When I opened the Soulehe pop-up store at Griffith Central, I wasn't entirely sure what to expect.
What started as an opportunity to bring Soulehe into a physical space quickly became one of the most valuable experiences I've had since starting the brand.
Over the past year, I've met hundreds of customers, had countless conversations, watched people discover my jewellery for the first time, and learned lessons that will stay with me as Soulehe moves into its next chapter.
Here are five things running a pop-up store taught me about building Soulehe.
1. Customers Want Connection
One of the biggest surprises was how interested people were in the story behind the jewellery.
Customers didn't just want to see the finished pieces. They wanted to know how they were made, where the ideas came from, what materials I use, and what the creative process looks like.
One of the things people loved most was being able to see me creating jewellery in the store. Watching a piece come together made the experience more personal and meaningful.
Another customer favourite was the DIY bracelet station. People loved having the opportunity to create something unique and be part of the process themselves.
It reminded me that jewellery is about much more than the final product. People enjoy being part of the story behind it.
2. Best Sellers Aren't Always What You Expect
One thing I quickly noticed was that online and in-store customers don't always shop the same way.
Some of the pieces that performed extremely well online weren't necessarily the best sellers in the physical store. At the same time, certain designs that customers loved seeing and trying on in person became some of the most popular pieces in the shop.
Having a physical store gave me a completely different perspective on customer preferences and shopping behaviour.
It showed me that sometimes you don't truly know how people connect with a product until you see them experience it in person.
3. People Love Handmade Products
If there's one thing that stood out again and again, it's how much people value handmade products.
I've been genuinely touched by the number of kind comments customers have shared about my work.
Whether it was complimenting the craftsmanship, asking questions about how a piece was made, or simply appreciating that each item is created by hand, people consistently showed appreciation for the work that goes into handmade jewellery.
The support and encouragement I've received from customers has been one of the most rewarding parts of running the store.
4. Small Businesses Grow One Customer At A Time
Every customer matters.
When you're running a small business, it's easy to focus on numbers, sales targets and growth goals. But what I've learned is that every order, every conversation and every returning customer has a real impact.
There is no better feeling than seeing someone come back wearing a Soulehe piece.
Whether it's a bracelet on their wrist, a necklace around their neck or earrings they've chosen for a special occasion, seeing my jewellery become part of someone's everyday life is something I'll never take for granted.
Returning customers are one of the biggest compliments a small business owner can receive.
5. The Dream Got Bigger
Perhaps the biggest lesson of all is that the dream became bigger.
The pop-up store gave me confidence.
It showed me that people connect with the Soulehe brand, that there is a community of wonderful customers supporting what I create, and that there is room to keep growing.
Most importantly, it encouraged me to take the step I've been thinking about since the very beginning.
To build something bigger.
To create a boutique space that truly reflects the vision I've always had for Soulehe.
The pop-up store may have closed, but what comes next is even more exciting.
The Next Chapter
As we work behind the scenes on the next chapter of Soulehe, I'm incredibly grateful for every customer who visited the pop-up store, supported the brand, shared kind words, or chose to wear one of my handmade pieces.
You're the reason this dream continues to grow.
If you'd like to follow the journey, see behind-the-scenes updates and be the first to hear about our upcoming boutique, make sure you're following us on Instagram @soulehe.studio.
The best is still to come. 🤍