Share This Article
Hyland Carter
Crafting Success: How Hyland Carter Transformed from Side-Hustle to Celebrity-Loved Brand
Sometimes the amazing journeys begin in the most ordinary places. For Brogan McDonagh, founder of Hyland Carter, that place was a small bead shop at the bottom of her road. As the daughter of an engineer, Brogan inherited both creativity and technical precision. This BRILLIANT combination of artistic vision and technical precision led her to the prestigious London College of Fashion, where she earned a first-class honours degree in fashion jewellery.
Since leaving College she has cut her teeth in production and bespoke ring design at an established jewellery brand. This invaluable industry experience provided Brogan with both theoretical knowledge and practical expertise, a POWERFUL combination that would later shape her entrepreneurial venture.
As her side projects gained momentum, Brogan reached that pivotal moment every entrepreneur faces: the leap from security to self-made success. With determination and vision, she embraced the challenge and launched her own brand.
Story Behind the Name Hyland Carter
Hyland Carter, named in loving tribute to both of Brogan’s late grandmothers, represents far more than just a jewellery brand, it’s a legacy of EXCELLENCE and emotional connection. This personal touch drives Brogan to maintain exceptional standards in every piece she creates, ensuring each item is worthy of the cherished names it carries.
The brand’s INNOVATIVE approach shines through its signature ‘drippy’ aesthetic, offering unique pieces that stand out in today’s market. But what truly sets Hyland Carter apart is its commitment to SUSTAINABILITY and longevity. In an era of disposable fashion, Brogan is championing investment pieces that stand the test of time.
What makes this brand SPECIAL is its comprehensive approach to customer care. Unlike many contemporary jewellery brands offering expensive yet short-lived pieces, Hyland Carter provides lifetime support for their creations. Customers can return their pieces for polishing and repairs, ensuring each item remains as beautiful as the day it was purchased.
“It’s more than just creating beautiful pieces, it’s about crafting lasting memories, honouring legacy, and building a brand that resonates with those who value both quality and story”.
Through Hyland Carter, Brogan isn’t just selling jewellery, she’s creating heirlooms, preserving memories, and building a brand that would make her grandmothers PROUD. Now that’s what we call a business with heart and purpose!
The Challenge: Breaking Through The Noise
Working from her back garden studio in Essex, Brogan faced the classic creative entrepreneur’s dilemma: how to transform a passion project into a professional brand. She understood that in an oversaturated market, standing out meant more than just unique aesthetics.
Brogan wanted to build a brand that could compete with department store offerings whilst maintaining the personal touch that made Hyland Carter special. The challenge wasn’t just about crafting beautiful pieces—it was about creating an entire digital presence that reflected the brand’s commitment to quality and longevity, but also to feel that bit more polished, more professional.
Invaluable Support From Onwards and Up
Working with Onwards and Up, Brogan tackled everything from Shopify store optimisation to customer journey mapping. The focus was on the details that transform a good brand into a great one: intuitive navigation, strategic price-point organisation, and seamless customer communication.
From getting those customer emails just right to making sure the website is smooth and easy for anyone to use, Onwards and Up made sure every piece fits together seamlessly. Now, when someone lands on Brogan’s site, it doesn’t just look good, it feels like a credible brand you’d trust and actually want to buy from.
“Toyin is always offering amazing advice, always there whenever I need anything”.
Onwards and Up has been a goldmine of practical advice, the sort of tips you’d never find in a textbook. When it came to setting up my Shopify store, Toyin opened her eyes to all the little tweaks that make a website not just look good, but actually work for the customer. Take navigation, for example: Toyin suggested organising products by price points, so if someone’s after a gift under £200, it’s ridiculously easy for them to find it. No faffing about, just click, add to basket, job done.
Then there’s newsletters. Before working with Onwards and Up, Brogan barely thought about them. Advice from Toyin helped Brogan to set up on MailChimp and showed her how to keep in touch with customers, not just with updates, but with welcome codes and those handy little pop-ups that get people onto the mailing list. It was a win-win: customers feel in the loop and appreciated, and Brogan gets to see who’s visiting the website and tailor her marketing to suit.
The Difference it’s Made
With Toyin’s guidance, Brogan has taken Hyland Carter from a side project squeezed in around her day job, to a brand she can see as my full-time career in the future. Everything feels more polished and professional, and she has got the confidence (and the strategy) to keep growing.
