Starting a creative business can be like forging a piece of jewellery, full of intricate details and often requiring a helping hand to shape it into something truly stunning. Keri-Mei Zagrobelna, a talented artist and jeweller, discovered this as she set out to expand her business, Keri-Mei Jewellery and Art. Known for her contemporary Māori designs that combine personal adornment with visual art, her pieces were gaining traction across New Zealand. Yet, the growing demand highlighted the complexities of running a business and challenges that went beyond her expertise. That’s when she turned to Business Mentors New Zealand and was quickly matched with her volunteer Mentor, Nicky Russon, who would help her carve a path towards success.
For Keri-Mei, jewellery-making was more than a career, it was a tribute to her heritage. Growing up in a family deeply entrenched in the museum and arts sectors, she had always been surrounded by creativity. Her iwi affiliations, Te Ati Awa and Whānau-a-Apanui, played a significant role in shaping the stories and designs she brings to life in her pieces. However, as much as her work reflected her passion and culture, managing the business side of things was proving difficult.
“When I started Keri-Mei Jewellery and Art, I had a vision of sharing my heritage through beautiful, handcrafted jewellery,” Keri-Mei explains. “But I soon realised that creating art and running a business required different skill sets. That’s when I decided to seek a Business Mentor.”
Keri-Mei’s journey to finding a Mentor was one of proactive research. “I’d heard about Business Mentors New Zealand through a colleague who had experienced great success with their help. That motivated me to apply,” she recalls. Matched with Nicky Russon, a Mentor with extensive experience in business management and marketing, the partnership proved to be the perfect fit.
Nicky’s understanding of the arts sector, combined with her practical business acumen, was exactly what Keri-Mei needed. “From the moment we started working together, Nicky’s approach was encouraging and clear. She helped me prioritise and break down the overwhelming aspects of my business into manageable steps.”
Like many solo business owners, Keri-Mei faced several hurdles. Juggling design work, retail stock management, and financial planning often left her feeling stretched thin. “One of my biggest challenges was time management,” Keri-Mei admits. “There were so many aspects to running the business: inventory, accounting, and managing suppliers. I struggled to keep up with everything.”
Nicky’s first step was helping Keri-Mei find clarity in these challenges. “We sat down and assessed what was most important,” Nicky recalls. “It was clear that Keri-Mei was doing too much alone, and we needed to figure out how to streamline the business.”
With Nicky’s guidance, Keri-Mei was able to put systems in place to manage her finances more efficiently. She introduced Keri-Mei to new accounting tools that streamlined her invoicing and tax management, making it much easier to keep track of her financials. “This change saved me a lot of time and stress,” Keri-Mei says. “It allowed me to focus more on the creative side of my business rather than getting bogged down by paperwork.”
As the business grew, the focus shifted towards expanding the brand and its reach. “One of my main goals was to develop my online presence,” says Keri-Mei. “I wanted to build a website that not only showcased my portfolio but also allowed for e-commerce so I could reach a wider audience.”
Nicky’s expertise in marketing and e-commerce proved invaluable here. Together, they worked on strategies to build a user-friendly website that reflected the essence of Keri-Mei’s brand. “We focused on creating an online store that felt personal and connected to my customers,” Keri-Mei notes. “This included storytelling about the meaning behind each piece, which helped me engage with my audience on a deeper level.”
The website launched successfully, marking a major milestone in Keri-Mei’s journey. This, combined with improved inventory management and clearer financial planning, allowed her to increase production and cater to the growing demand for her jewellery.
With Nicky’s mentorship, Keri-Mei Jewellery and Art saw significant growth. Sales doubled, and Keri-Mei’s ability to manage her workload improved dramatically. “Having Nicky’s support was like having an extra set of hands. She guided me through tough decisions and helped me set realistic goals,” Keri-Mei reflects. “One of the biggest achievements was being able to stock my jewellery in more galleries across New Zealand and successfully navigate my busiest season during Matariki.”
Another notable achievement was the clarity that Nicky helped her gain around business planning and prioritising tasks. “Nicky helped me focus on the bigger picture,” Keri-Mei says. “She encouraged me to think about the long-term vision for my business and how I could grow sustainably.”
Looking ahead, Keri-Mei is excited about the future of her business. Her next steps involve expanding her team and further growing her product range. “I hope to hire someone within the next year to help with production,” she explains. “This will allow me to focus more on design and the creative side of things.”
She also has plans to launch a scholarship programme for young indigenous artists, named Moanaoa, in honour of her late grandmother and mother. “It’s important for me to give back to the community that has supported me,” says Keri-Mei. “I want to provide opportunities for others to explore the field of contemporary jewellery and adornment.”
For Nicky, mentoring Keri-Mei has been a deeply rewarding experience. “It’s been a privilege to watch Keri-Mei grow as both an artist and a business owner,” Nicky reflects. “Her passion for her craft is truly inspiring, and it’s been wonderful to help her build a business that reflects her unique vision.”
Looking back on their journey together, Nicky highlights the importance of clear communication and goal-setting in a successful Mentor-Mentee relationship. “We worked hard to identify key objectives and break them down into actionable steps,” Nicky explains. “It’s about finding that balance between creativity and business strategy.”
Reflecting on her experience, Keri-Mei has some advice for other creatives looking to take their business to the next level. “Don’t be afraid to ask for help,” she says. “Having a Mentor can give you the guidance and confidence you need to grow. They can help you see things from a different perspective and give you the tools to manage your business more effectively.”
Keri-Mei’s journey with Nicky proves that mentorship can be a transformative experience. From streamlining operations to doubling sales, Keri-Mei has polished her business into a shining example of how creative passion and strategic planning can go hand in hand. And with her future looking brighter than ever, it’s clear that Keri-Mei Jewellery and Art is a masterpiece in the making.