As soon as you step through the virtual doors of the popular Etsy store known as The Lucky Elephant, you will quickly get a feel for the irresistible charm and visual appeal of these stunning handmade jewelry pieces. Crafted by stay-at-home mom and self-taught jewelry artisan Jutta Hilpuesch, the various bracelets and necklaces offered at The Lucky Elephant display excellent craftsmanship, a warm sense of whimsy and meticulous attention to detail.
Although Etsy is well-known as a platform for everyday artists to display and sell their wares, there is nothing “everyday” or “common” about Hipuesch’s pieces. Her creations exude an artistic brilliance that has garnered the attention of such style magnates as Martha Stewart, and several of her pieces have been selected by The Artisan Group to grace the wardrobes of many notable Hollywood luminaries including Zooey Deschanel, Natalie Portman and Sarah Jessica Parker.
The appeal of the necklaces and bracelets offered by The Lucky Elephant has a lot to do with their utility as well; they can be mixed and matched, stacked in groups, or worn by themselves. The ubiquitous elephant that adorns each piece is “a sign of good luck”, according to Hilpuesch. Common legend states that an elephant with its trunk raised is representative of a magical power that can take away troubles, and Hilpuesch believes that through her pieces she is helping to spread this magical good fortune all around the world.
Being a marketing major and a former brand manager for a large consumer-goods company, Hilpuesch is no stranger to some of the more famous marketing adages such as “It’s all in the packaging.” She has utilized this knowledge to her advantage by creating an excellent customer experience even in terms of how her jewelry is packaged and presented. Each one of her pieces is elaborately gift-wrapped and placed in a decorative organza bag with her trademark Lucky Elephant gift tag adorning the exterior of the bag. This attention to detail even in the presentation of her product is yet another indication of the excellence that distinguishes The Lucky Elephant from other online merchants.
Hilpuesch started her Etsy store on somewhat of a whim. Being a stay-at-home mom of three children, time was scarce, but she did manage to develop an affinity for making jewelry. After coming across a small elephant button one day, Hilpuesch became inspired to use the elephant as somewhat of a centerpiece or a “calling card” for all of her jewelry creations. She opened an Etsy store in October of 2010 and put a “test” bracelet for sale online just to see how it would look within the store’s layout. Before the night was over, the bracelet had sold (somewhat unintentionally) much to her surprise, since she had done no marketing or promotion of the product. From that point, Hilpuesch decided to begin more seriously pursuing her jewelry making business, and now, over 1,800 sales later, her formerly part-time hobby has developed into a full-time enterprise.
Presently, The Lucky Elephant is a thriving Etsy shop that is only beginning to hit its stride. With the creativity and sharp business acumen of Jutta Hilpuesch along with the commitment to quality representative in her jewelry pieces, The Lucky Elephant looks as if it will continue to spread its good fortune throughout the world.
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