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Creative marketing is the hallmark of local jeweller’s success

19 Feb 2016

Assay OfficeSheffield-based jewellery designer Kathryn Caterer doesn’t give up easily. She started her business ‘Prints Charming’ in 2011, designing and selling fingerprint and imprint jewellery: capturing fingerprints, handwriting and exact miniature hand, foot and paw prints and turning them into solid silver jewellery and keepsakes.


Initially inspired by business pages on Facebook selling handcrafted items, Kathryn took the plunge and bought the equipment and materials to create these unique pieces from home. Marketing via Facebook led to good referral business, and she reached a wider audience by promoting her creations in Kiddicare stores in Rotherham and Nottingham. Leaving her part-time job behind, she went fully self-employed in May 2013 and the demand increased to the point where she had to hire a sales consultant to share the workload.


After moving to her dream house in Totley (with room for her own studio) 2014 with her husband and 4 year old daughter in March 2014, Kathryn suffered two big blows that threatened her run of success. Firstly, Kiddicare went into administration, closing the stores where she sold many of her creations and secondly a change to the Facebook algorithm meant small businesses needed to pay a significant amount of money for their pages to appear in newsfeeds. Despite paying to promote her posts Kathryn realised that she would be unable to compete in the longer term and having seen many other small businesses close their pages, she realised in mid-2015 that she needed to take a new approach.


“There was no way I was going to be one of the ones closing: I had put too much in, built a strong reputation and had customers coming back time and time again for more orders,” says Caterer. “That’s when I had the idea about getting advertising done on the car – not just some magnetic boards or stickers but something really eye-catching that people would remember.”


The result is certainly eye-catching. When Kathryn purchased a new car from Evans Halshaw in Doncaster she had the idea of a car wrap that would be in keeping with the theme of her business. After doing a ‘Dragon’s Den’ style pitch to dealer Principal Andrew, the dealership agreed to sponsor the wrap, created by C J Signs in Sheffield. The finished design incorporates the business name, examples of Kathryn’s jewellery, and her very own hallmark!


“I wanted it to be something people had never seen before,” says Caterer. “We are asking customers to keep an eye out for the car, and if they spot it, to take a picture and post it on our social media platforms.”


Ashley Carson, Assay Master at Sheffield Assay Office said “This unique car, with its own hallmark, is testimony to Kathryn’s entrepreneurial spirit and her determination to build up her business in a challenging environment. We were happy to help Kathryn with her design and we wish her every success”.


For more information on Kathryn’s designs, visit her website or call her on 07595 250147. 


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