Tag Archives: Anna Campbell

Jewellery making on TV

TV shopping channels are now featuring jewellery making and supplies. Tutor Anna Campbell turns on the TV (for research purposes, of course!) to see what’s happening


I have to admit, I am a fan of TV shopping! It seems many others also enjoy it but keep it a guilty secret but the need to feel guilty about it seems to be changing! There are a few channels that feature jewellery making tutorials and supplies and it is great to see how widespread the hobby and business of jewellery making has become on the shopping channels. I have had a look at the TV channels I can see and the jewellery supplies they offer. Just a note, I only have freeview so there may be more you can recommend to me!


london-jewellery-school-blog-jewellery-maker-tvJewellery Maker is perhaps the most well-known in the industry as it focusses solely on the craft of making jewellery. Previously owned by the Genuine Gemstone Company, that also runs Gems TV, Jewellery Maker sells a wide range of materials and tools including precious and semi-precious stone cabochons and beads, other beads including Swarovski, tools and materials. Always informative, they feature guest designers who show how the materials and tools can be used. LJS tutor Hayley Kruger is a guest designer with Jewellery Maker so watch out for her shows!




Create and Craft TV feature all types of papercraft, arts and crafts including jewellery making. The London Jewellery School has a partnership with Create and Craft TV. In 2016 and 2017 LJS founder Jessica Rose and metal clay tutor Anna Campbell did shows demoing silver clay projects on the channel. Viewers were able to buy a kit of metal clay tools, which also included access to the Jewellery School Online course silver clay charms and torch fired stone setting techniques. 

Create and Craft have also partnered with Beads Direct so there are a lot of great beading and wirework products as well as other resources.




Hochanda is the ‘home of crafts hobbies and arts’ and covers a large range of crafting and art including card making, stamping, patchwork, sewing, applique and much more. They feature a small range of jewellery making supplies.


What am I missing? Which channels do you like to watch? Let us know what you like to watch via the comments below


Step by step guide to successfully selling your jewellery range to a retailer



In a previous blog post business tutor Anna Campbell outlined some places you can sell your jewellery. In this post she gives you a step by step guide to success when approaching retailers

Selling in your local area or for prestigious retailers can boost your income and ensure more potential customers know about your business. This step by step guide has been designed to make approaching retailers feel less daunting. The secret? Do your research and be prepared!



It’s really important before you approach any retailers to do your research. Identifying retail outlets you think might be good for your products is your first step. Visit the retailer at different times of day to see how busy they get, the clientele type, types of jewellery they currently sell and their price range. You want to ensure your pieces will fit in with the products they already stock but still stand out. Be honest with yourself about whether you feel your jewellery will fit in and do well. There’s no point wasting your or the retailer’s time. If you think your work is a good fit then your next step is to find out who you need to speak to – the manager, buyer etc (just ask!).




Before you approach the retailer you need to be fully prepared. Practice giving a short explanation of your business and get some samples of jewellery ready to take. Taking samples is best but if you can’t, do ensure you bring some good quality photos of your work (colour printed or on a smartphone/tablet/laptop).




You will need to be ready to discuss pricing at your first meeting and the retailer will expect you to have done the number crunching already. For this you will need your wholesale item price and your retail item price. Check out this previous blog post by Melissa Hyland that goes into detail about how to calculate your prices and what percentage retailers will expect to make.


Get in touch

When you have done all your research and preparation contact them (either by phone or by going into the location) and ask if you can make an appointment. Some may be prepared to speak to you immediately so ensure you are ready to explain what you want and to show some example pieces of jewellery. If you can’t speak to someone immediately agree an appointment time and show up promptly. Prepare a brief few sentences about your business and get to the point. They are likely to be busy people and will appreciate this.

Show your prepared samples of jewellery and ask them to talk honestly about whether they will appeal to their customers. There’s no point in wasting your time if the location isn’t the right ‘fit’ for your products.



If you both agree to give it a try ensure you check the arrangements for your work e.g. is it sale or return (where you take in the items and only make money from sales), is it insured or do you need to cover it on your policy, how to invoice for your sales etc. Get it all in writing and preferably agree a contract (many retailers will already have a standard contract and terms, smaller retailers may not).

