We’re excited to introduce you to the always interesting and insightful Aubree Javaherian. We hope you’ll enjoy our conversation with Aubree below.

Aubree, thanks for joining us, excited to have you contributing your stories and insights. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

At the end of the day, our business is about our clients. We are in the custom jewelry business, and we help in crafting pieces to commemorate special moments in their lives, whether it’s engagements, marriages, birthdays, mother’s day, and other special events. It’s about celebrating them, which is why we recently threw a Client Appreciation Party. After being in business for seven years and never having a Grand Opening (the first time we tried our city experienced a major flood, and after that COVID happened), we thought about doing one as we have recently moved into our new location. But something about patting ourselves on the back didn’t quite feel right, as we wouldn’t be here without our clients. So instead of throwing a grand opening party to the public, we threw a private party for clients only as a thank-you to them. It was a beautiful night, with many laughs, smiles and catching up with some we haven’t seen for years.

Aubree, 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?

Founded in 2017, Soha Diamond Co. is the jewelry experience reimagined for the modern couple. Though we’re rooted in history, our process is anything but traditional. You could say it’s what we were born to do. A visit with us is a one-on-one, personalized design experience. Our by appointment showroom is a non-judgmental, pressure-free setting for couples to share their story with us.

Our expertise is at the heart of their experience. Learning about a couple allows us to guide them every step of the way, empowering them to make informed decisions about their design as a couple, all in an intimate setting.

I’ve always had an entrepreneurial spirit and a knack for design. At eight years old, I started my first professional endeavor painting rocks and selling them at family garage sales. You could say this hobby foreshadowed my future love for diamonds and gemstones.

Today, I work alongside Soha (my high school sweetheart), working closely with couples to design a signature heirloom that’s authentic to their story. Receiving my certificate as an Accredited Jewelry Professional from the GIA allows me to utilize my knowledge of gemstones, metals, and designs while also incorporating my creative spirit.

My absolute favorite part of my day is meeting couples and hearing their unique and authentic love stories. Turning that story into a personalized design, and knowing they’ll be wearing these pieces for the rest of their lives, is a dream come true.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Keeping in touch with clients may be a little different for us, as we form most of our connection with two people, the couple. However, during the engagement ring shopping timeline, usually when the ring is ready to be picked up, the partner being proposed to is not there as they want to be surprised. After we walk you the client through the contents of their order and answer any care, service, and insurance-related questions they may have, we follow up with an email and a Care Guide attachment. We ask that they keep in touch with us after they are officially engaged, so that we may also send this Care Guide directly to the proposee.

We try and receive proposal photos from them, and create a post or posts on Social Media dedicated to their proposal and/or ring. We have heard from many clients that they were so excited and hoping that we would feature their proposal (which, how could we not?!)

We suggest for all our clients to visit us at least a couple of times a year, so we may inspect and clean their rings. This is also an excellent opportunity to catch-up and foster our relationship further.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

The jewelry industry as a whole doesn’t have the best reputation; many times our clients come to us after having visited another nearby store and having an icky feeling where they were being pushed to purchase something.

We do the complete opposite. As I mentioned before, while we are a custom jewelry boutique, our business is really about our clients. This means that first and foremost, we get to know them and their story. Then, we learn about what they’re looking for and what they love most, and help guide them through their journey to uncovering their perfect engagement ring.

We do not push anyone into anything whether that be a certain type of metal, gemstone or diamond. We spend a lot of time on education so they can make the best decision for them as a couple. This has earned us a reputation of being in their corner, as a trusted expert. Sometimes, we also gain a great friendship!

Contact Info:

• Website: https://sohadiamondco.com
• Instagram: @sohadiamondco
• Facebook: @sohadiamondco
• Linkedin: @sohadiamondco

Image Credits

Larissa Marie Photography