An Interview With Erin Parnell ✦ Eternally Cherished ★ Infinity Creative

An Interview With Erin Parnell ✦ Eternally Cherished

I believe everyone has a ‘North Star‘ which is a sense of purpose in our lives and also acts as an inner compass to discover our own goals and big dreams.

Once we are aligned and on the path to our place of happiness and true contentment in life, it can be a fulfilling and rewarding adventure. This is why I wanted to interview as many inspiring female entrepreneurs as possible, to learn about their own entrepreneurial journey and will hopefully inspire other businesswomen.

Erin Parnell is an award-winning jeweller from Eternally Cherished. Specialising in bespoke breastmilk jewellery, ashes jewellery and DNA jewellery. Please read on to discover more about how Erin turned her own breast milk experience into a business success. ✨

Please may you introduce yourself, your business and tell me at least 3 fun facts about yourself.

I am Erin, the owner and founder of Eternally Cherished. I founded Eternally Cherished in 2018 and haven’t looked back since.

I specialise in creating jewellery made from breast milk, ashes and DNA. Every item of mine is 100% unique and bespoke to my customers, this truly means each item is one-of-a-kind. I have a number of different inclusions which means customers can accent their piece in any way they want and make it completely their own. These are not machine-made or factory finished and as such, each item is a truly unique piece of jewellery, which is what I think makes it so special.  

I have also been featured in Vogue, Tatler, Closer and London Life.

A few facts about me are:

I am a crazy cat lady

My favourite colour is purple

I like heavy metal music

Describe how your services/products help your clients/customers

Eternally Cherished delights customers with one-of-a-kind pieces, each handmade and hand-finished to create truly unique and extremely personal items.

Eternally Cherished has such a passion for crafting these pieces, using personal inclusions, specialising in but not limited to, breastmilk, baby hair, cremation ashes, and pets ashes. The range of jewellery that Eternally Cherished can offer is so diverse, from beads to diamond rings.

Eternally Cherished jewellery is set to encapsulate your special moments, so you can have them with you to cherish always.

What inspired you to launch your business?

As any of my friends or people I have worked with will know, I have always been highly ambitious. I have always had to get to the next step of the ladder; always need to get that next pay rise, promotion, bonus. I was always highly competitive and assertive, never shying away from letting it be known that I am a force to be reckoned with. I have worked a long time on my career in my “real job” to get a pretty decent salary, a nice house, a comfortable lifestyle, not to mention the odd designer handbag thrown in for good measure.

Then along came Elara.

I could not have foreseen the change she has made to my life goals, and I say life goals, because before it was work goals that helped me “get things” for my life. I was focused and driven on my career for so long I had just assumed that that is what I would be doing forever until I retire (hopefully early because I had climbed so high!).

But then Elara unleashed something in me I never knew I had. I always knew about business because that is what I had been doing, running other people’s businesses but I had never really been creative, not since school (let’s not think about how long ago that was!).

Scrolling online looking for a keepsake of my breastfeeding journey after pumping for the trillionth time I saw some beautiful pieces but not quite me and I somehow convinced myself that I could make myself something. So I started researching how this mystical magic liquid gold could actually be turned solid and into something beautiful.

eternally cherished

Is there a unique story behind your business name?

I wanted a name that was unique and encompassed everything about what my business is about. I wanted something that was about remembering this special time forever and after a few searches, I settled on Eternally Cherished.

What other jobs have you done in the past, that has led you on this path?

Absolutely none!

This is so unique to me, and I am 100% self-taught, all my previous jobs have been operational management roles, and people management roles.

What is the one thing you love and hate the most about running your business?

I love delighting customers with their jewellery and ensuring they have something special. One thing I hate is never being able to truly switch off.

breastmilk jewellery

What’s the biggest lesson you’ve learnt in business?

Be true to yourself, remember why you started it, and always go back to the joy. If it doesn’t bring you joy anymore stop doing it or else you will resent it.

What’s been the best investment you did for your business and why?

My biggest investment was giving it my time, the very little time I had but I still ensured I gave it time.

Who do you admire or aspire to be like in business?

I admire all small business owners as it takes such grit and determination that they always deserve to be admired!

What is your favourite business tool and why?

I love a bit of Trello for organising but I would say Canva – It is amazing!

What is your favourite inspirational quote that you live by?

“There is no try, only do!” – Yoda, Star Wars

Can you recommend an amazing business book or podcast?

The Shine On You Crazy Daisy book series is great and I am in Chapter 1!

What are your big future goals for your business?

Given the COVID-19 situation, I am just happy to still have my business. My future goals are to have something amazing to potentially hand over to my daughter when she is older.

What would you say to someone who is thinking about starting their own business?

For anyone looking to start their own business, find something you love that brings you joy. Then find your tribe. I found an awesome Facebook group of like-minded businesswomen who I can go to for advice, they are my cheerleaders, always supporting me from the sidelines.

Where can my audience find you?

✦ Facebook: @EternallyCherishedUK

✦ Instagram: @eternallycherisheduk

✦ Website:

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