COMPANY PROFILE 11 COOL KIDS Founder Lucy Lee, shares how edgy jewellery brand Scream Pretty has grown since its inception, bagging itself awards and accolades thanks to its stylish offerings When did you start up and why? We started Scream Pretty in 2017 as an e-commerce jewellery brand focusing on the curated ear – fashionable, edgy styles made from quality recycled sterling silver. We already had a jewellery brand, Lily Charmed, which is a very wholesome charm jewellery brand with quirky designs. The signature of Scream Pretty is very different – it was edgy and cool – so we decided to take the risk and start an entirely new brand. That’s how Scream Pretty was born! What prompted you to launch the business? The desire to create something distinct from our existing brand drove us to launch Scream Pretty. We wanted to explore edgier designs and cater to the growing trend of curated ear styling while maintaining our commitment to quality and sustainability through recycled metals. What challenges have you overcome since the company’s launch? Since launch, we’ve grown very quickly, which naturally comes with challenges. We developed a strong trade offering that’s been popular with jewellers and gift boutiques across the country. We’ve actually had to turn down some customers because they were within a short distance of each other – we don’t want our wholesale customers competing with each other! As we’ve grown as a business and expanded our team, we’ve navigated the typical growing pains that come with scaling a brand while maintaining our quality and ethos. Tell us about your product offering. Scream Pretty jewellery is made from recycled metals – we use recycled silver for all our earrings and some recycled brass for other styles. We like every piece to have a little bit of difference, a bit of edge, something that you won’t find elsewhere. We design for stacking and layering so you can style your pieces to create a different look from what’s available on the high street. The quality is very high, which has earned us very loyal returning customers. We focus on the curated ear, designing earrings for unusual piercings like the daith and tragus as well as more traditional piercings like the lobe and helix. What are your most popular products? Our most popular products are earrings and ear cuffs. We have one of the largest ranges of ear cuffs in the country, which means customers can get the curated ear look without the pain of piercing their conch! Our huggies are incredibly popular with our trade customers as they have such a good click clasp and very little problems with returns. Our more edgy styles like Ear Crawlers are also incredibly popular – they’re unusual, and make people stand out from the crowd. Have any styles taken you by surprise with their popularity? The Ear Crawlers are unusual, edgy, and cool, and it’s amazing how popular they are! We also have a Mixtape Necklace and a Cowboy Boot Necklace which have been incredibly popular over the last year and a half – possibly because of the Beyoncé and Taylor Swift effect! How do you keep your designs fresh and The
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