Introduction
Liverpool-based Charlotte Donoghue and Stephanie Porter are the dynamic duo behind one of the fastest-growing jewellery brands in the UK. Absolutely meets them to discuss their creations, celebrity clientele, and the changes they’ve undergone.
The Journey of Say It With
Liverpool-based jewellery brand Say It With has enjoyed remarkable growth in just eight years. Since its launch in 2016, under the name Say It With Diamonds, founders Charlotte Donoghue and Stephanie Porter have gone from a £500 startup to turning over £5 million, acquiring a sprawling 5,000-square-foot warehouse and introducing a fresh rebrand.
Combining Strengths and Embracing Change
Stephanie and Charlotte ventured into entrepreneurship as mothers, recognizing the untapped potential of social media for brand engagement and community building. Their efforts have attracted celebrity fans such as Molly-Mae Hague, Mrs Hinch, Sam and Billie Faiers, Lucy Mecklenburgh, Arabella Chi, and Malin Andersson.
With a proven track record of success in both retail and online domains, Stephanie and Charlotte renamed the brand Say It With. Absolutely Cheshire sat down with the duo to explore the origins of their friendship, the decision to rebrand, and what makes them unique.
Early Beginnings
Professional Backgrounds
Stephanie: “We started the business while I was on maternity leave with my second baby. I initially worked for a bank and then for an autism initiative for two years, which I loved.”
Charlotte: “I owned a successful candle business, and thanks to their ability to enhance ambiance and decor, the products quickly became favorites in numerous restaurants and bars.”
Friendship and Partnership
Stephanie: “We have known each other since we were kids. Charlotte was the next-door neighbor to my aunty. We used to see each other at family parties when we were younger.”
“We later bumped into each other at my cousin’s summer BBQ, who is also Charlotte’s Godmother! We started talking, and Charlotte invited me round for dinner, which was fabulous—that was that.”
The Birth of Say It With Diamonds
Inspiration Behind the Business
Stephanie: “We have different strengths, which is good when working on a business. My background in psychology has helped me work in various customer service roles.”
“We were on holiday together in Spain. Charlotte had recently started her candle business, and I remember listening to her on the phone with suppliers, thinking, wow, I would want to be with Charlotte if I ever went into business with someone. There was no messing about, yet staying professional—she had me in awe.”
Charlotte: “The get-up-and-go attitude I had while trying to get my candle business off the ground was the foundation for Say It With. I definitely learned a lot.”
Rapid Growth and Initial Success
Stephanie: “The idea for Say It With Diamonds was a whirlwind. I had five necklaces I wanted to sell for extra cash flow. Charlotte sold them within an hour. She asked if I could get any more, and she sold them out again.”
“Charlotte pushed me to solidify the brand’s logistics, setting up social media channels and a streamlined consumer payment process. From there, I asked Charlotte if she wanted to do this together.”
Challenges and Triumphs
Early Days and Initial Challenges
Stephanie: “It was exciting, totally unexpected, and full of adrenaline. Once Instagram was set up, it just took off so quickly. I remember getting up early to feed my son, and I was answering Instagram messages—and Charlotte was online too!”
Charlotte: “Like all businesses, we had a few teething problems at the start, but our approach to those situations mattered.”
Unique Selling Proposition
Stephanie: “Yes, we had a strong network within the North West, but the business’s USP had mass appeal. We wanted to make high-quality jewellery accessible to all.”
Creative Process and Community
Designing Jewellery
Stephanie: “Originally, everyone knew us for the diamond-winged initial. As our community and customers grew, we saw the intimate power of jewellery. Each purchase was unique, carrying a story representing special moments and emotions.”
Charlotte: “We promised to respect these stories, celebrate our customers, and create a community where each story shines uniquely bright. It’s not just about diamonds anymore; it’s about letting customers express themselves uniquely.”
Rebranding and Future Goals
Decision to Rebrand
Stephanie: “We did go back and forth, but we’re heading in a new direction as a business, and it was time to refresh, refocus, and regroup. With that came a fresh new look and feel for the brand.”
Charlotte: “We embraced the brand’s variety by welcoming a range of alternative stones and materials, catering to our customers’ tastes, injecting fresh energy, and staying aligned with our new goals.”
Celebrity Following
Stephanie: “We are so thankful for our celebrity following. These are relationships we’ve nurtured for a long time.”
Charlotte: “With their access to other brands, it’s always flattering when they choose Say It With—it’s something we never take for granted.”
Recent Developments and Ambitions
Growth in 2024
Stephanie: “It has been the most exciting year for us in terms of growth. We’re gradually bringing everyone in-house where possible.”
Charlotte: “We believe this will be the biggest year for us.”
Recent Launches
Stephanie: “We recently worked with Love Island All-Star Arabella Chi, who always wore her personalized nameplate necklace, ‘Arabella’ in the villa. It was a natural fit for us to partner.”
Charlotte: “The latest collection with Arabella pays homage to the vibrant energy of summer and electric Ibiza island nights. The pieces include rings, delicate stud earrings, statement bold earrings, fine chain necklaces, and hinged bangles.”
Local Roots and Future Ambitions
Liverpool Roots
Stephanie: “Always.”
Charlotte: “Yes, we’ve stayed true to our roots. Our flagship store is in Liverpool’s bustling city centre among renowned fashion brands and designers within the Metquarter.
Personal Favorites in Liverpool
Stephanie: “We’re huge foodies and love supporting local Liverpool businesses. We love the juice bar and coffee shop Pressed Crosby. StoryHouse Crosby is a lovely, chilled-out coffee shop, too!”
Charlotte: “Liverpool City is a fantastic place to be. We start and end the week with reformer Pilates. We also love our local gym and walk our dogs around the area.”
Ambitions for the Future
Stephanie: “We’re amid our national growth strategy but see the demand to take the brand global.”
Charlotte: “Agreed, and to do that, we need to grow the team and lean into the fantastic community we’ve built.”
Discover more about their journey and latest collections at Say It With.
