Small Business Super Heroes - Lilac Tree

The coronavirus pandemic disrupted businesses all across the country and made it extremely difficult for some to continue trading. This series highlights the businesses that have been most affected by lockdown restrictions but despite the adversities faced, managed to adapt and thrive. Not only is this an opportunity for them to showcase their resilience, it is also a spotlight on these small business super heroes that deserve some love post-pandemic. For our first interview, we spoke to Leila Arakj, founder, designer and award winning entrepreneur behind Lilac Tree, the handcrafted jewellery brand.

Lilac Tree creates ethical and sustainable everyday luxury jewellery, inspired by Leila’s passionate connection to nature and its ever changing forms.  Each piece is joyfully handcrafted in Leila’s west London studio using recycled sterling silver, single mine origin gold, and ethically sourced gemstones.  Her designs always start with the stone - each one is selected with delicate precision, and is thoughtfully incorporated into precious metal to create contemporary heirlooms that women can be proud to wear.

In January 2021, Leila was named one of the UK’s 100 most inspiring female entrepreneurs as part of entrepreneur’s #ialso100 campaign.

How did the pandemic and lockdown restrictions affect your business?

In March last year, things looked bleak for my business. Shops and markets were paused indefinitely, and my studios were closed so I couldn't even create. It was tough, and for a while I didn’t know what direction to take.

My jewellery is best sold in person. Customers need to try on the jewellery, see how it feels, and which stone speaks to them. I love chatting to customers, and I was worried that I wouldn’t be able to communicate the meaning behind my journey in an online space dominated by big retailers.

In subsequent lockdowns, jewellery has been classed as “non-essential” shopping so despite some little rays of hope in the summer and just before Christmas, selling in person has been inconsistent at best this year, and it’s something I’ve had to grapple with for a while. 

How did you adapt or pivot your business to continue operating?

I had to accept that markets and selling in person would be on hold. So I focused on other aspects of my business, things that I had been putting off for years!

I built my own website, set up a blog, and read up on SEO. I joined a PR course, and created an Instagram and advertising strategy. I also invested in some professional photography, which was done virtually.

I also set up a little home studio so I could continue making while my studio was closed between March and June last year. Without the pressure of making to sell, I was able to be more creative than I’ve ever been, finish a new collection, and discover new gemstones. 

What inspired you to keep going, despite the difficulties of lockdown?

I noticed a new trend from customers and prospective customers during this past year, looking for jewellery with meaning. Birthstone jewellery, 9ct gold, and jewellery set with stones with specific properties (for example for anxiety, self-love, compassion) have all been really popular.

Although I sold less of my ready-to-wear collections because of market closures, I found I was making far more commissions. And the inspiration from my customers was so rewarding! 

How will this change your business going forward?

Now that I’ve moved to my own website rather than relying on Etsy, I feel much more in control of my business. I’m so glad to have made that step.

I’m really keen to keep the commissions side of my business going post lockdown, too. The joy I’ve gained from making meaningful pieces for my customer has really helped me through the difficulties of lockdown.

What advice would you give to yourself one year ago?

I’d tell myself to be patient - there’s no need to panic. Sometimes a break from the constant grind is needed to unlock your creativity, and although this is a difficult and anxious time there are opportunities to be found! 

To show support for Leila and learn more about her business the Lilac Tree, you can head to her website and Instagram.