Deliver the pieces agreed and get a signed delivery note of the pieces you have delivered to ensure there’s no argument later about what was received.

If you need to invoice for sales do so promptly in the correct format; you don’t want delays in payment because you haven’t followed the retailer’s procedure.



Regular reviews

Review how well your sales are going in the location periodically to ensure it is worth your while, whether you should change what you are selling, change your pricing etc.

We’d love to hear from you if you are selling in local retailers. Let us know how it’s going in the comments below.

Special Business Week offers


And don’t forget our special offers on business courses for this week only we are offering 25% off business day classes held here at the School using the code 23011701*.  This code can only be used over the phone so please call on 020 3176 0546 to book your place.   This discount is only available on bookings made during Jewellery Business Week 21-27 January 2016 inclusive.

Click here for more details of all the business courses included in this offer.

If you’d like to be kept informed of our jewellery business courses, free articles and offers subscribe to our jewellery business list

And our New 8-week Online Jewellery Business Bootcamp will be starting on 27th January so if you would like more help with your jewellery business we would love you to join us!  

Author: Anna Campbell


You Can Make It metal clay residential conference

2017 brings us the first You Can Make It metal clay residential conference! LJS tutor Anna Campbell is among the expert teachers travelling from all over the world to teach. Here she gives you more information about the conference and how to book


I’m really excited to be a part of the You Can Make It residential metal clay conference. If, like me, you have tried metal clay and love it, why not join us? You will learn so much from all the teachers and all your fellow metal clayers. People at all levels of experience with metal clay are welcome.


When? 24-26th March 2017

Where? Springfield Country Hotel Leisure Club and Spa, Grange Road, Wareham, Dorset, BH20 5AL, England



YCMI is a residential metal clay conference held in a spa hotel in Dorset. There is a selection of full day masterclasses, hands on sessions, demos and talks to choose from taking place over the weekend. There are so many techniques and projects you can learn over the course of the weekend – check out the website for all the information.

There is also the chance to get to know other metal clayers, take part in a charm swap (where you make a number of metal clay charms and swap with others to build up your own unique bracelet) and the ‘Your favourite make’ competition, visit the Make it Market and more.

The event is sponsored and subsidised to make it as affordable as possible. Check out the YCMI website for all the details and to book your place. You need to choose your masterclass and hands on sessions at the time of booking so don’t wait – you don’t want your favourite class to be fully booked before you get on! You can check class availability here.


Worldwide expert tutors

Tutors are travelling from all over the UK and the world and they include Wanaree Tanner, Anna Mazon, Joy Funnell, Tracey Spurgin, Julia Rai, Carol Douglas, Anna Campbell, Grainne Reynolds, Leigh Armstrong, Petra Cameron, Kim Paige, Shayna Bowles and a Japanese guest artist from Aida (manufacturers of Art Clay) tbc.


Check out the YCMI website for all the details and to book your place. I hope to see you there!

LJG Guest Blogger - Anna Campbell of Campbell Hall Designs

Celebrating jewellery collaborations – the Pass it Along Project

In March we featured a blog post about the Pass it Along Project, a jewellery collaboration project spearheaded and collated by LJS tutor Penny Akester to challenge jewellers to work with others from around the world on the same piece of jewellery. LJS tutors that participated include Penny Akester, Hayley Kruger, Helen Walls, Anna Campbell, Annie Mason and Natasha Williams. The first iteration of the project is now complete so we thought we’d share some of the finished pieces.

What is the Pass it Along project?

The Pass It Along project is a group jewellery making challenge – it is open to any jeweller who was interested in challenging themselves. It was designed to enable unexpected and unplanned collaboration between makers – to generate new ideas and inspiration, as well as connections with other jewellers. The idea is based on the idea of a chain letter, game of pass the parcel, or a game of consequences – everyone taking part is allocated one of three themes, and starts to make a piece of jewellery, they didn’t complete the piece however, they passed it along to someone else in the group who continued to work on the jewel. It was then passed along to a third person who put the piece together and completed it / made it wearable, then on to a fourth who got to keep the piece, and who shared images of the piece. It meant that everyone who signed up got to take part at each stage of the project, and everyone got to keep a jewel too.


