We get it. You want to do your own thing, you know, start a business, be your own boss, break away from that secure-but-not-so-satisfying role and finally start working on that ingenious idea you’ve had at the back of your mind for years. But then there’s that daunting question: where and how to actually start? In these types of situations, you tend to find two kinds of people: the ones who continue to dream and the ones who actually do it. Tessa Packard, well, she’s a doer.
Most people are luck enough to have one dream job in a lifetime but the 30 year-old has already ticked off two, starting her career working for some of the most lauded galleries in the art world, before giving it all up in 2012 to follow her dream of starting her own fine jewellery line. Offering the most beautiful statement precious stone and diamonds at a fraction of the price you’d fine elsewhere, Packard’s eponymous line was launched a little over a year later and is already reaping the rewards of its unique approach to fine jewellery, with coverage in the big titles from Financial Times and Vanity Fair to Tatler, Vogue and Harper’s Bazaar.
But, success aside, she speaks most compellingly about some of the lessons she’s learned along the way in an industry she knew nothing about when she started. Here, she talks to The Lifestyle Edit about stalking fashion editors until they responded to her emails, why networking is the key to building a brand and how she’s managed to overcome guilt about switching off.
incredibly exciting.
For the first few months I was essentially unchartered, open water, furiously researching everything from packaging designers and stone dealers to jewellery manufacturers and relevant press. It is always going to be a challenge getting to grips with the whole industry. I think you need to appreciate that from the start and not go into it blinkered or blinded by the idea of fame and celebrity.
I think any entrepreneur has to be hands on with every element of the business of brand at the start. I don’t passionately love spreadsheets or doing my book-keeping but it does mean I know what my account is going to report to me at the end of every quarter. By and large though, I do actually enjoy involving myself with everything else. I love working on the marketing and PR side of things; I love doing the graphics for the website and I’ve come slightly obsessed with social and Instagram.
I’m lucky that I like socialising and meeting new people, as networking is really the key to building any brand. You must seize every opportunity and meet as many people as you can, regardless of whether you think they might help you or not. Some of my best connections or contacts have arisen when I least expected it and from the least expecting people. It’s amazing who a make-up artist or set designer might be able to introduce you to.
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Having a more accessible line of jewellery opens my market up to a larger number of clients as well as a much broader range of press and wholesalers. From a creative perspective, producing beautiful pieces under £600 is much more of an undertaking than designing haute joaillerie. You have to consider the cost of every little element from production moulds to how stones are set. As a designer I relish that challenge.
As much as I love the buzz that comes with pitching or meeting new clients, I always cherish the days in the office where I don’t leave my desk and am able to complete a full day of designing undisturbed. There is no average day, and working hours can start as early as seven and last until 11pm. I also work most weekends.
I made a promise to myself when I started this business that as long as I achieved my monthly goals and ticked off everything on my to do list I could clock off early for weekends or have a mid-week catch-up lunch with a girlfriend guilt-free.
Initially I found it quite hard to get the work-life balance perfect. When you are passionate about what you do, it’s hard to try and detach yourself from your work, especially if you are a young brand and you don’t necessarily have hundreds of support staff covering you when you are away. I’m becoming stricter with myself in terms of family time, working harder in the run-up to a holiday so that I don’t feel so guilty when I ignore emails.
I think guilt is probably a businesswoman’s greatest enemy – you always feel that you could be doing better, achieving more – and while it’s true to a certain extent, realistically you have to put things in perspective and remember that your business does not give as much meaning to you as your friends and family do.