Creative Charm
Annie Haak, Managing Director at Annie Haak Designs shares the secrets to her success
Business owner Annie Haak can be rightfully proud of what she has achieved, creating enchanting bracelets, necklaces, rings and earrings that are much sought-after and now worn by a host of celebrities including Joanna Lumley, Jodie Whittaker, Binky Felstead and Fearne Cotton.
What led you in to your industry?
Despair and determination! I had been an artist all my life and made and sold items in craft shows and the like. I also had a very small website selling my crafts, until the day I popped on some silver bracelets, it just went mad and I could see that sterling silver jewellery was the way to go.
This all started in Bali when my husband was critically injured in the hospital. I spent two weeks by his bedside and found myself drawing charms, one of which was a Guardian Angel which I needed (which is now my signature charm). Then a taxi driver kindly introduced me to his nephew, a silversmith. This is how I started; with ten charms at the beginning and now we order thousands from several silversmiths including Kadek (the very first one I met through the taxi driver), who was instrumental for me getting into this industry.
Who was an early business inspiration for you?
This is easy, it was my deceased brother Peter whom I think about every day. He was one of the founders of the chain store Game in the UK. I remember clearly when he started talking to me about his dream, he achieved it along with his partner. A multi-million-pound chain of stores, it was incredible and so exciting to watch his dedication to his business. He had the most special personality and was loved by those who worked for him. I think of him every day especially when the business is challenging. My motto charm ‘Dream, Believe, Achieve’ is dedicated to him.
What’s the best piece of business advice you’ve ever received?
Without sounding arrogant, over the years I was open to a lot of advice and still am. Looking back, there has been good and bad advice, so now I go on with my gut feeling, always watching the cash flow and making decisions based on the truth of where the business is. I believe the first time I went against everyone’s advice, which was terrifying, but I know I needed to do it, was when I mortgaged my house so that I had finances for the business. This was the best thing I have ever done and thankfully this huge gamble has paid off.
What’s the secret of great leadership?
Respect everybody you encounter on the journey of your business.
What’s the most significant leadership lesson you’ve learnt?
Embrace my skills in jewellery design and believe in myself, whilst being honest and respectful in everything that I do.
Has there been a truly pivotal moment for the business?
When I was featured in Weekend Daily Mail magazine with the Sama My Guardian Angel Bracelet Stack shortly after the brand was launched. It showed me how much my designs were loved, which resulted in a huge amount of orders.
Annie Haak Designs
2 Ridgeway Park, Bedford Road, Petersfield, GU32 3QF
t: 01730 231188
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