Best Career Advice by Janine Leghissa, Founder of Desiderate

Credit: Janine Leghissa, Founder Desiderate | www.desiderate.com.au

The best piece of advice learned is:
​Find your perfect customer, create what they want and then use any avenue to get it in front of them.

This is quite simple but can be difficult to execute. As a jewellery designer, I’ve learned to understand what my customers want. This changes as trends come and go, so it’s important to constantly listen to customers and not assume that what worked last season will work again next season.

We constantly introduce new products which allow customers to build their collection. Making quality jewellery requires the design, sourcing of stones and materials and manufacturing, all of which takes time. I manufacture in quantities that allow for economies of scale and I can pass those discounts on to customers. I have had products I thought would sell well that struggled to move. And I’ve had products I thought would have moderate demand sell out quickly. Restocking takes time so getting that inventory balance right is crucial in ecommerce.
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In the early days your customers are likely to be the source of your business growth so it’s vital that you satisfy them in terms of quality and service. If they’re happy, they’ll tell friends and family — which is just what you need when your advertising budget is low.
To get in front of customers you need one of two assets — money to pay experts or advertising or time — to learn how to DIY. There are plenty of low cost or free marketing resources to learn email marketing, SEO and Facebook advertising etc so there are more ways than ever to get in front of your audience with a limited budget. I do believe it has never been easier.
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Learn more about Janine’s work @ Desiderate.