We were lucky to catch up with Dominique Flux recently and have shared our conversation below.

Dominique, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

My business has always specialized in custom jewelry, so unlike other brands in the same industry, we are selling a service rather than pre-made products. This opens the door to a wide variety of requests. We only made bridal jewelry, engagement rings, everyday fashion pieces, however, one day we got a unique request for an “ashes ring”.

Ashes jewelry is exactly as it sounds, it’s a type of jewelry that holds within it the ashes of a pet or loved one who has passed. This was really interesting because I had never made one before, but also because I had to develop a system that could safely store the ashes and still be waterproof. This was very exciting to me because there was nothing on the market for me to refer to, I had created my own blueprint. Once we made our first ashes ring, we shared it on social media and it took off! Most cremation jewels on the market are made with poor quality materials, the designs are very tacky and oftentimes are made with screw-in compartments for the ashes, which are not waterproof.

I am a full believer in listening to your audience and pivoting to meet their needs. I did not come up with the idea, it was a client who brought it to me, but I am so happy she trusted me with such a meaningful and important project because as of today, we have made so many meaningful ashes jewels!

We are the only company offering personalized higher quality jewelry. I think that it appeals to a larger audience than we could have ever anticipated. Most of our clients have come to us because they want something more refined, durable, and made with top quality materials. They want a jewel that fits their style but also one that they never have to take off, because of its durability. We fortunately and successfully filled that gap.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

My name is Dominique Flux, I’ve been in the industry for almost a decade and my passion is design! I’ve been very blessed to have been able to create a business from my own creative pursuits while surpassing the stigma that artists cannot be successful in their trade.

I wanted to create a jewelry brand that stands for customer service, excellent craftsmanship and design, and education. My team and I have put focus on creating a one of a kind customer experience from sourcing the gemstones to designing their jewelry in 3D. They are very much involved throughout the entire process. Making a tailored jewel is a unique experience we want to make enjoyable and memorable!

I strongly believe an educated client is the best client. This is why we create educational videos on our YouTube channel “Dominique Flux” and on our Instagram Fineandflux. We understand that when purchasing jewelry at this price point, first-time customers may become overwhelmed by the intricacies and details. By providing informational content, we ensure that customers know they are acquiring the best quality/price for their jewelry.

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

There are so many social media platforms, Tiktok, Instagram, youtube, Pinterest, Linkedin, ect. When you are just getting started and dont have staff to help with daily content creation, it is better to choose one or 2 platforms and excel on them.

Trying to spread yourself thin across platforms will take a tremendous amount of time, resources and, realistically, might not even be beneficial to your growth. You need to find a platform that you enjoy, that you feel an ease in creating content for, and one that has an audience that resonates with you.

We excell on Instagram and youtube. I personally love creating long form videos and fun educational snippets on Instagram, but when it comes to facebook, forget it! I don’t even understand how to use facebook as a consumer let alone as a brand. This is why for me Facebook has never worked, no matter the content and the frequency we post, for us, our audience is not there. This is why I believe in testing a few different channels and then boiling it down to your top 2 :)

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

Evergreen organic content

Most companies spend tremendous amounts of money on advertising every month in order to reach new potential clients but they under-utilize organic reach and the platforms that promote evergreen content.

Blogs, youtube videos, and pinterest pins are all forms of content that stay relevant for years as long as consumers continue to search for it. It is amazing how many blogs and videos I’ve published 1-2+ years prior that are still generating sales and traffic to my website.

I honestly feel that it is a lot more work to build a marketing campaign this way and it can also take more time before its starts generating traffic, however, once it does, your initial time spent will pay itself back in tenfoldover the years. Every time I’ve compared the results between my ad campaigns and my organic traffic, organic traffic far surpases in results.

Contact Info:

• Website: www.fineandflux.com
• Instagram: https://www.instagram.com/fineandflux/
• Facebook: https://www.facebook.com/FineandFlux
• Linkedin: https://www.linkedin.com/in/dominique-flux-85292b162/
• Twitter: https://twitter.com/fineandflux
• Youtube: https://www.youtube.com/channel/UC-0_SPtJtjkTWbOzNX8bhWg