We were lucky to catch up with Bonnie Cheung Sarkissian recently and have shared our conversation below.

Bonnie, thanks for taking the time to share your stories with us today We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

Lab grown diamonds are experiencing a significant surge in popularity, and this trend is here to stay. It made fine jewelry accessible to more people of all ages! Particularly for couples who are embarking their lives together, the pressure of putting down a substantial amount of money for a traditional engagement ring can be daunting.

It also appeals to clients looking for larger stones for significant milestones like a 30-year anniversary upgrade. These are opportunities that might have been financially unattainable after putting three kids through college!

The trend extends beyond rings as well. Women are now being to enjoy fun, sparkly diamond jewelry not limited to rings but also earrings, bracelets, and necklaces. Overall, the rise of lab grown diamond jewelry has undoubtedly revolutionized the fine jewelry industry, making it more inclusive, affordable, and exciting for jewelry enthusiasts of all walks of life!

Bonnie, 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?

I was the ‘black sheep’ of a very traditional Chinese family, as I chose not to follow the guidelines set for a ‘good daughter.’ In my culture, it was not the norm for women to start their own businesses and prioritize personal goals over marriage, children, or becoming housewives.

My father was a watchmaker during China’s manufacturing boom in the late ’90s. From the age of 10, I spent every summer and winter break helping him. As I grew older, my passion for diamonds and jewelry led me to pursue a graduate gemology degree, which I finished at the age of 21.

While working with clients, I noticed a significant lack of education about engagement rings. Common online resources merely provided the basic 4Cs guideline and links to sponsored products, offering little real educational value to customers.

The COVID-19 pandemic changed the dynamics of ring shopping, pushing people to rely on the internet for their buying experience. When my clients couldn’t visit me for guidance, I created online educational videos to provide a personalized concierge experience, moving beyond generic information found on Google. However, the virtual shopping experience had its downsides, particularly in the inability to see the true appearance of products and ask nuanced questions that only experienced jewelers could answer.

One key aspect that sets my business apart is my focus on fine craftsmanship. While many spend hours researching the center diamond, they often overlook the importance of the ring setting. Unfortunately, poorly crafted rings are a common reason for my clients seeking my expertise. Some invest days, weeks, or even months finding the perfect stone online, only to have it set on a mass-produced setting that fails to showcase the diamond’s brilliance.

My approach centers around offering value to people for free! Each video would take me hours, sometimes up to hundreds of hours to produce all without any guaranteed sales or profits. Colleagues would always question why I do this?

Nevertheless, I firmly believe in the principle of karma – doing good will always bring good back to you.

Have you ever had to pivot?

PIVOT. This question couldn’t be worded any better. The word “pivot” is truly the essence of my approach to life. When friends want marketing or business advice from me, they often assume I possess a “perfect recipe” for success, but reality paints a different picture.

Opening my business just six months before the COVID-19 pandemic proved to me that life really can throw rocks at you at any point in time. At a time when diamond rings were hardly a priority for most people. Most were concerned about how to pay rent, how to continue running their own business or not losing their jobs. But there they were, in the midst of chaos, couples that have found love during this time were looking for a ring to seal their commitment.

During a period when physical socializing and networking were impossible, I pivoted to the digital landscape. I joined numerous Facebook groups and virtual meetings to try to network with others. And when groups got too big it was hard to have meaningful conversations, I would pivot again and try new ways to engage with potential leads. Everything was always an experiment until you hit the “aha” moment!

The notion of a “perfect recipe” for success is a mere illusion. Think of a chef trying to book a “perfect” dish. It takes countless attempts, tweaking ingredients, and refining cooking methods to attain perfection. Similarly, in the realm of business, the trend it’s always changing and the world is always evolving.

We’d love to hear the story of how you built up your social media audience?

Don’t aim for perfection; instead, make it a habit to post daily, even on days when you lack motivation. Today’s audience values authentic engagement, so focus on connecting with them. Don’t stress over perfect content; what matters most is consistency. Experiment with different platforms, but don’t overwhelm yourself—choose the ones that suit you best to avoid frustration and burnout, as trying to do too much at once often leads to giving up too soon.

Contact Info:

• Website: https://bybonniejewelry.com/
• Instagram: https://www.instagram.com/bybonniejewelry/
• Facebook: https://www.facebook.com/bybonniejewelry/
• Linkedin: https://www.linkedin.com/in/bonniesarkissian/
• Youtube: https://www.youtube.com/c/bybonniejewelry
• Yelp: https://www.yelp.com/biz/by-bonnie-jewelry-burlingame-3

Image Credits
By Bonnie Jewelry