Some examples of the pieces collaborated on by LJS tutors


Piece no 32, was created by Tilly Wilkinson, using copper sheet and enamel, changed by Anna Campbell, who used wire, collated by Penny Akester, who used tercel yarn to add kumihimo braiding and created a necklace.



Piece no 13 was a collaboration between Angela Dickson, Ana Pina and Annie Mason



Piece no 35 was created by Rosa Elena Rivera using bronze metal clay, silver clay, Pebeo paints and bronze tubing to ‘create’ the pendant. Dicle Erver then ‘changed’ the piece by using wire binding techniques with craft wire in varying shades of purple to compliment the subtle tones originally created by Rosa with the Pebeo paints. Natasha Williams ‘collated’ the final piece by adding brass chain, which provides a backdrop for the whole piece and enables Dicle’s wire addition to wind it’s way around the chain and pulling the whole piece together.



Piece no 38 was started by Jeannette Froese LeBlanc in etched aluminium, changed by Hayley Kruger using ink, pencil crayons, paper, perspex, saw piercing and finishing techniques.

It was collated by Lisa Welbourn using sterling silver, silver clay, lava beads, rubber neck cord.



Piece no 56 was made by Julia Dainty, Helen C. Walls & Aimée Cope in Silver & Peridot.


Where can I see all the finished pieces?

You can view the online exhibition of pieces here


How can I get involved in the next Pass it Along round?

The Pass it Along project is a great challenge and learning experience for jewellery makers with any level of jewellery making experience. You can find out more information about the current project and can sign up to be involved in the next round here.


Author: Anna Campbell

LJG Guest Blogger - Anna Campbell of Campbell Hall Designs

Exciting new jewellery business classes at the London Jewellery School

We are very excited to announce the creation of four new jewellery business classes.

One of the benefits of a truly global online marketplace is that you can sell jewellery to countries you have never been to, and all while you sleep!

However, many other jewellery makers have had the same idea so how do you ensure that you are well represented and promoted online? Following on from our successful PR for your jewellery business taster class our experienced tutor, Anna Campbell, has designed some new classes to help jewellery and craft business owners get online.

Why have you decided to run these new classes?
The PR for your Jewellery business class continues to be a popular and successful taster class. The Jewellery School has grown and our students have grown and many are now looking to sell their jewellery and craft online. The PR class is excellent for those who are already familiar with social networking sites but feedback from our students is that many would like some more practical help with setting up a website, on social networking sites as well as advice on search engine optimisation.

How will the classes be taught?

You will be taught in groups of no more than eight students, as with all our classes. Each student will be provided with a laptop with an internet connection for the duration of the class and your tutor will talk you through the process step by step, giving support and advice on what to say and how to say it and help you feel confident in using your website or social networking sites at home.

web blog copy

Designing Your Own Website  (10am-5pm)

In this one day intensive class you will set up your own website using the free and simple to use website creation tool weebly.com.

Have a look at your tutor’s website that was created using weebly http://www.acampbell.info/

Techniques covered in this class include:

  • Setting up your own website with your choice of colours and layout
  • Setting up different pages so you can showcase photos of your work, create a ‘contact me’ form, about me section etc
  • Editing and adding to your pages so that you are confident in doing this at home
  • Purchasing a domain name (a website address) and attach it to your website
  • Setting up a sliding gallery of your images
  • Advice on selling online through the website (see below), online marketplace e.g. etsy, folksy etc

This class has been designed for new or existing jewellery business owners who would like to set up a website – whether to showcase their work or to sell from alternative sites e.g. etsy, folksy etc

Please note, if you want to set up a merchandised website you will need to purchase a professional weebly account (this is not covered in the course fee). Advice will be given on this and the costs involved and it is simple to do with weebly via google checkout or a paypal business account.


