Home InterviewsShop Talk Shop Talk :: Chain of Daisies

Shop Talk :: Chain of Daisies

Every Wednesday The Folksy Blog will be finding out a little bit more about one of our sellers in this our ‘Shop Talk’ series. This week we’re talking to Caroline from Folksy shop ‘Chain of Daisies’

“Chain of Daisies – A love of Vintage Jewels and Flowers”

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‘Chain of Daisies’ is 14 pages of gorgeously photographed jewellery! If you have ever wondered how to show off simple, elegant jewellery to its best, then taking a look at Caroline’s pretty Folksy shop is a very good starting point!  With every detail crisp, a very artistic use of a narrow depth of field and lots of shots of each item buyers are instilled with confidence – no wonder Caroline’s shop is approaching 400 sales!


Could you describe your shop?

Vintage meets modern simplicity with a floral twist describes Chain of Daisies. My love for vintage jewels and flowers is reflected throughout my work. I love the unique, charmingly individual and beautiful qualities of vintage jewels and the way light reflects through the glass. I love to incorporate the beauty of nature, especially birds and flowers in my designs. My work is charming, timeless and very beautiful.

Who does your Folksy shop appeal to?

I think my Folksy shop has a universal appeal, I offer pieces that sell to all ages. The designs create a timeless appeal, some of the focals have been made from the same moulds for over 100 years. I love this element especially when combined with vintage jewels.

Is this your day job?

I have been running Chain of Daisies full time since November 2009 (at which point I joined Folksy). As well as selling on Folksy Chain of Daisies is sold through a number of online retailers and I also sell to boutiques and gift shops across the UK and recently in Europe too.

I also run two other shops on Folksy, Chain of Button Daisies and Chain of Snow Daisies.

Caroline is an excellent photographer – take a look at the Chain of Daisies blog for more stunning images.

Have you been into craft and the handmade lifestyle for long?

I have been creative for as long as I can remember. As a small child I handmade presents, from little fimo baskets of flowers to paintings, embroideries and felt creations, which has evolved into Chain of Snow Daisies! I always make Christmas cards etc! I am also a very keen photographer and this is my third year of a “photo a day” project which has really seen my photography grow and develop into a distinctive style.

When you’re not selling online where do you promote and sell your stock?

I use Twitter (@chainofdaisies), I have a blog full of pretty things (lots of my photography!) am on Facebook, and sell through a number of gorgeous shops. I am looking to go back into fairs but wanted to concentrate year 1 of self employment on other avenues for Chain of Daisies.

Do you have plans to expand your business in the future?

I’d love to further expand Chain of Daisies and also my wholesale customer base to more shops across the UK, Europe, and worldwide! Folksy is brilliant to promote your work to a much wider audience.

What advice would you give to someone thinking about opening up a shop here on Folksy?

Photography photography photography. You don’t necessarily need £1000s of kit, but photos have to be in focus, well lit, and provide the full “shopping” experience. Imagine what you do when you go shopping- picking up an item, turning it over, examining it from different angle – pictures tell a thousand words so use all 5 spaces! There are great online post processing software options available too, many are free to use.

It’s also important to create your own niche and a cohesive collection – a customer sees one of my photos and instantly recognise that it’s a Chain of Daisies piece.

Untill the end of August 2010 quote “Folksy” at paypal checkout and your postage will be
refunded on any orders from Chain of Daisies jewellery shop on Folksy

We’d love to hear your comments!

Please get in touch and let us know who you would like to see interviewed in our Shop Talk series, or if you have an idea for an article you’d like to see on the Folksy Blog – hilary@folksy.co.uk

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Raynah August 18, 2010 - 8:05 am

Caroline is spot on with the presentation of the items she sells, and just browsing her online shop is almost as much of a treat as actually purchasing and receiving an item. What she doesn’t mention here is how the experience continues and develops into that moment of joy when the beautiful little box with the CoD flower and ribbon is received (often in record time). I usually have my CoD purchases delivered to work, and its become a little ritual as the girls in the department all sit and go “Ooh” as I take the lid off the box.

What Caroline also has a knack of is designing items which are quirky and original without being outlandish. I work in a professional environment but am able to perk up my suit with pieces from the collection. And I don’t think I’ve EVER worn a CoD necklace and NOT had at least one comment about how lovely it is.

Nichola (miss frekkles) August 18, 2010 - 8:57 am

Great interview. Chain of Daisies’ images are always so stunning and I love her mix of vintage and bright colours!

Zoe August 18, 2010 - 5:00 pm

I came across caroline’s work via her photographs.

She presents her collection beautifully, the images are very clear and what you see is exactly what you get – beautiful handcrafted items.

I have bought a few pieces from her and wear them for work. I have discovered a love of necklaces that i never knew I had.

Best of all – as everything is made to order if you want to make a change, or order a custom made version – Caroline is very willing to help and full of suggestions.

Love her stuff!

Amanda Quinn August 23, 2010 - 9:24 pm

I know exactly how hard it is to to take great photos of Jewellery so I was interested in this article. When you are selling online it is nearly a requisite to be a semi-pro photographer amongst everything else :-)

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