What’s your backstory and how did you come up with the idea?
I grew up in South Orange, NJ with two wonderful, hard-working parents and two protective big brothers. My parents were strong role models and I knew that whatever I did when I grew up, it would involve hard work and commitment. While I was working at Sony Music I met my (now) husband on a blind date who happened to be a wholesale diamond and antique jewelry dealer. When we became engaged, knowing we wanted to start a family, we began to talk about starting an antique engagement ring business online.
Describe the process of launching the business.
My husband recognized the future of business was in e-commerce. I took a chance and left Sony in order to begin ArtDecoDiamonds.com (now VintageDiamondRing.com).
Since launch, what has worked to attract and retain customers?
Vintagediamondring.com is a lifestyle brand in which the products say as much about a person’s inner beliefs, as it does about their outward style and flair. Any brand can have a logo and a product, but when a consumer can turn to a company and know their purchases say something about who they are and what matters to them, it falls into a different category. For instance, when consumers turn to a company like VintageDiamondRing.com, they often do so because it just feels right to purchase and wear sustainable, eco-friendly items.
How are you doing today and what does the future look like?
VintageDiamondRing.com has a strong commitment to protect and preserve the environment. There is nothing more important to us and consumers than taking care of the environment. Choosing vintage jewelry is the ultimate in “recycling, that is why we sell vintage engagement rings. Consumers love sustainable vintage rings and we feel the future looks bright.
Through starting the business, have you learned anything particularly helpful or advantageous?
I really thought that starting an online jewelry business would be easy! Little did I know how many moving parts there would be, how much time the business would consume and how much innovation it would require. The internet is ever-changing. Can you imagine the daily transformations that have gone on from 15 years ago until today!?
What platform/tools do you use for your business?
We love Shopify. Shopify’s platform is easy to use and their help is second to none!
What have been the most influential books, podcasts, or other resources?
I’d have to say Russell Brunson, i love his books.
Advice for other entrepreneurs who want to get started or are just starting out?
First and foremost always know your market. Also always be true to yourself and your brand, and really believe in what you are trying to accomplish. People will know if you are feigning authenticity. Consumers tend to stand behind someone who they believe stands behind their product.