Start-up Stories 2. Judith Peterhoff Jewellery

Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. 

Judith Peterhoff Jewellery Logo

Judith Peterhoff JewelleryWho are you? Judith Peterhoff – Jewellery Designer-Maker.

What’s your business?  Judith Peterhoff Jewellery

Tell us about Judith Peterhoff Jewellery

I create bespoke handmade jewellery. I have been working in the jewellery trade for 7 years, after graduating with a BA in Jewellery Design in the Netherlands. I have learned a lot from working in Hatton Garden and the trade, but in January 2017 I have decided to launch my own brand. I have my own ready-to-wear jewellery collections of classic jewellery pieces with a dash of colour. I also create bespoke pieces hand-in-hand with the customer. I make inspirational one of a kind jewellery. 

Bespoke family pendantMy long-term aim is to have my own shop. I’d love to have a jewellery shop in London where I can sell and exhibit my own work, as well as the work of others. It would include a workshop space where I can run workshops to make bespoke jewellery, for example for couples to make their own wedding bands. That’s my five-year plan, for the short term I’d love to work on broadening my customers and see my work published in printing and online with big magazines.

So, Judith, what happens behind the scenes?

Judith PeterhoffOh, behind the scenes? Should I really tell you my secrets? Of course! I usually have a ‘To Do List’ that I work through to keep me on track. I try to reassess the to do list on a weekly basis. I build my audience through social media, such as Facebook, Instagram and Twitter. I’ve dabbled a little bit in Pinterest as well, but I’m not sure if that’s been very successful yet. I go to networking events and free workshops. I recommend General Assembly, as they offer good workshops and I met a few interesting people.
In the jewellery business, word of mouth is very important and probably the best way to get new customers. It’s easy and hard at the same time since jewellery is usually needed for a big occasion, like a wedding, birthday or the birth of a new child. So, I just really need to get all my friends to get married now… I’m working on it!

What’s your story?

Judith Peterhoff JewelleryI’ve always made jewellery. When I was a little girl I made necklaces, bracelets and earrings from beads and knotted friendship bracelets. When I found out that I can actually make this passion my job, I just went for it. In the Netherlands you learn a very contemporary style of jewellery-making, every piece tells a story and is inspired by something personal. I often take my inspiration from my friends and family; my mother’s maiden name has inspired me to make some of my recent pieces. When I worked in Hatton Garden I realised I want to make one of a kind jewellery that is bespoke and unique to each customer. That’s when I launched Judith Peterhoff Jewellery.

Any advice for keen start-ups out there?

Owl Alternative Engagement RingSince I’ve always worked in the jewellery industry I had a good understanding of a lot of different areas of the trade. But starting my own business I quickly realised that I need to know EVERYTHING and become an expert at it. At least, that’s what I thought I needed to do. I thought that on top of being a designer and a maker, I needed to be great at photography, writing, marketing, SEO, etc. It was very overwhelming, I didn’t know where to start!

I got some great advice: It’s ok not to do it all by yourself. There’s no shame in asking for help. Of course, it bruised my ego a bit, that’s the dream, isn’t it? 100% self-made. But, who truly is? Everyone get’s a little help every now and then. And if this will bring your business further and quicker. DO IT!

The key is also planning and goal setting. Write down what you want to achieve and when, then write down how you can achieve this and if you can do it yourself, or if you need to ask someone for help. Then take action and just do it.

Where can we find you? 

Judith Peterhoff Jewellery LogoIf you love the sound of me creating unique jewellery for you or have any other questions, email me at

For my ready-to-wear collections, my most recent bespoke jewellery and my blog visit:

And for behind the scenes pics and what I’m up to in the jewellery world, follow me on social media:

Facebook: @JudithPeterhoffJewellery

Instagram: @JudithPeterhoffJewellery

Twitter: @JudithPeterhoff


Need help with your writing?Start-up Stories is a blog series following the lives of inspiration self-starters who are running their own business or project. Its aim is to offer advice, motivation and inspirational stories to start-ups, small businesses or those thinking about starting their journey. What’s your story? Contact me if you’d like to be involved. 

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Published by Nici freelance writer

I’m a freelance content writer, copywriter and editor living in London, UK. I'm climate curious, run baby-friendly writing workshops and publishing writing from women at Boudicca Press.

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