Amelia Caldwell, who will soon join Western as a student, started a business in 2021 based on up-cycling materials. Despite the challenges, the business continues to thrive and hopes to promote environmentally sustainable practices. Compiled by Shayma Abdellatif.
Amelia Caldwell creates handmade jewellery from up-cycled materials. Photo supplied by Amelia Caldwell.
1. What type of business do you own?
“I created Dreamgazee, dedicated to up-cycling materials and creating handmade unique jewellery/accessories that can be used for self-expression of every individual. I also sell some other products when I can, including t-shirts, arm warmers, clay trays and even some of my own artworks…
“The core of my business is about repurposing and recycling – or more importantly up-cycling and reusing products, tools, equipment and materials that have been discarded or deemed ‘broken’. When creating pieces, the majority of my materials are second hand. By repurposing we can look at decreasing waste especially from fast fashion industries. I personally enjoy using a range of different materials such as pearls, sea-shells, different beads, wood, wire, decals, bleach, fishing line, thread, knickknacks and children’s toys…
“During lockdown, I repurposed jewellery from a couple years ago that I no longer wear to create new products, I also had so much fun recording videos about my business for social media; I made an ASMR video showing myself stocking up my new storage unit and it’s beyond satisfying.”
Handmade jewellery sold at Dreamgazee. Photo supplied by Amelia Caldwell.
2. What motivated you to start your business?
“At the beginning of 2021, I knew I needed to bring something new into my life after the stress and intensity of 2020. So, I decided to grab onto independence and entrepreneurship by starting my own small business…
“As a prospective WSU student, I’m looking forward to studying a Bachelor of Design and Technology and the opportunities that I will experience studying here. Over the past decade, I’ve truly been able to see how much I value design and the arts. I’ve studied Visual Arts, Woodwork, Textiles, Basic Design and Technology, Business Services, Ceramics, Photography and I also spend my own time learning about each of these topics to strengthen my skills and gain more knowledge. This has all assisted me greatly when starting my business!”
3. How did COVID-19 and the lockdown affect your business?
“Surprisingly it benefited my business, as a creator whose sole form of connection is through social media and other digital platforms being in lockdown drew more attention to my business, especially due to the fact that everyone was online for one reason or another. One struggle I can point out is access to materials, there were times when I had run out of important jewellery making equipment and wasn’t able to go get them, therefore holding back my creation process and impacting my business.”
4. What are the main benefits and challenges of owning a small business? Did you receive any support to establish it?
“Getting my products out to an audience is pretty difficult! Social media is obviously huge now and there are tens, probably thousands, of small businesses out there all trying to do the exact same thing as each other; promote your work, attract and sell to clientele, develop customer rapport all whilst creating products, uploading/editing posts on social media, websites or web stores, handling postage, buying materials etc. It’s definitely a lot to handle but it’s all part of the business…
“Thankfully I have some help from my family but otherwise, I handle everything on my own. Some other personal struggles I’ve had are shipping costs in Australia, especially dealing with international shipping which is often over $20.00 AUD on its own!…
“But nothing can compare to the joy that comes from someone buying something you have handcrafted. That joy increases when people ask for custom pieces, they put their trust in you to create a product just for them which is incredible. Being able to share my work with others is extremely fulfilling as a creator/artist, the support is highly appreciated from everyone! Every single like, share, comment and save is important to me.”
5. What is it like running a business while studying?
“Definitely difficult. It can be super hard to balance out work and study along with things you WANT and NEED to do. In saying that, I should have a timetable, calendar, reminders and checklists; but I don’t. Somehow, I just push through, I listen to my mind and body, go with the flow of what I feel needs to be done which has been working well at the moment for me. I think that’s a big part of balancing work and study, understanding what your mind and body needs as well as the importance behind certain tasks. It will help you to get tasks done while not overworking or pushing yourself, taking care of yourself is the most important.”
Handmade jewellery sold at Dreamgazee. Photo supplied by Amelia Caldwell.
6. Where do you hope to see your business in the future?
“I’d really love to open up a stall in a market every now and again, get my pieces out to stylists and maybe even have my own personal online store. These goals are obviously big and will take time to reach but I’m really hoping I can get there eventually.”
7. What advice would you give to other students?
“I encourage others to donate materials or anything that can be reused rather than ending up in landfills, and contributing to the already growing climate crisis. We must learn to look at items we are going to throw out with new eyes, how can we create something from it? That’s my design process. To promote this thinking and process of creation would see huge changes in not only the fashion industry, but many other industries as well…
“Look at your design process and see how it can become more eco-friendly, sustainable and accessible. Also, to students and consumers in general, support your local small businesses! We appreciate all the help we can get, investing in slow fashion and handcrafted work is beneficial for everyone!”
Follow Amelia on @dreamgazee_ to view or purchase their products.
