Alright – so today we’ve got the honor of introducing you to Annissa Roland. We think you’ll enjoy our conversation, we’ve shared it below.

Annissa, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

My love of rocks began in my ninth grade earth science class with Mr. Perschau. He assigned us to collect rocks as we were learning about landforms and rock formations. In the back of the classroom he displayed beautiful crystal and mineral specimens. I had never seen anything like that before. So I was amazed that these items were essentially earth, rocks. I have been collecting rocks ever since. However, my collection paled to his as my rocks weren’t polished or carved. Actually they looked like gravel, but I knew what they were. Move forward a little more than a decade later my husband inquired about the purpose of these gravel collections and my intentions. Having none he suggested we put them back outside. I thought at that moment if he could see just how beautiful they were he would never suggest that. Additionally, if I could make them into jewelry, he could never throw them out. So I went to a bead store with a friend in 2007 and made my first necklace and earring set. It took me hours to pick the right stones because I was so enthralled with them more than I was desiring to make anything with them. I bought enough beads to make my jewelry set and several strands I loved just to keep. As an aside, sometimes my fashion sense is very individual and eclectic. It is hard to find jewelry to complement that. So making jewelry for myself was not only fun but allowed my to express my personality. Many people began to remark on my jewelry and they were just as surprised and enamored with it to know I made it as I was excited to wear it. One person even offered to buy what I was wearing. This was shocking to me as I never considered that anyone would want to wear something I made. She became my first customer and mentor in custom design customer service. She gave me pointers on how I should value my work, design, and time. interview questions, deposits or downpayment, and design prototype were processes she shared with me from a customer prospective. I was in love! The design challenge of creating something for someone else to express their individuality made my heart and artsy mind joyous! For years the new hobby paid for itself. Every time I sold a custom designed piece I bought more beads with the profit. My jewelry collection grew as I experimented with different designs so much so that I could have home parties to sell what I had made. (Thing Pampered Chef or Mary Kay style where the host invites their friend and gets a gift based on their friend’s sales.) It wasn’t until 2015 that I became an official business. This was spurred by a need to fundraise for my daughter’s international basketball trip. Where was I going to get that kind of money so quickly? My friend Russell Canady of Indulge Coffee mentored me helping me to get my business license and festival kit (table, tent, lights, etc.) He introduced me to Unity In the Community who was looking for vendors for a monthly art festival on River Street. My business learning curve was on steroids! I joined the Greater Savannah Black Chamber of Commerce (then called the Savannah Multicultural Chamber of Commerce) My sales jumped 23% in the first year.

My approach to making semiprecious stone jewelry is different than most. Many jeweler will have a stone pendant on a chain or small stones. But remember I love rocks so my jewelry is very chunky and substantial so that the rocks get all the attention. Due to the need for unique self expression the combination of stones, colors, and shapes often draw people to my jewelry. And finally, one cannot claim to be unique if they are like everyone else. So when someone invests in my jewelry they know that every piece is one of a kind guaranteed. I don’t make copies or duplicates.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I think many of these questions are answered in the previous section, so I will not repeat here. I am an educator by trade. My relationship with Mr. Perschau and my father also being an educator instilled in me a love of learning and sharing that experience in teaching. When I make jewelry I learn about the stones and love sharing with others about them. When children or interested rock hounds come to my table to see my work, I am often more engrossed in a story about the stones than I am the actual pieces. My display includes actual rock specimens more similar to the ones that Mr. Perschau had at the back of the classroom placed beside the jewelry that includes that stone. I encourage people to express themselves. We discuss color theory, patterns, and stone energy so that when they make a purchase they walk away with all of that information and the jewelry. It is important to me that people feel good about themselves and have a sense of self worth. This also comes into play when I’m designing a custom piece for someone.

On the technical side I make necklaces, earrings, ankle bracelets, and bracelets in sets or separately for women, men and children. I also do minor repairs and redesigning of someone’s broken jewelry purchased elsewhere.

How about pivoting – can you share the story of a time you’ve had to pivot?

The first pivot was from being a hobby that paid for itself to a business. This business has not only paid for the international trip, but as my daughter continued to be involved in activities, AJ Stone Jewelry paid for them too. Now as she graduates from college I am proud to say that it has also afforded that opportunity too. My daughter will graduate with no student loan debt.

This pivot meant that I had to learn about small business laws, taxes, marketing, branding, and more. I sought out advice from any small business owner. My observations skills were heightened at vending events and festivals learning about displays and packaging. A salesman I am not, so I had my best friend and others stand at my table and sell my jewelry while I crafted new pieces in the back of my tent. I listened intently as to how they started the small talk, drew the customer in, personalized the experience and landed a sale. They didn’t even know my product well. As a member of the GSBCC, I attended workshops, lectures, visited businesses, and mixers to learn from novice and veteran business owners. Everything became a learning experience for me. I am still like that. Additionally I invited other jewelers to give me feedback on my products, pricing, and packaging.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Although making jewelry came from a desire to wear my rocks, I have had to learn that I am not my customer. Early on I was selling jewelry that I wanted to wear. Sometimes that was great; however, my style can be more daring than most. Since I was wanting to make money, I had to consider different styles and designs. Some might say more “commercial” looking even if they are uniquely designed. Other than the initial jewelry making workshop that literally told me how to make earrings and add claps to necklaces, I have had no formal training in jewelry design. So I began to study what I saw in magazines, stories, art galleries, and social media trends. My jewelry has to be expressive and individualized while still being able to be worn by anybody daring or not. Looking back over the work I have done, I can see a change. There is a nuance that has make my work more wearable and unique.

Recognizing that my customer’s wants are just as if not more important as mine caused me to expand what I made. Initially I only made necklaces and earrings separately. But the first question I would be asked is, “do you have earrings to go with this necklace?” When I answered no and tried to explain what they could wear many chose not to buy the necklace. Now every necklace comes with a pair of mating earrings. At the time I was not wearing matching sets so I did not design them that way. However, I had to remember that I am not my customer. I am not buying my jewelry.

The third change in my product line was adding elastic bracelets. The thought of something I made wearing out or breaking makes me sick to my stomach. Elastic bracelets are guaranteed to do that eventually because they are elastic. Several of my male customers were begging me to make them bracelets. I fought them off for a year or two. Then finally I gave in when I learned at a workshop to consider that I am not the customer. Well, those are my biggest sellers now. My bracelets are unisex in various bead sizes and they move quickly! Still maintaining my one of a kind jewelry, I have not duplicated any bracelet.

Contact Info:

• Website: www.Etsy.com/shop/AjStoneJewelry
• Instagram: www.instagram.com/aj_stone_jewelry
• Facebook: https://m.facebook.com/AjStoneJewelry/

Image Credits
Annissa J. Roland