Meet Clio Thomas, founder of Clio Saskia

Clio Thomas was brought up in the Netherlands, in a household where curiosity and exploration were fully encouraged. No question was stupid, no observation a waste of time. As the child of a scientist it was no surprise she developed a keen investigative mind, spending entire summers immersed in forests and rock-pools. Without a doubt, her upbringing had a long-lasting influence on her design process and helped her to developed an acute sense of observation, alongside being encouraged to expand her practical skills in the arts.

Before she became a full-time jewellery designer and maker, Clio worked as a freelance sculptor and technical assistant. She studied contemporary Sculpture at Camberwell College and after graduating in 2013 worked within the same department as an assistant to disabled students. In 2016 Clio moved to the Gemfields in Australia for 6 months, where she mined for sapphires and zircon in the outback. It was probably the hardest physical work she has ever done, but she found gems which she uses in her jewellery today! Upon returning to London, she spent a year studying part-time at the British Academy of Jewellery, while working as a Workshop Manager in a fine jewellery store, before starting her business, Clio Saskia.

How do you prepare for all the unknown obstacles when running your business?

The first year I couldn’t! But I spent a lot of time writing down, logging, and keeping track of the obstacles that did occur so that I am now as prepared as I can be. Some people are able to sit down and carefully think about situations and predict what might happen, but I am so not that person - I have to learn by doing! It has been essential to keep track of problems that I have encountered and to reflect on what could have prevented them, so that I learn for myself to be prepared and have my own methods of avoiding issues.

Do you prioritise self-care as an entrepreneur?

One of my all-time favourite people in the world, Ru Paul, says: “if you can’t love yourself, how in the hell are you going to love somebody else?”, and that is such an important thing to remember. Hold yourself to a high standard, and also treat yourself with respect and patience.

Tell us about your experience prior to launching your business?

I have had quite a wide variety of jobs, from bartending to photographer to a sculptor’s assistant. There have been times where I had 3 jobs in order to pay rent and there have been times when I was able to work part time whilst following my dream to study jewellery manufacturing. It has been touch-and-go in the first year since launching my business, which I think is similar to most entrepreneurs, but things are now easier, and I am getting busier and busier every month.

What’s the most common problem your customers approach you with?

Most of my customers don’t buy into the big brands, instead valuing their own individuality and perspective on the world. Often, they don’t feel represented in the general media or in the jewellery that is available in larger stores. I offer a personal service where I actually get to know all of my customers really well, which then allows me to design a piece of jewellery that represents them as a unique individual.

What inspired you to launch your business and what is the end goal?

I made the decision to launch my business because people kept telling me I should! This gave me confidence that what I was doing had a unique selling point and enough people would like my work to make a living from it. My end goal is to live a happy life doing something I love - at the moment things are still quite stressful and I am still making mistakes and figuring things out, but I am hoping that in 5-years-time I will have a solid and successful business.

How do you set yourself apart from other businesses in your industry?

My aesthetic and subject matter are definitely unique selling points. I take inspiration from the huge history of animal-inspired jewellery throughout the ages but put my own weird and wonderfully realistic twist on it. I also choose to create pieces inspired by unusual animals, rather than the more popular species.

What’s the most important question entrepreneurs should be asking themselves?

What are your motivations? I believe the answer should be that you are motivated by your passions, because you want to make a living doing something you enjoy. Also, who are you doing this for? One of the people you are doing this for has to be yourself.

As a business owner, do you know when to walk away from a sale?

It has taken a while for me understand when to walk away from a customer or a sale. To start with it feels like any sale is a good sale, but over the past few years I have learnt that some things can cause far more problems than they solve. If you have a bad feeling about a customer, or a project is starting to sound like a lot of work for little rewards, I say trust your instincts and steer well clear. 

What are your top tips for entrepreneurs wanting to get their business out there?

Do your due diligence and research what your competitors are doing to promote their business. Learn from their successes and intelligently create your plan of attack by trialling and testing things in a manner which is quantifiable. Gathering information and feedback is essential, so get all your analytics set up and working right from the start.

What’s the single most important decision that you made, that contributed to your business?

When I moved from creating bespoke jewellery to designing my own collection, I was really scared to use 18K gold due to the huge initial cost involved in producing it. I eventually decided that I had to do it, and I think that is the best decision I have made for my business so far. Aim high and believe in your skillset!

Is word of mouth working to your advantage?

Word of mouth has been the single best advertising tool I have had throughout my career as a jewellery designer. There is nothing better than a happy customer singing your praises, which naturally helps new customers trust you.