Interested in starting your own entrepreneurial journey in jewelry and fashion but unsure what to expect? Then read up on our interview with Danni Arosemena, founder of Zephyr Grey, located in Vancouver, Canada.
What's your business, and who are your customers?
I own a jewelry business who's main focus is to create beautiful pieces of jewelry with intention, whilst being crafted with high quality materials that are made to last. Our customers are those who are looking for versatile, timeless jewelry that inspire joy, and who are also committed to purchasing products with integrity and transparency.
Tell us about yourself
I have always been a jewelry lover. One aspect that has always drawn me to it is the sustainability factor. Jewelry made with quality metals such as .925 sterling silver as a base (as with all Zephyr Grey jewelry), can always be melted down and recycled. I am motivated to make products with integrity. We decided early on to commit to two factors: always use solid sterling silver as a base to our jewelry (while many brands use brass as a base), and to work with only women. From design to manufacturing to photography to sales to marketing, each aspect of our business is managed by women.
What's your biggest accomplishment as a business owner?
One of my biggest accomplishments as a business owner was to see my jewelry featured in the She's Mercedes Power Suit Project campaign with Mercedes Benz and Elle Canada. Seeing my rings on Stacey McKenzie, Melissa Grelo and Mitsou Gélinas was a big moment for me. The other accomplishment is just, seeing people wear what I've made. From ideation to sample production to wear-testing to completed product, then art direction, photography, web design and getting it into the hands of our customers is a feat in itself that every business owner should be proud of.
What's one of the hardest things that come with being a business owner?
There is no limit to the amount of work you can put in. Learning to work smart vs. working hard is a constant learning curve. Especially with the ever-expanding expectation of constant content creation, there is always a point where your return on investment, or return on your time will become less lucrative. Understanding that more work does not always equal more result, but at the same time knowing that your business grows based on what you put into it, is a hard balance to manage.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
1. Create a solid business plan. Make sure to include your budget, narrow down your target market and your customer, and streamline your branding. All of this will help you when the waters muddy and you need to look back on what your focus is. It's easy to be inspired or be confused by what other brands are doing and maybe you want to emulate them, but you can't do everything. Be clear and focused. Your brand is your brand.
2. Create a clear task list for each work session. It will help you get done what you need to get done in a given time frame. For example, seeking inspiration via Pinterest can be a helpful tool when discovering your aesthetic personality, but put a cap on it. Otherwise, you could end up spending 2 hours browsing, feeling productive, when the actual return on that time gets lost after about 30 mins. To achieve your goals means breaking them down into digestible steps.
3. Try to learn all aspects of your business, even if it's not something you are interested in. Learn how to properly budget, learn how to research and approach publications and writers, learn how to budget for ad spend, etc. Making and creating a beautiful product or brand is only one aspect to a business. Until you have the capability of paying someone to maintain other aspects of your business, learning these areas yourself will empower you and your business so much.
Anything else?
Try to not be intimidated by everything you don't know, or other businesses that are already out there. Always be true to yourself, your voice and your brand. Accept the things you do not know and take the time to learn them. Think about what makes you different from what's already out there.
Where can people find you and your business?
https://www.instagram.com/zephyrgreyjewelry
https://www.facebook.com/zephyrgreyjewelry
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.
