June 05, 2025
The Catch Up: May 2025
If you are an email subscriber, you’ll know that our prices are going up. Working with one of the most precious metals in the world as your main raw material has some serious downsides. Since I started this business, the price of gold has increased by over 200%. The truth is, raising prices is something I hate to do, and if I’d had a crystal ball when setting up this business, I’m not sure I would’ve chosen this industry at all.
But there’s something about the naivety I had back then that I’m actually thankful for- because I know this business has huge potential and really I do love it. And luckily, so do many others. There’s a reason gold is expensive: demand outweighs supply. People can't get enough of it, and for good reason. Just this month, a customer messaged me to say she’s been wearing her Catch Rhys hoops every single day since 2020, and when I shared her message, I had many more people tell me the same thing.
I know my products are a considered purchase. They're not cheap, and they’re not impulse buys for most people. That’s had me thinking about my role as a brand owner, and I believe it’s two-fold. First, to provide the absolute best product I can (something I take very seriously). And second, to deliver the best possible experience- something that’s always evolving.
Recently, I had two standout brand experiences, both in the restaurant world, that reminded me just how powerful small touches can be.
To celebrate my husband’s birthday (a rare night out), we went to Rita’s in Soho. From the moment we sat down, we were given glasses of champagne on the house- a small gesture that went a long way. The whole evening was spot on: great cocktails, great food, great vibes. To top it off, my husband was given a birthday card and a free dessert with a candle. Simple gestures, but they elevated the entire experience.
The next morning, we went to Dishoom for breakfast. Totally different vibe, but the same sense of care and attention. Beyond the delicious food, the staff went out of their way to make us feel welcome, especially with a toddler in tow. At the end of our meal, we were given a Dishoom token, meaning we could roll a dice for the chance to get the meal on the house. A clever and joyful touch that means I’ll definitely be going back for another roll.
In both cases, we felt genuinely special. And honestly, that made spending our hard-earned cash feel a lot less painful.
In a world of over-saturation- where money is tight and attention spans are even tighter, it’s experiences like these that set brands apart and keep customers coming back.
So yes, our prices are going up tomorrow. I’m not thrilled about it, but it has to be done. My margins are still around 50%, which is low for the jewellery industry. The real work now is making sure that our brand experience continues to evolve, so that no matter the price, our customers feel the value.
