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

Cheryl , appreciate you joining us today. If you could go back in time do you wish you had started your business sooner or later

For me, becoming a jewelry artisan came at just the right time in my life. After finishing my undergrad degree, I pursued a career in elementary teaching. I taught in Ontario, Canada for 10 years until I had my first son. I returned to work part-time but eventually stepped away completely when my second son was born. For six years, I embraced life as a stay-at-home mom.

In 2015, my youngest son started school full-time, and with that came a shift in my role as a mom. Around the same time, I began experiencing headaches, something new for me, and I felt more anxious than usual. I went to my family doctor, who asked me, “Have you gone through any big changes in your life?” After thinking it over, I realized the biggest change was my son starting school.

My doctor suggested I find a hobby—something that would give me a fresh sense of purpose. Since I had always loved working with my hands, whether knitting or crocheting with my grandmother or taking classes with my mom, I decided to explore something creative. Living in a big city gave me plenty of chances to try new things, and that’s when I discovered jewelry making. It quickly became a passion of mine!

I experimented with different types of jewelry making, from wire wrapping to silversmithing. But when I discovered precious metal clay, I knew I had found my medium. It felt like the perfect match for my style and creativity.

At first, I made pieces just for family and friends. Then, one of my closest friends offered to host a jewelry party for me to sell my creations. That’s when things really took off, and my business officially began as Clay Tulips by C!

Cheryl , 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?

Before diving into jewelry making with precious metal clay, I explored a few other creative outlets to see what sparked joy. My husband paints cityscapes and abstracts, so I thought, why not try that? I took a couple of workshops and even made a piece I’m pretty proud of—but it wasn’t something I wanted to pursue long-term. One medium I really connected with was photography. I even considered a two-year program at a local college, but the timing didn’t work out. Instead, I took local workshops and community courses, which turned out to be super helpful. When I began making jewelry, I needed to photograph my pieces, and everything I’d learned came in handy.

I’ve always loved wearing handmade jewelry, especially silver. I’m sensitive to different metals, so that’s one reason I chose fine silver metal clay. If you’re curious, silver metal clay is made from reclaimed silver—it’s eco-friendly, which I’m really proud of. The silver is extracted, combined with water and a binder, and turned into a wet clay. This medium can be molded, textured, and sculpted just like traditional clay, but once it’s fired in a kiln, the binder burns off and you’re left with solid silver.

I love working with it because it brings together so many of my interests. I’m passionate about hiking, beachcombing, and exploring nature. The outdoors is a huge source of inspiration for my jewelry. I collect leaves, flowers, and shells—anything with a beautiful texture—to create molds for my designs. As an avid traveler, I also gather bits of nature from my adventures abroad, adding an extra layer of uniqueness to my work. I’m always learning, and I continue to take online courses to expand my techniques.

Most of my jewelry is nature-inspired, and I find that many of my customers feel a special connection to the outdoors as well. I also take commissions for people looking for that perfect, personal gift. My pieces are casual and ideal for everyday wear, designed for those who love both style and nature.

We’d love to hear about how you keep in touch with clients.

From the beginning of creating my handmade jewelry business was to always make customers feel appreciated. Whether it’s answering questions at markets, responding to emails or sending thank you notes with every purchase, excellent customer service goes along way. Small discounts for online purchases on their next order makes my customers feel valued.

Additionally, sharing updates with my monthly newsletter keeps them informed. Sending sneak peeks of new collections, sharing special offers for subscribers and providing educational content all go along way. I also highlight any upcoming markets or events, so my customers know where to find me.

Markets have been a great way for me to connect face-to-face with customers. Here I can educate them on my jewelry, the handmade process or to be entered in a giveaway for those who make a purchase or sign up for my newsletter.

Another way I promote brand loyalty is through my website. I have a loyalty program where customers can sign up and earn points on each purchase. They can redeem a discount on a future purchase. I also include a blog on my website where I share stories of my travels and how I gather inspiration for nature to help customers connect more with my brand.

