How to be a designer and retailer

While management and creativity can sometimes seem to be at opposite ends of the business spectrum, retailing in jewellery can provide an opportunity to merge the two strengths. Jos Skeates, jewellery designer and co-owner of two-store retailer EC One in London, has found a way to incorporate the creative design process with a business model that revolves around customer satisfaction.

Skeates has been a goldsmith for 24 years, and has spent the past 19 years designing pieces for his store. Now his business success is built on his design flair and production knowledge.

Training has been a huge part of Skeates’s career development. He apprenticed for five years to become a goldsmith and continued his studies at Central Saint Martins in London where he earned his jewellery degree. After graduating, Skeates began making pieces for shops and within a year had established EC One.

“People are told that creative means you can’t be good at business, but that’s rubbish,” says Skeates. “The best business people are the most creative people.”

Skeates implements the creative process in his store through interaction with customers. When designing, he develops ideas and collaborates with clients to create a product that both parties love. However, he warns not all jewellery designers are cut out for retailing.

“There is a huge difference between making and selling jewellery, between retail and manufacturing,” Skeates explains. “A lot of makers do not make good retailers.”

Skeates says those interested in opening their own shop should embrace the customer interaction involved and also enjoy the process of creating. “The best and most amazing thing about my job is being able to meet people when they are committing to each other and being part of that process,” Skeates says.

“It’s a real privilege and one I never take for granted.”

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