Working with Onwards and Up has honestly been a breath of fresh air. Toyin’s energy is infectious, she’s always positive, upbeat, and never makes you feel silly for asking questions. She creates an environment where you feel comfortable trying new things and pushing your business further”
Website: https://hylandcarter.com/
Follow Hyland Carter on Instagram: https://www.instagram.com/hylandcarter/
Hyland Carters Growing Success
Brogan has worked hard to forge lots of relationships with fashion stylists which she has seen pay off in a big way generating lots of amazing exposure. Today, her jewellery graces television screens, adorning celebrities from the Royal Variety Show with Zara Larsson, to being worn by Perrie Edwards on Graham Norton, and most recently, Olly Alexander on The One Show.
The wildest part is when you actually spot your pieces on TV it’s a proper pinch-me moment. Seeing my designs out in the world, on people I admire, has been such a buzz. It’s that little bit of validation, knowing that what I’m is creating isn’t just staying in the studio, but is being seen and loved by so many others. It makes all the hard work feel totally worth it”.
The Future Plans for Hyland Carter
Brogan’s journey with Hyland Carter is a brilliant example of how a creative vision can keep evolving, and she’s not slowing down any time soon. Next on the cards is an exciting new capsule collection: a tightly curated range designed with stylists in mind. The plan is to loan these standout pieces to fashion insiders and get even more Hyland Carter jewellery lighting up TV screens and red carpet moments. It’s a clever way to keep building her brand profile and open doors to new audiences.
But Brogan’s ambitions don’t stop there. She’s got a real passion for vintage and antique jewellery, and it’s become a growing part of the business. The idea of beautiful, sentimental pieces being melted down for scrap doesn’t sit well with her. Instead, she’s on a mission to give these treasures a second life, restoring them so someone new can fall in love all over again.
For Hyland Carter, the future is all about blending fresh, original design with a deep respect for the stories and craftsmanship of the past. It’s a business with one eye on tomorrow, and another on preserving the magic of yesterday, and that’s what makes it so exciting to watch.
Brogan's Top 3 Tips for Creative Businesses
Put Yourself Out There, Create a Lookbook and Reach Out
Don’t wait for opportunities to come knocking, make them! One of the best things you can do is put together a simple lookbook of your work and start sending it to stylists. Finding their contact details is easier than you think, and stylists are always on the hunt for something fresh. It doesn’t matter if your brand is still small; if your style catches their eye, you’re in with a shot. Every email you send is a chance to build connections and, with a bit of luck, land some fantastic (and free!) publicity.
Invest in Your Imagery, Good Photos Make Sales
First impressions matter, especially online. If your product photos don’t look the part, customers will scroll right past. Take the time to snap high-quality images; the more polished, the better. It can be a challenge working from home, but there are clever ways around it. And don’t just settle for pack shots; show your products on real people, too. It gives much-needed context and helps shoppers imagine your pieces in their own lives. When customers see exactly what they’re getting, they buy with confidence.
Build Credibility with Real Reviews
In a world full of brands vying for attention, social proof is everything. Customer reviews aren’t just nice to have; they’re vital for showing you’re the real deal. New shoppers want to know what makes you different and how well you deliver. Positive feedback can tip someone from “just browsing” to “add to basket.” So, encourage your happy customers to share their experiences and let those reviews do the talking.
Onwards and Up Business Impact
Professional Business Transformation
Guidance from Onwards and Up elevated the business from a side project to a fully professional brand. This shift was crucial for establishing real credibility for customers who land on the website, now see a trusted, established company and feel confident making a purchase.
Improved User Experience and Customer Conversion
Technical support for the Shopify store transformed the customer journey. The site is now easier to navigate, with fewer barriers to buying. Every step, from browsing to checkout, is simpler and more intuitive, encouraging more visitors to complete their purchases.
Data-Driven Marketing Plan
Onwards and Up introduced structured marketing tools that took the business to a new level. With the addition of newsletters and MailChimp integration, marketing moved beyond just posting on social media. The business now tracks website visits and analyses customer behaviour, enabling a more targeted and effective marketing strategy.
The impact was clear; the business already had standout products, but with expert support, it gained the polish and systems of a high-end boutique. Customers can now find the brand easily, trust what they see, and enjoy a seamless shopping experience, setting the business up for long-term growth and success.
Ready to see your creative business thrive? Let’s chat about turning those hurdles into wins.