When Camille Ouellette was in high school, she took jewelry making classes and fell in love with the craft. Even though she pursued a corporate career in sustainability management, her love for making jewelry stayed constant. As a side hustle, Camille built her jewelry brand, Camillette, expanding her clientele before focusing on the business full time.
Here, Camille shares how she was able to transform her hobby into a real jewelry business, with advice for other aspiring maker entrepreneurs.
Building a business with the security of a job
“Having a part-time job allowed me to feel more safe to start my business on the side,” reflects Camille. With that safety, Camille began expanding her jewelry making and grew her clientele by attending craft fairs.
Over time, it became clear to Camille that she could make a living through her jewelry business. “Gradually, I started to work less as a sustainability consultant and work more for the business,” she says.
For Camille, it wasn’t about building a bigger business or growing as fast as possible. It was about starting a business that made sense for her. “I think it’s OK to also listen to your fears. If it’s too much for you just to jump, you can find an arrangement with part-time work,” she says.
Hiring talent to complement your skills
One of the most important aspects of growing Camillette was opening an online store, and Camille placed a heavy emphasis on showcasing her products through photography. “I would say your website or social media is just like if you have a boutique, and it’s the window your clients are looking at,” Camille explains. “The key is to have the best pictures that you can get that will represent your brand.”
To get the best photos possible, Camille leaned on external help. “I tried to take a few pictures, but I was very bad [at it],” she says. “I hired a photographer, and the level of professionalism was much higher.”
Camille also hired external talents to help her constantly perfect the online shopping experience of Camillette. “I got some help to make the website fit with all the design branding of Camillette,” says Camille. “I’m always adding to and changing the online store. Since my business is half online, I always need to improve the website.”
Attending the right trade shows for your brand
Camillette’s growth can also be attributed to the partnerships Camille has worked on over the years, such as the one with Canadian retail giant Simons.
“I was doing a show in Toronto—the One Of A Kind Show,” she says. “They were recruiting for makers, and they just approached me.”
Although Camille was lucky to land an ideal retail partner for her brand, she stresses the importance of research when selecting trade shows to invest in.
“I would ask questions about who is attending, what the clientele is, and if this clientele is looking for your kind of products,” she says. “You can also reach out to other makers doing it and get their tips and ideas.”
To hear about other ways Camille has grown her business through in-person workshops, collaborating with brands, and finding local suppliers, listen to the full interview on Shopify Masters.
Jewelry Business FAQ
How much does it cost to start a jewelry business?
Startup costs for a jewelry business can range from a few hundred dollars for a lean, made-to-order setup to $200,000 or more for larger production operations. Costs depend heavily on materials, tools, packaging, and how you choose to sell. Many new sellers keep expenses low at first by offering made-to-order pieces and selling through low-cost platforms like Etsy or Instagram before building a standalone online store.
Do I need a business license to sell jewelry?
Most sellers need to register their business under a legal structure, such as a sole proprietorship, LLC, or S-corp, and obtain a separate tax ID for reporting purposes. If jewelry contains materials like nickel that can trigger allergies, local rules may also require you to disclose those materials on care labels. Registration can typically be handled online in a few hours without a lawyer.
How do I price my jewelry?
Price jewelry by adding up materials, labor, packaging, and overhead costs, then comparing that total against what similar products sell for in your niche. Researching competitors helps set a realistic range for your market. Don't underprice pieces just because they're handmade — instead, market to the customers who value and can afford what you're offering.
What type of jewelry should I sell to stand out?
Standing out usually means picking a focused niche instead of trying to cover every category, such as fine jewelry, costume pieces, or specialty items like personalized or permanent jewelry. Fine jewelry uses precious metals and gems at higher price points, while costume jewelry is more affordable and trend-driven with broader appeal. Narrowing your focus makes it easier to build a recognizable brand and target the right customers.
How can I market a jewelry business beyond trade shows?
Sellers can build visibility through social platforms like Instagram and Pinterest, influencer partnerships, and email marketing that rewards newsletter sign-ups with a discount. Behind-the-scenes crafting videos and themed content, such as gift-idea boards, help attract engaged followers. Partnering with smaller nano-influencers is often an affordable way to reach new audiences without a big ad budget.
How profitable is a jewelry business?
Jewelry businesses can be profitable, with average profit margins around 42.6%, meaning roughly $42.60 in profit for every $100 in sales. Actual margins vary based on material costs, production method, and pricing strategy. Low entry costs combined with strong branding and product photography give newer sellers room to compete even in a crowded market.
