Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Dante Perozzi, Founder of Dante Perozzi Jewelry, located in Lakewood, CO, USA.

What's your business, and who are your customers?

My business is self-named Dante Perozzi Jewelry. My artistic background and education are in sculpture and new genre artwork. I lived, created, and exhibited my work in Los Angeles, CA. I loved working with building materials…often my pieces were made of found materials. I was working on advancing my sculptor's tool kit by signing up for a metal smithing class. My intention was to acquire a new material skill set to incorporate into my existing body of work. I had already been working with wood, resins, concrete, and found materials….but I had never acquired any metal working experience. I began with a course in mold-making, which focused on wax casting for foundry, and I cast large pieces in aluminum and bronze. The course was inspiring, and it made me want to learn more. I followed up with a couple of basic metal smithing classes, casting for jewelry. By that time, I had completely left my intentions of living and exhibiting as a gallery artist were long obliterated with zero regrets. I went the other direction completely without looking back and knew I would be creating a line of jewelry, really that I had already begun it because the sculptural forms I enjoyed employing in designing large-scale works translated beautifully into wearable jewelry designs. Not being expected to discuss the work so heavily in intense critiques and in relation to art history was also a HUGE plus for me. I just never enjoyed that aspect as much as I tried to be good at it. Words don't usually flow from me effortlessly the way my designs do.

Tell us about yourself

I knew I wanted to make a go of selling my jewelry, and so I got myself hired at a fine jewelry store in Santa Monica with the intention of practicing and learning the skill of selling. I learned so much that year and left when I had my first baby. That was when I thought it would be a good time to start my business. I was likely in denial about how much time I would have, so in reality, the first couple of years were extremely part-time- working at nap times and late at night. I would do markets here and there. It took about 2-2.5 years for things to really start to grow. And really understand what was working in terms of the designs. Then I stalled out again as we moved our family to CO, where I had my second child and was once again mom first and extremely part-time.

So you could certainly say that my kids motivate me and that elevating the lives of my family is my motivation to sell. But my motivation and inspiration to create, however, have just always been a force in me that I have always needed to express since I was able to hold a crayon. I continue to be so appreciative that the work I do both provides and inspires.

What's your biggest accomplishment as a business owner?

I would have to say that my biggest achievement was making it through the pandemic and not just surviving but growing. Like many, I turned my focus to online sales and social media. What a time! But I somehow had really found ways to connect with my client base, my community, and myself really, in a way that sustained me both financially and mentally.

What's one of the hardest things that come with being a business owner?

Being a business owner means wearing all the hats- ALL OF THE HATS- the ones you hate or are not good at or don't understand at all....you have to put those hats on. For me, it's numbers and finances. I am a stereotypical artist in this way. I have had to REALLY work to become somewhat OK at a little bit of everything that I have never wanted to know.

I am at a place now where I have been able to bring on some help in some areas here and there. But I am still hands-on with everything to some degree.

Another hard thing about being a business owner is maintaining a balance between business, family, friends, health, etc. Good luck with that; I find it ebbs and flows, and I kind of like it that way. Go hard when I need to. Take breaks in between.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Ask for help, don't be shy! People want to help more than they want to compete.
  2. Be OK with it if you don't sell well at first. Failures are important to notice and respond to for the next try. Eventually, you'll work out the bugs, but you have to start by proving your concept.
  3. Consider any effort a success if you come home with some new contacts, prospects, and email sign-ups.

Is there anything else you'd like to share?

I have been encouraged to share this part of my story more. That I have two fingers on my right hand. I have always had to think creatively in order to find my own unique way of holding things, using tools, playing sports, etc. I think it certainly plays a role in the way I move through the creative process.

I am always reluctant to discuss this because I prefer to be remembered for my work, my designs, and my way of being in this community. To be honest, almost never think about it.

But I have come around to sharing because of the handful of times I have been rewarded with stories from people who have found inspiration here. If there are children still coming to terms with a physical difference or adults with the same struggle, I want them to come to see the strength offered by differences too. I used my difference to drive me and fuel me to succeed throughout my life.

Where can people find you and your business?

Website: https://danteperozzi.com/
Facebook: https://www.facebook.com/danteperozzi
Instagram: https://www.instagram.com/danteperozzijewelry/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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