2 Years of Goldie Aberdeen: What I’ve learned from growing business in creativity

February 11, 2026

Hello everyone! Today, I want to reflect on my experience of running a jewellery business in Aberdeen and the Shire over the past two years. If you are curious about how this all began, do feel free to read my first post: The Journey Behind Goldie Aberdeen.

The Courage to Begin

Before moving to the UK, I had been a teacher. While having no formal business education and background in addition to language barrier, I came across one hurdle after another when I got started. However, I am immensely grateful to all the lovely people I met in Aberdeen who were generous and kind enough to offer timely support and advice.

I was incredibly fortunate to have local entrepreneurs, who were primarily women running their business successfully for over a decade, and professional bodies to help me navigate the industry much faster than I could have if I went solo. This post is dedicated to those who helped me find my feet.

Lesson 1: Identify your niche in the market through trials

My first major takeaway is the importance of learning, through trial and error, what your customers truly need.

Initially, I focused on selling ready-made jewellery. However, by engaging with my clients, I discovered many unmet needs. For example, some elderly customers found it difficult to use very small clasps, while others felt standard necklace chains were often too short.

This led me to offer Bespoke Services. I also realise that customers aren’t just purchasing a product; they are looking for experience and emotional fulfilment, particularly when jewellery is so often presented as gifts. This insight inspired me to launch my Jewellery Workshops to meet those needs for creating something special for loved ones. I continue to invest time in studying jewellery design, material safety, and testing numerous suppliers to source perfect materials. It is clear that experimenting with different formats to understand the market niche and what customers truly desire is crucial.

Lesson 2: The Philosophy of Altruism — Inspired by Great Leaders

My second guiding principle is to operate and cultivate collaborations through the lens of Altruism. I have long been inspired by two visionary entrepreneurs: Kazuo Inamori, known in Japan as the "God of Management", and Yu Donglai, a celebrated Chinese entrepreneur. Their stories have profoundly shaped my belief that business is, at its heart, about serving others.

I am well aware that for any small business, profit is essential for survival. However, I firmly believe that profit should not be the primary or sole consideration. This is why I am constantly refining the quality of Goldie Aberdeen, relentlessly searching for superior materials and components while striving to keep our prices fair for our clients. It is a delicate balance and a continuous journey of trial and improvement, but one that I am committed to.

This philosophy also extends to how I collaborate with other business owners. I have found that Altruism is a powerful tool for building professional relationships. True collaboration is not about how much you can take from others, but how much value you can provide them.

I cherish every partnership and always strive to act in the best interest of those I work with. In my experience, this mindset has been immensely rewarding. It has helped me build a network of trusted friends and partners who are genuinely eager to work with me. While an altruistic approach may not always yield immediate, visible gains, I am certain it is the cornerstone of sustainable collaboration. It is a principle I intend to uphold as long as I am in business.

Business Lessons Learned: Frequently Asked Questions

What are the main challenges when starting a small business?

Based on my two-year journey, I believe the three most significant hurdles are:

Navigating local business systems: Seek advice from local business consultancy such as Business Gateway. It is essential to understand local regulations and access to professional support.
Identifying market niche: Success comes from moving beyond selling products to solving real problems for your customers.
Building a support network: No one survives by themselves. Finding mentors and reliable collaborators is crucial for sustainable growth.

How do you determine what products and services to offer?

The most effective way is to engage directly with your market. By hosting interactive workshops and offering bespoke services, I listen to specific client feedback, such as accessibility issues with standard jewellery fastenings. This allows me to adapt my craftsmanship to meet real-world needs rather than making assumptions.

Why is "Altruism" the core of your business philosophy?

Inspired by leaders like Kazuo Inamori and Yu Donglai, I believe that profit is a by-product of value creation. To me, Altruism means prioritising quality and fair pricing, and approaching every collaboration with the question: "How can I help my partner succeed?" This builds long-term trust and a resilient brand identity.

How do you build successful business collaborations?

I create "win-win" scenarios. This altruistic approach attracts like-minded professionals and fosters a community of support rather than competition.

Acknowledgement

Thanks to all those who have offered me your kindness and support throughout my business journey:

ANA-Wedding Planner

Business gateway-Aberdeen City & Shire

Braw Boutique

Bernadeta Kupiec

Carla-The honest Mummy

Colours by Ell Shoes

Clan Cancer Support

Culter Mills Social Club