join the waitlist
THE STEP-BY-STEP EXPERTISE YOU NEED TO GROW A SUCCESSFUL JEWELLERY BRAND
My signature 6-week GoldDust Masterclass is a highly focused, dynamic course for ambitious independent jewellers, where I take your through the industry insider secrets and expertise you need to grow a distinctive and desirable jewellery brand, step by step.
Beat the ‘small business overwhelm’ and know what changes make the most difference to your independent jewellery brand.
Does this sound like you?
✓ Feeling ‘stuck’ and not seeing the growth you want
✓ Not knowing what really makes the difference when trying to build a jewellery brand
✓ Wasting precious time and money on new designs that don’t sell
✓ Spending hours on too many different options for bespoke clients
✓ Feeling isolated and alone in the industry without the contacts you need
✓ Not reaching your dream customer and selling
✓ Not receiving any replies when you try and contact journalists or press about your work
NEXT RUNNING 2025
THE GOLDDUST MASTERCLASS
A dynamic & focused 6-Week Masterclass, led by me, jewellery expert and Founder of The Cut London, Kate Baxter.
In each session I will lead you through an essential topic with a range of case studies and special guest speakers, focusing on and breaking down the essence of the most successful and desirable jewellery businesses out there, with real-life examples and actionable advice.
With over 15 years of working with some of the world’s most exciting independent fine jewellery brands, I know instinctively what is crucial to your brand’s success, what you should be identifying and amplifying in your offering, and how to connect with your dream customers.
At the end of the 6-week course you will feel confident, clear and focused on the steps you need to take to grow a beautiful and distinctive jewellery brand that sells.
GoldDust Alumni 2024
“I am truly glad I jumped onto the course the evening before it was due to start, it has been a great investment in all regards.”
GoldDust Alumni 2024
“That was incredible!! Thank you so much! I'm feeling really inspired and motivated about my new/rebranded story and so thank you!”
GoldDust Alumni 2024
“This course is definitely worth its weight in gold and I will be sharing your course with any other jeweller friends I know who are considering GoldDust but perhaps not sure!”
GoldDust Alumni 2024
“Thank you for the Masterclass course, it was amazing!! I was so glad it did it - I learnt so much! It was the highlight of my weeks! Such interesting content, a good amount that it was super informative but wasn't overwhelming”
IT’S TOUGH OUT THERE.
From a ‘hero’ product to a ‘showstopper’ that is a PR’s dream, a coveted jewellery brand all starts with a signature style.
What do you want to be known for as a jewellery designer? By creating clear building blocks to your aesthetic and applying them to every customer facing element of your business - not just the designs - you will attract a like-minded and loyal clientele who value your work and can’t wait to spend their hard-earned money with your brand.
GoldDust takes you through the process to becoming crystal clear in your offering, and understanding how truly original design is the only way to stand out.
WEEK BY WEEK
WEEK ONE
Authenticity & Meaning
Understand the value of authenticity and meaning in jewellery design and how it can transform sales. Discover the 6 ways you can add NEWNESS to your designs to not stagnate in the market. Learn the importance of defining and owning your niche in the jewellery market in order to streamline your processes in all areas of your jewellery business.
WEEK TWO
A Signature Style
The most popular week. We unlock the secret to creating a signature aesthetic, and explain the value of being known for a design style. We also explore how and why you need to create a ‘showstopper’ piece and how this can be the hardest working design in your collections.
WEEK THREE
Bridal & Bespoke
We map out how to make the evergreen market of Bridal & Bespoke jewellery a core, lucrative aspect of your business. Learn the best way to structure your bridal offering, know what customers need to see in order to buy an engagement ring from your brand, and uncover what the most successful jewellery designers do best.
week four
Content is King
Take the ultimate shot of your work with the 5 Golden Rules of Jewellery Photography. Learn the content must-haves that all jewellers need to sell high value products, as well as the ratio of consistency to inspiration in jewellery imagery. We explore why some jewellery photography does not work, and how to apply the rules to create scroll-stopping images.
WEEK FIVE
Brand Storytelling
Understand exactly why storytelling is one of the only way to stand out in the saturated jewellery market. But what exactly is it? Learn what makes a compelling About Page that resonates with your customer with our special guest expert speaker. We learn about the incredible value of story-telling in jewellery, why it’s not all about you, and how to connect with your dream customer through language, emojis and tone of voice.
