Coco Business Inspiration : Sunnie Delilah

Here at House of Coco we LOVE to make a statement and there is no better way to do that than with your jewellery. We are always browsing Insta for jewellery inspo and we recently stumbled across a brand that had our inner magpie dancing with joy! 

Delilah’s Dressing Room is a jewellery brand founded by #girlboss Sunnie Delilah, not only does she have a pretty cool name but this woman means business. Here, she chats to us about her journey to where she is today, her plans for the future and what life as a #girlboss means to her…

Tell us a bit about Delilah’s Boutique and your journey to getting where you are today?Delilah’s Dressing Room provides statement accessories to women between 18-50 and most recently for Men too. I make customers feel great about themselves with statement accessories that they can mix and match with their fashion, without breaking the bank.

I started Delilah’s dressing room as I have always been obsessed with statement jewellery and I was stopped regularly and asked where I bought my items from. So I started my own brand and after a few months quit my long term job, to go full time with my boutique.

I built the brand single handedly and feedback from customers has proven that the quality and effort put into my personal service and packaging brings repeat business and that seems to be what makes the brand stand out.

In January, I started working with ASOS Marketplace which has opened us up to a much wider audience, with customers from all over the world.

What has been your highlight since launching the brand?
Oh my god, just one highlight? There has been a few but I will stick to two! One, joining ASOS Marketplace and being 25th out of 1000 boutiques for customer service and shipping worldwide. Second highlight, would be recently being chosen to be the accessory boutique of choice for a very well known music artist which I will be working with over the next year for performance jewellery!

Describe Delilah’s Boutique in 3 words?
Statement, Fashion-forward, Affordable!


Who is involved in the brand?
I pretty much run everything myself with the help of individuals on specific projects but I am hoping to bring on more people from the summer. I want the business to grow and over the next year or so I’d like to have a full permanent team in place and divide the responsibilities of the business. So currently, it is a lot of hard work, long hours and that all comes from the passion I have for what I do.

Tell us what a typical day in your life looks like?
A typical day for me starts out with an early morning workout, which really gets you in a good mood to have a great day and have a positive mental attitude. In terms of work, no two days are really the same to be honest as I tend to alternate between the business responsibilities. Most of the time I am multi-tasking too, which has always been a great skill of mine. If you see my Mac, I usually have around 20 tabs open on Chrome! I also love to cook and that seems to have become my de-stresser if you like. If I need a break or have overworked my brain, I cook and then go back to my work with a clearer head. My husband loves this as he always gets new and exciting meals. You will also find me snapchatting behind the scenes daily and my dog being with me 95% of the time. She knows everything about Delilah’s – shame she can’t talk hey.

Before you launched the company, what did you do on the work front?
Prior to starting my own brand, I was as an Enterprise Account Director working with Google for Work for the best of 3 and a half years. Transforming the way retailers run their infrastructure using Google Technology. Work is more than calculating profits, balancing supply & demand or pushing paper. Work is people coming together to dream, create, hack, hustle and make. People should connect easily to share ideas, develop them together and get things done from anywhere.Technology should make work easier and faster, not harder. It should get out of the way so that our ideas have space to grow and inspiration is free to strike at any moment. When we use the tools that make our lives easier, we can do our best work. To be honest, working in this environment helped me to be where I am today!

Who/what inspires you?
I have always been inspired by travel. You will find me in different parts of the world immersed in different cultures and fashion from one side of the world to the other. A lot of inspiration for the collections I have, come from both eastern and western couture fashion designers. For the main, I am inspired by everyday life and people, who want to look great, feel good and not have to break the bank to do so.


Are there any sources you go for support with running your business?
Having a father who runs his own businesses and a husband who also does the same. I tend to seek advice and receive support from them, as they know and understand how it is in the early years. They also know me very well lol which also really helps. I also love networking with women a like, having support from other women who are also wives or mothers and entrepreneurs keeps you motivated and you tend to share ideas and support each other. Women empowering women.

What are your plans for the brand in 2016?
This year is where I want to grow and expand the brand. Catering for both Female and Male markets and becoming more accessible through other outlets people can shop from. Currently Delilah’s Dressing Room is available via the boutique website, through ASOS Marketplace and Etsy. The plans are to now be available in clothing boutiques, where customers can physically see the quality, try on and purchase to compliment what else they might be buying in store. As well as this, I am working with a few music artists this year as their sole accessories provider for performances and appearances, which is very exciting. So I can say there is a lot more to come from Delilah’s Dressing Room!

Did you always know that one day you would be an entrepreneur?
To be perfectly honest, when I was young I think that’s all I wanted to be – My own boss! This was greatly influenced having a dad who has been his own boss for pretty much the whole of my life. I can say he definitely rubbed off on me and inspired me.

If there’s one thing you could get better at in business, what would it be?
I would probably say not being so controlling over every aspect. When you start your own business it becomes your baby, and you want to oversee and know everything that is happening and do it your way so you know that it is perfect. As I am now looking to get people on board that control is going to have to loosen up lol.

For other people aspiring to run their own company, what advice would you give?
My advice for aspiring business owners and entrepreneurs, is put everything you have into your dream. Always have a positive mental attitude and push boundaries. Come out of your comfort zones and you learn a lot. You are always learning throughout the journey of your own business, especially with advances in technology and the movements and characteristics of how people now communicate, shop and generally do anything!

Don’t ever be afraid to ask, ask and ask some more and network as much as you can – you never know who you may meet! The world is your oyster but you have to be prepared to work hard and make sacrifices.


Would you do anything differently?
To be honest, I would do exactly what I did in the past, my decisions at that time were based on the available environment, information and ability. Going through what, I think was a wrong decision made me who I am today and the business/brand what it is, and teaches you a lot in order for you to grow.

If I could of done one thing it would have been starting Delilah’s Dressing Room sooner.

Please share your website and social links


ASOS Marketplace:

Instagram/ twitter/ pinterest : @delilahs_jewels

Facebook Delilah’s Dressing Room

Snapchat: SunnieDelilah

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