“We strike a fine balance together. Barry can be quite reactive, but I tend to take my time and sit and contemplate before diving in.”

We discuss design trends, being digitally savvy and running a business with your partner, with Addrianna Doyle of Barry Doyle Design Jewellers.

Barry Doyle Design Jewellers is owned and run by husband-and-wife team, Barry and Addrianna Doyle.

They set up the business in Dublin’s George’s Street Arcade, giving the public unique access to a working jewellery design studio in the heart of the capital.This gives the customer an opportunity to see where the jewellery is made, to meet the maker and to try on pieces immediately.The couple’s focus is on top quality handmade jewellery using silver, gold, platinum and gemstones and every piece sold in their shop is made on-site.

You’ve been in business for over 14 years now, how did it all start?

Barry returned to Ireland after years travelling around the world with his craft. He recognised a gap in the market for a jewellery design and craft shop and so ‘Barry Doyle Design Jewellers’ was born! We met very shortly after that and I had always had a passion for jewellery and design. We were a perfect match!

As a husband-and-wife team, what skills do you both bring to the company?

As the goldsmith, Barry is the person with all the production skills, from designing new pieces to making each individual piece by hand. He deals with commission meetings and the design and production of our ranges. Meanwhile, I deal with all of the marketing and sales aspects of our business: website design and maintenance, advertising, social media (such as Facebook, Twitter, Pinterest and Instagram), blogging, customer queries and email marketing. I also specialise in the area of gemstones, selecting appropriate gemstones for pieces and indeed for customers. We strike a fine balance together. Barry can be quite reactive, but I tend to take my time and sit and contemplate before diving in.

Tell us about your on-line store?

We launched the new website in July 2013 and, as with all good websites, it is constantly evolving. We have gained a lot of new customers from Australia, the US and the UK. There’s an increase in commissioned work coming through the site from overseas’ clients, which is a new development. For the domestic market, the website seems to have cut a lot of the “selling” out of the equation. Our domestic customer arrives knowing exactly what they want, which gemstone and in what particular colour because they have been on the site. They already know what is available and know the cost and simply come to collect and pay!

How has the LEO Dublin City helped your business?

The Local Enterprise Office (LEO) Dublin City appointed a mentor to us and with his assistance we created a business plan to assess the viability of exporting. As a result of this, we exhibited at our first overseas Trade Show (in Chicago) and we managed to secure over a dozen new US clients as a result. We have just recently exhibited at another US trade show in New Jersey, increasing our US client base and going from strength to strength in this North American market.

Your ‘Top Tips’ for new start-ups?

• Be very good at what you do and make sure you do it very well every time. 
• Be proud of it and be passionate about it; your enthusiasm will filter through. 
• Know who you are, what you are about and what you offer so that you can differentiate yourself from your competitors. 
• You need to be on top of the digital side of your business. Be digital savvy and take some courses with LEO Dublin City. They are very good value for money and invaluable.

What designs trends should we be looking out for in the year ahead?

I think that there is a far greater emphasis on quality in recent years. The customer has come down from the ‘bells and whistles’ requirements to a more simplified desire. They want to spend their money on something that is designed and made exceptionally well.

Which business people in the design world do you admire?

I really admire Lennon & Courtney, Sonya Lennon and Brendan Courtney, for lots of different reasons. They launched themselves into a clothes designing career at a time when the competition was fierce and the market was in a slump.

They simplified the capsule wardrobe and did it really well and I admire their passion for what they do.

Our thanks to Addrianna Doyle for taking part in this Case Study.

For more information on Barry Doyle Design and to view their full range of products, please visit http://www.barrydoyledesign.com/