Assembling the Brand: Jane Winchester Paradis, Founder of Jane Win Jewelry

Welcome to our latest founder series interview, featuring Jane Win Jewelry, a brand known for its beautiful, meaningful designs that celebrate life's milestone moments. Founded by Jane Winchester Paradis, a seasoned fashion designer with over two decades of experience, Jane Win Jewelry is built around the belief that jewelry can be a powerful talisman of positivity, strength, and hope.

Drawing inspiration from vintage coin jewelry of the 1900s, each piece in the collection symbolizes a unique aspect of life’s journey, whether it be love, joy, freedom, or resilience. Crafted with care and attention to detail, Jane Win Jewelry is designed to be passed down through generations, offering a timeless reminder of the moments that define us.

We sat down with founder Jane Winchester Paradis to learn more about her journey, the inspiration behind the designs, and how her brand continues to connect with women in a meaningful way.

What inspired you to start Jane Win Jewelry?

Having worked in fashion for over 20 years, and having always done both design and marketing, I saw a space in the market for jewelry that connected with the wearer in the semi-fine space. We are turning 7 in December, and will have shipped 40,000 packages out to happy customers this year! It's the concept of the product that inspired me—I dreamt of these gold coins that you held on to in a time of need, purchased for yourself to celebrate an accomplishment, or proudly gifted to a friend. I knew women would love it, and I wanted to create something delightful that exceeded expectations.

Can you share a pivotal moment or decision that significantly contributed to your brand's growth recently?

I would say the fundamental reason for our success is spending time on strategy and sticking with our core values. We make decisions daily to build a profitable company based on these two building blocks. Within that, one of our core values is that we are 'not afraid to be ourselves', and in that - being exactly JANE WIN, differentiates us in the market.

Who is your target demographic, and how do you engage with them through marketing and product development?

Our core customer is the female 45-55 year old self purchaser and gifter. We engage with her daily on social media, through digital advertising and via email to tell the story of the meaning behind our pieces. I love her! She does have a high household income, and we work hard to develop products with a high perceived value at the $300 price point. She can wear her Jane Win plated pieces next to her fine jewelry brands, she wants to layer and collect them and she is a sharer—she wants to give her pieces to her daughter, best friend, sister and mother.

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What was a challenge you didn't expect, and how did you overcome it?

I never thought building a team could be so hard! We have GREAT PEOPLE, and as the business grows we need more. Overall, managing and building a team and spending time to develop them on the Jane Win strategy and core values takes time. This is not a challenge that you face and 'check off the box' - you work constantly to bring in strong people and to develop them. I guess knowing that and making sure you have the time to invest is my biggest take away!

What sets your products apart from competitors in terms of quality, pricing, or consumer appeal?

The jewelry market is known to be 'splintered'. We have planted a clear stake in the ground in coin jewelry, that means double sided (just like a real coin) with a meaning for each piece. We work on the quality relentlessly. Our pieces are sterling silver plated in 14k gold, which requires care. For the average price of $300, we give the customer a high quality item at a price point that is accessible to her and when she wants to spoil someone, she is happy to gift. We offer all of the coins in 14k gold for those who wear their piece 24/7 and want to pass down for generations. The coins and the meaning set us apart, the quality keeps her coming back.

What are some strategies that have helped Jane Win Jewelry gain more brand recognition and awareness?

By far, our investment in digital advertising has put Jane Win on the map. When I go to trunk shows across the US I always ask how people found us, and the answer is Instagram. We create ads and we also promote our daily Instagram stories talking about how to wear our pieces. The focus on digital communication, specifically Meta, has been critical to our brand awareness. The other thing I LOVE about our product is that we hear every day: "I receive a million compliments when I wear my coin." There is something about the size of the original coin that catches the eye. We did not play into a dainty look, we intentionally chose a wearable statement—you can recognize a Jane Win from across the room. Compliments guaranteed!

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Where do you see your CPG business in the next 5 years? What are your short-term and long-term goals for brand growth and market expansion?

We are growing rapidly and it's fun! I see so many opportunities to grow, but FOCUS WILL BE CRITICAL. We will focus on 2 opportunities, with the first being product expansion. Not into other accessory categories, but into other jewelry categories. Most of our sales are in coin pendants, and I would like us to expand our coin bracelet and ring options. These are pieces our customers will purchase to mark a milestone moment and gift. Earrings might be less of a priority—I see bracelets as the most immediate additions.

Second opportunity, distribution. I weigh adding additional wholesale versus our own retail. It is my dream to have our own tiny retail store. That will take some time, but I can absolutely see us opening in the next 5 years. One store will turn into 5, only in the best locations, truly 'jewel boxes' that emulate the brand.

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As a founder, what advice would you give to other entrepreneurs looking to establish their own successful consumer goods brands in the coming years?

First and foremost, do not skip the step of building a clear strategy, and do not build a company without core values! When you are alone, the first days of a business—it feels silly to spend too much time on those things because it's just you, trying to create a product and get some customers. Before you know it you will have a team and the strategy and core values are the building blocks of the company. I would also say to entrepreneurs, I have really seen this experience as a mental game more than anything else—you get told no A LOT. You fail. You have wins. It's a rollercoaster. Keep your head clear, don't beat yourself up, move the ball forward every day!

Interested to learn more about the jewelry brand? Discover the story behind Jane Win.