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John Greed, a little bit about yourself

What do you do now?

I started the jewelry company where I am now the CEO, and my name is John Greed. John Greed Jewellery is a successful Lincoln-based jewelry retailer with two brick-and-mortar locations and a burgeoning internet presence. Some of the brands we carry include Pandora, Thomas Sabo, Calvin Klein, and even some of my own creations, making us one of the largest online jewelers in the UK.

To what do you attribute your success in business?

Wondering why jewelry isn’t presented in the same exciting way as high-end clothes brands, one visits trendy clothing boutiques. I set out to revolutionize the jewelry industry by designing a store with a more engaging and dramatic atmosphere. Our flagship store was built to evoke the ambiance of a trendy nightclub, complete with dim lighting and spotlights focused on the jewelry and bar-style counters.

Who do you look up to?

Richard Branson, he’s a legendary businessman who built a terrific company while having a blast doing it. He has a knack for giving new life to old services and making them more appealing to a modern audience. Because my great executive staff handles most of the business analysis and decision making, I’m not really the tough Alan Sugar type. The creative and design processes are where my focus lies.

Is there anything you would have done differently in retrospect?

For the past eight years, my company’s annual revenue has increased. I made the mistake of trying to handle too much of the expansion on my own, when I should have been building up my executive team to take care of the day-to-day operations so that I could focus on what I do best—designing. When your company is your baby, it might be challenging to learn to delegate tasks and put your trust in others.

How would you describe your general business philosophy?

When I first started selling jewelry in 1994, I wanted to develop a store that was unlike any other on the high street. I wanted to carry unique and exciting brands that no one else carried. This guiding principle is still relevant, and I enjoy discovering unique products. John Greed Jewellery also places a high value on customer service, and our “everything matters” mentality, ever-evolving store graphics, imaginative displays, and wide selection of jewelry all speak to our commitment to meeting our customers’ demands.

To someone just starting out, what recommendations would you make?

Doing some preliminary investigation into your brilliant idea can save you time, energy, and money. How much money do people normally make in a similar position? Is this a market on the decline or the rise? Is there an unfulfilled requirement within your market or ideal customer profile? Is this something you can do, and if so, it might be your selling point. Get the numbers and research out of the way first.

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