We caught up with the brilliant and insightful Annie Caspi a few weeks ago and have shared our conversation below.
Annie, thanks for joining us, excited to have you contributing your stories and insights. Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?
I wish I could go back in time and study metalsmithing and gemology in college. For whatever reason, at the time, it never crossed my mind that I could ever pursue a career in this industry. However, I am grateful that eventually I found my way here. It’s never too late in life to pivot.
Annie, 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?
Like many people, I took a zoom class during the pandemic. For me it was a metalsmithing class- Metalsmithing was my COVID hobby turned passion. I’ve always loved jewelry and gemstones and as a kid would attend the Tucson Gem and mineral show annually- as most Tucsonans do!. My grandfather, who also shared my passion all things western/ southwestern dabbled in jewelry making, utilizing beads he sourced from the gem show. As much as I love beading, I knew I wanted to learn to forge metal with fire. The act of moving and molding metal with fire and tools, transforming it into wearable art is now my job, and I am unbelievably lucky to be able to do this.
My brand is primarily what I like to call “modern western”. I take my inspiration from my childhood in Tucson, the rodeo, the cacti, the sunsets, etc. and that is then translated to jewelry. Earrings are my best selling items, but I also make necklaces, rings, bracelets and of course, bolo ties. All pieces are one-of-a-kind as every single piece is hand fabricated (hand saw’d/ hand detailed), not cast.
Can you open up about how you funded your business?
My business is self-funded! I made the initial investment in a starter set of tools, materials and a few metalsmithing courses, and for a while, any money that came in via jewelry sales, I invested back into the business- buying more materials, upgrading tools, taking supplemental classes, etc. Eventually I partnered with a few select independent retailers who carry my pieces, and help my business reach new audiences. I am eternally grateful for the support of those stores that have had faith in me and my designs: Coffee Cycle Roasters in San Diego, Country General Store in LA, and Arizona Poppy in Tucson, to name a few. My hope is to continue to grow gradually and steadily while maintaining and enjoying the home- made process.
We’d love to hear the story of how you built up your social media audience?
This is a huge struggle for me! I am admittedly not great with social media. I try and post as much as I can, but also have been known to go weeks without posting, because I am busy building jewelry at the bench. This is likely the reason why I don’ have a big social media following. I’d love to someday hire someone to help me out with this piece of the business.
Contact Info:
- Website: https://thecrestedsaguaro.com
- Instagram: @thecrestedsaguaro