We were lucky to catch up with Keren Yoshua recently and have shared our conversation below.
Keren, looking forward to hearing all of your stories today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
I landed my first client back in 2007 when I kicked off Artizan Joyeria in Madrid, Spain. Armed with a suitcase full of jewelry and a relentless drive, I’d hit the streets at dawn, knocking on doors of stores I knew would vibe with my designs.
Sure, I was a bit shy at first, but I didn’t let that slow me down. After securing a few stores, we took a leap and leveled up, taking our pieces to wholesale jewelry shows in Spain, Paris, and NYC.
However, it wasn’t long until we started to dream of the next step: to serve consumers directly. We found a home in the beautiful city of Miami and decided it was the perfect place for a new dream.
In 2019, we launched Artizan Joyeria’s website, where women worldwide could find our pieces and make Artizan part of their everyday style.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Keren Yoshua, the founder of Artizan Joyeria.
With familial roots in the jewelry business, stepping into this world felt like a natural progression for me. But even from the start, I knew I wanted to do things differently, fueled by a strong belief in the freedom of expression through fashion. My goal was to create pieces that inspire, instill confidence, and empower women.
Alongside my husband and our three children, we embarked on this journey. Our mission was clear: to offer high fashion at a more accessible price point. I firmly believe that luxury should be within everyone’s reach, and with Artizan Joyeria, we’re making that belief a reality.
Since setting up our website in 2019, Artizan has found a home in the vibrant city of Miami. We are now a proud Miami-based brand committed to giving our clients the best experience possible. I draw inspiration from the city’s fashion-forward trends and edgy styles to create unique pieces for our customers.
We craft unique, luxury jewelry that stands out in a crowded market, solving a crucial problem for our clients: finding jewelry that resonates with them and stands out from the mass-produced crowd.
At Artizan Joyeria, we’re committed to delivering more than just jewelry—we’re dedicated to inspiring and empowering you to seize the life you want for yourself.
We’d love to hear about how you met your business partner.
I met my co-founder when we were just 15 years old. He was my best friend back then, and he’s been my husband for 16 amazing years. Together, we lead Artizan Joyeria as a true family business.
While working with your spouse can be challenging for some, for us it’s a perfect match. I always joke that if we ever get divorced, we should remain business partners—because when it comes to running Artizan Joyeria, we make an unbeatable team.
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
At Artizan, we sell directly through our website. This choice allows us to maintain full control over our brand, customer experience, and the unique journey each piece of jewelry takes from our studio to your doorstep.
We can ensure that our brand’s story, aesthetic, and values are communicated clearly and consistently. Plus, we can tailor the shopping experience to our customers’ preferences, giving them the high-quality service they deserve.
Although managing everything from the website to logistics is a daily challenge, we believe that the direct connection with our customers and the ability to create a unique, branded shopping experience is worth the extra effort. At Artizan, it’s all about providing that personal touch and making luxury accessible to all.
Contact Info:
- Website: https://artizanjoyeria.com
- Instagram: @artizanjoyeria
- Facebook: https://www.facebook.com/artizanjoyeria
- Linkedin: https://www.linkedin.com/company/artizanjoyeria
- Twitter: https://x.com/artizan_joyeria
