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

Hi Amanda, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Modernizing the word “heirloom jewelry” for the next generation. Creating pieces that could last a life time that could turn into a legacy over time.

Amanda, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

It all started when one of the ring which was given to me when I left home at 16 was stolen. The ring had a special meaning to me as my mother brought it while she was pregnant with me in South Miami. I tried searching for the exact same ring with no success.

I traveled alot for work while I was younger and have always been drawn to color stones, inspired by a strand of sapphires I saw in Bangkok during one of my work trips.
I started doing wire work with gold-filled wires creating pieces. I later on enrolled to GIA and started creating custom engagement rings for people.
Although I never got to create the same ring that was taken away from me.

I’ve always designed jewelry on the side while in Asia up till I moved to San Francisco in 2011.

I worked for a jewelry store for a few years in SF in hopes that I would learn and one day be able to sell my pieces at the store as well.

I designed, managed day to day operations and almost any tasks given for a small business but the agreement was never fulfilled and my designs were never compensated as agreed.
As pay was extremely low to survive in San Francisco.

I met a business attorney who drafted out a resignation email for me and I left to start my own adventure.

Creating pieces in precious metal with semi precious to precious gem stones, materials that are meant to last for a life time and more.

I pride myself as someone who is pretty resilient, persistent and thick skinned.
Honesty is also extremely important.
There will be companies and businesses that would falsely advertise materials and cost in order to make a sale.
I want my wearer to value my pieces as much as they would if its something that was passed down from their loved ones.
I enjoy working with couples and being part of their journey. from designing Valentine’s Day gift, engagement ring, wedding bands to push gifts.
It gives me great satisfactions to know how much they enjoy wearing my pieces and being part of a story, celebrating with my customers.

My business mission is to create and modernize heirloom jewelry for the next generation. I reset and create pieces which carries a special sentimental and meaning for customers. Putting 100% effort working with budgets both high and low.
A quality timeless piece of jewelry that you could wear daily, multiple times, passed down over something that is more fast fashion.

Let’s talk about resilience next – do you have a story you can share with us?

It was extremely hard to start the business at first as there were many business verticals to consider. Also not alot of people know the back story of why I’ve left my previous employer so there weren’t alot of space for error, although as all human do I’ve definitely have had my share of failures.

I knew getting into stores would be difficult with such a small collection to start with but I walked into each and every boutique 1 week speaking to everyone I possibly could to consider carrying my line.
I’ve gotten rejected 100% by everyone I’ve reached out to. It was very discouraging but I knew that my pieces just needs to be placed infront of the right audiences.

I changed my product designs, adding additional pieces that would match with my more high end pieces.
With the support and help from friends. I was introduced to different places that hosts pop ups for me to start selling my pieces.
As most if the pop ups are seasonal it was still extremely difficult to create steady income but luckily alot of my customers who had purchased previously would become returning customers.

Coming from someone that has imposter syndrome it could truly tear your world apart if you let other’s opinion take you down easily.

I think learning how to control your emotions while owning a business is very important. Handling rejections and truly believing in the value of your product and yourself is extremely important, and of course. Loving what you do will always give you a drive.
Understanding your customer’s demographic will always help.

We’d love to hear about how you keep in touch with clients.

I think this would only work if its a small business… but I often keep in touch with my customer through text messages and Instagram messages. As some customers are more visual than others, also it helps as I’m always on the road.

I try to think of all customers as potential friends as I learn about their life stories and things they enjoy. I tend to message customers when ever I create a piece that I think would match with their existing wardrobe or something that they’ve mentioned they like.

Creating great customer service and communicating even while you’re busy is very important.
Letting your customer know that you will be returning their message and request in a day or so after you finish your tasks.
I always reach back out to customers or check in with them occasionally regardless if its sales or work related.

Having your customer advocate for you is amazing. Never underestimate the power of word of mouth.

Contact Info:

• Website: www.luijewelry.co
• Instagram: @luijewelry.co
• Facebook: https://www.facebook.com/luijewelry/
• Linkedin: https://www.linkedin.com/in/luiamanda/
• Email: [email protected]

Image Credits
Johnny Tee. @johnnyteephoto Audra Miller @_audracity_