Vicky Serle - the network’s highest performer selling Silverdaze’s unique, handmade jewellery
Since buying her Silverdaze franchise, former full-time teacher, Vicky Serle, has built up an impressive profile as the network’s highest performer selling Silverdaze’s unique, handmade jewellery. And even with her annual turnover now close to £60,000, she still has ample time to teach once a week and enjoy her other great passion - travelling.
Vicky says:
The biggest plus point of being a Silverdaze franchisee is the flexibility it gives me. I’m able to make a fantastic income working part-time, and I get to travel for a couple of months every year. Before the Silverdaze chapter of my life, I’d graduated with a teaching degree and went to Cairo where I taught English at an International School. I had just 14 children in a class, a tax-free salary, and a low cost of living. In 2004, I came back to the UK and carried on with my teaching career. But suddenly, I had huge classes and was working harder than at any other time in my life. I was getting up at 6am every day, going to work, teaching all day, carrying on with more work until 6pm before finally going home to have some dinner. After dinner, it was time to start on the marking and preparation for the next day! Compared to my lifestyle in Cairo, it was a real shock to the system. After six months, my mother, who was worried about the long hours I was doing, encouraged me to buy a Silverdaze franchise. I loved the jewellery and the business, and made the decision to leave my teaching post. I still work as a supply teacher one day a week, which I really enjoy, but I prefer it because I don’t have the high stress, heavy commitments or financial constraints.
In the beginning
When I first bought my franchise, I got my business cards and all of my stock and marketing material. I also got a wireless credit card machine, which enabled me to begin operating pretty much straightaway. Initially, I was apprehensive about the level of personal and financial commitment, particularly investing in the payment terminal on a four-year contract, which seemed like a long time to be tied to something. But now that I’ve been trading for three years, and am seeing the business grow, my fears have vanished. The payment terminal quickly paid for itself, and when I look at my sales figures, 70-80 percent of purchases are made with a credit or debit card. I can’t emphasise enough how important the payment terminal has been for my business. Before a party, women are usually cautious and only keep around £30 or £40 in their purse, but as soon as they see a piece of jewellery they like – which doesn’t take long – out come the credit cards. I also do a lot of sales over the phone so again the machine is crucial as it will take the payment and also verify the card. When I’m selling at Christmas fairs and school fairs, I’m usually the only person who has a credit card payment facility, so the machine makes me look professional, and it also gives me a competitive advantage because people rarely carry much money at fairs, but they always have their cards.
Silver service
As a Silverdaze franchisee, one of the most important things I do to secure and keep business is give great customer service. Simple things such as replying to an email or text within a day, or phoning up a Silverdaze party host the day before their event to make sure they’re ok with everything, or writing them a thank-you card after the event. These gestures go a long way toward building good relationships and getting repeat business. I also improve my service to customers at my own expense. For example, I give all of my jewellery to the customer in beautifully made silk bags. The women really love the bags, and while this is a cost to the business, it adds value, professionalism and sends out a positive message. Because most of my business comes through positive referrals, being customer-focused is vital.
No experience required
I had no former knowledge of retail or sales before becoming a Silverdaze franchisee, but I work on the basic premise of treating my customers how I would like to be treated. So when I’m behind the counter, I tweak the presentation, polish the jewellery and let the quality of the pieces speak for itself. I never pounce on customers or get pushy on the sales because I don’t like that approach when I’m a customer. After a while, you get to know when the time is right to make a suggestion or help somebody with a decision. Often, if somebody hasn’t got their purse with them or they can’t afford a piece of jewellery, I suggest they host a party. My average party take is about £600, and the host receives ten percent, which they invariably use to buy a piece of jewellery.
Vicky’s Silverdaze Stats
My first year’s turnover, which ran from October 2005 to end of May 2006 – so just eight months – was nearly £27,000. Between May 2006 and June 2007, my turnover had risen to almost £47,000. For 2007-2008 my turnover was close to £60,000, so I’ve had year-on-year growth. Not bad when I think that I’ve taken at least two-and-a-half months off to travel and work one day a week as a supply teacher. For me to make this kind of turnover, I worked roughly two-days-a-week selling. However, in the run up to Christmas, which is by far my busiest time, I work day and night.
Doing the job
In the morning, I get up and get organised. Most Saturdays I have a spot in my local library, which brings in a steady income. Then once a week, usually on a Wednesday, I do a corporate event. When I’m not setting up and selling, I’m sending out invites, dealing with email enquiries, returning calls and mailing jewellery to customers who have ordered and paid over the phone. I also spend some time on the phone or making visits to try and get into new venues. I’ve found that the best way to get into a new place such as a school, office or health club, is through somebody who works there – that way I have a strong internal referral from somebody who has met me and seen the jewellery, and who her colleagues trust.
In the last year I’ve done about 130 events. Half were private parties and half were public or corporate events. The parties are undoubtedly best for business because you have a captive audience of women ready to buy. Even when sales aren’t as good as I hope, I never think of my time as wasted because at least I’ve had the opportunity to meet some interesting people and tell them about the Silverdaze parties.
The set up
When I get my table in position and work on the presentation of the jewellery, which takes about an hour, everything looks really impressive. I place vases with flowers on the table for an extra splash of colour, I put mirrors around the pieces to reflect light and give the illusion of a grander space, and I carefully position fairy lights and lamps against a lilac background. Because I put a lot of effort into setting up, the jewellery really sparkles, and people can see the quality of the stones, which helps with overall sales. Silverdaze now supplies all franchisees with a large banner, which at about seven feet high allows people to see them from a distance at bigger events, and is great for branding. The banner also has a lot of information on it, which saves customers having to ask the same questions.
The preparation and presentation are really important when it comes to selling. In laying out the jewellery, all of the pieces are put in separate trays, so coloured stones will be grouped and plain silver will be in its own tray, for example – this makes trying on complimentary pieces more straightforward for customers.
Marketing gems
Three times a year, I mail all of my existing customers to invite them to an open day at my house. It’s a great way to show off new pieces, meet new people and build up my customer database. Even if people can’t make it, I know a lot will stick the invite on their fridge as a reminder to have a party or give me a call in the future. As well as selling lots of jewellery, open days are one of the best ways to market the parties – the last open day I had generated around 12 parties alone! Because the open days are so popular, every year from now on I’m going to run it over three days, including Sunday so almost everyone can make it. And if somebody books a party, they get all of the marketing material they need to promote it to their friends, including glossy Silverdaze invites and flyers with images of the jewellery on.
Dazzling prospects
Today, I’m thinking about expanding my business. Last year I was getting double bookings all the time, and was passing work onto other franchisees. In the three months leading up to Christmas 2008, every Thursday and Friday is full. Even in difficult economic times, it seems that women still want to treat themselves, and I’d like to make the most of the obvious opportunities.
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