We caught up with the brilliant and insightful Elmira Gorman a few weeks ago and have shared our conversation below.

Elmira, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I actually started making jewelry in high school—just for fun. I used to take apart my own pieces and figure out how they were made. I fell in love with bead shops, then discovered gem fairs, and slowly started building a collection of tools and materials over time. But it wasn’t until a traumatic event changed the course of my life that this passion turned into a real business.

Years later, while working at a surf factory, a massive warehouse flat door fell off the tracks and landed on my head. I suffered a traumatic brain injury and post-concussive syndrome, which left me in pain for two years and struggling cognitively. It was a dark time. My neurologist suggested I try doing something creative to help my brain recover—so I turned to jewelry making, something that once brought me joy. I immersed myself in it. Day after day, I made piece after piece—until I had so much jewelry that my mom suggested I try selling it.

So, I walked around downtown San Clemente asking if any boutiques would take my work on consignment. A small shop said yes, and I even started working there a few days a week. I accepted custom orders, and I had a bowl of free charms I’d offer to anyone who came in, just to brighten their day. That was the first spark—realizing I loved making jewelry for people, not just for the art.

Eventually, the shop owner kicked me out—ironically, because I was doing too well. She was selling cheap, mass-produced jewelry, and my handmade work was outselling hers. She said it was “time to fly out of the nest,” but I was devastated and didn’t know what to do next.

That’s when my husband encouraged me to try pop-up markets. I got a folding table, laid out my creations at a small Huntington Beach market, and brought the same bowl of free charms. People loved it. I did well enough that I started looking into other markets—especially ones with higher foot traffic like malls. But with larger crowds, I had to adapt. That’s when I came up with the idea of people picking a charm with their eyes closed. Soon after, I began telling people a positive message to go with their randomly chosen charm—and the idea of the “free message from the universe” was born. I made a little chalkboard sign and set it up at my booth.

One day, a psychic medium picked a charm and told me, “Your readings are going to change people’s lives.” At first, I didn’t believe her. But over time, I realized I was tuning into people. My intuition was growing stronger. I began connecting to people’s energy, and eventually, their spirit guides, angels, and even passed loved ones.

Everything started to evolve from there. A friend asked me to take over her booth at the LA County Fair, and that exposed me to massive crowds. I thrived. She even made me a big, beautiful sign that read, “Ask me for your free message from the universe.” That visibility—and the energy of the crowd—confirmed that I was on the right path.

I started creating Instagram reels of my booth with EDM music in the background—just being myself. Eventually, I got the courage to apply to vend at SoCal Insomniac raves. I had no idea that those videos and that authentic energy would be seen by Pasquale himself, who selected me out of thousands of applicants. That moment changed everything.

Since then, I’ve continued building my brand, vending at elite San Diego farmers markets, 626 Night Market, Comic Con, and of course, Insomniac festivals like EDC and Beyond Wonderland. The journey wasn’t linear. I had to learn everything from how to take payments, set up a business, navigate booth fees, manage inventory, and build my online presence from scratch. But every step I took taught me something, and every challenge pushed me to grow.

From an idea born out of healing, to a fully thriving business—I never expected this to be my path, but it’s become my purpose.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m Elmira—the creator behind @cosmicuniversalbabe and Elmira Jewelry elmirajewelry.com , a handmade, intention-infused jewelry brand that blends creativity, healing, and spiritual connection.

I’ve been making jewelry since high school, when I used to take apart my own pieces just to figure out how they were made. I was always drawn to bead shops and gem fairs—it was my happy place. But it wasn’t until years later, after a life-altering injury, that jewelry transformed from a hobby into a deeper purpose.

While working at a surf factory, a massive warehouse door fell on my head, resulting in a traumatic brain injury. I was in pain for two years straight and diagnosed with post-concussive syndrome. My cognitive function was affected, and life as I knew it came to a halt. A neurologist suggested I try crafting or art therapy—so I turned back to jewelry making. What started as a tool for healing slowly evolved into a creative obsession. I couldn’t stop. My mom eventually encouraged me to walk around downtown San Clemente and see if any shops would sell my pieces—and that’s how I made my first consignment deal.

Since then, my journey has grown in the most magical and unexpected ways. I now travel full-time in my trailer, vending 5–7 markets a week, including elite farmers markets, festivals like 626 Night Market and Comic Con, and major Insomniac events like EDC Las Vegas, Beyond Wonderland, Escape, and Dreamstate.

