The Cat and the Moon has a unique proposition. The company designs its own jewellery and is open to once-off commissions from customers. As a result, its skills are often in demand. "The website was another retail outlet," explains Hamilton.
The Sligo-based company has built up a following of loyal customers both in Ireland and abroad, primarily in the UK and US. The majority of online sales are generated by US customers on the lookout for distinctive jewellery.
Online and offline
The web store does more than just drive online sales; it also serves as a customer catalogue where potential buyers can research products before making an offline purchase. In Ireland, there are between 15 and 20 retail outlets around the country selling jewellery made by The Cat and the Moon. These customers, Hamilton says, often visit the website prior to going to a store to see what's on offer. The site also generates queries for products not featured online and for individual commissions.
Aside from showcasing The Cat and the Moon's wares, the site also allows eligible customers to register as a wholesaler and avail of discounted pricing as a result.
The website also plays host to another of The Cat and the Moon's businesses. "We have a fine art gallery on the premises," says Hamilton. "We're building up a back catalogue of artists; people can research them."
The company has built up a good relationship with web development firm Hyper-Typer. This is something Hamilton recommends to other small firms who are thinking of making the move online. "Have a really good designer you can depend on, that you can have a discussion with [to] develop and evolve the site," he says.
Open attitude
Using IT has opened up new opportunities for The Cat and the Moon. From new markets reached through its website to simple efficiencies achieved by using software such as Sage, the firm has benefited from opening itself up to IT.
"We can email images off to people, and when we have a new exhibition or new lines, it's immediately in the marketplace," explains Hamilton. "It keeps you alive in people's minds in a way you wouldn't otherwise be able to do if you were using a more traditional medium."
Although The Cat and the Moon was quick to embrace new technology, it does not use IT merely for the sake of it. "It's a useful tool when people can use it well," says Hamilton, who says that IT can also be overused, citing the tendency to use internal memos rather than simply walk downstairs to talk to a colleague.
The company is determined to move forward into the future, taking on new technology. "We might be slightly like a dinosaur at the moment, in that we have five regular PCs all linked but no server yet," says Hamilton. "We have to look at that." The firm is already booked in for a Tech Check audit (see 'In the News' on home page).
Keep it personal
Hamilton is determined that embracing technology will not see the firm lose its personal touch. In fact, it's an ever-present feature of The Cat and the Moon, and Hamilton advises other SMEs to do the same. "When you are printing off statements, add a note in handwriting. People really respond to that."
Likewise with email enquiries, Hamilton says. A simple email back to confirm an order can work wonders for customer relations. "With smaller companies it's nice to be dealing with people and get a message back. It's the personal touch. Things like jewellery are so personal anyway."
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