SME Q&A – Drew Birrell, Owner of Bravo Fine Jewellery
We speak to Drew Birrell who is the owner of Bravo Fine Jewellery in Ayr.We asked Drew a few questions to find out all about the business, as well as how learndirect scotland for business has helped with their training requirements.
Q: What is your business called?
A: Bravo Fine Jewellery
Q: Where is it based?
A: It is based in the oldest jewellery store in Ayr, dating back to 1863.
Q: What service does it offer?
A: We are a jeweller specialising in diamonds and coloured gemstones. We also carry a range of exclusive Italian silver which we have specially made for us in Italy. We do a great deal of bespoke and remodelling work and this allows our customers to maximise their budgets, make full use of our expertise and get exactly what they want. All of our products with diamonds, gemstones and gold are made by us and the diamonds and gemstones are sourced by us which allows us to offer something different.
Q: How many employees?
A: There are three altogether.
Q: What did you do before you decided to start-up on your own?
A: My career has always been in the diamond business and in jewellery. After graduating from Edinburgh University, I worked for the oldest diamond company in the world until 2000. I then opened 80 jewellery stores in New Zealand. I had taken extensive examinations to become a Fellow of the British Gemmological Association – F.G.A. and D.G.A – the highest qualifications in diamonds and coloured stones.
Q: Why did you take the plunge?
A: In 2005, I returned to Scotland wanting to work for myself, using the skills I had acquired throughout my career in the diamond business and jewellery retail. I felt it was time to go for it.
Q: What was your biggest break?
A: The biggest break was getting substantial jewellery retail experience in New Zealand: I rolled out 80 stores (counters within existing stores) and was responsible for all product sourcing and training. That and having some good customers from the beginning with Bravo Fine Jewellery helped me to establish the business.
Q: What training has been offered to staff?
A: We are very keen on product knowledge and on a sales focus on ‘features and benefits’ – we do this in-house and on the job. Thanks to learndirect scotland for business, we have started doing some distance learning courses with the Gemological Institute of America (GIA). This covers the Jewellery Essentials and Diamonds, Coloured Gemstones and Pearls. There are examinations which, if successfully passed, lead to diplomas and qualifications etc. It is a very well constructed program and can be done online and with tutors.
Q: How has this training benefited the business?
A: It gives confidence to the individuals taking the courses and adds to product knowledge which, in turn, helps make better sales. The more confident a salesperson, the more they are able to gain the confidence of the customer and the more able they are to sell high ticket items. The jewellery business is based on trust and expertise and the customer gains both from well-trained staff.
Q: Has the business any major training initiatives planned for the future?
A: We do have a long-term planning which revolves around continually up-skilling our sales people and getting them better qualified. The GIA is a major part of this plan. We also aim to start working more closely with suppliers.
Q: What do you most enjoy about running the business?
A: That the buck stops with you.
Q: What do you least enjoy?
A: That the buck stops with you!
Q: What are your top priorities?
Building a reputation for quality jewellery, selling a buying experience combined with unique jewellery in an elegant surrounding, exceeding customer’s expectations at all levels.
Q: What was the most important lesson you have learned?
A: That I am still learning! And that working for yourself is extremely rewarding but can also be very demanding; you have to continually evolve. You cannot stand still as competition is everywhere – from the internet to TV shopping channels – you have to go for a niche and focus on it like nothing else. Focus, determination and persistence are all.
Q: What single thing would most help?
A: One thing I would like to see is more Government help for start-up businesses, regardless of age or location. Businesses can be wealth creators, employers and help add to the local economy.
Q: What do you do to relax?
A: Spending time with my family and trying to get time to keep fit. Reading and travelling are things I would also like to do more of.