We caught up with the brilliant and insightful Alexandra (Allie) Gerstel a few weeks ago and have shared our conversation below.
Alexandra (Allie), appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
I originally named the company Preciosa Clay Earring Co. because I strictly made clay earrings. It all started on a whim during a weekend in August 2022. I decided to create a website, bought some clay, and jumped in, pretending like I knew what I was doing. The learning curve was steep. Even though I’m both artsy and business-minded, I had never made my own retail jewelry before, let alone used clay as a material.
I chose clay because it can be shaped into literally anything. But when I first started, the jewelry was pretty rough. I used the cheapest clay I could find and had no idea how long to bake it or what to do afterward. My first pieces were lopsided, unsanded, and covered with my thumbprints. Yet, to my surprise, people bought them anyway. I thought they just felt bad for me, but it was enough to keep me going.
I spent countless hours experimenting with different clay cutters, varnishes, and techniques. Slowly but surely, I got better. Looking back, I can’t believe how far I’ve come from those early days.
A big reason I started this business was because of my skin sensitivity. I’ve always struggled with finding jewelry that didn’t irritate my skin. Plus, after COVID, it seemed like everyone and their mother had a new business, and I wanted to do something that could generate income for me while also being my creative outlet. Preciosa Jewelry Co. became that perfect blend of practicality and creativity.
My first craft show was in early October, and I actually made some sales and met amazing new people. Encouraged by that experience, I signed up for more shows. This year alone, I’ve participated in over 55 shows and pop-ups. I started with small events where I wouldn’t make much, but as I refined my brand and understood my audience better, I knew where to market and which shows to attend.
Throughout this journey, I was working full-time in software, and now I do marketing consulting. But my true passion is being a full-time jewelry maker and business owner. While I don’t plan to do as many shows in the future, I’m focusing on bigger events and growing my online presence.
Starting Preciosa Jewelry Co. has been an incredible journey. From those early, lopsided earrings to where I am now, I’ve learned so much and grown in ways I never imagined. I’m so grateful for the support and encouragement from everyone along the way. It’s been a humbling experience, and I’m excited for the future. I can’t wait to see where this journey takes me next!
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?
Ever since I was a kid, I’ve had this incredible entrepreneurial spirit. My bedroom was always buzzing with little business ventures involving my friends and family. For instance, when I was in third grade, I saved up enough to buy a massage chair from a thrift store and turned my bedroom into a mini spa, offering pedicures and massages for just a dollar. By fifth grade, I was raffling off my watercolor paintings to buy things like a bag of Starbucks coffee to fund an art easel I really wanted. These early experiences really shaped my love for creativity and business.
Fast forward to college, I studied international business, Spanish, and Chinese, which initially led me into the software industry. Despite landing some great jobs right after graduation, I felt a longing for something more personal and fulfilling. So, on August 26, 2022, I took a leap of faith, bought my first pack of clay, and launched my website. That’s how Preciosa was born.
During college, I wrote business plans for the Small Business Administration at just $7 an hour. This experience was invaluable—it gave me the confidence to build and execute a solid business plan. I started small, selling my handmade clay earrings to friends and family for just $10, without making a profit. Then, on January 5, 2023, I registered for an LLC and made my business official. The journey has been anything but smooth, with lots of imposter syndrome, highs, lows, and late nights. But I’m incredibly grateful for the love and support I’ve received along the way. What started as a quest for creativity has turned into a faith-filled business.
People often ask me, “Why did you start doing this?” The answer is very personal. From a young age, I struggled with health issues, especially with my skin. My family spent thousands on hospital bills, medicine, and specialist visits. I couldn’t even wear jewelry from Pandora because of my sensitive skin. Now, I take injections for my skin every other week. In 2017, as a freshman in college, I studied abroad in Cuernavaca, Mexico, and visited Taxco, the silver capital. I bought some beautiful silver jewelry there, and to my surprise, they never caused a reaction. I made contacts with silver manufacturers, not knowing how important they would become later.
As I continued my studies abroad in Italy, England, and Spain, I always looked for authentic gold and sterling silver while working toward my business degree. Today, I proudly source my hardware from Taxco, Mexico, Spain, and Italy. I’m blessed to have amazing customers and to meet wonderful people along the way. The name Preciosa comes from the verse “you are far more precious than jewels,” which perfectly reflects my vision of everyone feeling incredibly precious and valued.
I’m thrilled to have been part of the Pittsburgh Rivers Arts Festival this June and am looking forward to future festivals. I am genuinely excited about the future of Preciosa and dream of growing this business into something huge. I’m deeply grateful for the journey so far and for everyone who has supported me along the way.
At Preciosa, I create unique, boho-elegent, funky and fashionable handmade clay and real wildflower jewelry that are not only stylish but also hypoallergenic, catering especially to those with sensitive skin like mine. I use real wildflowers, plants, seaglass, and even other elements like starfish to create my jewelry, adding a unique and natural touch to each piece. What sets us apart is the personal touch and care that goes into each item. I source high-quality materials from trusted suppliers and ensure that every item is made with love and precision.
One unique aspect of Preciosa is that I offer workshops where people can learn how to use resin and make their own earrings with real wildflowers. These workshops are always such a great and awesome event, filled with creativity and community. I want my customers to feel as special and valued as they truly are, wearing jewelry that reflects their unique beauty and resilience.
I’m most proud of the community we’ve built. It’s not just about the jewelry; it’s about the connections, the stories, and the shared experiences. My goal is to inspire others to embrace their creativity and to feel confident and beautiful in their own skin. Thank you for taking the time to get to know me and Preciosa. I can’t wait to see where this journey takes us!
