We’re excited to introduce you to the always interesting and insightful Karly Hidalgo. We hope you’ll enjoy our conversation with Karly below.

Hi Karly, thanks for joining us today. One of the toughest things about entrepreneurship is that there is almost always unexpected problems that come up – problems that you often can’t read about in advance, can’t prepare for, etc. Have you had such and experience and if so, can you tell us the story of one of those unexpected problems you’ve encountered?

One of the most unexpected and challenging problems I’ve faced in my business has been focusing on prioritizing profitability. Marketing companies has been what has drained us the most this past year, a true lesson learned that affected the companies bottom line severely. We tried company after company and it was tons of wasted money and far too many tears cried. Let’s talk Ads, what all marketing companies focus most on. Despite the ads showing a 2x return.** On the surface, you might think that doubling your ad spend means the marketing is working—but that’s where many business owners, myself included, can be misled if we don’t focus on the bottom line. For example, at one point we were spending around $20,000 on ads and generating a little over $40,000 in sales from this ad money—a 2x return, which sounds great at first glance. But once you break down the costs, the picture changes dramatically. From that $40,000 in sales, we had to account for: – **Cost of Goods Sold (COGS)**: The cost to produce and purchase the jewelry, which typically takes up around 30% of revenue. – **Employee Salaries**: Our marketing team, customer service, and other staff needed to keep the business running. – **Packaging**: A necessary but often overlooked cost that can significantly cut into profit margins. – **Office Rent**: Fixed overhead that needs to be paid every month, regardless of sales. – **Shipping Costs, Taxes, Miscellaneous Expenses**: All of these quickly add up. When you factor in these expenses, the $40,000 in sales leaves very little room for actual profit. Even though the ads were technically generating revenue, they weren’t creating the profit we needed to sustain and grow the business. Some ads were actually costing us money by the time I finished running the financials and fully breaking down our spend. To make matters worse, the actual ad performance was abysmal. We discovered multiple issues in how the ads were set up, links to our website incorrectly linked, and despite our feedback, none of these problems were fixed in a timely manner. This is why **it’s crucial to look beyond just your top-line revenue and focus on your bottom line.** **I learned from Mike Michalowicz’s book, “Profit First,” that you should always focus on profit first, not sales.** A 2x return on ad spend means nothing if the expenses involved in delivering those sales eat up all of your revenue. Using the “Profit First” method, I now take a portion of our revenue and immediately set it aside as profit. Only after doing that do I allocate funds for operating expenses. This shift in mindset has been critical in helping me avoid the trap of thinking more sales automatically means more profit. Another example is when we partnered with a supplier who took $3,000 from our ad budget as part of their contract to be hired, and also took an additional $3,000 worth of merchandise to use as samples to pitch us to bigger brands for wholesale.** Unfortunately, this person ended up ghosting our company, effectively stealing both the merchandise and the $3,000. The moral of this story is to never be too trusting. In business, risks are inevitable, but the key lesson I learned is that risks should be calculated. We’ve worked with multiple marketing companies, freelancers, and other external agencies, all of whom pitch grand stories of how they will transform your business. Yet, almost all of them ended up offering a basic, cookie-cutter approach with no individualized strategy. Worse, they often found ways to constantly ask for more resources to distract from their lack of performance. Now, at Kasa Karly, we’ve shifted our focus to building an internal team. This allows us to have more control, create personalized strategies, and foster a stronger team environment—one that is fully aligned with our brand’s vision and goals.
One of the most important lessons I’ve learned is that you cannot fully trust anyone in business without everything being in writing. **Never sign a contract until you’ve had a sample period or trial run with someone,** no matter how promising they seem. It’s also crucial to act fast. One of the best things I’ve learned is that the moment you see the need to pivot or cut ties with an agency or employee, **do it immediately**—don’t give chance after chance, hoping things will improve. Delaying only prolongs the damage. If they aren’t delivering results or aligning with your goals, cutting them quickly allows you to refocus and make better decisions for the business.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Karly Hidalgo, formerly Karly Doehla, and I am the proud founder of Kasa Karly, a women’s jewelry brand that has grown into something truly special over the past six years. My journey began out of necessity during a difficult time when I needed to pay rent. I started selling leftover jewelry stock from my stepdad’s store on Instagram, and that experience sparked a deep passion for creating jewelry. FunFact: i used to sit outside local bars till midnight and nail salons with a small table to sell my jewelry so i wouldn’t miss rent. I used to attend even the local markets to sell in person. Today, Kasa Karly is known for our **lightweight statement earrings**—pieces that are bold, beautiful, and comfortable enough to wear all night. **Kasa Karly has been featured in Vogue, Elle, E! News, and StyleCaster**, and our pieces have even been worn by celebrities on red carpets. One of our most viral designs, the **”Samara earrings,”** became a fan favorite, with countless customers sharing their love for this standout piece. Seeing our jewelry embraced by both the fashion world and everyday women has been one of the most rewarding experiences. **In addition to running Kasa Karly, I also host a podcast called “KOFFEE with Karly,”** where I talk to entrepreneurs and business owners about the realities of life, business, and overcoming challenges. I’ve been a working mompreneur for the past four years, and just last month, I gave birth to my second child. Balancing motherhood and business is no easy feat, but I love sharing those stories with others who might be on a similar path. **What we offer:** At Kasa Karly, we specialize in **lightweight statement earrings** that combine style and comfort. We offer everything from bold, elegant designs to everyday essentials, and our goal is to help women feel beautiful without sacrificing comfort. Our earrings are perfect for making a statement while remaining wearable for hours—something we’re proud to offer. **What sets us apart:** Kasa Karly stands out because of our personal approach and attention to detail. We aren’t just another mass-production brand; we carefully craft collections that reflect our customers’ individuality. What also sets us apart is our commitment to financial sustainability—following the “Profit First” approach, we ensure our business decisions are not only creative but also financially responsible. **The problems we solve:** Many women love bold, statement jewelry but often find it uncomfortable to wear for long periods. That’s where Kasa Karly comes in. We’ve perfected the art of creating **lightweight statement earrings** that allow women to enjoy the style and confidence of bold accessories without discomfort. We offer high-quality, accessible luxury, making sure that style and comfort go hand in hand. **What I’m most proud of:** I’m incredibly proud of the loyal community we’ve built and the recognition Kasa Karly has received. Being featured in some of the world’s most prestigious fashion magazines and having our pieces worn on red carpets by celebrities is a dream come true. But even more than that, seeing how much our customers love their pieces and the confidence they feel when wearing them makes it all worth it. **What I want people to know about Kasa Karly:** Kasa Karly isn’t just about making beautiful jewelry—it’s about helping women express their individuality through pieces that are both stylish and comfortable. I’m proud of our journey and everything we’ve built, and I want people to know that behind every piece is a brand that truly cares about quality, integrity, and helping women to feel like the world is their runway. All of our pieces put that extra pep in your step and make heads turn anywhere you go.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I had to unlearn is the idea that taking a step back means failing.** In business, we often feel like we need to keep pushing forward no matter what, even when things aren’t working. I used to believe that stepping back was a sign of weakness, or that it would make me lose momentum. But over time, I realized that taking a step back is sometimes exactly what’s needed to learn, recalibrate, and refocus. In fact, those moments of reflection and reassessment often end up being the biggest opportunities for growth. **Stepping back allows you to see the bigger picture**—it gives you the space to identify what’s not working and why, and to find better ways to move forward. It’s not about failure; it’s about giving yourself the chance to pause, gain clarity, and come back stronger. For example, there have been times when I had to pull back from certain projects or reevaluate business relationships, which initially felt like a step backward. But those decisions led to breakthroughs that pushed Kasa Karly forward in ways I never expected. **What I’ve learned is that stepping back isn’t a setback at all—it’s often the launchpad that takes you ten steps ahead.** If you’re constantly pushing forward without taking the time to assess and realign, you risk burning out or missing critical insights. So, I’ve learned to embrace those moments of pause and treat them as necessary parts of growth, not setbacks.

