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

Falon, looking forward to hearing all of your stories today. Can you tell us about an important lesson you learned while working at a prior job?

The most important lesson I learned at my previous job, which was also in the custom fine jewelry industry, is to listen to the client, to be kind and most importantly to be honest. This came up many times in my near decade working at this jewelry shop. The time I am thinking of in particular has to do with a client that came in to have a ring sized for their daughter. Their daughter had advanced MS and was in her final year of life and this ring was significant to their family history. The ring had been passed down for generations and it was very unique. The design was ornate as well as the irreplaceable over 5 carat heart shaped sapphire center stone. The Sapphire was a blue/purple color and was definitely eye catching, but they hadn’t yet had it appraised. While the ring was being sized the stone broke. . .This is a possibility but with a Sapphire isn’t likely, however if the stone is treated or maybe it was cracked to begin with and you somehow miss writing this down, there are many reasons it could happen- but it shouldn’t happen to a Diamond, Sapphire or Ruby in good condition. The fact was, it did happen. It was the worst possible news to break to this family. They had been coming in to this shop for decades and here I was left being the one to tell them our shop had broken their precious family heirloom, their irreplaceable stone that meant so much to them. . .I was beside myself. I took a deep breath, tried to swallow and collect my voice before she answered the phone. In that moment I decided the best thing to do was to have them come in and talk in person. I invited them to come down to the shop and she along with her ailing daughter arrived within the hour. I felt like I was left to the wolves at that moment. I broke the news and the family was very upset, and rightfully so. After giving them a moment to wrap their minds around it, I apologized sincerely as I could and expressed to them that it was an unfortunate outcome, but we would do everything we could to make it right. I explained to them how it busted, why it might have happened and that we know we cannot replace it, but we will do our damndest to try and get close! I think my honesty and forthcoming nature helped us all in this circumstance. I had only met them the one time personally and they weren’t familiar with me as they were with others in the shop. I felt like it was a test of sorts to see how I handled this really sticky situation where really the best outcome is to hope for some sort of understanding from the client and to be given the opportunity to make it right in whatever way they request that makes sense.
I designed a ring that incorporated that stone, broken but still valuable to them. We actually accentuated the break…their last name had the word “break” in it and they thought maybe this could work as a sort of symbol. Even when things seem broken or are broken, they can always come back together in a more beautiful and honest form, after the storm, after the break there is a peace that exists that wasn’t there before. I believe that my ability to empathize in a real and honest way, to treat them not with defensiveness but with kindness and regret helped to inform what happened next. We ended up creating a beautiful working relationship and her daughter treasured her custom piece. I have never forgotten this incident and use it to remind me of what can happen both when you take in a piece (make sure to check every detail you can to avoid this if at all possible!) and also to remind me that people are better than you think, that nine times out of ten if you level with someone they will meet you where you’re at and show you grace. Shit happens, people know that because they have been in tough spots too. Basically I learned to not lose my humanness. I learned that is my superpower.

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?

I got into the jewelry industry for the love of art, not jewelry. Wearable art is how I think of jewelry then and now. I started in 2011 and have loved it since I began. I took a job at a small local custom jewelry shop in sales and worked my way up to manager, designer and eventually resident caster and craft person as well. When the shop closed it’s doors in 2018 I decided it was high time for me to try out my idea for what a custom shop might look like. Somewhere I would want to hang out and create. I kept my day job (I had 2 jobs for the longest) but I did just that…and so Gold Dust Tacoma was born in May of 2019.

Gold Dust Tacoma is a fine custom jewelry design shop in the PNW. We specialize in custom design but also offer ready made mountings, made to order bespoke pieces, from scratch custom works, appraisal, restoration and more. Everything in the cases are handmade Gold Dust Originals. I focus on using recycled materials like metal and antique or estate gemstones and diamonds. I also have a laser focus on ethically sourced lab grown and natural stones and make sure everyone I do business with aligns with our values and is vetted. I also prefer to do business with local US and PNW gem cutters and dealers. Better to create lasting business relationships with those who make you feel good, do good work and stand for something more than the bottom line, basically folks you’d get a beer with. Money is great, but is just really isn’t everything and I have known that my whole life. Now that I have a business that relies on it, I realize how tricky that concept is, but really time is so much more valuable. Relationships are more valuable to me and give you so much more, so in sourcing materials and making connections I think of those things over the all mighty dollar.

I am forever a work in progress and that goes for personal and professional life. I am always learning, never forgetting how far I have come, yes, but also how far I have to go to make all the things I dream of. There are SO many! The biggest problem I have is keeping the ideas in my head long enough to write them down, sketch them out and so forth! I also struggle with just how to prioritize the business side with the creative side, sometimes they are at odds and it is tough to wear so many hats. I am always recalibrating what is working right now and what needs to be chucked. I think keep doing that, stay fresh.

What’s worked well for you in terms of a source for new clients?

Three words: word. of. mouth.

I really could just write that. It is so powerful and is so very important. Most of my clients were referred by someone else that came in and thankfully enjoyed their experience enough to share it with others. There is no greater gift or compliment in business than the referral or the return client.

The thing is, this takes a while. Be patient and trust the process….If you are delivering superior product or service and you are making your clients happy, in time you will see a return on that investment.

Other than word of mouth is probably a toss up between Instagram and Google for new clients. Since I run a by appointment only business with little to no signage (by design) I rely on my social media presence and previous clients to advertise mostly.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Gold Dust started as a side hustle for a couple of big reasons- I wasn’t sure I wanted this for my life and I need money to live and survive. So, instead of go all in with a business idea, I instead kept my day job and side hustled this baby until I had enough to go full time.

I started by creating my business plan, landing page on a website and instagram. After I had the projection and hopes, the license, the plan and the name secured I started telling all my friends and family! I bootstrapped my business so I didn’t take out any loans. I used my own money (which was like $200) and money from each sale to buy the next thing or save it in my business savings account.

Once I saved enough to get into a co-working space, I did. I rented a nice office in a co-working space downtown and used their meeting rooms to meet with higher end clients. Mostly I was dealing with friends at this point who had seen me posting online.

I waited nearly 3 years before I made the leap from side hustle to full time business owner. I was terrified! During my first year in business I had my first child AND covid happened the same month! It was so much to consider and so many unknowns. To make it easier on myself I went part time at my job for about 6 months before I finally quit.

I have to dip my toe in before I will commit to anything and this was no different. I knew jewelry, I knew I wanted to own a business, but I needed to prove to myself it was viable before I could put it all on the line. In the end, I am so glad I did it this way. I feel like I took a calculated risk. Having a business is a freaking emotional rollercoaster, but if you look out for yourself the best you can, you at least give yourself a fighting chance to really do it and to keep it going.

Good news- I have never looked back.

Contact Info:

• Website: https://golddusttacoma.com/
• Instagram: https://www.instagram.com/golddusttacoma/
• Facebook: https://www.facebook.com/golddusttacoma/
• Yelp: https://www.yelp.com/biz/gold-dust-tacoma-lakewood?osq=gold+dust+tacoma

Image Credits
Heather Leacy PNW Elegance Lucy @ Spaceworks Tacoma