The next phase
As some businesses move back to a more traditional model in the next phase of COVID-19, what’s interesting is many of them plan to retain some efficiency they adopted during the pandemic.
Incorporating these changes as they emerge from the pandemic and pursuing what really matters to business will be a perfect springboard for many to take their endeavour to the next level.
One business able to adapt its model to keep operating throughout COVID-19 is Melbourne-based jewellery design and manufacturing company Windfall Jewellery.
The company was started ten years ago by founder and creative director Lani Williams from her bedroom. She began designing and making bespoke jewellery after the birth of her first son.
While holidaying on an overseas trip, Lani realised she didn’t want to be in her full-time ‘day’ job and that her life and career needed a change.
“When I came back I decided I was going to quit and put everything into this business and see where it takes us,” she says. “I always we knew we had a really unique product and a really unique visual, it just took a few years for it all to pan out.”
Needing flexibility and unsure of the demands of a retail shopfront, the business initially began as a pop-up studio store.
“People loved it. It’s a tactile kind of experience, right? People want to try jewellery on in the flesh. So, the studio space worked really well for us,” Lani says.
COVID-19 required the team at Windfall to begin offering customers “virtual” consultations and they plan to retain this feature after the pandemic.
“It was an easy adaptation for us. And now we’ve really focused on bulking up our stock in-store. People can experience the shopping experience a little differently. Place your order and then get the item the next day,” she says.
As the business grew, despite the uncertainty of the pandemic, in February this year Windfall decided to buy its studio space in the inner Melbourne suburb of Footscray.
“It’s just nice to know that this is ours,” Lani says.