For years, Adam Cadette has been engraving his name onto the local jewellery design industry. With various themes inspiring his unique designs, Cadette’s company, Ethany’s Creative Designs, is fast becoming the place for jewellery lovers to acquire quality pieces that can be found nowhere else. Its owner spoke to Businessweek about the inspiration behind his work.
When was your business founded?
Cadette: I started in 2016. Back then I did it part-time, as I was in and out of a job, more or less.
Tell us about your jewellery.
Cadette: I make mainly nautical jewellery. I have a Viking-themed line, bracelets as well. My nautical line, which is my main line, features anchors, shackles, compasses and so on.
What was the inspiration behind your work?
Cadette: My daughter. She was the main reason I started. I really wanted to dedicate something to her. She was the inspiration behind all of this.
What are your products made of?
Cadette: My pieces are made with parachute cord, which is 100% nylon. It doesn’t rot, it doesn’t mildew. The metals I use in my products are all stainless steel. I place a strong emphasis on quality and I don’t want to just sell something that is cheap, but something that is of good quality. And that’s one of the things most of my returning customers always say. They keep coming back because I sell good quality products: strong, very durable and that’s what they tell their friends.
How is your business promoted?
Cadette: Word of mouth is one of the best marketing tools. Social media as well, so I’m very much present on Instagram and Facebook.
Which of your items is most popular?
Cadette: I would say my nautical jewellery, like the anchors. These are my most popular pieces. Also, I started doing personalized jewellery, which would include laser engraving, so I have a variety of products from bracelets to key rings. Customers get the opportunity to select what’s already on display or they can have something custom engraved with their own words, quotes, images and text. I also have my own branded pens; so those can be customised. I do it all right here on the spot.
Take us through the process for the personalized jewellery.
Cadette: I give my customers the opportunity to be part of the designing process, because they have an idea of what they want done. They tell me what kind of text they want, whatever image they want, and then I get to work right away. It costs a little extra but a piece with an inspirational quote speaks volumes and is more personalised for the customer.
What is your favourite piece?
Cadette: I always enjoy doing the anchor pieces and, for me, it’s symbolic of my daughter who passed away. She was my anchor, and it symbolizes her. Even my logo, it has an image of an anchor as well. So these will always be my favourite pieces.
What do you package your items with?
Cadette: Recently I started using drawstring bags and they come printed with my logo. For me, branding is a big deal. I’ve always been passionate about branding. Even when I started, my main focus was having my pieces branded.
How can customers make purchases?
Cadette: There’s this new app called Squeeze Cash. Customers have to make a payment first, before my work has started. They can make payments through the app. They just have to download it, make the payment, and their order is prepared immediately. So when they come to the store, all they have to do is collect their purchase. They can also come here to the store, see what item they want and buy it.
Do you sell to customers outside Saint Lucia?
Cadette: Yes, I do. I’ve had customers from the UK, the US, Canada and the Caribbean.
How would you describe your market?
Cadette: It’s made up of many young people, mostly teenagers, 18-25, in that range. I also get people 35–45. I believe I have something that caters to almost everyone.
What is it about your product that attracts customers?
Cadette: The fact that it’s unique; I’m selling something original. A lot of people are afraid to take risks, but risk-taking, it can be rewarding. A lot of people know me for selling my hand-made nautical jewellery.
Do you have any staff?
Cadette: On and off I may have someone coming in for me for a day or two, usually a family member. I would like to get a permanent staff, but one of my concerns is wages. I don’t want to hire someone if I cannot pay them a decent salary.
Is your family supportive?
Cadette: Very much so. That’s my number one support.
If you’re interested in wearing unique handcrafted jewelry, you can visit Ethany’s Creative Designs’ Facebook page at https://www.facebook.com/ecd758/ or call 722 3282
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