As we count down to Dublin this week, we had the pleasure of sitting down with Sarah Carroll Kelly, the creative force behind Shock of Grey Jewellery. As the Owner, Designer, and Maker, Sarah transforms unconventional materials like wood, brass, plastic, silicone, and acrylic into bold, handcrafted statement pieces that reflect her distinct artistic vision. Shock of Grey has captured attention both locally and internationally, recently winning the International Buyers Choice Award at Showcase January 2024. Sarah’s work has also been featured in leading publications, including Hello Magazine, Nationwide, The Irish Times, and more.
1. How important is IP in the process of building and maintaining a strong brand for an SME?
The cost of not doing it is so high it is really not an option. I would count it as important as insurance on your premises.
2. How do you balance the need for innovation with the protection of intellectual property rights within an up and coming company?
Not everything I make can be copyrighted, nor can I afford to do so but what I do protect is the most unique and individual designs I have. I design and put out over 300-4- new products a year and that level of innovation versus protection is impossible so I protect the drawings and the shapes of my pieces which allows me to introduce new colour palettes which in turn are protected.
Sarah Carroll Kelly, Owner, Design & Maker, Shock of Grey Jewellery
3. How does having a solid IP strategy impact an SME's ability to attract investment?
Without it a business is risky to an investor. Your designs can be copied, manufactured and promoted overnight making your USP obsolete. Even trying to trademark items retrospectively or deal with infringements is too late. The horse has bolted. Once one copycat is shut down another will pop up.
4. What are some of the biggest challenges you've faced in protecting your SME's IP, and how did you overcome them?
Sometimes as a designer what you create can be part of a style, movement or genre and your own work and other peoples can get confused. You may have to protect but also defend your designs. I have had to do both.
5. How do you plan to continue evolving your IP strategy as your business grows?
In the next 12 months I will be putting out new products in adjacent areas beyond jewellery. These new designs on new materials and products will need to be protected before they hit the market. Once they are online they are anyone's if there's no IP protection in place.
Hand-crafted jewellery, Sarah Carol Kelly, Shock of Grey.
6. What advice would you give to other SMEs looking to strengthen their brand through IP protection?
Protect your most unique pieces and keep an eye on your competitors. When checking Temu, Amazon, Aliexpress, Etsy etc you may find copies but without protection it's a futile battle.
7. How do you ensure your brand remains distinctive and legally protected in a crowded market?
This is something I need to constantly work on. The Statement Jewellery market in Ireland is oversaturated. I am engaging with a new marketing strategy to improve the message re grading our USP which is 100% Sustainable. A lot of our competitors use acrylic and polymer clay both of which are highly toxic in their manufacturing process. At a glance out product may be visually similar but our materials of FSC certified wood, Low Emission paint and recycled boxes stand out. My brand name and my key products are now trademarked so I can be at ease as I share them online and on social media. If they are copied at least I have some comeback.
Editor - Brianne Gilbert | Interview by Phoebe Simpson | Graphic designer - Francesca Di Pillo
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