Today we’d like to introduce you to Emma Johnson.
Emma, can you briefly walk us through your story – how you started and how you got to where you are today.
I’ve always been obsessed with jewelry, especially bracelets, and I’m interested in entrepreneurship because it’s a hot topic in my family. So in my junior year as I started thinking more seriously about college I wondered if I could start a business to generate enough revenue to pre-pay for my education. Almost overnight I started designing charms, I found a manufacturer, and I posted a few pieces on Instagram. Friends instantly asked if they could buy them.
When peers are willing to pay you cash, not just a compliment, for your products, you know you’re onto something. I got an email from the creative director of Oprah Magazine who wanted to do an exclusive collaboration for Oprah’s huge Live The Life You Want tour, so I created thousands of limited edition bracelets for VIP attendees. My initial charm bracelets were then featured in the December 2014 holiday issue of O Magazine! From there I knew Em John was going places!
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
My first wrist ties were made of silk and had to be tied a specific way to stay on a wrist. Most customers had difficulty with this, so returns were high. Additionally, my target market is very active so an accessory that couldn’t get wet was a bust. This failure taught me some of my best lessons for future product development. It’s also a challenge to grow a business and think about the future while being a full-time student. I don’t have enough time no matter how hard I try to devote to the business so growth is slower as a result.
Em John – what should we know? What do you guys do best? What sets you apart from the competition?
Em John is a fun, affordable accessory line that makes everything from beaded bracelets to tassel keychains with lucite initials to pouches with cheeky sayings. Every Em John item is under $20 and makes the perfect everyday accessory, a gift to everyone you know, and is a simple, bright item to cheer up your day.
It’s so funny, I get emails every day asking “Can I speak to your PR team, to your shipping team? To your online customer service team?” and I always respond saying, “Sure, her name is Emma!” I don’t have a huge team besides a manufacturer and a helpful family, so my responsibilities include designing, assembling, packaging, and shipping all orders, emailing customers, and running and maintaining all social media and the entire Em John website. I also set up and attend trunk shows. Most days it’s me standing in line at the post office to send the orders out too!
My proudest moment was being named the youngest business owner to have her products featured on Oprah’s Favorite Things. My initial keychains were featured on OFT both in 2015 & 2016. I always read magazines growing up, but I never imagined that my products would end up on Oprah’s Favorite Things, let alone on the pages on any magazine!
What is “success” or “successful” for you?
At this early stage in my business, I have a few markers for success. First, sales. When people are willing to pay for your product it’s a good sign that you have a winner on your hands. Second, positive feedback from my customers. My accessories are designed to make people smile. When I hear that a keychain did just that, it’s a sign of success. Finally, I greatly value recognition from experts I have long admired. Landing on the pages of Oprah Magazine is the best example of this. A major success for Em John.
Pricing:
- Keychains (range from $5-$15!)
Contact Info:
- Website: www.emjohnjewelry.com
- Email: emma@emjohnjewelry.com
- Instagram: instagram.com/emjohnjewelry
- Facebook: facebook.com/emjohn
- Twitter: twitter.com/emjohnjewelry
Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
