Shopping with small businesses has become a powerful way to make more thoughtful, ethical, and sustainable purchases. But when it comes to jewellery, it's not always easy to tell who or what you're really supporting. With so many big brands using buzzwords like 'artisan', 'handmade' or 'local', it can be hard to know whether your purchase is truly backing an independent designer, or just boosting a corporation's marketing metrics.
I'm an Australian jewellery designer and maker with over 25 years of experience running my own independent brand as an intentionally small jewellery business. I've always been passionate about creating meaningful, high-quality jewellery - and about building a business that puts people, creativity and sustainability ahead of trends or mass production.
Over the years, I've seen just how much of a difference shopping small can make, both for customers and the artisans behind the work. This article will walk you through the key reasons why buying from small and local jewellery brands matters, and how you can make more conscious and empowering choices when it comes to your jewellery box or when you're buying gifts.
If you're looking for some beautiful inspiration along the way, check out our Jewellery Gift Guide and Christmas Gift Guide, both filled with unique handmade pieces perfect for gifting. Also learn more about our unique Australian jewellery.
Let's get started ...
What Does 'Shopping Small' Really Mean?
In Australia, small businesses account for over 95% of all businesses. But that doesn't mean every 'small' brand you see online is the real deal in terms of handmade or artisan jewellery.
A truly small jewellery business with a direct to consumer model is one where a handful of people - sometimes just one or two - are responsible for creating, packing and managing almost everything themselves. It's personal, transparent and deeply connected to the creative process.
By contrast, many bigger companies use the language of 'handmade' or 'artisanal' as part of a slick branding strategy, even when their products are mass-produced or designed by committee. That's not to say these products don't have a place, but they're not what we mean when we talk about shopping small and local.
Choosing to support genuinely small Australian jewellery brands means investing in local creativity, sustainability, and ethical business practices. It also means discovering unique, high-quality designs you won't find everywhere else. Learn more about what makes our Australian jewellery brand different.
Six Reasons to Shop Handmade Jewellery from Small Businesses
1. You're Supporting Real People (Not Corporations)
Your purchase from a small jewellery business directly supports the livelihood of a real person or a small team. In our case, we're a small, family-run business: every order truly matters to us and helps keep our creative work going.
2. You'll Find Truly Unique Designs
Big brands tend to play it safe, mass-producing trend-driven styles. But small businesses often offer more unusual and creative designs that express individuality. Many are made in small batches, making them feel personal and distinctive.
3. It's a More Sustainable Way to Shop
Handmade businesses tend to be more thoughtful in how they source and create. We use recycled metals, ethically sourced gemstones, and ship with sustainable packaging. It's a far cry from the fast fashion approach. Learn more about our Eco-friendly & Ethical Jewellery.
4. You'll Get Personalised Service
Small jewellery brands genuinely care about their customers. Whether it's helping you find the right size or answering a query, you're far more likely to get friendly, expert help from someone who knows the product inside out.
5. Your Purchase Has a Ripple Effect
Buying from small brands helps support a whole network of local suppliers, service providers and communities. It's not just about jewellery: it's a vote for a more ethical and creative economy.
6. It Makes People Happy (Yourself Included!)
Supporting artisan jewellery means you can feel proud of your purchase and the fact that you're supporting a unique small business - and the people in that business will be happy about that too! Whether for yourself or someone else, you're choosing creativity, sustainability, and integrity.
How to Spot a Genuine Artisan Jewellery Business
With terms like 'artisan', 'handcrafted' and 'indie design' being loosely used, how do you know when a business is genuinely small and local?
Look for the Story Behind the Brand
Authentic small brands will share their story. Look for a detailed About Us page that talks about the people, the process and the values behind the brand.
Is There Originality in the Designs?
Genuine artisan designs tend to stand out. If everything looks generic or copied, that’s a red flag. If you've seen a similar - even identical - piece elsewhere, then the design is likely mass-produced or being re-sold.
Pricing that Reflects the Work
True artisan jewellery reflects the time, skill, quality materials, and care that went into making it. Prices should reflect that value. If it seems too cheap, then it probably isn't what it claims to be or made where you've been led to believe.
Check for Transparency
Authentic brands are open about their materials, sourcing and processes. Look for clarity and specific detail, not vague marketing fluff.
Watch Out for Mass-Produced Disguises
Many mass-produced items are sold as 'handmade' or 'artisan'. Be wary of inconsistent imagery, copycat designs and rock-bottom prices. Our guide to How to Buy Jewellery Safely Online will help.
When & Why to Choose Artisan Jewellery as a Gift
Handmade jewellery is a meaningful, personal gift. You're giving more than just a product: you're giving a story, a creative vision and a connection.
Artisan jewellery tends to be designed and made with care by people who love what they do. A piece of artisan jewellery tells a story and offers more than just visual appeal.
Unusual and creative designs make gifts feel personal and thoughtful. That’s especially helpful when shopping for someone hard to buy for. Choose a unique design they haven't seen in a dozen different shops - something that you think will resonate with them.
Need Gift Ideas?
Check out our Jewellery Gift Guide or Christmas Gift Guide for curated inspiration.
(Reading this on a website that isn't simonewalsh.com? Be aware that the content has been stolen, infringing the copyright of a small business. ABN: 65108844126)
Why Handmade Jewellery is Worth the Investment
It may cost more than mass-market pieces, but artisan jewellery delivers lasting value in return.
Handmade jewellery often showcases original artistry with unique, expressive designs. You're more likely to find something that reflects your personality or a meaningful sentiment.
You're choosing quality over quantity. Better materials. Better craftsmanship. Better longevity. Handmade jewellery is made to last and be loved.
You'll be making a more sustainable choice. By avoiding mass production, small makers help reduce waste, overconsumption and unethical labour practices.
How to Find & Support Artisan Jewellers
Not sure where to start? Here’s how to find and support small jewellery brands:
Look Beyond the Big Platforms
Sites like Etsy were once great for handmade (it's where we started selling online almost 20 years ago), but they're now full of mass-produced goods and drop-shipped items. Instead, explore independent online stores (like ours!), local markets, or follow artisans directly on social media.
Spread the Word
Tell your friends. Leave reviews. Share posts. Small actions go a very long way for small businesses with tiny marketing budgets. These are easy and cost-free ways that you can support your favourite artisan makers, designers and small local businesses.
Be a Conscious Consumer
Your choices shape the marketplace. Supporting artisans encourages a more creative, ethical and human business world. And who doesn't want those things?
Ready to find some unique handmade jewellery that's locally created in Australia? Be sure to check out our guides, or join our insider's list to get fresh ideas and exclusive offers.
Simone Walsh is a 