Social Media for Your Jewellery Business  (10am-5pm)

To actively promote your jewellery business you need to utilise the free social media that is out there to connect with potential customers. On this course you will set up business accounts and learn how to effectively promote your business on

  • twitter
  • facebook
  • pinterest

You will learn how to brand your business so that you link your social media together and have a coherent look to your business and get advice on how to use these effectively and efficiently so you can get on with making jewellery!

This course is designed for beginners with no knowledge or experience of social media.

Creating Your Own Jewellery Blog  (6.30pm-9.00pm)

Handmade jewellery is more popular than ever but how do you get your story across? Many people looking to buy unique and handmade items want to know the story behind them and the maker. A blog (short for weblog – a type of online diary)  is an excellent way of telling your story and connecting with buyers.

Techniques covered in this class include:

  • Setting up a free blog using google’s blogger.com service
  • Formatting your blog to make it look attractive to readers
  • Learning how to write a blog post, include images etc
  • How to link other social media you may already have to your blog e.g. twitter, facebook, pinterest
  • What to write and how often

Getting your business seen on Google (6.30pm-9.00pm)

Search engine optimisation (SEO) is important as it is the way you ensure your website, blog etc appear higher up the google search.

  • Techniques covered in this class:
  • Learn what people search for
  • How to ensure your website/blog etc can be optimised
  • Understand keywords and how to use them

About the tutor – Anna Campbell

My background is quite unusual but ideal for these classes! I am a qualified teacher and have previously worked in IT for a university teaching the professors how to use online services. I have developed my jewellery business and teaching to a point where I have given up that job in order to concentrate more on my business and jewellery designs. I have successfully used social media and my website to generate sales from all over the world.

Get ready for Jewellery Business Week

Are you thinking about starting or growing your own jewellery business?

January is the time when traditionally people re-evaluate their lives and especially their jobs. Quite often this means considering starting their own businesses either as a full time alternative to their job or as additional interest and income stream. So it wouldn’t be a surpirse if it was on your mind around now.

Of course it’s one thing making great jewellery but there’s a lot more to think about such as  budgets, pricing, PR or packaging.

So here at LJS we thought we’d do something to help. Our first Jewellery Business Week will run from  14 to 20 January 2013.

This online event will include:

  • Daily business tips
  • Daily blogs featuring business information, interviews with successful designer makers and guest articles from experts
  • Promotion for jewellery businesses joining in the week
  • Live Q&A with LJS founder and successful entrepreneur Jessica Rose
  • Online discussions
  • Discounted business courses
  • Twitter chats under the hashtag #LJSjewelbizweek

There are lots of ways to get involved. Keep an eye on the blog each day from next Monday (14 January) and look out for the business tips every day on Facebook. Also on Facebook we want to hear your stories. We’ll be asking you to share tips and experiences on a different theme each day. And if you want us to promote your jewellery business, tweet us the details @jewelleryschool and we’ll give you a mention.

Plus on Staurday 19 January, LJS founder Jessica Rose will be answering your business questions live on Facebook. So get thinking about what you want to ask.

biz 2And if that isn’t enough look out for the special Jewellery Week discount code which will give you 15% off the distance learning business course (usual price £99 plus P&P) if you order during business week.  Don’t forget the business course also includes a year’s free LJS membership gaining you discounts on jewellery supplies and the chance to promote your business in the LJS Members’ Directory.

With all these opportunities – how are you going to join in LJS Lewellery Business Week 2013?

New videos and help for your jewellery business

Are you thinking of starting or growing a jewellery business? Mystified by pricing? All at sea when it comes to publicity?

Don’t worry, the LJS Jewellery Business distance learning course has just been updated with new videos and more business advice than ever before from LJS founder Jessica Rose and tutors and succcessful jewellers  Anna Campbell of Light Boat Jewellery and Hayley Kruger of Hayley Kruger Adornment.

