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

Ashley, thanks for taking the time to share your stories with us today Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

The crystal and gem industry has been growing rapidly in recent years, with more and more people becoming interested in the beauty and energy of natural stones. However, with this growth comes a major challenge to profitability: the proliferation of fake crystals and gemstones from China.

Rockhounding, which involves collecting and selling natural stones, is becoming increasingly difficult due to the influx of cheap, mass-produced crystals from China. These fake crystals are often made of low-quality materials and lack the unique beauty and energy of natural stones. As a result, consumers may be more likely to purchase these cheap imitations instead of investing in the high-quality, authentic crystals sold by rockhounding businesses.

To combat this challenge, rockhounding businesses must focus on providing exceptional quality and unique, one-of-a-kind crystals that cannot be found anywhere else. By educating consumers on the value of natural stones and the differences between real and fake crystals, businesses can build a loyal customer base that values authenticity and quality. Additionally, businesses can differentiate themselves by offering personalized service, unique packaging, and other value-added services that set them apart from mass-produced crystal sellers.

Ashley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

It all started with a spark of curiosity and a pocketful of stones. As my rock collection grew, so did my fascination with how each precious gem was born and what secrets it held. I dove headfirst into the world of gemstones, attending shows and scouring the web for more knowledge. Soon enough, I was hooked, and I realized I wanted to share my passion with the world.
I began by selling seashells online through Instagram live sales (@florida_shelling). But I couldn’t stop there! I started offering tumbles and other affordable stones that complemented my shells. As my customer base grew, I knew I had struck gold (or maybe amethyst?) and decided to expand my little business into a full-blown online shop. Now, I’m living the dream, sharing my love of rocks, crystals, and handmade jewelry with the world through my crystal-only live sales. Come join the rockin’ party!

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

When the pandemic blindsided us, I took a chance and dabbled in Instagram’s new “live” feature to showcase my crystal collection. Hey, maybe I could even make some sales while social distancing was the norm!

At first, it was like watching paint dry. Sales were sluggish and reaching out to customers was a challenge. But, like a true champion, I harnessed my creative flair and used snazzy photography to entice customers. This move paid off big time when lockdowns kept people at home, and live sales caught fire.

I won’t lie, the journey had its bumps with shipping and customs delays, but I refused to give up! I kept pushing and innovating. And guess what? By the end of the year, my business blossomed. My secret? A big dose of resilience and a flexible mindset!

Can you share one of your favorite marketing or sales stories?

Well, picture this, it’s midnight, and you’re glued to the screen, scheduling Instagram ads. While trying to keep your eyes open when suddenly, you doze off, and your finger accidentally slides the daily budget to maximum. Cue the next morning when you realize the damage – you’ve just spent 5 months’ worth of advertising budget in a single day! Oh, and by the way, it cannot be undone.

The next morning when I clicked into the ‘gram to check out my awesome new ad, I died inside. Dropped my phone and grabbed my face pulling my cheeks like in the movie ‘Scream’.

Lesson learned: pulling all-nighters do not always work out the way you envision it around 9pm. We all need a break, no matter how much you love what you do. The happy ending? A towering surge in new followers, literally overnight, and just like that, you’re over the 2K follower hump! Oh, and just case you were wondering, It took me a lot of amethyst to pay that off!

Contact Info:

• Website: aura-ocean.com
• Instagram: @owlsnestcrystals
• Facebook: Aura Ocean
• Linkedin: Ashley Mackinnon
• Youtube: Owls Nest Crystals
• Etsy: auraoceanshoppe.etsy.com