Being the founder and CEO of a high-growth jewellery brand turning over £2+ million a year isn't exactly the typical job title of a 23-year-old university graduate. But for Ranee Karmakharm, founder and CEO of Recreation Jewels, it's just another day at the office.

Three and a half years after launching Recreation Jewels, I sat down with Ranee to ask about the five biggest lessons she's learnt about building a small business. She told us about going viral overnight and about finding the perfect pop-up spot. Here's what she had to say.

1. Never underestimate the power of social media

It might sound cliché, but you don't truly realise the power of social media until you experience it for yourself.

Before our website even launched in July 2023, we were out on Edinburgh's Royal Mile filming street interviews. Those videos helped us build our first 1,000 followers before launch day, and by 2024 our content was reaching millions of views.

Then, in March 2024, everything changed. We gained 10,000 followers overnight and our Eloise Star Bangle completely sold out. Soon after, Urban Outfitters asked to stock us, and we still work with them to this day.

In September 2025, it happened all over again. After Brianna Chickenfry shared our Daisy's Cross Necklace, our sales rose by 3,000% in a single day and the necklace sold out. We had never experienced demand like it.

Social media doesn't just drive online sales, either. So many customers find their way to our Thistle Street shop because of it, and it's played a huge part in the shop's growth.

What I've learnt along the way:

• Never get too comfortable. I'm always trying new things on social media and experimenting, because what works today might not work tomorrow.
• Be vulnerable. It isn't always easy to show people the journey, but I've realised it's okay to share my mistakes. It actually helps our audience understand and connect with us, because they get to see the journey as it happens.
• Bring your community along with you. Asking for feedback and collaborating with others, like our three pop-ups with Stoodio, keeps the conversation going both ways.
• Get strategic. We've recently started investing in Meta ads to grow our online sales in a more targeted way. Working out how to use social media better is an ongoing process, and we're always learning.

2. Sometimes less is more

I've travelled around the world and hosted pop-ups in so many different places, and one thing has stayed the same everywhere: our customers want the same things and share the same values. They want beautiful jewellery without having to compromise on price or quality.

As a business grows, it's tempting to do more and more. But it's so important never to lose sight of what your customers actually want, and to stay connected with them no matter how big you get.

3. Never compromise on quality

Social media is brilliant, but it can only take you so far. A viral moment on TikTok doesn't equal a long-lasting, successful business. There has to be a truly great product behind it, otherwise your brand won't have any longevity.

Nothing makes me happier than seeing low return rates, glowing reviews and customers coming into the shop wearing pieces they've worn every day for years. That's why I value my relationships with our manufacturers so much. We don't cut corners, and we've worked with the same trusted manufacturers for years. (You can read all about my recent trip to visit them in We Did China in 4 Days.)

4. Real-life experiences build real connection

Community is everything, and it's something I never want to lose sight of. People want to feel like they belong, so it's really important to create memorable experiences and a space where everyone feels welcome. As a founder and manager it’s important for people to know we are a united front – business and community goes hand In hand – I have met so many of my best friends through it.

From early on, I wanted Recreation Jewels to be more than just a place where girls and women could buy beautiful, long-lasting jewellery. It's about authenticity, community and connection. From our social Charm Bar meet-ups to our bingo nights, we love hosting, and we're always looking for ways to make our events even better. In fact, a big part of our team meetings is spent planning them!

5. Location, location, location!

After more than 30 pop-ups, I've learnt the hard way that being one street out of the way, or tucked away inside a building, can make all the difference.

We've done pop-ups in harder-to-reach spaces, and even in a big city with a brilliant team and a great product, it's tough if people can't easily walk past and find you. Those small details matter more than you'd think, and accessibility is key.

As for what's next? Stay tuned. We've got lots more to come

Want to be part of the RJ community? Visit us at 20 Thistle Street, Edinburgh, book a Charm Bar appointment, or catch us at one of our upcoming pop-ups.