Drawing on their own experiences in founding their own jewellery businesses, tour three tutors discuss a range of topics including:

  • Marketing – How to market yourself and your work, different approaches to marketing, branding and brainstorming ideas.
  • Advertising – How to use it successfully for your jewellery business.
  • Press – Ideas about getting noticed by the press and writing press releases.
  • Websites and e-commerce – You will be encouraged to think about how websites and IT are used in the running of your business.
  • Social networking and blogs – Using social networking to expand your business and get new customers/ sales.
  • Photography – Getting good pictures of your jewellery is one of the most important things.
  • Finance and budgeting – A look at finances, how to record details, maintain accounts, using an accountant and keeping to budgets.
  • Pricing and selling your jewellery – Getting your pricing right is crucial, make sure you think of all aspects of pricing for selling. Plus practical ideas and advice on how to approach shops and galleries and etiquette for selling in outlets.

At £99 plus postage, this is a comprehensive course for anyone interested in setting up their own jewellery business or who has recently started a business and would like information and advice as well as a kick start to develop it.

What is included: 

1. DVD with over 60 minutes of expert advice in all areas from marketing and promoting your business to pricing and selling your jewellery.

2. Comprehensive 50 page, glossy, full-colour workbook, full of information on how to set up and run your own jewellery business including; a full list of useful contacts and suppliers for jewellers based in the UK, tips on each aspect of setting up your own jewellery business and Information on the common pitfalls and mistakes to avoid.

3. A supplementary case study booklet detailing 3 current businesses, what they have done and tips and advice for running your business.

4. Membership of the London Jewellery School including taster class voucher and supplier discounts.

(Please note that no actual jewellery making will be covered).

Preparing your jewellery business for christmas part 3 – packaging and branding

he third and final post in our series on preparing your jewellery business for christmas. In week 1 Anna Campbell looked at christmas craft fairs and markets, week 2 was the online marketplace. In this final week we’re turning our attention to branding and packaging.

Luxe business cards and stickers available from moo.com

Your branding and packaging is important all year round but is particularly important at Christmas. Offering your items gift wrapped can be a real benefit to would-be customers as it is one less chore for them at this busy time. Also, having some kind of branding on your packaging can help make your business look professional and promote your work to a new audience, the recipients of your jewellery.

Here are a few ideas to get you thinking about how you brand and wrap your pieces for customers.

Some items from my sweetie shop, available on Etsy

Your brand

Your brand is your business identity. You need to think about how you want people to identify you via your logo and business colours. You will have noticed that the London Jewellery School colours are pink and purple. These can be seen consistently in our communication – in our logo, on our website, our class brochure etc.

You may not have a logo yet and creating one before christmas may be a bit too much to undertake but do think about the colours you would like to use in your logo as you can start using packaging in those colours now – even if it’s just getting some purple tissue paper!


Like many jewellery makers and crafters I love moo.com who offer all things printed e.g. business cards, stickers, postcards etc. You can get a different image printed on every item which gives lots of flexibility, they don’t all have to look the same. I have tried most of their products and can really recommend their quality.

I have bought mini-moos, which are half sized business cards, to use as labels for my sweetie shop products (see photo above). Not only do they act as a warning not to try to eat my products (they do look a bit real!) but they also give my contact information. This is great if a piece is being given as a gift as the recipient will see where they can buy matching items.

Velvet or organza bags

An easy way to provide attractive gifts is to simply put your piece into a ready made organza bag, velvet pouch etc. I also wrap my pieces in tissue paper before putting them in the bag, particularly if I am sending the item through the post.

When wrapping my pieces in tissue paper, rather than use sellotape, I use one of my branded stickers to seal the package. I think it looks more professional and is consistent with my brand.

Quirky packaging from Light Boat Jewellery

Unusual packaging

Have a think about any unusual packaging you could use as a feature. For example, for my sweetie shop range I found small glass jars and put jewellery in them. I stick one of my moo stickers on the top and it makes a quirky gift. I’ve also bought pink and white striped sweet shop bags to wrap my pieces when selling at craft fairs and markets.

Is there an unusual way you could wrap your jewellery?

There has been a lot of advice over the last three weeks in this blog post series. Don’t worry if you feel that you haven’t been able to implement it all. My hope is that it has helped you generate ideas about how to develop your jewellery business, whatever stage it’s at.

