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

Framary, appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

ANIW is a jewelry line with a positive message and was created as an outlet to remind you to love yourself. As a wife, mother, and entrepreneur my life is very chaotic and I tend to forget to focus on myself and love myself.
I created ANIW because accessories always put the finishing touches on a look and make me feel beautiful. Oddly enough, accessories remind me to love myself because they show how I feel, show off my individuality, and personality. I want to share that feeling with every customer that shops and wears ANIW.

By wearing our jewelry, I want you to always feel beautiful, show us who you are, and remind yourself of the importance of loving yourself by focusing on you! ANIW is all about you, the everyday woman.

Framary, 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?

My name is Frami and I am the founder and CEO of ANIW LLC. I am a wife, mother, and a now a business owner. I began ANIW 2 1/2 years ago, I had no idea how to start a business but I knew I wanted to create something that was my own. I fell into a deep post-partum depression after having my children and always found an outlet in jewelry and accessories which I allowed me to share how I felt by styling them as I pleased. I wanted to share the feeling I got when I wore jewelry with others, so I decided to start my own dainty/minimalistic jewelry brand. We offer high quality S925 and gold-filled jewelry to our customers at affordable prices. We want to give our customers an opportunity to show love to themselves by treating themselves without braking the bank. I am the most proud of the community that is being built through our social medias. I am proud of our customers and followers who constantly DM us and tell us how beautiful they feel wearing ANIW, this is what ANIW is all about: to remind you to love yourself. It has been truly an amazing experience to ship all over the world and build a community of amazing people online.

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

Being a business owner allows to learn how to make decisions, how to own those decisions, and how to become more confident and sure of yourself. When I first began my business, it was a hair accessory business and I gradually brought in jewelry. I realized that jewelry was more of a selling point so I took a chance on myself, learned about the jewelry business, and committed to changing my entire business products to only jewelry. Not only was learning about jewelry challenging but I also had to learn how to show the jewelry, what kind of jewelry I wanted to bring to our store, and how to promote the jewelry. Although challenging, this was the best decision I have ever made. This decision gave me an opportunity to bet on myself as a woman and business owner. Now, we sell our jewelry all over the world and in the past two years have doubled our sales. This decision also reminded me that if I want to remind others to love themselves I have to love myself too. Loving yourself comes in many different ways – for me- it was believing that I am enough and that can do anything I put my mind to.

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

There is something magical about selling online. Having your own website is such a powerful tool because you to reach people all over the world. I love selling our jewelry online because aside from having a wider audience, we are able to express ourselves in whatever way we wish to present our jewelry and our love yourself motto! Some specific pros of selling online only are: 1. Reaching a wider audience
2. Freedom of expression and presentation of our product
3. Connecting with people that can connect to your brand and product on a deeper level
4. Building relationships with people all over the world via social media

Some cons of selling online are:
1. Can make less money
2. Customers do not get to see, touch, or try on the product
3. Hard to market product specially if you do not have the means to do so

Although there are cons to selling online, the pros outweigh the cons in my opinion. Selling online gives me the freedom to post, sell, and connect with people in so many different ways.

Contact Info:

• Website: www.aniwshop.com
• Instagram: @aniwstyle
• Facebook: www.facebook.com/aniwstyle
• Other: Pinterest: @aniwstyle