We were lucky to catch up with Sheila Khiatani recently and have shared our conversation below.

Sheila, appreciate you joining us today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?

Social media has become the preferred method of shopping for various products without ever having to leave home and grew to unprecedented heights during Covid. It is now the go to method for browsing and shopping!

I currently mange my own social media and have learnt so much on my own about the creativity involved in posting stories and reels and the various platforms involved. It’s quite fascinating to learn about social media and the strength it carries in growing small businesses and online shopping.

As I move forward and take my business to the next level, I definitely plan on hiring a social media team. It will be necessary for the type of growth I envision and I can’t wait to see what they create!

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

Being from the little but big island of Jamaica has colored my life with many memories, both literally and figuratively. My parents emigrated from India in the 1950’s and launched their own jewelry store shortly after. So my childhood was “colored” by the vivid blues and greens of my surroundings as well as by the various hues of the gemstones in my parents’ store. I grew up in the business, having to spend my afternoons after school and Saturday mornings assisting customers. My love for jewelry and gemstones increased with every trip to India…….the sheer number and sizes of the gemstones were breathtaking! No trip was complete without sitting with a jeweler designing new pieces, selecting the stones, and then waiting to see the final result. Sifting thru rubies, emeralds, sapphires and pearls in Jaipur, India, feeling their weight and textures, examining their color, were experiences that even then I knew would be unparalleled in my life. Later on I moved to Ghana, West Africa, and a whole new world opened up, even more exotic than I had experienced before. There I was exposed to jewelry made from more organic, natural substances. There were pieces hand fashioned from wood, cow horn and buffalo horn. Intricate silver filigreed pieces were a huge market also and is the same today. And then I married a jeweler! This ushered in yet another level in the jewelry and watch industry. The world of Bulgari, Cartier, Chopard and Rolex to name a few now colored my life and an appreciation of Swiss and Italian craftsmanship was born. Travelling to jewelry shows in Las Vegas, Switzerland, Hong Kong and Thailand and meeting the designers for various brands, hearing their inspirations and journeys, again sifting thru countless pieces of jewelry, provided me with yet another level of education in what had now become a lifelong passion, one that I never imagined or consciously cultivated. My early childhood years in my parents’ store started a journey which mushroomed into a passion and a career. Being exposed to different cultures and levels in the jewelry industry has developed my appreciation for so many styles ….. it is now so natural for me to wear a mix to items in my every day life – a Cartier watch, a pair of Indian earrings, a Turkish ring, silver bangles and a diamond Om necklace all mesh beautifully!

I specialize in my own line of jewelry curated from all over the world. Every time I travel and everywhere I go, I look out for special pieces, pieces that tell a story about that country and are made from natural materials. So I have cow horn bangles from Africa, enamel bangles, uncut diamond and pearl necklaces from India, along with a line of trendy jewelry which are affordable and elegant.

I believe I have developed an eye for elegance which has evolved through time and my experiences and it is this talent I bring with me. I’m able to pick out pieces that are unique – it’s a feeling I get inside when I see a piece. If I’m excited about it, then I know my clients will be too!

Customer service is my hallmark and one I am very proud of. My clients are always able to reach me and I am very responsive to them. I try to make each interaction positive and pleasurable for the client – this is what has enabled me to build relationships and a clientele. Handwritten thank you cards are my favorite go to follow up because in an age of digital responses, it is a beautiful way to express my appreciation. Sometimes I’ll include a gift with purchase or a jewelry pouch, just because the client has been particularly wonderful to work with. This is what sets me apart from others and builds customer loyalty which is the foundation of my business.

What do you think helped you build your reputation within your market?

My experience in the jewelry business now spans more than 30 years. I’ve had the privilege of working with various luxury jewelry companies and have developed an extensive knowledge of manufacturing, designs and trends. My clients know that I bring this experience with me. They trust me to always make the best suggestions for them, to choose the correct items that will compliment their appearance.

My customer service has also contributed to my reputation. My clients can always count on me to go the extra mile for them, as I believe this is the hallmark of creating and building a business. Your clients will always return to you because of the way you made them feel, the experience they had with you. A personal touch is the key to customer loyalty.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

I currently sell thru Etsy and have been able to grow the business quite a bit over the past few years. It has been very instrumental in getting my name out there and getting a feel for what the public wants and what their preferred items are. Etsy provides insights into what items are being viewed the most so you can tailor your shop to the most popular pieces. It also offers the option of advertising on Google and sharing your posts on Instagram on other social media platforms. The Etsy app allows you to manage the entire shop from your phone which suits our lifestyle today. Shipping is easy through Etsy and offered at a slight discount through USPS. While I feel their fees are a bit high, the platform has allowed me to grow my business with a relative amount of ease.

Contact Info:

• Website: www.etsy.com/shop/sheilakhiatanijewels
• Instagram: sheilakhiatani_jewels
• Facebook: Sheila Khiatani Jewels