February 11, 2014
Ellinor Mazza, Arbor
Bio The path that led her to this point
I have been making things with my hands since I can remember (I knitted my first square at seven years' old!). In my late teens and early twenties I did a lot of knitting and hand sewing. At some point I started mucking around with wire and beads, making fun bits of jewellery. I never thought of this as a career though and always made sure I had a job in something else I am good at (office administration).
In 2004, after returning from a year of travelling around Australia and having a quarter life crisis, I applied for and was accepted to study an Advanced Diploma of Engineering (Jewellery) at NMIT in Melbourne. I loved it! I was at home with metal and I realised that this was what I wanted to do.
Post study, someone I know was diagnosed with a terminal illness and I had a very clear thought of "Wow, your life can just take a crazy turn at any given moment. I need to power ahead and achieve what I want to... faster!" So I made a concerted effort to move ahead with my jewellery-making, creating a range and approaching shops and galleries around Melbourne to stock my work.
I am pleased to say that nearly everyone I contacted was happy to showcase my collection.
The first store that ever accepted my work was Arbor, a gorgeous little boutique in Brunswick. Little did I know that a few years later I would have the chance to buy the business! At this time I was working part time in administration at a university and running my label, Ellinor Mazza Jewellery, on the side. This was usually a great balance as I would get two to three days in the studio each week.
One afternoon I received an email from Gretta, the previous owner of Arbor, explaining that she wanted to sell her shop and would love to hear from anyone interested in buying it.
It felt right. I e-mailed back straight away.
So, three years later (I took over the business on Valentine's Day 2011) and the business has progressed to include a website and online shop. I see the future of the business in a strong online presence with a complimentary storefront.
Q&A Insider advice & tips
What's been your greatest achievement to date?
Building my online presence from zero to where I am today. I am still not even a quarter of the way there and there has been lots of hard work and dedication, but I can see the results of my labour every day with ever more followers and sales!
What's been your biggest challenge so far?
One of the biggest challenges I have faced is continuing to nurture my creative side while keeping all the mechanics of the business ticking over. I have made a conscious mind shift recently, from working for my business to getting my business to work for me. Now I am very much carving out proper studio time whenever I can!
Best lesson you've learned along the way?
One of the biggest lessons I have learned is to trust my instincts when it comes to people and only work with suppliers who have similar values to me. In the end, my business is the point of contact for the client so any issues that come from a product or process will reflect right back on me.
A website, book or resource that has helped you in your business or inspired you and why?
My staff are amazing. I employ two jewellers who have work on display at Arbor and they are fantastic people who have a genuine interest in Arbor, keep everything tidy and ticking over smoothly and are a sounding board for ideas. Also, Instagram for the gorgeous worldwide jeweller community. I have discovered some great work there that I now showcase!
Which person or brand do you most admire and why?
Molly from Stone Fox Bride has inspired my social media brand building. She creates a full story around her brand instead of just constantly posting photos of products. Amazing manufacturing jewellers Chris from Custom Jewellery Co in Brisbane and Emma Kidson from Wagga Wagga have inspired my return to the jeweller's bench to make high-end hand fabricated work.
What advice would you give someone starting an independent business in your industry?
Only do it if you absolutely love it. You will work very, very hard, stress out a lot, and cry sometimes. But you will also feel a sense of freedom, accomplishment and pride in yourself and what you have built. And if you really want it, you can build it.
Finish this sentence
Everything changed for me when…
I got together with my partner four-and-a-half years ago. He has given me support, understanding, advice and confidence. I don't think I would be where I am professionally or personally without him in my life!
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