062: From Home Studio to Two Storefronts: Growing a Permanent Jewelry Brand with Intention with Julie from Weld & Arrow

In this episode, we chat with Julie from Weld & Arrow, a Wisconsin-based permanent jewelry business owner who has grown from working out of her home in February 2024 to opening two brick-and-mortar locations in less than two years. Julie started just like many in the industry, she wanted permanent jewelry for herself, but wasn’t seeing it offered in her area. As demand grew, she realized in-home appointments weren’t sustainable and made the decision to create a space where customers could easily find her.

Julie walks us through her rapid but intentional growth, from renting a small 100-square-foot space, to leasing a room, to opening her first storefront and building a team of seven. We talk about the systems that supported that growth, including SOPs, appointment-only scheduling, planning a month in advance, and outsourcing when needed. She also shares how hiring intentionally, leaning on referrals, and staying hands-on during the interview process helped her build a strong team.

We also dive into brand and community, why people are truly buying the person and the brand, not just the jewelry. Julie shares how giving back to local organizations, collaborating locally, and simply putting herself out there led to opportunities like hosting Packers’ wives and even a Netflix TV star. We wrap up with insights on social media, creating an Instagram-worthy space, employee training and pay structure, and staying grounded in integrity and your “why” as you grow.

Instagram: @Weldandarrow