Susannah King: From Viral TikToks to a Thriving Jewellery Business

Susannah King has built one of the UK's most recognisable independent jewellery brands by doing almost everything differently. Without a traditional marketing plan, she grew a global audience through TikTok by sharing her creative process, personality and the realities of running a jewellery business.In this conversation, we explore the unexpected path behind her success, from an unconventional childhood and making silver spoons at university to building a brand known for its bold, colourful and highly personal designs that defy the expected norms of traditional fine jewellery, whilst remaining wildly desirable. Susannah shares how viral content transformed her business, why authenticity has become her greatest marketing tool, and how trusting her instincts has helped her stand out in an increasingly crowded industry.We also discuss the importance of developing a recognisable creative voice, embracing opportunities as they come, and why building a successful jewellery business doesn't have to mean following the traditional route.Topics include:• growing an international jewellery business almost entirely through TikTok• turning millions of video views into paying customers and bespoke commissions• why authenticity consistently outperforms polished marketing• finding your signature style without copying what's already selling• how childhood creativity shaped an unconventional career in jewellery• the realities of building a successful brand without following the traditional jewellery industry path• what independent jewellers can learn about content creation without becoming "content creators"An inspiring conversation about creativity, originality and building a jewellery business by staying true to yourself.Episode NotesGuest: Susannah KingWebsite: www.susannah-king-london.comInstagram: https://www.instagram.com/susannahkinglondon/GoldDust Collectivehttps://www.katebaxterstudio.comThe Cut Londonhttps://www.thecutlondon.comFind out more about GoldDust Collective, the membership for ambitious independent jewellery designers at www.katebaxterstudio.comFollow Kate Baxter at @golddust_by_kate_baxterand @thecutlondonExplore more conversations about the business of jewellery by liking and subscribing to the podcast. Thank you for listening!