Problem-solving to jewellery design: Creating a new brand from scratch

In the world of retail and jewellery, Sarah Parham, founder of Sarah Verity Jewellery, has carved out a unique space by combining problem-solving skills with bold creativity. Her journey from an advertising career to creating a jewellery brand is a testament to resilience, ingenuity, and the belief that anything is possible.

From Advertising to Jewellery: A Creative Leap

Parham’s professional journey began in advertising, where she was one of London’s youngest art directors. “I was the youngest art director in London,” she says, reflecting on her trailblazing start in a male-dominated industry. The advertising world taught her to distil complex ideas into simple, impactful solutions. “I’m very used to distilling lots of information and making it really, really simple,” she notes.

But as data-driven strategies began to dominate advertising, Parham found the industry losing its creative edge. “Data became so formulated… our lovely British sense of humour was lost,” she says. It was during this period that her husband’s work in India introduced her to the vibrant world of gemstones. A chance encounter in Rajasthan led her to design her first piece of jewellery—a ring—which would spark a new chapter in her career.

Building Sarah Verity Jewellery

What began as a personal fascination soon turned into a business. Friends admired her jewellery and requested bespoke pieces, but Parham quickly realised she needed to solve practical challenges. “My friends didn’t want to get their fingers measured. They felt it was too complicated,” she explains. To address this, she researched the most universally appealing ring shapes and began selling adjustable rings.

Initially, Parham’s business model was as grassroots as it gets—selling rings from her pocket at the pub. “I used to buy people wine and say, ‘Come on, they’re only £100,’” she recalls with a laugh. Yet her creations resonated, catching the attention of retailers and customers alike.

Learning from Scratch

Parham’s lack of experience in jewellery or retail didn’t deter her; instead, it fuelled her determination to learn. Moving to Jaipur, she immersed herself in the jewellery-making process. “I got a driver, and every morning I went to stone cutters, factories, and artisans to learn everything I could,” she says. Her dedication to understanding the supply chain and the craft led her to work with a master jeweller whose family had been in the trade for six generations.

This hands-on education became the foundation of her brand’s ethos—combining ethical sourcing with exceptional craftsmanship. Parham prioritised partnerships with artisans, rejecting minimum order requirements to ensure flexibility and sustainability. “I said, ‘I want to sit next to your artisans, learn the craft, and redesign my pieces to make them more polished,’” she recalls.

Overcoming Challenges

The early years of Sarah Verity Jewellery weren’t without setbacks. Parham faced a failed partnership and a subsequent lawsuit, which left her starting over with nothing. “I ended up with nothing in the bank,” she admits. But resilience became her hallmark. “I went back out to India, sorted everything out, and relaunched.”

One of the key lessons from this period was understanding the importance of margins. “If the margins aren’t there, you’re not going to have a business,” she says. Another lesson was taking time to hire people who share her values. “Skills can be taught; values come from within,” Parham explains, adding that misaligned values were a root cause of her initial challenges.

Redefining the Jewellery Market

What sets Sarah Verity Jewellery apart is its focus on solving practical problems while creating meaningful connections. The brand’s adjustable rings have transformed rings into a more giftable item, opening new market opportunities. “We’ve opened up this whole gifting sector, which is amazing,” Parham says.

The emotional resonance of jewellery is central to her brand. Each piece is crafted with gemstones that come with a meaning card, enhancing the sentimental value. “Jewellery is an emotional purchase,” she says, emphasising how this connection drives customer loyalty.

Adapting to a Changing Retail Landscape

Navigating the complexities of the retail industry, particularly during economic challenges, has required innovative thinking. During the COVID-19 pandemic, Parham implemented a strategy to support her stockists by hosting Instagram Live sales linked to their websites. “I wanted to take some of the responsibility,” she explains. The initiative not only helped retailers sell their existing stock but also strengthened their relationships with her brand.

Parham also recognises the importance of experiential retail. She has hosted events like crystal reading sessions, where customers learn about gemstones before selecting their rings. “We had queues around the shop,” she says, demonstrating how collaborative efforts with retailers can create buzz and drive sales.

Innovating with Live TV

Always looking for new ways to engage customers, Parham recently launched a live TV channel on her website. Unlike Instagram Live, this platform streams across multiple channels and allows customers to interact directly by asking questions and purchasing products in real-time. “It’s like personal shopping but more accessible,” she explains, adding that collaborations with other brands could further enhance the concept.

Looking Ahead

Throughout her journey, Parham has remained committed to sustainability and authenticity. “We’re not fast fashion. We’re not a product; we’re a brand,” she says. By ordering small quantities, minimising waste, and focusing on quality, Sarah Verity Jewellery sets itself apart in a crowded market.

While Parham remains cautious about the broader economic climate, she’s optimistic about the future of her business. Plans include seeking funding at the right time and continuing to innovate with new collections and collaborations. “Timing is everything,” she says, noting that external factors like global events play a significant role in shaping business opportunities.

For Sarah Parham, the journey of Sarah Verity Jewellery is as much about solving problems and building connections as it is about designing beautiful jewellery. Her story serves as an inspiring example of how determination, creativity, and a commitment to values can transform a passion into a thriving business.