We recently connected with Charsie Edwards and have shared our conversation below.

Alright, Charsie thanks for taking the time to share your stories and insights with us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

Laurel Lane Jewelry is the name of my business/brand. When I came up with the name back in 2019, I wanted it to be simple and catchy. The idea of my name and the brand name having meaning appealed to me, but I knew I didn’t want my first name associated with it. My middle name comes from my paternal grandmother, whose name was Laura. My middle name is Laurel, which is pronounced (Lau-rel). I simply use the pronunciation for my grandmothers name and the spelling of my middle name. Lane is a word I came across in a store randomly. The two words complemented each other beautifully.

Charsie, 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?

I founded Laurel Lane Jewelry in 2019, right after completing my undergraduate degree and while embarking on my graduate studies. At that point, I was still trying to figure out my career path and found myself increasingly frustrated with my part-time job. It was during one of these moments of frustration that my dad casually suggested, ‘Maybe you should start your own business.’ My initial response was, ‘I’m not good at anything.’ However, this conversation planted a seed, and soon, I began brainstorming ideas.

During this time, I had a strong interest in scrapbooking and crafting, so I decided to start a stationary business. I loved the idea of creating handmade greeting cards and hand-stamped jewelry. Interestingly, my mom was also into making beaded jewelry around the same time, which is why jewelry became a part of my venture.

However, I soon realized that I didn’t want my beloved hobby to become purely monetized. It was no longer enjoyable for me. Instead, I decided to focus on the jewelry aspect and made a significant shift in the entire business. We transitioned from ‘Laurel Lane Handcrafted Designs’ to ‘Laurel Lane Jewelry.’

Laurel Lane Jewelry is on a mission to redefine the fashion jewelry market. Traditionally, jewelry falls into two categories: high-end and fashion jewelry. Unfortunately, fashion jewelry has gained a reputation for being cheap and low-quality in recent years. With Laurel Lane, our goal is to change this narrative by offering high-quality jewelry that can withstand contact with water, won’t irritate the skin, and remains affordable. We believe jewelry is a powerful form of self-expression, and it carries significant symbolism and memories.

At Laurel Lane, we aim to provide an in-house, hands-on experience for our customers. We believe that touching and wearing jewelry is essential to experiencing that euphoric feeling it can bring. Shopping for jewelry should be a joyful experience for everyone, regardless of age. Additionally, we offer permanent jewelry options that allow customers to have pieces permanently welded on, creating special memories for themselves or their loved ones.

How’d you build such a strong reputation within your market?

I firmly believe that the foundation of a strong reputation in the jewelry market is built on producing and selling high-quality jewelry. Our customers value jewelry that not only looks stunning but is also well-made and durable. Knowing that they don’t have to worry about tarnishing or removing their jewelry around water adds an extra layer of delight to their experience.

What truly sets us apart as a brand is our commitment to offering unique and innovative jewelry designs. While it may be challenging to be the sole provider of a particular style, we pride ourselves on presenting styles that you won’t come across every day. We strive to be the go-to destination for customers seeking something distinctive and exceptional.

But it’s not just about the products; it’s also about the experience we provide. Excellent customer service is at the core of our philosophy. We prioritize responsiveness, personalized attention, and a seamless shopping journey because we understand that every interaction counts. Our team genuinely enjoys engaging with our customers and being authentic in our interactions. In fact, we often say that we have so much fun at the shop because we can be our authentic selves while sharing our passion for exquisite jewelry.

Communication is another cornerstone of our approach. We actively encourage our customers to reach out with their questions, and I personally make it a point to answer every direct message and comment. This level of engagement fosters trust and creates lasting connections with our clientele.

In essence, our commitment to high-quality, unique designs, outstanding customer service, authenticity, and open communication has been instrumental in building and maintaining our reputation in the jewelry market. It’s a journey we are deeply passionate about, and we are dedicated to continually exceeding our customers’ expectations.

Do you have any insights you can share related to maintaining high team morale?

As a team leader, I believe in managing my team the way I would want to be managed. Open and transparent communication within the team is my top priority. My team knows and understands that they can approach me about anything and voice any concerns, and we will work together to find solutions.

Setting clear expectations is another cornerstone of my management style. I place a strong emphasis on establishing clear goals, roles, and responsibilities for each team member. When everyone knows what is expected of them, it becomes easier to achieve success and maintain high morale.

I also emphasize the value of recognizing and appreciating team members’ contributions. I make a point of expressing appreciation through various means, including verbal praise, awards, or public acknowledgments. Celebrating both big and small team successes is equally important. This practice fosters a sense of accomplishment and camaraderie within the team.

Empowering and trusting my team is integral to my leadership approach. Team members understand that I trust them to fulfill their tasks and responsibilities. I do not micromanage or hover over them; instead, I trust them, and they trust me in return. This mutual trust and respect tend to motivate and engage team members, leading to a more productive work environment.

Leading by example is a fundamental principle for me. I firmly believe that leadership sets the tone for the team. When I come to work, I am committed to demonstrating a positive attitude, a strong work ethic, and a deep commitment to the team’s goals and values. The energy and dedication I bring are reciprocated by my team, creating a positive and motivated work atmosphere

Contact Info:

• Website: Laurel-Lane.com
• Instagram: https://www.instagram.com/laurellanejewelry/
• Other: Permanent Jewelry Booking – https://laurel-lane-jewelry.square.site/

Image Credits
Bernice Cierra @bernice.jpg