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 – From 30 to 700 products and a 122K year! How jewellery retailer Karina Pellicone shifted her business model to see a record year.

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Hosted by HerBusiness

On air:

12 August 2022

Karina Pellicone of Plum Petal hit a six-figure revenue milestone in April 2022. After launching her wholesale website and business model, she’s grown her jewellery business 75% from the previous year.

But this shift in revenue to her jewellery business didn’t happen overnight.

It took seeing some incremental growth in her eCommerce store and then deliberately deciding to work with a new type of ideal client. A change to focus on business-to-business transactions in addition to her direct-to-consumer eCommerce business has significantly shifted her revenue and results.

In this episode, Karina shares:

  • The two MARKETING STRATEGIES Karina used to go from a five-figure business to over $100k
  • How understanding her ideal client helps Karina SELL MORE of her products
  • What gave her the COURAGE and INSPIRATION to start a whole new income stream in her business
  • Why she no longer does the things she’s not good at and how she’s building a team that FREES UP HER TIME
  • The roles she considers the MOST important for giving her leverage and time back for herself and her family
  • The unexpected and surprising gift that came out of the pandemic

Mentioned in This Episode:

 

Visit Karina’s Plum Petal Website for a 10% discount and distinctive statement jewellery that will make you feel confident, beautiful and desirable.
Follow Plum Petal on Instagram

 

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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About the guest(s)

Karina Pellicone

Karina Pellicone

Karina Pellicone, a true entrepreneur, always had this belief that working the traditional 9-5 hours, 5 days a week, 6 years ago was not a way forward and was not in her make-up. Having an entrepreneurial grandfather and father who created different types of businesses to make a dollar, she knew that there were endless opportunities out there just waiting to be discovered and created into a business. Having successfully completing her MBA and starting a business with her husband in 2010, she had learnt a lot about running a business and  she started out her company Plum Petal in 2014, selling a collection of glass floating lockets. Her business evolved over time into specialising in unique statement pieces of jewellery, including necklaces, ‘different’ earrings and bracelets. My Connection Statement ‘At Plum Petal, we help curvy women, compliment their style, feel confident and beautiful when they wear unique statement jewellery, available through my online boutique store.’ Karina’s thoughts on running her own business: I love running my own business because the more success I create, fuels my drive to success and work harder. Its hard hard work, but I never give up. What Karina Wishes She Knew When She Started * Accountancy skills, but i learnt these along the way *A greater understanding of technology such as websites, SEO’s * Marketing to grow a client base Karina’s Advice to Potential Business Owners Never give up, if you fall over get back up and try another direction. Skills Karina Recommends for those Starting Out in Business Find yourself a good mentor.   Karina’s favourite entrepreneur is Richard Branson. She loves his ‘no limits’ attitude along with his ‘think big’ mantra.

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