For over 25 years, Poco Loco has captivated jewellery lovers by blending creativity, global sourcing, and a sharp eye for emerging trends. Adrian Arcuri, the creative force behind this Australian jewellery brand, has carved out a niche by adapting swiftly to market demands while staying true to his passion for design. From selling handmade pieces in street markets to creating a sustainable retail and wholesale business, Adrian’s journey exemplifies the resilience and ingenuity required to thrive as an SME. This article dives into Poco Loco’s approach to trend-spotting, testing ideas, and growing sustainably, offering actionable lessons for small businesses aiming to stand out in competitive markets.

From street markets to a thriving business

Poco Loco’s story began in the bustling markets of South America, where Adrian first fell in love with the art of jewellery. “When I was a child, I made glass beads and sold them through my sister, who worked at a bank and sold them to her colleagues,” Adrian recalls. “Jewellery felt natural to me. It’s artistic, it’s compact, and it aligns with my lifestyle.”

After traveling extensively in Europe, Adrian moved to Australia in 1990. He began selling jewellery at local markets, sourcing unique pieces from artisans worldwide. “Early on, I focused on sourcing unique designs, partnering with talented artisans in Brazil and Argentina who brought exceptional craftsmanship to my products,” he explains. Over time, this hands-on approach evolved into a full-fledged business that grows steadily by constantly innovating and staying flexible.

Spotting trends and staying relevant

At the heart of Poco Loco’s success is Adrian’s ability to spot emerging trends and adapt quickly to changing market demands. By closely listening to customers and drawing inspiration from global markets, Adrian ensures Poco Loco’s offerings remain fresh and aligned with current tastes. One wholesale client even noted that Poco Loco’s products were the fastest-selling items she had ever stocked.

This commitment to innovation keeps Poco Loco agile and responsive. “I test new designs in small batches,” Adrian explains. “If they work, I scale production; if not, I move on quickly.” Adrian taps into a global pool of suppliers to stand out in the markets. “I’ve worked with artisans in South America, Asia, and Europe,” he shares. “Now, I design many pieces myself and collaborate with trusted producers in China and Indonesia.”

Balancing freedom and growth

While many small business owners focus on fast growth, Adrian has chosen a different path — one that prioritises independence and freedom. “I opened a shop in Bondi Beach,” he says. “But it made me realise that I value flexibility and the ability to control my own time over managing a large operation.”
Adrian decided to focus on high-traffic events and markets, recognising their potential to generate significant revenue in short bursts. “Events like the Easter Show bring in a lot of customers who are ready to spend,” Adrian explains. “They allow us to make significant sales without the long-term overheads of a permanent retail space.”

These events also provide a chance to connect directly with customers, making it easier to gather feedback and refine designs to stay ahead of trends. While Adrian doesn’t discount the importance of online sales, he focuses on this channel primarily for his wholesale clients. “Online is where most businesses are heading, but for us, wholesale clients benefit most from it. It helps us streamline orders and maintain strong relationships with our retail partners.”

Overcoming challenges in a tough market

Like many Australian SMEs, Poco Loco has faced its share of challenges, particularly during tough economic periods. “There are always ups and downs, but having a cash reserve covering 2 months of expenses helps me navigate them,” Adrian shares.

Adrian believes that being ready to pivot is key to overcoming economic hurdles. “For us, that means focusing more on wholesale clients when retail slows down or fine-tuning inventory to match what’s selling best. Flexibility has helped us stay resilient.”

Finding the growth sweet spot

As Adrian looks to the future, he and his wife Paula are focused on growing Poco Loco sustainably. Paula, with her keen eye for design and marketing, has been instrumental in shaping the brand’s aesthetic and connecting with customers. Together, they’re also exploring new ways to expand their reach. “We’re considering opening a kiosk in Westfield,” he shares. “It’s a big investment, but it could elevate our brand.” A kiosk may well be Poco Loco’s way to combine the flexibility and lower costs of markets with the consistent visibility and customer access of a premium retail space.