle international press as well to back it up. Of course internet media through extended contacts!

 

As an entrepreneur, how do you see the “work-life” balance?

 

Family is the most important. There are always ways to reorganise your work to fit everything in. e.g. getting up a few hours earlier in the morning. As well as being organised and not wasting time on irrelevant items ( e.g. office politics!) being able to clearly see when
something is not going to work, so not pursuing it in the first place.

So how do you usually spend your leisure time? 

 

Buying antique jewelry! I also do yoga for body and mind. Diving for relaxation. Travelling whenever time allows, especially to new places. Visiting Museums, galleries, and ancient monuments. Music. I illustrate children’s books when given the opportunity, and I
am always looking for small creative projects, especially in the fashion industry where my grounding is. E.g. mentoring young designers!

 

If anyone want to get in touch with you, where should we send them to?

Email: antoniaghazlan@gmail.com

Facebook: antoniaghazlanvintage

 

If you want to own a piece of unique and graceful vintage jewelry, whether it’s for yourself or that special someone, let’s meet Antonia at the Prestige Summer Fairs on 3rd June at the Conrad Hotel, Hong Kong.

Time: 10am to 7pm