WEEK SIX
Press & PR Week
Learn how to structure a press release that won’t be instantly deleted by jewellery editors and the press. Discover the secrets to getting a journalist to meet with you and see your work, and Kate unlocks her Little Black Book of jewellery press contacts.
2024 GUEST SPEAKER LINE-UP
-
Susannah King
Behind the Brand with Susannah King
Jewellery Designer Susannah King has built an incredible following of 173k on TikTok, with millions of views and saves. In this exclusive live interview, she talks us through her strategy for growth on social media, how she sold out an entire collection in under a minute, and why your designs have to come from the soul in order to succeed. There will be an open Q&A session at the end of the interview.
-
Laura Vann
Transitioning to Fine Jewellery from Demi-fine
Founder of the ever-popular vintage inspired demi-fine jewellery brand V by Laura Vann, Laura shares how she grew her highly successful jewellery business. She talks us through the steps she took to smoothly encorporate selling fine jewellery as well as vermeil and silver, and how she carefully manages these two categories within her business as well as running a popular bespoke service for engagement rings.
-
Camilla Richardson
Growing your following on Instagram as a Jewellery Brand
What would an Instagram expert do to grow your jewellery brand? An Instagram expert with over 20yrs of expertise in marketing, there’s nothing Camilla doesn’t know about the things you can do to grow your following on the social media platform. From mastering reels to getting more engagement, she will talk us through her top tips and methods for growth in this live session.
-
Siobhan Maher
The Importance of Story Telling for Jewellery
Strong storytelling has been cited by luxury brand experts as ‘the key to standing out’ in 2024 in the saturated jewellery market. But what is storytelling, and how can you create and find a story to build your brand upon? Siobhan is a specialist in storytelling for the jewellery industry, and will be breaking down exactly how you can work out what story you want to tell in order to successfully connect to your ideal customer.
-
Amy Wilson
How to get noticed by jewellery editors and journalists
We speak to brand consultant and jewellery PR guru Amy Wilson in this week’s live session. With a roster of the most exciting, alternative independent jewellery brands, Amy secures regular press and PR for her clients both here in the UK and internationally.
Find out what journalists need to see from an independent brand to write about them, and hear what Amy has learned from working with the top jewellery editors over the past 10 years.
Previous GoldDust Guest Speakers
-
Sally Leonard, Jewellery Consultant
PRICING FOR JEWELLERY SIMPLIFIED
Sally Leonard is a Jewellery consultant and pricing expert.
Learn how pricing really works in the jewellery industry. Sally will be explaining why pricing your work an as independent jeweller is so difficult, including:
Mark-ups, RRPs, and pricing for Bespoke work
Why you really need to know your target customer in order to price your work with confidence
-
Rachel Boston
BEHIND THE BRAND with RACHEL BOSTON
Rachel is the founder of her namesake brand and is one of the most coveted engagement ring designers in London. Building her business has taken over ten years of hard work; from learning how to build websites and take brilliant photos, to maximising a bespoke commission to get more new business.
Rachel shares her story and reinforces why having an original point of view is so crucial to standing out.
-
Sarah Royce-Greensill, Jewellery Journalist
PR & PRESS FOR JEWELLERS
Illustrious jewellery writer Sarah Royce-Greenshill divulges everything that she looks for in a new jewellery designer.
Discover what the press and journalists need to see from a jeweller in order to feature them
Learn the best way to contact the press, and what you need to have ready to get a response
Find out why Sarah thinks some jewellers have longevity in the market, and why they stand out
-
Rosie Lillis
HOW TO GROW A JEWELLERY BUSINESS FROM KITCHEN TABLE TO NET A PORTER
Rosie is the founder of a boutique PR company championing independent jewellers.
She talks us through what she looks for in a new jeweller in order to take them on her books, the do’s and don’t’s of marketing yourself, and why having a signature style that is unique and original is KEY to success.
-
Michelle Oh
BUILDING A JEWELLERY BUSINESS AS A ONE (WO)MAN BAND
Michelle Oh is the founder of one of the most desirable fine jewellery brands in London, with a waiting list of newly engaged customers eager to speak to the eponymous designer and bag one of her beautiful bespoke rings.
