Unique Tile Patterned

From XTory

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Meet Inês, The Founder Of XTory

Laura: First things first, tell me about your business? What do you create and who do you create it for?

Inês: My name is Inês Lamy and I’ve born in Lisbon, the capital city of Portugal, moved next to Paris, France and have been surrounded by history and many cultural influences. I started XTory a handmade jewelry brand based on tiles patterns and all the history around it, as well as Kortici a vegan, eco sustainable, organic cork brand. I wanted to bring together my origins and abilities to the world and share an elegant, yet modern collections, that could be made of rough things, like tiles and cork.

Laura: How did you first get started in your industry?

Inês: I started on Etsy in 2014, but on the contrary of many people in the US, in Europe Etsy was yet slightly unknown, so I started slowly but steadily. I mean in 2014 I was not ready for the online sales world and I was very new to this business thing and all the things we require to succeed. That shop just kind of disappeared and was a good experience to start gaining traction. In September of 2015 XTory was finally open to the world and in October Kortici was also open on Etsy. Just a month after my 2nd child had born.

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Laura: What is one thing you want people to know about you, that they may not already know?

Inês: Good question! That my shop despite being in the other side of the ocean (95% of my customers live in the US, Canada and Europe) are not difficult to ship, nor super expensive. That we have very strict laws on metals uses and that we cannot make any type of jewelry, therefore there’s always a minimum of quality required, and amount of heavy metals allowed, like nickel, lead or plomb. Also our taxes are higher and currencies can vary, meaning that some items might look overpriced on other currencies, but they’re actually very affordable, with all the variants of the business and quality required.

Laura: What do you struggle with most when it comes to running your own business?

Inês: I don’t like taxes basically, invoices and all that accounting part of the business… LOL. And despite knowing all my way around social media, how it works and the instruments to automate, I’m an introvert I guess and I really don’t like to post everyday not have the patience for it. Maybe I need to hire someone to do these things for me

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Laura: What is one thing that comes really easy for you?

Inês: Making things and creating. Plus the time on my PC, putting things online, the marketing behind the scenes, designing is my favorite for sure.

Laura: What aspect of your business is the most rewarding?

Inês: When I make a sale and get a 5-star review, or a customer messages me stating they have love it. Repeat customers and having time for other things on my life besides work.

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Laura: How do you manage the stress and overwhelm of running your own business?

Inês: It comes with the years. You don’t start on a chill mood, you build your way into it I guess. I don’t respond immediately to a stressful comment, situation or review, I give some time to cool down and to allow myself to think over it. Then as soon as possible I resolve it. The stress lies on not knowing how to deal with it and let it sit there without any action to
resolve the issue.

Laura: Who influences or inspires you the most in regard to your industry?

Inês: When I make a sale and get a 5-star review, or a customer messages me stating they have love it. Repeat customers and having time for other things on my life besides work.

 All the successful people I see and hear. I have none in particular, but I’m a great admirer of René Lalique, a very talented French artist from the 19 th century and has stunning jewelry pieces amongst other pieces of art and I wanted to make something as unique as he does, except I don’t have the same talent. 

However in the business world I get inspired by great stories and would love to see more female successful stories since we come across so many male business and artist men.

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Laura: You have “a worthy brand,” I can see that, but why do you feel your brand is worthy? How do you remind yourself of your worth to continue building your business each day, how do you remind yourself, you are worth it!

Inês: I believe I have no choice! I don’t see myself doing any other thing besides this. I have a strong passion for tiles, history and cork, I want to bring people different yet elegant things, I have no choice but to continue to do so.

Laura: And last… if you could give new or struggling entrepreneurs one piece of advice, what would it be?

Inês: Don’t give up! Step back though, the enough required to understand what has been working or not. But to never give up, because when you think nothing’s working, that’s when it’s going to turn around eventually. Something GOOD will come from those
efforts. And of course fulfil a need, not yours, but for others, bring value and you’ll be valued.

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Photography By Inês Lamy

I’ve been a fan of Inês and her beautifully patterned tile cork jewelry for awhile now, so I’m glad I got to interview her and share her with you all.  I absolutely love her designs and the way they’re so unique but also easy to style.

To shop XTory:

Follow Inês on Instagram for behind the scenes and new collections: