EmiliaRossiAEmilia Rossi

Quality Fashion Jewellery

After operating a high end fashion brand importing designer leather goods from South America and selling via a brick and mortar store Emilia Rossi has made the transition to selling online only in 2011.

In 2011 they launched their first of two online businesses, emiliarossi.com.au selling fashion jewellery to Australian women as well as being an active voice online via their very active Fashion Blog.

Here is what Emilia shared about running her business.

Q. Describe your business and products/services you offer

Emiliarossi.com.au is an online store offering quality fashion jewellery. We are also a passionate online community that loves to talk about Fashion, Jewellery, Beauty, Food, Travel and Pomeranians (because we own one and adore him to bits).

Q. How long have you been in business?

Since 2011

Q. What made you decide to start this business?

After owning and operating a brick and mortar store for nearly 4 years and witnessing many small shops and brands shut down around us, and with no rent reduction in site, we wanted to have full control of a business model and made the transition to an online business model. It allowed us to have lower overheads as the rent was the largest expense for us as well as more control over our stock shrinkage as theft did increase during the Christmas period and with selling 1 or 1 of out top designer shoes and bags this had a huge affect to our profits.

Q.  How many hours a week do you work in your business?

Because we work smarter and not harder, we have streamlined many things in the online space. Therefore we only have to spend up to 5 hours per week managing and maintaining the website and well as making sure to write and share our compelling content with our fans.

Q.  What kind of online and offline marketing do you do and which is working for you?

Our Fashion Blog, launched in November 2011, has been very successful for driving traffic to our website and ensuring our audience is captivated with fresh new content that relates to the things we love the most such as fashion, jewellery, travel, food etc.

We work with talented passionate bloggers who share their insights with us on our blog as well as write our own interesting blog posts. We have not come across another fashion e-commerce site with such an active Fashion Blog so are very proud in what we have achieved with the blog and will continue to work with talented bloggers within Australia to ensure we always deliver create blog posts to our audience.

Q. What mistakes have you made in running your business and what lessons have you learnt from those?

Cashflow is a big thing for us, even though paying for things upfront is cheaper, it doesn’t mean it is always the best option. So I think being aware of your cashflow is very important.

Also take things slow, you do not need to invest in the best things at the start. When we created and designed the website we often got lost in the detail. Sometimes you have to step back and say to yourself, do we really need that feature on the website for now?

Q. How has your website helped you run your business?

Well our business is our website, so with out it we would not have a business.

Q.  What obstacles or challenges are you facing at the moment?

One challenge we are currently facing is making sure our site is as optimised as possible on the iphone and ipad. We had a major update to the site late last year but website get old very fast so a challenge is too make sure it responds even faster when viewing and purchasing items from our site when using your phone or tablet we we can see traffic to our site from both of these have nearly doubled in the last year alone.

Q. Any other comments / points you would like to share ab out running your business?

Before starting make sure to know the basics at least and just love what you do. Also keep things to yourself. It is only natural to tell your family and friends of your idea even before you launch but sometimes this can work against you as your family and friends tend to have mixed feelings and opinions which can influence your initial idea. Also be realistic and have a back up plan if the first option doesn’t work out. And most of all DON’T GIVE UP. If it doesn’t work out right away, sit back and analyse why it is not working and make some changes.

For more information visit the Emilia Rossi website.