Hello,
I'm Diana Serle and I'd like to tell you how and why I started my own retail jewellery business and then decided to provide a unique business opportunity for other women as well.

I trained as a barrister and was called to the bar in 1990. After 10 rewarding and challenging years practising criminal law I felt it was time to do something completely different. Both my daughters had grown up and were pursuing their own successful careers abroad. I wanted a new challenge, a new career and one where I'd also have time for ME for a change!

Due to my career at the bar and the fact that my daughters were both living overseas, I had visited and travelled in many countries all over the world. I have always loved silver jewellery and by this time I had amassed quite a large collection of beautiful and exotic jewellery from my foreign adventures.

My friends would often ask me to buy jewellery for them abroad. They were always thrilled and delighted with the jewellery that I bought for them. As time went by I found myself struggling to cope with their orders and began to realise the possibility of turning an enjoyable pastime into a new business.

In 2000 I decided that I would take the plunge and start a business selling jewellery in the UK as a sole trader.

"Silverdaze" was born!  

It has been a great success, both financially and in terms of a big improvement in my lifestyle. I've really enjoyed it and selling "party plan" has especially been a lot of fun.

Many of my customers who had bought jewellery went on to host parties on a regular basis and have become friends. They would often say to me that they were fed up with their own jobs or careers and how they wished that they could be doing what I was doing.
It was listening to them that led me to the idea of franchising my Silverdaze business.

In May 2005 I formed a new company, Silverdaze (UK) Ltd, in order to provide franchise opportunities for women. By September we were ready to start a 6 month pilot project and our first franchisee signed up with us in the same month.
By the end of October we had four franchisees up and running and in time for the busy pre-Christmas period. We had met our target for the pilot project, which has been invaluable to the company in terms of feedback from our franchisees and a huge success in general.
We now have franchisees in Scotland and Ireland as well as England. Despite the recession our franchisees are still selling beautiful jewellery at reasonable prices to discerning women!

Perhaps you too would you like to join us and run your own franchise business as a "Silverdazer"?