Can you tell us about a time you’ve had to pivot?

I feel like I’m always finding ways to pivot because pivoting equals growth.I’m constantly looking for ways to improve, whether it’s in business or life. One of the biggest pivots I’ve made recently was when I opened a warehouse in September 2023, creating a space for customers to come shop in person. The idea was to deepen our connection with our community and grow Kasa Karly in new directions. But by January 2024, I got married, and in February, I found out I was pregnant with my second child. At that point, I realized it would be impossible to manage the warehouse, employees, and my growing responsibilities with a baby on the way. We also needed to move into a larger home to prepare for our expanding family. Most people would feel ashamed or embarrassed to close a location, but that’s where many fail. Caring about what others think instead of doing what’s best for you and your business will always be the wrong move. I knew I had to make the right decision for both my business and my family. I decided to pivot. We broke the lease with our landlord, and luckily, they understood our situation. We found someone to take over our lease, closed the warehouse, and moved operations to a fulfillment center. What felt terrifying at first—closing a physical location—ended up being one of the best decisions I’ve made. The shift not only saved the company money but also lifted a huge weight off my shoulders. It gave me the space to focus on my pregnancy and family while ensuring the business continued running smoothly. The lesson here is that sometimes what feels like a step back can actually push you ten steps forward.Closing the warehouse allowed me to focus on what mattered most at the time—growing a family and a business simultaneously. Pivoting isn’t about failure; it’s about seeing the bigger picture and making the choices that lead to growth and balance.

Contact Info:

• Website: https://Kasakarly.com
• Instagram: @KasaKarly & @Thatkarlydoe
• Facebook: https://www.facebook.com/KasaKarlyJewelry/
• Linkedin: https://www.linkedin.com/in/karly-doehla-3a8119137
• Youtube: https://www.youtube.com/channel/UCCIsAdTWWHgmpfX1Kflb0Ww
• Other: https://open.spotify.com/show/2NxQcUJem7juHyvGDjr3ep