HOW I STARTED: Emily Quigley went from selling jewellery at markets to Paris Fashion Week

Emily Quigley was studying to become a school teacher when she discovered her love for jewellery making. While she finished her studies, she experimented with different types of jewellery and sold her designs at markets and local boutiques. 

Fifteen years on, Peggy & Twig has a cult following. In 2024, Emily was the only Australian designer selected to showcase her brand during an emerging designers event at Paris Fashion Week.

The 34-year-old lives at Annersleigh, a property which lies on the road between the Central West towns of Trangie and Nevertire, with her husband George Quigley and their two children. Here, she talks to Graziher about the early days of Peggy & Twig, her biggest business regret and what she wants to do with Peggy & Twig next. 

Let’s start from the beginning. What did you do before you started Peggy & Twig? 

I was a school teacher for six years and taught kindergarten for most of that time.

When did you start Peggy & Twig? 

I began making jewellery in my dorm room at the University of New England in Armidale. I sold my pieces at Sunday markets and had regular stockists between Armidale and Orange. My hobby eventually overtook my teaching career in 2019 when I started working full-time with pearls and employed lovely local people to help.

How did you first come up with the idea for Peggy & Twig?

P&T is a brand and business that has evolved over 15 years as my tastes have changed. It began with covered button earrings made out of thrifted vintage silk scarves, then there was a clay phase, and now I’m settled with beautiful pearls. Jewellery making has always been a hobby of mine and I’m fortunate that it turned into a job.

What were the first steps you took towards starting your business?

Even when jewellery making was a hobby, it had to be profitable because I didn’t have extra cash. I spent 20 per cent of my Youth Allowance on materials and banked the product markup profit as savings. The first steps were to simply make, sell, and build awareness. We’re still following this principle as we continue to share P&T with new customers while looking after our loyal P&T supporters.

What were the first 12 months like?

The first 12 months of Peggy & Twig as my full time job were busy! We were in a peak growth phase off the back of exposure from the Buy From The Bush drought initiative campaign in 2019. The business was run from three bedrooms in our home with daily mail runs 33 kilometres into town. I employed three staff, then purchased and renovated a local building which would become our workroom and store.

What hard lessons have you learnt along the way?

It’s important to notice the early signs of burnout within small business and recharge for longevity. The team are everything. I’m so fortunate to have a wonderful small team and I’m getting better at delegating, particularly now that we have two young children. I find delegating difficult but have learnt it’s absolutely necessary for growth and so important for people in the business to have ownership over their work. I can easily get stuck in the weeds and lose sight of the big picture and long term goals.

Did you have a mentor/business adviser?

I have many mentors for different areas of my business! I think it’s important to find an advisor who doesn’t have an interest in sharing you or your business for their business marketing purposes. They should be as confidential as your accountant. My best mentors are in my home, and in the little towns around us.

What are the best parts of running your own business?

The business is now at a point where it can run without me. I have so much flexibility to be with our children. When I’m designing and making in the workroom, it energises me. I’m a much better person at home when I have created something at work, whether it be a social media campaign, a photoshoot, or a new collection. I’m fortunate that I love what I do.

When did you realise Peggy & Twig was going to be successful?

I started noticing our high return customer rate, which remains high. People often choose P&T for their wedding, then their mother notices and places an order. Then word of mouth in their circles begins. The bride returns to buy a gift for a friend etc. It’s a lovely multigenerational inner circle at Peggy & Twig. The consistent customer age diversity holds, because simple and timeless design resonates with people who appreciate classic style, regardless of age.

If you had to start your business from scratch again, is there anything you’d do differently?

There was a time between 2020 and 2022 when I was so immersed in the business that I had nothing left for my family and friends. I regret that. I should have spent time training a team instead of covering every single aspect of the business myself. It’s important to work ‘on’ the business, not so much ‘in’ the business, but that’s easier said than done.

Where do you see Peggy & Twig in five years? 

I see P&T becoming a destination for limited edition pearl jewellery pieces within a series of collections released across the year. We will not be running at the tempo of past years as I now willingly hold small hands, toy trucks and dummies more than pearls, but the work will still be meaningful, considered and beautiful. I’m so eager for this new direction!

What advice would you give to someone who’s thinking about starting their own business in the bush?

Be sure before you leave your salary, do your research, establish a strong online presence, and make sure you genuinely enjoy what you plan to start.

What do you think is the secret to your success?

I think the brand has grown with people and we have a wonderful community of followers who are so loyal to us. We’re very lucky.

For more information, visit Peggy & Twig’s website or follow them on Instagram. 

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