Summary
Highlights
Jen started her jewelry business as a COVID-19 hobby, initially aiming for $50,000 in sales but rapidly exceeding that to over $140,000 in her first year, largely from Etsy. Her interest in electroform jewelry, with its earthy and rustic aesthetic, motivated her to learn the craft despite working a serious full-time job. Realizing her workaholic nature and desire for a more fulfilling outlet, she decided to transition her hobby into a full-fledged business.
After moving to New Mexico in 2021, Jen officially launched her business, obtaining an LLC, a business credit card, and a tax representative. She immersed herself full-time into the business, which led to her images being stolen by scam businesses in China shortly after starting. While challenging, this experience surprisingly validated the desirability of her products.
Jen identifies three main reasons for her success: selling universally loved and giftable birthstone jewelry, offering customization, and having a unique product. Her electroform jewelry, using raw, uncut gemstones, offers a distinct earthy and natural feel, appealing even to those who rarely wear jewelry. This unique approach to a popular style, particularly for birthstone items, significantly drove her sales, especially during peak seasons like Christmas and Mother's Day.
Drawing from her background as a management analyst and green belt trainer, Jen implemented a made-to-order business model. Instead of pre-making large inventories, she created prototypes and then made jewelry as orders came in. She invested primarily in raw supplies like metals, gemstones, and acids, allowing for customization (e.g., metal type) without tying up capital in finished products. She advises new business owners to manage lead times effectively, especially during busy periods.