The Brand Leader: Nodo Jewellery, London
Sitting down with brand leader Sara Bellinato, from London based Nodo Jewellery, our interview explores the inside out, evolving realities of being an entrepreneurial business person, and cultivating a brand experience. Enjoy!
Where the brand began
Can you share the story of how you started your entrepreneurial journey? What is the creative vision driving your brand?
I always loved making things with my hands, from knitwear to art, to jewellery to clothes. When I moved to London I started making textile jewellery out of my desire to express my love for crafts. I used to sell pieces at Broadway Market on Saturdays, then approached small shops and finally opened my online shop.
It all evolved until a few years ago when I had the chance to attend a business course and access business mentoring. I made a business plan and took my brand experience much more seriously. My creative vision is all about experimenting and evolving.
What first inspired you to become a jeweller?
At 14 I had to choose my art school major, I wanted to pick jewellery. Then as often happens, life went on and I ended up doing graphic design and photography. When I moved to London I found a foundation course in jewellery, and although I was already in my late 30s, I decided to give it a go.
I have always been passionate about craft, so making jewellery just felt like a natural result of all my gathered skills.
Realities of a small business leader
Could you offer some practical ideas for fellow entrepreneurs/brand leaders looking to navigate the challenges of building their brand experience?
Be true to yourself, do things that resonate with you first of all. Even if you’re not your ideal customer, you “can’t feel comfortable wearing a suit/dress that’s not tailored for you”. Building your business is no different. It needs to work for you, and be something you’re truly excited about in order for you find success.
How do you balance the demands of being a brand leader with your personal goals for life outside work?
I’m not sure I’ve found a balance between the two. What I do is an expression of myself, so there’s no separation between my life and my work life.
I constantly gather information and think about potential projects, even when I’m on holiday. I believe this is very common among creatives. But for all the other aspects of running a small business, I definitely use a 9 to 5 approach.
Tell us about one time you had to make a tough decision within your business as a brand leader. How did this impact or influence your brand’s direction?
When I started Nodo, the brand offered a selection of knitted accessories, textile jewellery along with some metal jewellery. I used to wholesale to small boutiques based in different parts of Europe. When Brexit hit, I lost many of those clients. I found myself having to make an important choice. Either keep making the textiles at my own financial risk, or pivot into making made to order jewellery (a more affordable way to work as a small brand).
I decided to put all my effort into jewellery. I planned a rebrand to align with my new offering and took the big leap. I’m so glad I had the courage to evolve, because so many new opportunities have come up as a result.
Cultivating the brand experience
What is your favourite thing about your brand?
As I make jewellery, a tangible product, I think what I like the most is the packaging. When I receive an order via my website, I make sure I pack the piece carefully. I include a jewellery care leaflet, adding a written note to each customer with my thoughts and best wishes. I also include a card, tissue paper and my sticker.
Ideally I want the experience to feel very special and personal. For my customers to feel the human connection through my brand experience. At the end of the day, there’s a person behind the brand.
What is one of your goals for your brand and as a brand leader in the next 12 months?
Growth. To me, growth is not just about making more sales, it’s also about learning new skills. It is about having new exciting commissions and expanding my offerings.
What do you think is the most valuable aspect of building your brand?
Having a consistent and curated brand image that elevates the value of what I create. One that makes me as a creator feel true to myself and my business.
Short and Sweet: A Moment with Sara
What’s your favourite way to find calm outside your business?
Staying outdoors, a walk in the park, a holiday by the sea.
What book has been most influential for you in the last 6 months?
The Creative Act: A Way of Being by Rick Rubin
You’re hosting a breakfast meeting. What do you cook and what flowers are in the ceramic vase on the table?
I’d make a blueberry jam crostata and decorate with peonies.
Name a favourite business website which you look to for support.
The fabulous Bristol based Studio Cotton, who support creating websites and knowledge of all things websites (like SEO, blog writing, analytics) for small businesses.
Share one special treat that has created joy for you recently.
Taking time for journaling, the first thing I do in the morning.
Thanks so much to Sara for sharing her time and insights around her brand, Nodo. If you would like to connect with Sara, follow her on Instagram or check out her products and website here.
If you’re interested in cultivating your own brand experience, including how your communicate your unique perspective, I’d love to help. You can read about my branding services here or get in touch to chat.
