HOT 100 BUSINESS BIG SHOTS: ​Diane Smith, Category Manager Jewellery & Beauty, Notonthehighstreet.com

Diane Smith, category manager jewellery & beauty, Notonthehighstreet.com

As the name suggests, Notonthehighstreet.com is not your average retailer – it’s a business wholeheartedly focused on growing small businesses and providing truly trailblazing products that consumers simply can’t find elsewhere.

That model has proved absolutely ripe for the jewellery market, where the entrepreneurial company has relished the challenge of creating and maintaining a diverse and modern jewellery offer.

Diane Smith is the lady responsible for growing its ever-burgeoning jewellery offering and she has been instrumental in expanding some massively under-exploited categories such as earrings and watches into significant year-on-year growth alongside the development of its contemporary offer. Earrings, in particular, have provided a platform for more self-purchase and truly trend-led pieces, opening up exposure for some new partners.

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Seeing as the company’s ethos is about empowering small suppliers and designers, Diane and her team have stepped up their efforts to provide much more bespoke and targeted information to its partners.

“As a company we are not solely focused on jewellery but it’s been imperative for me that we understand the nuances of the jewellery category and support small jewellery businesses to review and grow their range, ensure they maintain pace and keep moving forward to drive growth,” she explains.

It’s rare working in retail that you get very tangible positive feedback beyond sales and these joys can quickly become reversed due to margin or stock concerns. But at Notonthehighstreet.com, the nature of the business model means that you can truly be pivotal in transforming a business to life-changing revenues or providing the personal support and belief for people to fulfil their destiny, says Diane.

“Receiving flowers completely out of the blue from a partner who took my advice to change her range to reflect her wonderful personal style was a very moving moment and meant a lot. It’s lovely to see people having the faith and bravery to do what they love.”

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