TOP SHOP SPARKLES

Friendship was the catalyst for Carole Morgan to buy jewellery store Studio 18 Jewellery Collection, now Taranaki’s Top Shop. Carole and partner Steve Scott are good friends with Bill Roy and Lynnette Rowan, who own Dalgleish Diamonds and used to own Studio 18, which they opened seven years ago.

When the opportunity to buy Studio 18 presented itself, it was an obvious decision for Carole. “With a strong friendship already in place and always at the forefront of discussions, we were able to move forward with ease,” she says.

In November last year, Carole “jumped in boots and all” and bought Studio 18, dramatically changing the direction of her career from account manager in the media to business owner.

“I loved the media industry – it was my life for 20 years, but I wanted to have a go at owning my own business and I couldn’t think of any other business I’d love to own more than this one,” Carole says. Lots of people said she was mad to buy a jewellery store in this retail environment. “I was lucky I stepped into a business with great foundations and was in really good shape,” she says.

“I haven’t been so excited to get out of bed in the morning. I love coming to work – everything about this business is amazing.” Including her small team, who ensure the customers are at the forefront of everything, always.

Tracylee Cottam is full-time, Susan Kiser is part-time, as is high school student Michaela Deegan, who works on Saturdays and school holidays. Behind the scenes, Steve offers support and business advice and Lynnette Rowan has been a rock of knowledge and kindness. “You can’t do it alone – you have to have your cheerleaders.” Carole is also rapt with the accounting service and support she’s received from New Plymouth company Velocite.

Studio 18 is light and airy, with a fresh look and signage. It carries seven international jewellery brands – Swarovski (crystals and jewellery), Pandora, Thomas Sabo, Dyrberg Kern, Ania Haie, plus Karen Walker and Stolen Girlfriends Club.

“We do love sparkly things,” says Carole. Her three workers all wear the products and get excited when the weekly stock or bulk orders arrive. “It’s a race to see who can get to the box first to see what’s in the parcel.”

The store offers a huge variety of jewellery for both men and women. It also caters for brides, bridesmaids, mother of the bride and girls preparing for school balls. “We encourage them to bring their dresses in for any event that’s special,” she says. “They’re offered a personal service where they can try all the jewellery on and see what best suits their outfit and event. We offer more than selling over the counter.”

All this added up to resounding success. At the 2023 WITT Top Shop Awards on June 17, Studio 18 was the Specialty Store Winner, North Taranaki Regional Winner and Supreme Winner, meaning it is Taranaki’s Top Shop. When Studio 18 was announced as the winner of the first award, Carole was gobsmacked. “I was extremely proud of my team too.”

They were all on hand to celebrate, except Michaela who was at her school ball.

With a bottle of bubbles delivered to the table, Carole said: “Right we can sit back and relax.” So, she thought. Next minute, the store at No 18 Devon St was named as winner of the regional award. Again, Carole was stunned.

Then came the big announcement –Studio 18 was the Supreme Winner.

“I was lost for words. It never crossed my mind that we could win the regional, let alone the Supreme Award,” she says. “I’m still smiling when I think about it.”

The good wishes flowed with the bubbles at the event.

“What was really nice were the congratulations and kind words from many business owners whom I’d not meet before the night,” Carole says.

Because the judging process involves secret shoppers, she feels reassured. “It shows we are putting our best foot forward every time a customer walks through the door.”

Now, Carole wants the store to continue to be in customers’ minds when they’re looking for a gift or piece of jewellery. “Studio 18 has been a hidden secret on the hill with lots of people saying they didn’t know we were even here.”

Carole says the business has room to grow, and she may include additional brands in the future. Right now, she just wants to continue focusing on providing a great experience for every customer.

“The thing we get most excited about is when someone walks in the store not knowing what they want and walks out happy. It’s such a cool feeling to be able to help them and really leaves us feeling good about what we’re doing.”

Contact: 06 759 0000 or info@studio18.co.nz