Alright – so today we’ve got the honor of introducing you to Camila Montoya. We think you’ll enjoy our conversation, we’ve shared it below.

Camila, looking forward to hearing all of your stories today. Let’s start on the operational side – do you spend more of your time/focus/energy on growing revenue or cutting costs?

This question is challenging because sales (growth) and expenses (costs) are so closely connected. For instance, in our case, a significant percentage of sales come from pop-ups and private events where we promote the brand. While these events involve high costs, they also generate strong revenue, making it difficult to focus solely on cutting costs without considering how that might impact revenue growth.

Our advice, which we’re currently discussing with our business coach, is to focus on balance. It’s important to set both sales goals and structured cost limits at every step, so you’re clear on the resources you need to invest and the returns required for profitability. Some expenses come with higher risks, while others are more stable; maintaining a balanced approach helps the company sustain steady growth.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Camila Montoya, and I’m the founder of d’Francisco, a jewelry brand on a mission to revolutionize the fashion industry. Our designs are crafted using recycled materials like silver and glass—materials with the same high-quality properties but sourced from existing products. By doing this, we’re not creating waste; instead, we’re transforming what already exists into something new and beautiful.

At d’Francisco, we’re all about sustainability, originality, and bold statements. Each piece is inspired by the most powerful force in the world: nature. Our jewelry isn’t just designed to last a lifetime; it’s made to turn heads and spark conversations.

How did you build your audience on social media?

Social media—that’s a tough but essential one. For me, building an audience on social media has been all about persistence and consistency. Just like anything in entrepreneurship, you need to keep showing up. It’s easy to get discouraged or lose focus, especially with so many competitors out there, but the key is to stay consistent and focused on building a genuine community. Think of it like a snowball—it starts small but grows over time with continuous effort.

Social media isn’t just about brand awareness; it’s a gateway. It can open doors to press opportunities, collaborations with stores, connections in your industry, and even invites to events. While it might not always directly translate to sales, it’s often the first point of contact for people to discover your brand, sometimes from the other side of the world—all through one post or interaction.

For anyone just starting out, my advice is to take the time to research where your audience is most active and focus your efforts there. Develop weekly strategies that genuinely connect with them, and don’t underestimate the power of authenticity. Social media is a tool to tell your story and build relationships—embrace it!

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our clientele has been diversifying our approach and exploring multiple sales channels. There’s a famous saying, “Don’t put all your eggs in one basket,” and that’s exactly what we did. Initially, we tried it all—pop-ups, collaborations with permanent stores, markets, social media campaigns, press coverage, influencers, and more. Each channel served a unique purpose: some brought in more sales, others increased brand visibility, and others helped us connect with new audiences.

Over time, we analyzed which channels worked best for our goals and focused our time, effort, and budget accordingly. My advice? Cast a wide net at first to understand your audience and what works, then refine your strategy to double down on the most effective channels. It’s all about balancing experimentation with data-driven decisions!

Contact Info:

• Website: https://dfranciscojewelry.com/
• Instagram: https://www.instagram.com/dfranciscojewelry/
• Facebook: https://www.facebook.com/dfranciscojewelry/?notif_id=1726589694547781&notif_t=page_user_activity&ref=notif
• Linkedin: https://www.linkedin.com/company/d-francisco/?viewAsMember=true
• Youtube: https://www.youtube.com/shorts/9yFCYNE9b-c

Image Credits

Melissa Chaves, Lindsey Recanati