Inspired by the Sea: How Beside The Sea Jewellery Builds Giving into Every Sale
For some businesses, giving back isn’t an add-on - it’s part of the original idea.
For Nicole Poxon, owner and designer of Beside The Sea Jewellery, supporting a charity through her work was something she committed to from the very beginning.
Based on the Dorset Coast, Nicole creates pieces inspired by life beside the sea, incorporating sea glass and ethically sourced sea shells found along the local coastline. With such a strong connection to the ocean, choosing the right cause felt natural.
As Nicole explains:
I chose to support the Marine Conservation Society because I wanted to give something back to those who work to protect our beautiful coastline and seas. I grew up in Poole, Dorset and have lived here all my life, so protecting the beautiful place I’m lucky to live was important to me.
Nicole began donating directly to the Marine Conservation Society (MCS) in the early days of her business. It was MCS themselves who later introduced her to Work for Good, offering a simple and compliant way to continue donating consistently through sales.
Since late 2020, Beside The Sea Jewellery has donated £1 from every sale - a model Nicole chose deliberately for its clarity.
“I find this the clearest and easiest way to manage, and for customers to understand exactly how much has been donated.”
That transparency has been key to customer engagement. Nicole promotes her giving across Instagram, Facebook, Etsy, and through printed promotional postcards and business cards. Giving is clearly communicated on her new website and in customer emails also.
The response from customers, particularly at local fairs across Dorset and Hampshire, has been overwhelmingly positive.
“People often come over interested in the jewellery, but the donation is a little added bonus. The coast is important to so many people here - it really touches hearts.”
The relationship with the charity itself has been equally rewarding. MCS regularly shares updates and thanks, and has even featured Beside The Sea Jewellery in its Christmas Gift Guide, helping to deepen the sense of partnership and shared purpose.
For Nicole, Work for Good has made it possible to focus on creating - without worrying about complexity or compliance.
“You make the whole process so easy. The website is clear, flexible, and the resources are genuinely helpful.”
She’s also become a vocal advocate for sales-linked giving among other small businesses.
“Supporting a charity not only helps them, but also helps build client and brand engagement and trust. It’s a win for everyone involved - the charity, the small business, and the customers.”