Company: The Audacious Agency, Australia
Company Description: The Audacious Agency are profile building and awards specialists, helping entrepreneurs and business owners who are sick of being the world's best-kept secret, to boldly stand out from the competition and be sought-after credible leaders. We help changemakers and leaders become googlicious!
Nomination Category: Company/Organization Awards Categories
Nomination Sub Category: Company of the Year – Consumer Products – 10 or Less Employees
 Nomination Title: Fairina Cheng Jewellery
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2021 of the nominated organization, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the appropriate spaces below:
- Briefly describe the nominated organization: history and past performance (up to 200 words):
Total 187 words used.
I create unconventional jewellery for rule-breakers and story-makers. My purpose is to change the jewellery industry, one ring at a time, by creating ethical, locally-made designs for those who aren’t served by traditional jewellery stores.
I had a corporate career in marketing and knew I could climb the ladder to success, but did I really want to? I decided to take a short jewellery course and fell in love. I diverged from the conventional path I had always followed and devoted two years to studying jewellery and object design and three years to commercial jewellery manufacture.
I combine an artistic approach with high-quality hand skills, offering a design perspective that’s unique in the industry.
My jewellery is for those who feel unrepresented by the traditional wedding industry. Instead of suited-up salespeople selling the ‘blingiest’ diamond their budget can handle, my customers want story-driven jewellery that speaks to their values around individuality, sustainability and love.
Ultimately, I am disrupting a traditionally male-dominated, consumerist industry. I firmly believe the future of the jewellery industry is female, eco-conscious and values-driven and it’s businesses like mine that are leading the charge.
- Outline the organization's achievements since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 235 words used.
After having a baby in October 2020, in 2021 I focused on fine-tuning my business operations. I outsourced jewellery making to a local contractor, hired a social media manager and introduced automation to handle time-consuming tasks such as invoicing.
To build brand awareness, I refined my brand messages and revamped key landing pages to achieve a close rate of over 70% from custom jewellery consults, enabling me to work with fewer clients on higher value “ideal” projects.
As a result, I reduced my workdays from 12-16 hours (pre-baby) to 0-8 hours, while maintaining my 2020 record annual revenue in 2021 and surpassing it in 2022.
In 2022 I received the Export Marketing Development Grant, injecting over $50,000 to accelerate international growth. This enabled me to invest in PR, advertising and coaching to significantly expand marketing efforts.
In June 2023, I became a BEAM In Business Awards Finalist for Micro Business of the Year and Customer Service Excellence.
As a woman-owned business doing things differently in a traditional industry, I was also proud to be featured in an Authority Magazine feature titled “Female Disruptors: Fairina Cheng on the 3 things you need to shake up in your industry”.
All this has been achieved while keeping the team lean and efficient, which has always been one of my highest business objectives. My business is a micro business at heart and will always remain small by design.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 59 words used.
I am an independent designer who is passionate about creating daring keepsakes and unconventional jewels that are entirely your own. I specialise in crafting bespoke jewellery for people who aren't satisfied with stock-standard, mass-market pieces. You can see the attached support document for further insight into my innovation, impact, case studies and process as well as testimonials and links.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 248 words used.
I am proud of the achievements the business has experienced since July 202l. The changes I made shifted my mindset and focus, from business owner doing everything, to a market leader investing in growth.
2023 was the most profitable first two quarters ever and I’m on track to bring in 1.49 times my 2020 record (excluding grants).
Refining key messages has been essential to aligning my offerings so I only work on the projects that light me up. I have clarified my offering as part of a new era of jewellers stepping away from the big name store experience. Instead, I offer untraditional gemstones and storytelling designs, a non-traditional approach to customer service and a steadfast commitment to sustainable practices.
I prioritise Australian suppliers who adhere to environmentally-conscious practices and Responsible Jewellery Council accredited precious metal suppliers with strong environmental management plans. By focusing on Australian sourcing, I am showcasing the beauty of our local resources, including lesser-known Australian sapphires.
Because of the distinctly different experience I offer, I have tapped into a niche audience who feel unrepresented by the traditional jewellery industry. They rave about their experience, as evidenced by my 180 5-star Google reviews. I’m exceptionally proud because I used to believe these achievements were for businesses that were “big and successful”. Instead I now offer a jewellery experience distinct from what is commonly found walking down the street. Innovating in this way makes me a maverick in my industry and it's having an impact.
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