Meet Stephanie McElroy of Heel Lilies in North Fort Worth

Today we’d like to introduce you to Stephanie McElroy.

Thanks for sharing your story with us Stephanie. So, let’s start at the beginning and we can move on from there.
It all started back in 2014 when I decided that I wanted to be a business owner. I was going to school for Business and recently had lost my job as an administrator liaison and I was tired of working for other people. I just didn’t know where to start. About the same time my best friend had a business that was blowing up that she started on Facebook and she needed someone to help her get caught up and organized on the business side of things. I started working for her and fell in love with the industry of hand stamped jewelry. I had no idea how much fun it was to make jewelry and work from home. I worked with her for about a year and then she helped me start my own shop. We came up with the name from my daughter who is quite the character. She always wore my high heels and one day came out mismatched and I said, “You’re such a hillbilly.” She repeated but incorrectly, “heel lily” and that was how our name was born. It just stuck. I wanted a unique name for unique jewelry and I think we found it. The first year was hard. I learned a lot and struggled as well. It was pretty much like I had quit my job and was working for free. I was making money but then having to turn around and put it right back in the business. Today, we are solid. My numbers are finally consistent and we have a product that sells and currently are platforms are on Etsy, Amazon, and my website. I am able to replace my income that I would have been making and it’s a different ball game from when I started. I am truly blessed.

Has it been a smooth road?
I have not had a smooth road. Almost everything I have had to figure out along the way. In the beginning I had a lot of help from my friend but then she moved away and I had no idea what I was doing. My biggest struggle was SEO’s and learning how to tag my items so people can find them. I sell everything online so that is a big part of my success.

So let’s switch gears a bit and go into the Heel Lilies story. Tell us more about the business.
My business is a hand-stamped jewelry and accessories. I make key chains, necklaces, money clips, dog tags, earrings, guitar picks, bracelets, fishing lures and much more. I specialize in Christian jewelry and bible verse jewelry. I am known for a few different trademarks such as, “I’d give my best day ever to fish one more day with you. My superhero traded his cape for wings. My princess traded her tiara for a halo.” I have a few more but those are my top sellers. I am also known for my Hebrews 12:1 running keychain. It says, run with endurance the race set before us. I am proud that I have a company that is honest and allows me to stay at home and gives me the freedom to be there for my children when they have field trips and other school functions. I think what sets me apart from others would be that my jewelry comes from the heart and is original. I hand stamp each letter one at a time using a hammer and steel. It’s almost like hand writing but with steel letters and a hammer. It’s unique and everything can be personalized or custom made.

How do you think the industry will change over the next decade?
I would like to see my business joining back up with my friend and her business and opening a store front. I would love to add an engraving machine. There are a lot of changes I see in the near future that would bring a lot of different customers.

Pricing:

• An average key chain is around 24.00
• An average Necklace is around $34.00
• An average bracelet is around 24.00

Contact Info:

• Website: www.heellilies.com
• Phone: 682-708-5428
• Email: heellilies@gmail.com
• Instagram: https://www.instagram.com/heellilies/
• Facebook: https://www.facebook.com/heellilies/
• Twitter: https://twitter.com/HeelLilies
• Other: https://www.etsy.com/shop/HeelLilies

Image Credit:
Sassy Shots Photography for the personal photo and
Stephanie M Photography for the images of the items

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