VOHS: Dervla Cogan, Brilliant Inc, London

Dervla Cogan of Brilliant Inc describes running a jewellery shop with her sister Emma, and how the market for fine jewellery that doesn't break the bank is a winner in the West London scene. Tell us a bit about the company My sister Emma and I opened our Chelsea boutique in 2007, with the aim of providing beautiful fine jewellery with diamond simulants to give women the freedom to enjoy fine jewellery without breaking the bank. Your jewellery is made with diamond simulants, what is the advantage of this? Our jewellery appeals on so many levels. Many ladies purchase that show-stopping statement piece to complete their natural diamond collection, or want elegant everyday jewellery that allows them to look glamorous and stylish at home or to glitter on foreign shores when travelling - without the insurance worry. What makes you unique vs your competitors? We’ve grown through a large loyal local and international customer base. This mix is the key to our business as they have their fingers on the fashion pulse which helps us stay ahead in both design and service. We work hard on our collections; these are perfect for savvy shoppers who want to experience the luxury of diamonds and for those who want the freedom to enjoy mixing their traditional diamond collections with bigger and bolder designs. How important is customer service as a jewellery retailer? This is paramount to the success of any retailer; we pride ourselves on a 6-star service. You have a strong online presence as well as a bricks-and-mortar store; would you say having an online shop is now more important? Every business is different and for us our boutique is as important as online. We’re now well established having earned the reputation as a ‘gem’ in Chelsea's famous shopping district. Our boutique is a strong foundation and launch pad that inspires confidence for online customers. With fine jewellery it’s so special to have the experience to try on all the jewellery and receiving a personalised service, we make it a fun experience for all visitors. We receive a lot of repeat store customers online as they are then familiar with our jewellery. What advice would you give to someone starting out in the jewellery industry? Gosh, be prepared for hard graft and hold on tight as it’s a rollercoaster. In more challenging times the decisions made are key to defining the future of the business so keep flexible in your thinking, aim big but preserve your uniqueness. Always enjoy what you do as I find this is the best way to keep a business nurtured. What does the future hold for Brilliant Inc? We’re beginning to work with some key department stores that are a great fit to our business. We’ve recently launched in Ireland exclusively at Brown Thomas, Dublin and are delighted with the response so far. Being Irish we’re extremely excited about this.