The Power of Saying No in the Early Days: Why Protecting Your Brand Matters More Than Chasing Every Opportunity
By Katie Silver, Founder of Argent & AsherEvery founder hears the same advice: say yes to everything, grab every opportunity, move fast. However, when I was building Argent + Asher, my London-based fine jewellery brand, I discovered the opposite was true. In the early days, the most important decisions I made weren’t about what to pursue, but what to turn down.
As a female founder in a male-dominated industry, I felt constant pressure to prove myself. The expectation was that I should accept every stockist, every collaboration, and every opportunity that came my way. Saying yes felt like it would give me momentum, but in reality, it risked pulling me away from the business I truly wanted to build.
When Saying Yes Becomes a Risk
The temptation to say yes is powerful, especially when every enquiry feels like gold. But the truth is that some “opportunities” are distractions in disguise. I remember moments where partnerships looked shiny on the surface, but deep down I knew they didn’t align with my vision for a jewellery brand built on meaning, craftsmanship, and personal connection.
Saying yes might have given me short-term visibility, but at the cost of long-term integrity. Learning to turn those offers down was difficult, but it was also one of the best decisions I made.
The Space That No Creates
What I found is that saying no creates space for the right things to emerge. By being selective, I was able to double down on what mattered most: personalised diamond name necklaces and bespoke initial designs that tell a story. Those became our signature, best-selling products. Customers grew to trust Argent + Asher because we were intentional, consistent, and uncompromising about what we stood for. If I had tried to do everything, that clarity would have been lost.
Why Female Founders Need This Discipline
For female founders, this lesson is especially important. We’re often encouraged to over-deliver, to juggle more, to prove our place at the table. But I’ve learned that focus and clarity are far more powerful than frantic activity. Saying no isn’t a sign of weakness or caution; it’s a mark of discipline and vision.
How to Put This Into Practice
So how can other founders put this into practice? I found it helpful to create a filter for decision-making. Before agreeing to anything, I asked myself: Does this align with my brand values? Does it move me closer to the business I want to build in the long term, or does it just look good in the moment? Once you know your non-negotiables, it becomes much easier to spot what doesn’t fit.
From there, it’s about being brave enough to turn down the wrong opportunities, even when they’re tempting. Because every “no” is really a “yes”, to your vision, your wellbeing, and the brand you’re protecting.
Protecting the Foundations of Your Brand
The early days of any business are fragile, and it’s natural to feel like you need to say yes to survive. But real growth often comes from doing the opposite. By saying no to the wrong paths, you protect your foundations and give space for the right opportunities to find you.
That’s how Argent + Asher has grown into a trusted fine jewellery brand, and I believe it’s how more female founders can build businesses that last.