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
I currently sell directly on my website, thanks to my background in software and web development. This allows me to have full control over the entire process, from design to customer experience. However, I am considering expanding into the Amazon Handmade space and potentially exploring wholesale opportunities. I thought about starting an Etsy shop, but their fees and the idea of adding an extra middleman made me decide against it. Here are the pros and cons of selling on my website:
Pros of Selling on My Website-
1. Full Control:
– I have complete control over the design, branding, and overall customer experience. This allows me to create a unique and cohesive brand identity that resonates with my audience.
2. Lower Fees:
– Unlike platforms like Etsy, I don’t have to pay listing fees, transaction fees, or commissions on sales. This means more profit stays with me, which is crucial for a growing business.
3. Direct Customer Relationship:
– Selling on my own site allows me to build a direct relationship with my customers. I can gather valuable data, understand their preferences, and communicate with them directly, enhancing customer loyalty.
4. Customization:
– I can implement any feature or functionality I want, such as special promotions, loyalty programs, and personalized recommendations, which can significantly enhance the shopping experience.
5. Branding:
– My website reflects my brand’s personality and values without the constraints of a third-party platform’s design and policies. I can also put all my events on there, my social media and forms for customers to contact me.
6. Exclusive Benefits:
– When you buy directly from my website, you get access to exclusive products, discounts, and special offers that aren’t available on other platforms. You also get to build up “Preciosa Points which increases brand loyalty for customers and adds a fun shopping incentive.
Cons of Selling on My Website-
1. Traffic Generation:
– Driving traffic to my website requires significant effort and investment in marketing and SEO. Unlike Etsy or Amazon, which have their own customer bases, I have to work hard to attract visitors.
2. Technical Challenges:
– While I have a background in software and web development, maintaining a website and ensuring it’s secure, fast, and user-friendly can be time-consuming and technically challenging.
3. Trust and Credibility:
– New customers may be hesitant to buy from an unknown website compared to a well-established platform like Etsy or Amazon, which already have built-in trust and credibility.
4. Handling Logistics:
– I have to manage everything from inventory to shipping and customer service. On larger platforms, some of these tasks can be handled or facilitated by the platform itself.
5. Limited Exposure:
– My website doesn’t have the built-in audience that platforms like Etsy and Amazon do. This means I miss out on potential customers who browse these platforms regularly.
In addition to online sales, I also sell in person at festivals, workshops, and pop-ups. These events are fantastic opportunities to meet customers face-to-face, share my story, and see the joy my jewelry brings to people. They also allow me to demonstrate the craftsmanship and care that goes into each piece, which can be harder to convey online.
If anyone needs help getting started, I also offer small business consulting services. I can assist with website development, point of sale systems, marketing strategies, event planning, and getting started in the vendor space. My goal is to help other aspiring entrepreneurs navigate the challenges and joys of starting their own businesses.
Overall, while selling on my website comes with its challenges, the benefits of having full control and building a direct relationship with my customers make it worth the effort. As I grow, expanding into platforms like Amazon Handmade and exploring wholesale opportunities could provide additional channels to reach new customers while maintaining my unique brand identity. Whether you shop online or meet me in person at an event, I strive to provide a personal and memorable experience that makes every customer feel special.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn when starting my own jewelry business is that perfection isn’t necessary. When I first embarked on this journey, I was obsessed with making everything perfect. I thought that every piece of jewelry had to be flawless before I could even think about selling it. This mindset not only slowed me down but also added a tremendous amount of stress and self-doubt.
Initially, my earrings were far from perfect. They were lopsided, unsanded, and even had my thumbprints all over them. I used the cheapest clay I could find and had no idea how long to bake it or what to do afterward. Despite these flaws, people still bought my jewelry. I used to think they felt sorry for me, but I later realized that they appreciated the unique, handmade quality of my pieces. This taught me that imperfection can actually add to the charm and authenticity of handmade items.
The pursuit of perfection was a significant barrier to my progress. It made me hesitant to experiment and take risks, fearing that anything less than perfect would be a failure. However, through countless hours of trial and error, I learned that the key to improvement is to keep moving forward, even when things aren’t perfect. Each mistake became a valuable learning experience that helped me refine my techniques and grow as an artist and business owner.
Unlearning the need for perfection also allowed me to connect more deeply with my customers. When I shared my journey and the imperfections along the way, it resonated with people. They appreciated my honesty and the authenticity of my brand. This transparency helped build trust and a loyal customer base who value the uniqueness of my work.
In retrospect, striving for progress rather than perfection has been incredibly liberating. It has allowed me to take bolder steps, embrace my creativity, and continuously improve my craft. Perfection is an illusion, and chasing it can hinder growth and innovation. By letting go of this unrealistic standard, I’ve been able to focus on what truly matters: creating beautiful, meaningful jewelry that brings joy to my customers.
This lesson has not only impacted my business but also my approach to life. Embracing imperfection has made me more resilient, adaptable, and open to new opportunities. It’s a lesson I share with others, especially those starting their own businesses. Perfection isn’t necessary; what’s important is the passion, dedication, and love you put into your work.
Contact Info:
- Website: https://preciosaclayearrings.com
- Instagram: https://Instagram.com/preciosajewelryco
- Facebook: https://Facebook.com/preciosajewelryco
- Linkedin: https://Linkedin.com/alexandragerstel
Image Credits
Alexandra Gerstel