Lily Blanche
About the Company
Lily Blanche is a demi-fine jewelry brand based in Stirling, Scotland, offering unique products like the Memory Keeper Locket®, which can hold up to six photos. This locket, famously worn by Judy Murray at Wimbledon, is a signature product that resonates with customers seeking meaningful, personalized gifts. Catering primarily to women aged 30-55 and their partners, the brand has built a reputation for excellence, boasting over 1100 five-star reviews on Trustpilot.
The company is named after Crawford's grandmother, who inspired her creativity. Lily Blanche focuses on personalization, blending antique-inspired designs with modern elements. The brand aims to provide emotionally resonant jewelry, helping customers cherish precious memories.
Idea Behind Company
The inspiration for Lily Blanche came from Crawford's upbringing, where she discovered pearls in a loch near her grandmother's home. Her background in archaeology and fascination with jewelry's storytelling potential laid the groundwork for her designs. Combining a love for antique styles with contemporary functionality, Crawford envisioned a business that celebrated both tradition and individuality.
Crawford's career in journalism, where she learned from successful entrepreneurs, further shaped her business ethos. She saw an opportunity in the underserved niche of branded, personalized lockets. This focus became central as she transitioned from a B2B model to direct-to-consumer sales.
Creating the Company
Crawford initially co-founded a Scottish-themed jewelry brand, Tartan Twist, with her sister, selling to retail outlets like Edinburgh Castle. When her sister exited the business, Crawford shifted focus to e-commerce and rebranded as Lily Blanche. Using her savings and family funds, she began creating personalized lockets inspired by vintage designs and her grandmother’s jewelry.
Her studio became the creative hub, where Crawford and a small team designed, prototyped, and manufactured jewelry. She hired key team members, including a developer and a digital marketing manager, to emphasize technology and scalability, ultimately establishing Lily Blanche as an e-commerce-first brand.
Launching the Business
The initial launch of Tartan Twist involved participating in trade shows, but the real transformation occurred with the e-commerce relaunch of Lily Blanche in 2016. A new website and a strategic pivot to digital sales enabled steady growth. Crawford invested in SEO, paid traffic campaigns, and email marketing to drive online sales, with a focus on creating a seamless customer experience.
Despite limited resources, she leveraged digital tools and an e-commerce community in Scotland for support. By 2021, Lily Blanche had upgraded to a new platform, BigCommerce, resulting in a significant sales increase and positioning the brand for continued growth in domestic and international markets.
Earnings
Lily Blanche generates $60K in monthly revenue, with consistent year-over-year growth. Initial funding came from Crawford’s personal savings, enabling organic expansion without relying on debt. The business reinvests profits into scaling operations, enhancing packaging, and launching new product lines.
Future plans include expanding to North America and relaunching the original Tartan Twist brand online. Through strategic reinvestment and customer-centric practices, Lily Blanche has established a profitable and sustainable business model while maintaining its artisanal roots.
