Jewellery Business – Your Elevator Pitch!

What is an elevator pitch? Why do you need one and what should you say? Business tutor Anna Campbell gives you the lowdown.


Your Jewellery Business Elevator Pitch



What is an elevator pitch?

If you’ve ever watched Dragon’s Den then you will know what an elevator pitch is. It’s a short introduction to your business, so named because it should be succinct enough to tell someone in the time it takes to go up in an elevator.


Why do I need an elevator pitch?

Being clear on your elevator pitch will help give you confidence when you are talking to potential customers, investors and retailers, as well as when you are introduced to someone new and are asked what you do!


What should I say?

Think about the ‘w’ questions – who, what, why, where, when

  • Who are you?
  • What do you do?
  • What makes your jewellery different?
  • Who are your customers?


You should focus on what is different about your business (your unique selling point) and also include a call to action at the end. For example, you might say


‘I am looking for investment to grow my business further’

‘I am looking for retail outlets that would suit my products’


How long do I have?

As the name suggests, you have the time it takes to go up in an elevator (20-30 seconds) so you need to distill your business down to the most important points you want to get across to the person you’re talking to.


How do I start writing it?

Have a think about the above questions and make some notes. Ask those close to you to give you some ideas, they will know about your business from the outside and may have some great ideas to add.

Have a look at some examples of elevator pitches to help give you some ideas.



Levi Roots pitch on Dragon’s Den.

Roots had sold 4000 bottles of his Reggae Reggae sauce at the Notting Hill Carnival in 2006 and, after securing investment on Dragon’s Den, his business expanded and was estimated to be worth £30 million by 2010.

You don’t have to be able to sing to do an elevator pitch but his approach was memorable!

Elevator pitches from students at St Mary’s University




I’m not a salesperson, I’m a jewellery maker and I feel stupid and pushy saying all this

This is why it’s even more important that you prepare in advance what to say about your business! If you lack confidence in this area it can help you to have a mini-script that you have practiced. Practice is important, you want to feel natural and like yourself


Have you pitched your jewellery business to retailers or investors? Do you have any advice to share? Please share your thoughts on this issue with us in the comments below or via our instagram, twitter or facebook pages.


  1. Posted July 28, 2016 at 10:22 am | Permalink | Reply

    Thank you London jewellery school, I love reading the articles you write, they are always so informative and very helpful. Thanks again, angelleesa xx

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