Penny Pairs Co-Founder Camille Jimenez on How to Grow a Business

From dabbling in design to founding a modern and feminine brand, Camille Jimenez of Penny Pairs shares her insight on what it's like to start—and grow—a business

There's plenty of freedom on social media—but it comes as a double-edged sword. Those who prevail on the digital landscape are those who stick out; and for modern businesses, that means two things: genuinely good products and deliberate marketing. If you're on Instagram, you're most likely familiar with Penny Pairs. A Filipino brand co-founded by Camille Jimenez (who also serves as their CEO and Creative Director), it is one that is nearing cult status. Women from all over the world are loving their take on jewellery. Modern, classic, and approachable, Penny Pairs has made shopping both fun and sustainable. In fact, you might even own a pair for yourself already (their Venus hoops and huggies have been the talk of the town).

Above Camille Jimenez in Penny Pairs earrings

Camille Jimenez in Penny Pairs earrings

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So what's the first step to creating a business? Entrepreneurs such as Jimenez attest that it's to find your niche in the market. Take advantage of what's missing. "It was hard for me to find jewellery that was both affordable and good quality. I wanted to make it easy for someone like me who would get really bad allergies from cheap jewellery but couldn't afford to buy real gold and diamonds. And I think a lot of people had the same problem. So I thought, why not solve it?"

With her background in communication and fashion design, Jimenez set off to work. Though it's inevitable for businesses to make a few mistakes, Jimenez and her team have made two deliberate choices that have proven successful for the brand. The first: a lot of research. Despite the glamour of social media—which is where they first found success—the female entrepreneur reveals that much of their foundation building is centred on learning. "There was definitely a lot of research and development that happened (and is still happening)," Jimenez says. "On the supplier side, I tried to make sure they have all the right certifications for sustainable jewellery and the right working conditions in their factories. I also researched a lot on direct-to-consumer e-commerce brands internationally and made sure that our brand has global standards and that we always execute the best that we can."

Above (Photo: Penny Pairs)

(Photo: Penny Pairs)

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The second business move: they utilised social media, which is a powerful tool anyone can take advantage of. A quick glimpse through their profile and website shows a brand that is eager to connect with customers and one that truly believes in what they offer. Their UX provides customers with an easy way to access products, everything neatly labelled and priced, with photos that focus on lifestyle shots that make every product relatable to the viewer. "Social media is where our brand grew and blossomed. Because of social media, customers could connect to the brand in an authentic way and we could really build one on one connections with our customers and audience. It’s been an amazing tool not only for growth but for sharing our message of empowerment and self-love," Jimenez explains.

It's been three years now since Jimenez chose to invest her time fully into Penny Pairs and the entrepreneur has exciting news: they're branching out from their digital platform and into retail. "After being exclusively online the past few years, Penny Pairs is finally exploring retail in 2023. You can expect to see the brand more in person instead of just behind a screen. We hope to bring our brand experience to more people in this way, and to also give our customers the chance to get to know us more through our in-store experience."

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Perhaps what makes Penny Pairs so attractive to customers is its core value of empowerment. "Jewellery has long been a way for women to express themselves, just like fashion, but instead of men buying women jewellery, we encourage women to buy it for themselves [in order] to make them feel confident in taking care of themselves," Jimenez shares. The female entrepreneur even embodies empowerment in the way she doles out business advice. "Just start, even in a small way or in whatever way you can," she says. "So many people put off starting a business because they want every little detail to be perfect or they want to wait until they’re 'ready', but you’re never really ready. There’s so many things you learn only from actually working on your business every day. You’ll make mistakes but those will all be learning experiences."

But a new year doesn't only mean new business opportunities—it also means new styles. "For 2023, we see more statement pieces becoming a trend since events like weddings are coming back, also illusion pieces. We noticed that especially in the Philippines, people love to look like they have multiple piercings when they just have one," Jimenez shares. And while there are plenty of brands out there for everyone to choose from, it's perhaps in the consumer's best interest to understand how to discern between them. "Stick to gold and silver," Jimenez says. "Good quality pieces are always hallmarked with the symbol of what they’re made with. Another way is to see how transparent the brand is about its production and sustainability practices: do they know who makes their jewellery?"

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Penny Pairs co-founder Camille Jimenez on how to grow a business