I really hope that these ideas will help boost your sales over the christmas period and I wish you all lots of festive fun!

Do remember that we offer a number of one day jewellery business courses, a distance learning jewellery business course and a taster class in PR for your jewellery business so if 2013 is the year for you to move on with your business consider enrolling to get expert advice and guidance.

Anna is an LJS tutor teaching a number of jewellery making classes and PR for your Jewellery Business. She mentors artists and crafters in setting up their website and using social media to promote their businesses for Crafty Websites and runs her own jewellery business, Light Boat Jewellery.

The photos in this blog post have been taken by photographer Gary Ullah at Crafty Websites who offers jewellery photography as a service. Good quality photos of your jewellery are crucial, particularly if you sell online. The London Jewellery School runs a one day class on photographing your jewellery to help you get confident with doing this yourself.

Are you Thinking of Setting up a Jewellery Business?

Blog post written by Anna Campbell 

The brilliant thing about the internet is that it has allowed us all to become business people with a low start up cost. I’ve sold pieces of jewellery to New Zealand, USA, Holland, Australia – places I have never been. But where do you begin? And with so many people having the same idea, how do you stand out? Here is some advice to get you thinking…

1. Start small

On the PR class I have spoken to people who have gone all out, hired a web designer, pay monthly for a merchandised website and then …. nothing happened. No one bought anything. There are a couple of lessons here. First, start small. Setting up a website to get started can be costly. Plus you haven’t had the chance to see if what you make will sell, if people will pay what you need to charge etc. If you’re starting out or want to try out a new idea I recommend using a site like www.etsy.com or www.folksy.com. On both of these sites you can quickly set up shop, paying a small price for listing each item (20 cents on Etsy). You aren’t charged any more until someone buys something and you can factor in the small percentage they charge into your pricing. Buyers can use paypal or you can choose to take cards. I started up in this way. I started two etsy shops and one sold absolutely nothing! The other was popular and I still have it. If I’d set them both up as merchandised websites I’d have lost more than a few pounds.

2. Know your market

You need to think about who is going to buy your product and where they might look for it. That could be online but could also be in local shops, craft fairs, through jewellery parties etc. One of the students on the PR course, Fiona from @FunkyDaisy sells some of her products at a nail bar. She gives the technicians freebies that they wear when they’re working, people ask where they got their jewellery from and hey presto – a sale!

3. Look professional

Even if you work from your kitchen table you need to come across to potential customers as professional. I recommend getting some business cards made up. Have you heard of Moo? moo.com are very popular among jewellery designers because they allow you to add lots of different photos to your cards. I’ve also had some moo stickers made to use instead of sellotape on my wrapping.

Always carry some cards with you, you never know when someone might ask you about the jewellery you’re wearing!

4. Approach local shops

Many people I meet say that they get anxious about approaching local shop owners about stocking their jewellery. Remember, these people are in business and want to be approached, it saves them doing the work to source the products! Plus handmade locally produced jewellery is a big story at the moment so they are likely to be very interested in what you have to offer.

5. Take the next step

The London Jewellery School runs a number of different courses to help you, whatever stage you’re at in your business, to get to the next level.

You can come for our intensive Jewellery Business Day where you’ll consider pricing, marketing, websites, getting into shops and more.

You could come to our PR for your Jewellery Business evening taster class to learn more about how to promote your business via facebook, twitter, blogging etc

If you’re not in or near London why not consider our popular Jewellery Business Distance Learning Course for advice for your start up business,including 80 minutes of expert advice via DVD, one years free LJS membership, a place on the members directory and loads of other benefits.

Good luck with your business adventure! And don’t forget to keep us informed about how you’re doing. We love to hear from you.

Anna Campbell is the PR for your Jewellery Business teacher. She runs her own Etsyshop, lightboatjewellery selling silver and beaded jewellery. She has more than 1000 followers on twitter (@light_boat) and regularly makes silver jewellery on commission for celebrities. Her website is www.acampbell.info

Until next time,

Happy Making, LJS x