We caught up with the brilliant and insightful Sonja Elcic a few weeks ago and have shared our conversation below.

Sonja, appreciate you joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

I founded Citrine Research and Consulting with a vision in mind. I chose the word “citrine” because citrines are vibrant. They symbolize joy and abundance, which are components I incorporate in all that I do every day. Citrine also symbolizes creativity and clarity, which I build around my authenticity. At Citrine Research and Consulting, our relationships, ideas, and products are built from the heart.

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?

I arrived in Arizona as a refugee from Bosnia when I was five years old. I didn’t have access to the best resources or knowledge, but I worked hard nonetheless. I’ve always been a gritty opportunist who has a love for education. I earned my bachelor’s degree in psychology, and a master’s degree in psychology, and am currently working on my Ph.D. in industrial and organizational psychology.

For a decade, I managed within organizations and became the go-to person for job advice among friends, colleagues, and family. In 2019, I decided to start my consultancy, and in 2021, I really stepped it up by selling my services. Customer satisfaction surveys, employee engagement surveys, stay interviews, executive coaching, and workplace assessments are among the services I now provide.

What sets Citrine Research and Consulting apart from other consultancies is me! Consultants typically function in a solo capacity, with the occasional analyst, salesperson, or assistant helping run the show. We, consultants, are the brand. So, my authenticity and personality set me apart from others.

I’ve worked in the air ambulance, education, restaurant, facilities maintenance, and construction industries throughout my career, so I’ve had the opportunity to meet a lot of wonderful people and learn about some amazing organizations. Nothing makes me happier than supporting and guiding people.

Can you share a story from your journey that illustrates your resilience?

When I immigrated to Arizona I had to learn English and I felt pressure to fit in with my peers. I was lucky that I had great mentors and friends who supported me along the way. My parents were hard-working and provided me and my younger sister with everything we needed. Like my parents, I advocated for myself and sought out opportunities. I was always hungry for more work. I was knocking on neighbors’ doors offering to clean their homes in exchange for pizza money at the age of 10. I got my first job at the age of 13 at my high school cafeteria as a cashier and was maintaining 2-3 jobs by the time I was 18. I worked all throughout college and took the city bus to work and school, rain and shine. I had so many goals and nothing was going to slow me down.

What’s been the most effective strategy for growing your clientele?

Being my authentic self. I have never been one to compete for clients because, in my line of business, people are selective. They go with who they trust and industry experts. To put it plainly, not everyone is going to like you and that’s okay. I love meeting new people and networking. I have met some of the most amazing people through networking. I have also been lucky to work with remarkable people who are industry champions. They inspire me.

Contact Info:

• Website: https://citrineresearchandconsulting.com/
• Instagram: https://www.instagram.com/citrineresearchandconsulting/
• Facebook: https://www.facebook.com/citrineresearchandconsulting
• Linkedin: https://www.linkedin.com/company/citrine-research-and-consulting/

Image Credits
Aaron Walker Photography