Michelle shares her journey over the last ten years as an independent designer, revealing everything from how she approaches social media, to what her mark-ups look like.
-
Siobhan Maher
STRATEGY & STORYTELLING
For Words Week, Siobhan reveals how to elevate your jewellery brand and marketing through the power of storytelling.
Brand storytelling is the backbone of your marketing. Learn how to craft an emotive brand experience with immersive, authentic storytelling.
Understand the purpose of your About page, and what makes a great one that will connect with your dream customer.
-
Auguste Chocianaite
GROW YOUR BUSINESS USING DIY PHOTOGRAPHY
Jewellery Photographer Auguste takes us through how to drive more jewellery sales using beautiful photography - taken by you.
Sharing her top tips and extensive industry expertise, Auguste will explain how she produces visual content to help clients boost their brand's sales, business growth, and social media reach.
-
Cece Fein Hughes
HOW PIVOTING TO A SIGNATURE DESIGN TRANSFORMED MY JEWELLERY BUSINESS
Cece is the founder of Cece Jewellery, a business that has grown rapidly to become a globally recognised brand with over 130k followers on social media, hundreds of bespoke customers and multiple international stockists, including Net-a-Porter.
Cece divulges how she discovered a unique combination of design, technique and sentiment that blew up her existing business and took it to a whole new level.
-
Annabel Davidson
WHAT A JEWELLERY EDITOR NEEDS TO SEE FROM NEW JEWELLERS
Jewellery editor for Vanity Fair on Jeweller, highly respected jewellery journalist Annabel Davidson talks to us about what it takes to cut through the masses and get noticed by the jewellery press.
We discuss what makes a attention grabbing press release, what she looks for in a new jeweller, what are the ultimate no-no’s when contacting journalists, and also some of the best ways to get your jewels under the noses of super busy press.
COURSE REVIEWS
“I needed inside knowledge from an independent jewellery brand expert and the ‘cheat code’ for independent brands, and GoldDust definitely over delivered.
GoldDust exceeded all expectations; it demystified lots of things and has given me new parameters to think and design within, even someone like me who isn't selling super expensive jewellery. It's also given me confidence to go with what feels authentic to me, but now with more of a framework to work around. And the guest speakers were truly fantastic!.”
GoldDust Member, July 2022
THE GOLDDUST MASTERCLASS
Everything you need to know
✓ 6 Essential topics covered over 6 weeks
✓ Weekly tasks to keep you on track
✓ Incredible special guest speakers from the jewellery industry
✓ Watch on-demand
✓ Slides, video replay and weekly tasks set with personal feedback from Kate
✓ Access to jewellery industry contacts and suppliers
meet your course creator
About Kate
With over 15 years immersed in the jewellery industry as a designer, consultant and Founder of luxury platform The Cut London, Kate Baxter brings her impeccable eye for detail and scope of industry knowledge to help jewellery design talent rise to the top and cut through the saturated market.
After designing for an international jewellery brand Kate spotted a gap in the market for an online platform curating the best independent fine jewellery designers, starting a trend that now sees multiple platforms following the same model.
The Cut London acts as a filter for discerning customers looking for jewellery beyond the standard offering, and Kate’s relentless search for jewellery talent has now led to GoldDust, a Masterclass teaching everything she has learned on her journey in luxury jewellery.
FAQs
-
The GoldDust membership - the GoldDust Collective - is not the same as the Masterclass. All details can be found here.
-
Yes, you can book a 1:1 consulting session with me instead or as well as taking the Masterclass. Most jewellers choose to complete the Masterclass first, then book in for a 1:1 session if they would like individualised, specific advice for their business.
-
The next opportunity to join the live Masterclass will be 2025.
The GoldDust Masterclass sale only happens once a year, so sign up to the waitlist now!
-
GoldDust is open to jewellery businesses all over the world; we have had participants from London, Scotland, Belgium, Australia, the USA and France - the topics covered are universal and essential to all jewellery designers, wherever you are based.
-
No matter where you are along your jewellery journey, you are welcome. GoldDust will provide an essential foundation to build your jewellery business upon and is a brilliant way to start.