Hi! Let me start by introducing myself, which (admittedly) I’ve never done before! I’m Krystie, the founder of Static Jewellery. I’ve never had any desire to be the face of a brand, hence why you know nothing about me, so allow me to sit in my discomfort and be vulnerable as I revisit my journey opening and ultimately closing Static Jewellery. It’s a chance to reflect with hindsight and acknowledge the mistakes I made along the way. The Beginning I love jewellery. I always have—collecting it, admiring it, wearing it. So, the idea of owning a jewellery brand sounded incredible. In 2015, after a silver-making class in Bali, I decided to give it a go. While I didn’t have any experience in the jewellery industry, I had plenty of passion. I also had 10 years of retail experience under my belt and that was enough to give me the confidence to get started. Armed with nothing but determination and a bit of savings, I self-funded the entire launch. I couldn’t create the jewellery myself (turns out one class isn’t enough to become a silversmith!), but I designed the pieces and worked with manufacturers to bring my vision to life. Launching Static Jewellery was a big leap, and while it felt overwhelming at times, I figured things out along the way, learning through trial and error. The midi rings I made in the silver-making class. The Early Days For the first 18 months, I worked full-time as a visual merchandiser while building Static in my free time. I’d work on Static during every free moment, whether it was early mornings, late nights, or weekends. Looking back, I’m not quite sure how I managed, but it paid off. By 2017, Static had grown enough that I was able to leave my job and focus on the business full-time. As Static gained traction, it became harder to manage everything on my own, so I brought on my first employee to dispatch orders and manage day to day tasks. That allowed me to shift my focus to areas like product development and content, and the business hit its peak during the 2020-21 financial year. While the pandemic certainly contributed to that spike, it was also the result of a lot of effort on my part. With fewer distractions, I was all-in on making sure the brand was running smoothly. The Shift By the end of 2022, things started to change. I had a lot going on personally, and I won’t get into the details (this is our first time meeting, after all), but my focus shifted. And while I had systems in place to keep the day-to-day running smoothly, the business began to reflect my lack of attention. Sales dropped. It should have been the wake-up call I needed, but I just didn’t have the same drive or motivation anymore. Then in 2023, I found out I was pregnant, which was a blessing but also marked the beginning of the end for Static. At that point, I was down to one employee who was about to leave to go traveling, and with our cash flow dwindling, I made the decision not to hire a replacement. Suddenly, I was back to doing everything myself, but this time with the energy of a 33-year-old pregnant woman—not exactly the same fire I had at 25. The Decision to Close In the early days of my pregnancy, I had planned to return to Static after maternity leave. But as time went on, it became more and more apparent that this wasn’t realistic. And with our lease ending, I made the decision to close Static Jewellery in April 2024. The decision was bittersweet. Static had been such a huge part of my life for 9 years, but I knew it was the right time to move on. I’m now embracing my new role as a full-time mother—undoubtedly the most challenging but rewarding role I’ve ever taken on. Embracing my new role. The Final Chapter When we closed, there was still quite a bit of stock left. At the time, I simply didn’t have the capacity to keep the business running or extend the sale. Six months later, I’m in a better place to offer one final opportunity to purchase what’s left. So, I’m reopening Static Jewellery for a limited time to clear out the remaining inventory. From 22 October to 3 December, Static will be back online for a limited clearance sale, and we’ll be running our last-ever Black Friday Sample Sale on 29 November. This is the final chance to own something from Static, and once these pieces are gone, that’s it. A Heartfelt Thank You To everyone who supported Static Jewellery over the last 9 years—thank you. Your support has meant the world to me, and I couldn’t have come this far without you. As this chapter closes, I’ll forever look back on my time with Static with gratitude. With love,
