With over 16 years of experience in the jewellery industry, Poppy Elder is an award-winning designer celebrated for creating bespoke and unusual engagement rings, heirloom-worthy fine jewellery, and unique pieces that tell a story. A third-generation jeweller from Birmingham, Poppy began her journey in the Jewellery Quarter, working with one of Europe’s largest independent jewellery manufacturers.
This foundation provided an unparalleled education in metals, gemstones, manufacturing techniques, and design, shaping her expertise in creating timeless yet personal jewellery. Known for her Libra-like attention to detail, Poppy blends harmony, symmetry, and aesthetic balance into every creation. Whether it’s breathing new life into old jewellery, crafting bespoke wedding day accessories, or designing custom pieces that mark life’s milestones, her work is infused with care, passion, and a personal touch.
How did you get into the industry?
My grandparents started a metal casting company in the 1950s. It allowed jewellers to use lost wax casting to create their jewellery into repeatable items using wax moulds, which later grew into a jewellery manufacturing business. I then became the third generation to work in the business. I have been surrounded by all things jewellery since a young age and I used to go into the factory during my school holidays to earn some pocket money.
After my A levels, I joined the family business and learnt everything from coming up with the initial idea for a product, to selling the finished product to retail customers. I spent 14 years learning every aspect of jewellery manufacturing and retailing. I found myself drawn to the design side, which is where I spent most of my time.
When the decision was made to sell the family business, I took some time to decide what I really wanted to do, and that’s when I created my namesake brand.
What are the biggest opportunities and challenges in your industry?
I think the jewellery industry is such a creative place to be, and that’s why I love it. To be able to build a story into bespoke jewellery that plays an important part in some of the most important times in a person’s life is a privilege. And to get to shop for diamonds and gemstones whilst I’m at it is a huge plus!
The jewellery industry in the UK is full of many talented craftspeople that have built and developed skills over the generations. I’m really pleased to see the work that’s going into making sure these skills aren’t lost, through the investment in apprenticeship schemes. I think for someone who’s leaving school and trying to decide what to do with their life, learning skills to make jewellery is a fantastic opportunity.
Some of the biggest challenges in the industry are linked to the volatility of metal prices. Whenever there is instability in the world, the gold price goes through the roof. This has a knock on effect on prices for the consumer, business cashflow and means there is constant need for the business to reprice their jewellery.
In recent years, the rise of lab grown diamonds has also caused uncertainty. The prices have dropped hugely as more and more producers flood the market. This has resulted in confusion about the value of them, meaning consumers are fed conflicting messaging/marketing about lab grown and natural diamond manufacturers, with each trying to sell their product as superior.
How would you describe your leadership style?
I’d like to think I’m the kind of leader who supports my team to get their job done. I’m always looking for ways to improve my own productivity. For example, if I can see a job that’s unnecessarily complicated, I’ll look for ways to streamline, which might be initially seen as taking over but usually the benefits of a simpler task are enjoyed!
How do you get the most out of the people who work for you?
I don’t currently have anyone who works for me but, when I have, I think teamwork and overall morale are hugely important. Changes are often necessary in a growing and evolving business and, from having to go through these phases previously, I know the team can feel threatened and unhappy with anything different. From my experience, the best way to get the most out of the team is to involve them as early as possible. When people feel included, they feel valued, which generally means a happier and more productive workplace.
What are the most crucial elements to your business running smoothly and being successful?
My business is centred around creating one-of-a-kind pieces, using ethical materials and UK craftsmanship which means having a team of people that I am confident in so they can be involved in every stage. I pride myself on being as flexible as possible to allow my clients to create their perfect pieces, which might mean making changes to the way a piece is made. My experience in jewellery manufacturing is crucial for this in knowing what’s possible and where to draw the line in terms of creating something that will stand up to everyday wear. It’s also key that I have good relationships with different craftspeople to be able to ask *very nicely* for favours when it comes to creating something that is difficult, or pushing the timescales slightly to meet a proposal date.
How has the past 12 months been for you?
The last 12 months have been a journey of growing the business. From creating special pieces for The Signature Collection, to investing in and organising a lifestyle photoshoot to show the products off to their best, I have spent time putting the groundwork in place for my brand. I’ve been working on all the best ways to continue the growth, which have included making the decision to invest in myself and my personal development by starting a Masters degree in Graphic Design. Going to university after diving straight into full time work, feels like an achievement which I hope will improve my jewellery design and brand development skills even further.
What will the next 12 months look like for your business?
Having spent 18 months putting all the foundations in place, I feel I am in a good position to push the business to its next level now. I’m hoping to help even more clients create their dream jewellery and be able to do more shopping for sparkly stones!
What are the highlights of your career so far?
I would have to say starting my own business. I had two very short maternity leaves which meant I was back to work part time after 6 weeks. With only 17 months between my two daughters, I had a few years that felt like a bit of a blur. I think, like a lot of people, Covid forced us to have a look at lives and what’s really important. The decision to start my own business has allowed me to be around to take my children to school and be available to help on school trips (although I regret that part…), so the combination of work/life balance, as well as being able to do what I love for work, is a privilege.
What’s the biggest business mistake that you’ve learnt from?
I’ve seen a lot of people burn out by being too trusting. I’m always one for giving benefit of the doubt, but I’m definitely more wary of things now because of the horror stories I’ve seen and heard of.
What’s the best piece of business advice you’ve been given?
Don’t take criticism from someone that you wouldn’t take advice from.
Not necessarily business advice as it can be applied to any area of life, but everyone has an opinion, and some people are more vocal than others. However, the loudest voices – often the hardest to ignore – are sometimes the ones you should let pass you by.
