Diana Hernández Vicario

Since I learned that I could study jewellery, I did not want to do anything else. My work it is totally vocational.

I am an artisan jeweller based in Madrid, Spain. My brand is called DH Joyas, and I make contemporary jewellery since 2010. I am in charge of the entire process: from the design, crafting the pieces, customer service, to shipments, direct sales, social networks, marketing, after-sales service, etc.

I design and create my own collections with a marked sculptural character. I like the simple lines, unique pieces, the idea that each jewel is a miniature sculpture. I also make customized pieces, as I am specialized in the wedding sector and create wedding rings which tell the story of each couple. My business is in the digitization phase, focusing my efforts on online sales and brand growth.

My business objectives are:

Adapt to changes, grow in my digitalization process, increase online sales, improve communication on social networks. Better understand the advertising campaigns in the different media. Improve my image, reach more audiences, eventually international.

I hope to reach more and more people, consolidate my brand, and continue to enjoy the process, continue learning.

My learnings from the Crafting Business Programme:

The main learning that I take away is that I have to believe in my work, that I am a designer, not just a jeweller and that I have to be in charge of my entire project.

And many other things: I have loved the way on how to simplify the financial plan. And, that if I transmit what I do + emotion it turns into sale. My value proposition. The desire to bet on internationalization and on a product and a way of working that respects my surroundings and the environment.

I have changed my vision of my work, I value it more, I have broadened my views. I am more aware of the need to develop the financial and marketing plan on paper, the importance of landing my ideas.

My 5 top tips that I have learnt on this journey:

• My value as a designer, the value of my product, the way of selling it, of addressing a very specific audience, not trying to cover everyone.
• Pass on my knowledge, sample work processes, improve the brand image.
• I have been lucky to participate in this project, the professional and human quality of each of the teachers we have had has been incredible. Thank you very much for everything shared!