From Beading Station to TOMM Jewellery with Lucy Toone

Jan 9, 2025

Lucy Toone, the creative founder of TOMM Jewellery, shares her path from childhood bracelet-making to launching a brand that champions personal stories and customer experiences. She emphasizes the power of authenticity in brand storytelling and how personalization helps forge deeper connections with customers. Lucy discusses transforming online jewelry shopping into a joyous experience, especially for gift-givers, while navigating the challenges of maintaining brand values during business growth. Her journey offers invaluable insights for aspiring entrepreneurs and seasoned e-commerce professionals alike.

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Intro

00:00 • 3min

Elevating Personal Stories through Custom Jewelry

02:42 • 2min

Transforming the Gifting Experience in Online Jewelry Shopping

04:13 • 2min

Crafting Dreams: The Journey of a Jewelry Maker

06:22 • 9min

Embracing Experimentation in E-Commerce Success

15:09 • 2min

The Art of E-Commerce Fulfillment

17:24 • 6min

The Journey of a Jewelry Brand

23:31 • 23min

Gift-Giving and Social Connections

46:39 • 4min

Join host Matt Edmundson in this engaging episode of the E Commerce Podcast as he sits down with Lucy Toone, the innovative founder of Tomm Jewellery. Discover Lucy's inspiring journey from crafting bracelets at a young age to establishing a unique jewellery brand that champions individuality and personal expression. Lucy shares her insights on creating a memorable customer experience, the importance of authenticity in brand storytelling, and the challenges of maintaining personal values in business growth. Whether you're an aspiring entrepreneur or a seasoned e-commerce professional, Lucy's story offers valuable lessons on building a brand that resonates with its audience.

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Timestamps:

- 0:05 - Introduction to the E Commerce Podcast and guest Lucy Toone

- 2:41 - Lucy's background and the ethos of Tomm Jewellery

- 4:47 - The importance of customer experience and personalization

- 7:09 - Lucy's early interest in jewellery making

- 10:54 - The origin of the name "Tomm Jewellery"

- 15:08 - The evolution of Tomm Jewellery from its humble beginnings

- 24:51 - The impact of celebrity endorsements and storytelling

- 30:03 - Building an audience through authenticity

- 35:41 - Challenges faced in maintaining brand values

- 45:28 - Lucy's vision for the future of Tomm Jewellery

- 46:55 - Matt's question from Lucy and closing remarks

3 Key Guest Takeaways:

1. Authenticity in Brand Storytelling: Lucy emphasizes the power of being genuine and transparent with your audience. By sharing her personal journey and the story behind Tom Jewelry, she has built a community that resonates with her brand's values.

2. Customer Experience as a Differentiator: Lucy highlights the significance of creating a memorable and personalized customer experience, from the packaging to the storytelling, which can significantly enhance customer loyalty and repeat purchases.

3. Staying True to Personal Values: Lucy discusses the importance of aligning business practices with personal values, even when faced with financial pressures. This commitment to integrity has been crucial in shaping the brand's identity and long-term success.