What I offer goes beyond jewelry—I create positive intention-based pieces for ravers, lightworkers, and cosmic babes of all kinds. I specialize in tarnish-resistant stainless steel jewelry, custom creations, and spiritually aligned pieces made with meaning. Every customer is invited to pick a free charm—and I offer a positive message from the universe with it. This began as a simple offering of kindness, but over time, it turned into channeled psychic messages, now known as my signature “charm readings.”

One day, a psychic medium told me my readings would change lives—and she was right. I’ve now grown into a full-fledged psychic medium, offering in-person intuitive guidance at my booth that often leaves people in tears, hugs, or deep realization. I connect with spirit guides, angels, and loved ones beyond the veil, and deliver messages with honesty and love. This is what sets me apart.

I’m proud to have built my business with heart, authenticity, and consistency. I’ve done nearly everything myself—from making the jewelry to designing signage, setting up booths, creating content, and connecting with thousands of customers across California and beyond. I’ve had my moments of doubt and burnout, but I always come back to the same truth: this is my soul work.

What I want potential clients, followers, and fans to know is this—when you come to my booth, you’re stepping into a safe space. Whether or not you buy something, you’ll walk away with a piece of magic. My brand is about connection, spirit, fun, and unapologetically being yourself. Whether you’re dancing under the lasers at EDC or just walking through your local farmers market, I’m here to remind you of your light.

This is more than jewelry—it’s a cosmic experience.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots I ever had to make was after a traumatic brain injury that completely changed the direction of my life and career. I was working at a surf factory when a large warehouse door fell on my head. I developed post-concussive syndrome and was in constant pain for two years. My cognitive functioning was impacted—I couldn’t work the same way, and I didn’t know what my future would look like.

My neurologist suggested I try something creative to stimulate my brain. That’s when I turned back to jewelry making—something I had always loved but never fully pursued. It started as therapy, but quickly became a calling. I made so much jewelry that my mom suggested I sell it, and from there I found my first consignment boutique. Eventually, I was pushed out of that shop, which led to another major pivot: stepping into the world of pop-up markets.

Each time I faced a roadblock, I had to reinvent my approach—whether that meant turning free charms into intuitive charm readings, building a brand around “messages from the universe,” or creating EDM-infused content that would eventually catch the attention of Insomniac’s founder, Pasquale.

I’ve learned that every setback is actually a setup for something better. Pivoting has taught me how to be resilient, creative, and deeply aligned with my purpose.

Let’s talk about resilience next – do you have a story you can share with us?

One of the most intense tests of my resilience happened during EDC last year. I was selected as an official vendor, and while I was beyond honored and excited, nothing could’ve prepared me for what was about to unfold.

First off, our staff camping area was located a full mile from my booth—with no shuttles. That meant every day, after working from 7 PM to 7 AM, I had to walk back to camp, exhausted, just to catch a few hours of sleep before doing it all over again. That alone would’ve been challenging—but things quickly spiraled.

A week before the event, one of my employees flaked. I scrambled to find help and relied on a second assistant, who unfortunately showed up to work under the influence of ecstasy without my knowledge. She was distant, antisocial, and completely disconnected—sitting in the back instead of greeting customers. By day two, she sent me a series of bizarre and disrespectful texts saying the job was “too much” for her. She kept the wristband and, based on what I saw later, most likely partied the rest of the weekend on my dime.

That left me with just my husband, who helped as much as he could—but it wasn’t enough to handle the full flow of customers at a booth that demanded constant attention and connection. I was sleep-deprived, disappointed, and physically drained—but I didn’t give up. I stayed grounded in my mission: to serve my community, to create magic, and to show up with integrity.

Despite the chaos, I connected with thousands of people, offered powerful charm readings, made incredible sales, and left knowing that I gave it everything I had. That experience showed me what I’m made of.

Resilience, to me, is staying aligned with your purpose even when everything falls apart. That weekend was one of the hardest events I’ve ever done—but I survived it, learned from it, and came back stronger than ever.

Contact Info:

• Website: https://elmirajewelry.com
• Instagram: https://www.instagram.com/cosmicuniversalbabe?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/jewelrybyelmira?mibextid=wwXIfr

Image Credits

None, taken by me and friends