City of Sydney Retail Innovation Program Alumni
Home to Sydney’s most dynamic contemporary jewellery
Every piece of jewellery should be as unique as its wearer; at least that’s what Sydney-based Courtesy of the Artist believes. Since 2005, the business has worked directly with more than 80 artists across the country to produce one-of-a-kind, rare earth, Australian-made jewellery and accessories, including engagement rings, necklaces, earrings and more.
Owners Nina and Cesar Cueva have grown their following by hosting marquee exhibitions and via their three galleries. They joined the City of Sydney Retail Innnovation Program, hoping to get a bird’s eye view of their business and identify where they should focus their time, energy and resources to maximum impact.
Nina says the program helped them ‘dive deep’ into their business and find ways to grow quickly and efficiently. For the first time, the pair was able to calculate an accurate cost of acquisition to assist them in determining which activities were generating the best return.
Those experiences came in handy when the COVID-19 put a stop to their physical events. Drawing on what they had learned, Nina and Cesar pivoted entirely to online, investing in photography and video to ensure the digital experience was as dazzling as their in-person shows. Their first virtual exhibition was also a success.
”Without this program, it would have taken us so much longer to pivot and switch to online. We sat down, analysed the business, looked at our minimum viable product, and worked out how we could do it effectively, efficiently and quickly. It gave us the freedom to let go of things that weren’t working, and the confidence to move forward even if things weren’t perfect.Nina CuevaOwner, Courtesy of the Artist