Finally I stay active on social media. My favourite is Instagram. Here I can share photos of my jewelry but also post behind the scenes. Followers can get updates on upcoming markets, giveaways and new releases. These all help to keep my customers feel appreciated.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

When I first started selling my jewelry online, I knew I needed more than just an e-commerce platform. I wanted a space where I could really showcase my brand, share my story, and create a personalized experience for my customers. That’s why I chose to focus on my own website. After giving it a lot of thought, here’s how I made that decision and some pros and cons I’ve experienced along the way.

Why I Chose a Website?

Having my own website opens up so many possibilities. One of the biggest reasons I went this route is the control it gives me. I can design my store exactly the way I want, and it allows me to do more than just sell products. I can create pages for blogs, share behind-the-scenes stories about my design process, update customers about markets I’ll be attending, and even run a loyalty program. All of this helps me build trust and keep customers engaged in ways that go beyond shopping.

Interestingly, I’ve noticed more and more people asking, “Do you have a website?” instead of “Are you on Etsy?” It feels more professional to have a central hub where people can easily connect with my brand and explore everything I offer.

Why I Chose Weebly?

I chose Weebly to build my site because it’s beginner-friendly and, at the time, I wasn’t ready to dive into e-commerce right away. Initially, I used it to introduce my jewelry and share more about myself, knowing I would add the e-commerce features when I felt ready. It didn’t require any advanced technical skills, so setting up my store, uploading products, and creating listings was pretty straightforward. Plus, I could easily add custom pages for my blog and loyalty program, which were key to creating a richer experience for my customers.

The Pros of Weebly

Easy to Use: Even if you’re not a tech expert, Weebly makes it simple to set up and manage a website.

Affordable: Compared to other platforms, it wasn’t as expensive as other brands like Shopify.

Flexible Design: Weebly allows you to customize your website so it reflects your brand, which is a huge plus for a handmade business.

The Cons of Weebly

Limited Advanced Features: While it’s great for getting started, Weebly can feel a bit limited if you’re looking for more advanced tools as your business grows.

E-commerce Limitations: Its e-commerce options are solid but not as robust as some larger platforms, which could be a challenge in the future.

App Issues: Some of the apps you can add to enhance your website aren’t always reliable.

Customer Service: Getting answers to questions can be a bit tricky, as their customer support isn’t always the fastest or most helpful.

Why Etsy Wasn’t for Me?

I gave Etsy a try for a few months to help boost brand awareness since it’s such a massive platform. I thought it would help expose my jewelry to a wider audience, but I quickly found that the fees add up fast. For every sale, a chunk of it goes to Etsy, which felt limiting. Plus, Etsy is really just focused on e-commerce, so I wasn’t able to share my blog, loyalty program, or market updates like I can on my website.

Managing both Etsy and my website became overwhelming, especially since I’m running everything on my own. Ultimately, I decided it was best to focus all my energy on my website so I could stay organized and provide a more personalized experience for my customers.

Selling on Instagram and Craft Markets

In addition to my website, I also sell through Instagram and at craft markets. Instagram is perfect for visually showcasing my pieces and engaging with customers in a more casual, interactive way. Markets, on the other hand, allow me to connect with people in person, which is something you just can’t replicate online.

In the end, having my own website gives me the freedom to sell, connect, and grow my business on my own terms, without worrying about platform fees or feeling restricted. It’s been the best fit for me and my handmade jewelry, and I love how it lets me build deeper connections with my customers.

Contact Info:

• Website: https://www.claytulipsbyc.com/#/
• Instagram: https://www.instagram.com/clay_tulips_by_c/
• Facebook: https://www.facebook.com/claytulipsbyc
• Other: Pinterest – https://ca.pinterest.com/claytulipsbyc/

Image Credits

Emily VanderBeek Photography – photo of Cheryl