Hello! What’s your name and what do you do?
My name is Esme Parish and I have run my silver business Esme Parish Silver since 1984.
The original idea was to sell sterling silver cutlery but reality was sterling silver everything especially photo frames whilst waiting for the cutlery buyers to show up.
In the 1980’s and early 1990’s I developed an extensive “Tupperware” style business throughout Asia and even the middle East. I set up ladies to sell from their homes silver products supplied by me. It worked like a dream and at one point I had ladies selling in Dubai, Penang, Brisbane, Jakarta, Taiwan , Manila , Tokyo, Hong Kong all fed from my business in Singapore. A huge number of English manufactured sterling silver photo frames were sold but also plenty of silver antiques particularly Chinese Export pieces specially in Hong Kong and Singapore.
Where does your passion for silver come from?
I grew up with silver pieces and I really appreciate the skill of the silversmith. Initially my banker training showed me that there was a good business opportunity but as I explored and learnt more about the silver I appreciated more and more the craftsmanship.
When did you decide to turn it into a business?
It was turned into a business immediately. My husband was starting his own business and we needed the money. The silver business supplied ready cash!
My first customers were friends and my first “shipment” fitted on the dining room table.
Sadly I have to say “in the olden days”…. In the 1980’s and 1990’s people were on big expat packages and my main client base was expat women who had spending money and entertained lavishly in their big homes where my silver fitted in a treat. There were plenty of bazaars where I could sell. It was not difficult but it was hard work – a lot of physical work.
What’s your favourite part about running your business?
I enjoy finding that special piece, researching and cataloguing and photographing it.
And I really enjoy the rather grand exhibitions that I do In Hong Kong and Singapore. I am one of the smaller vendors at these events but I still get a real buzz being there. Sadly these have not been happening in the last two years.
My usual week is varied and that has been the appeal for doing the business so long. Packing cardboard boxes and cleaning maybe not be much fun but there is always something else to keep the interest there. And finding that extra special piece or hearing from a happy client…
Do you have a team or are you planning to have a team?
The “Tupperware” system continues to a lesser extent these days. I have a Hong Kong silver lady who I feed with stock and information. This has worked but very dependent on getting the right individual.
I have a very part time Singaporean lady who keeps me on the straight and narrow regarding the detail – never my strongest point!
Who are your customers?
When I set up the business it was very much the well-heeled Expat lady who had time to kill and money to burn
Now my customers are much more mixed. My real collectors are usually Asian – Chinese in particular and Mainland Chinese for sure. Until recently Hong Kong was my big market with Mainlanders buying but now with the protests and Covid these have gone away and may never come back. Time to find new ones – so here’s to digital marketing.
How long did it take you to breakeven?
I broke even very quickly – I had no overheads. It grew like topsy – but now I have a problem of too much stock! And what to do with it. As the customer base hides away.
I never raised money- all self-funded. Profits ploughed back into the company. It started as an essential money spinner and basically paid our everyday expenses for 5 years
Let’s talk about the digital side of your business. When did you establish your online presence and what made you do that?
I set up my first website in 2001. I was living in Hong Kong and realised that any moment we could be posted away from Asia and I needed to keep my presence in my main markets.
How was that change possible?
Juicy Pickles introduced me to digital marketing – I was very skeptical that I could learn new tricks but Giulia has encouraged and helped and mentored me to grow into the digital age… I’m still getting there!
Going live on Facebook for the first time – Giulia was filming.
How did you learn about digital marketing?
Starting with the in-person courses taught at Tekkie Help (Singapore) in 2020! I attended one on Social Media strategy and one on SEO. Then, I joined the Pickling Club and started having one on one sessions with Giulia. I’m old fashioned and I think I still get the most out of the one on one sessions.
Today, how much of your business is traditional and how much of it is digital?
Most of my business is traditional – I sell expensive products and people still prefer to check out the real thing before splashing the cash. My website is used as a shop window. From time to time I sell to a complete stranger goods that have not been physically inspected but mostly if that happens it is to a customer who knows me and the quality of my pieces.
Social media is a whole new thing and I have had quite a lot of enquiries as a result from Facebook and Instagram. Need to persevere.
I have set up 2 new ecommerce sites to sell new sterling frames. These can be totally digital and I’m hoping sales will increase on these sites. Singapore is doing well, Hong Kong less so.
All in, I’d say 80% of my business is still very much traditional.
Do you have a chief marketing officer or a dedicated digital marketing/tech team?
I do not have a marketing team. I am trying to do Instagram and Facebook – linked to Linked In regularly – ideally 3 times a week. I have traditionally sent out an email broadcast at least 1 or 2 times a month and more before big shows.
I find Whats App a good way to market and communicate.
What learning resources would you recommend to someone in your industry to get “more” digital?
The Pickling Club which also includes talks with experts.
One on one sessions with Giulia Cian Seren.
What tools do you use in your business?
I use word press for my websites;
I use Mailchimp for my email broadcasts;
I use Later.com for my social media posting
Calendly to schedule appointments;
I use me for the content creation.
What’s your advice for someone in your industry who wants to modernise their business?
Don’t be a dinosaur and embrace the new digital world but be prepared to persevere and dedicate plenty of time. And be patient!
Esme Parish
Results do not happen overnight – at least not in the antique business!
Where can we learn more about you?
- Websites
- Main website: www.esmeparishsilver.com ;
- Silver Frames in Singapore www.silverframessingapore.com ;
- Silver Frames in Hong Kong www.silverframeshongkong.com
- YouTube
