Startup Story
Roxanne Campbell is the founder, designer, and creative director of Victoria Orpen Jewellers, a luxury goods manufacturer and sales business launched in 2015 in South Africa. As an entrepreneur in the jewellery design and manufacturing industry, she is a goldsmith by profession. Roxanne recently completed an enterprise development programme in diamond manufacture and processing. Her work experience extends beyond a jeweller and diamantaires bench, to international trade shows in Paris, Miami, and New York, to liaising with clients in Scotland, London, Denmark, New Jersey, and Chicago for new business development and sales within the luxury goods sector.
Victoria Orpen Jewellers participates in several South African design shows including, Decorex Jhb, SARCDA, Kamers Vol Geskenke (Kamers Makers), AYA Africa, Sanlam Contemporary Hand-Made Fair online marketplace, and Peek. Roxanne started on her career by studying at University of Johannesburg (UJ) in 2009 and 2010. In 2011 she transferred to Tshwane University of Technology (TUT) to complete her studies. At TUT Roxanne’s technical abilities grew and lecturers offered hands-on skills transfer exploring different techniques to grow her strengths as well as her technical ability. She bloomed and began to blossom at TUT.
LoA spoke to Roxanne Campbell about her experiences of building a highly niche luxury goods manufacturing business and about her ambitions for the future.
What does your company do?
We manufacture jewellery in precious metals such as gold, platinum and silver. We have extended our services to diamond and gemstone polishing.
“The brand is inspired by and named after my parents; Anne Victoria and Stanthew Orpen. We are building an international brand and our foundation is this family legacy.”
What inspired you to start your company
The brand is inspired by and named after my parents; Anne Victoria and Stanthew Orpen. We are building an international brand and our foundation is this family legacy.
What makes your business, service or product special?
We design and manufacture jewellery with an artistic flair. Quality and craftsmanship are an important aspect of our design process. We offer a three-month guarantee on workmanship for new purchases which excludes wear and tear. We offer a lifetime warranty on our jewellery post the three-month guarantee.
Tell us a little about your team
My team consists of a freelance; photographer, a campaign manager who plans content for social media pages, and a graphic designer.
“We design and manufacture jewellery with an artistic flair. Quality and craftsmanship are an important aspect of our design process.”
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I do not come from an entrepreneurial background. However, I have always had this deep desire to create, coupled with my academic background of using a mathematical approach to designing and assembling. My dad is an ink technician (colour matcher and printer) whereas my late mom worked for a financial institution. I was always groomed to believe I could do anything, not to see limits, and to question the status quo... very useful in the design space. Also, not to take no for an answer but rather to negotiate. Needless to say, growing up I enjoyed being creative, and getting my hands dirty, I experimented a lot with paint as well as arts and crafts in primary school.
My mom's influence and corporate knowledge of working with SMEs coupled with my deep desire led me to entrepreneurship. She always harnessed the belief in building a family business where I do not seek employment and live on my terms. Her thirty-three-year corporate grooming made her question the life she envisioned for her children and grandchildren; leaving a legacy to be proud of.
VOJ has been an eleven-year dream and an eight-year hustle. Starting our business was the easiest part, we have been blessed with amazing clients who have supported and bought into our brand. Entrepreneurship is an exciting career and lifestyle which requires constant learning, embodying your brand, trusting your madness, innovation, faith, resilience, love, passion, as well as endless commitment. In a nutshell, marriage... one has to ride the wave and adjust your sail while setting your sights on new horizons.``
What are your future plans and aspirations for your company?
My biggest aspiration is to scale and grow the enterprise beyond Africa, as well as niche into the gifting sector. Sharing my South African dream with the world and building an international brand in luxury goods.
“My biggest aspiration is to scale and grow the enterprise beyond Africa, as well as niche into the gifting sector. Sharing my South African dream with the world and building an international brand in luxury goods.”
What gives you the most satisfaction being an entrepreneur?
The biggest satisfaction is when the Victoria Orpen Jewellers brand enters uncharted territories and we can participate in exciting projects. The brand has enabled me to meet talented entrepreneurs and participate in thought-provoking conversations. From these events, we are able to niche and not lose sight of our unique style /product offering. This validates that your clients will find you and the universe will respond to the vibrations you emit.
What's the biggest piece of advice you can give to other women looking to start-up?
Trust your madness.
Live your brand.
Be your truth and stop seeking validation, something I have to constantly remind myself of.
Start where you are, with what you have, "you are enough" and harness the Japanese concept of KAIZEN which is powerful. I am living proof of this, dedicating time to refining the business and product offering. Attending seminars and research like crazy, I constantly grow my network through webinars and LinkedIn.
You are magic and have what it takes to build a business. Do not focus too much on the bigger picture but more on the daily steps that will build the business's vision. Direction is more important than speed.
Contact or follow Victoria Orpen Jewellers
Email: info@victoriaorpen.co.za
Website: http://www.victoriaorpen.co.za
Facebook: http://www.facebook.com/vojjew
Twitter: http://www.twitter.com/voj_jew
Instagram: http://www.instagram.com/voj_jew
Pinterest: http://www.pinterest.com/victoriaorpen
YouTube: https://youtu.be/ThX2uU_v2ig
https://youtu.be/OLClF4DMQ7o
https://youtu.be/X37DhwT4MkM
https://www.youtube.com/shorts/s-iZWUkBL4M?feature=share
Why LoA loves it…
They say that to succeed in business you need a big vision, combined with the determination and hard work to make that vision a reality. Roxanne Campbell has all those traits, in large quantities. Her passion for the luxury goods she creates, combined with her dream of building a global luxury brand but with proudly South African roots, is inspirational to see. This is a luxury brand to watch as it grows to the next level over the next few years. — Melanie Hawken, founder & ceo, Lionesses of Africa