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

Heyi, thanks for taking the time to share your stories with us today Let’s start big picture – what are some of biggest trends you are seeing in your industry?

I run an Etsy shop selling Baroque pearl jewelry that I design and handmade myself. I believe that the future trend in the jewelry industry will be sustainability, as the greatest challenges it currently faces are resource wastage and environmental damage.

This resource wastage comes in two forms: gemstone waste and consumer waste.

Gemstone waste: Take my Baroque pearl jewelry, for instance. A significant portion of these pearls (I estimate at least 20%, although exact figures are unobtainable as suppliers refuse to disclose them) cannot be sold due to their shape or flaws and end up being wasted. Additionally, the shells from which pearls are harvested cannot be fully utilized, contributing to landfill waste.

Consumer waste: From a survey I conducted interviewing 20 women aged 25-40, I drew a startling conclusion. Most of the jewelry in women’s boxes is rarely worn, with perhaps only 1-2 pieces being worn regularly. Women enjoy the feeling of matching and owning jewelry more than actually using it, leading to significant waste.

Environmental damage comes from the mining of metals and gemstones. Ore and metal extraction is among the industries most destructive to the environment. This selfish vanity not only devastates ecosystems, costing the lives of numerous plants and animals, but also significantly contributes to carbon emissions and environmental pollution.

Therefore, I believe the jewelry industry must deeply consider how to be sustainable to avoid over-mining and over-consumption. This is also the venture I want to embark on. My partner and I have invented a clasp that allows jewelry components to be interchanged using a joint similar to a mortise. We’ve also developed a new technology (details of which I cannot disclose yet) that can model the shape of Baroque pearls and 3D print them, ensuring each pearl is unique while being environmentally friendly.

However, during my fundraising efforts, I’ve faced much skepticism. Many investors are primarily concerned with whether the business can be profitable and how quickly. They prefer mass production of standard products, but I aim to create a brand with warmth and emotion. I hope each pearl, even the printed ones, can establish a connection with its buyers, reminding them that their uniqueness lies in their imperfections. I’m still exploring how to advance my brand further, balancing profitability with brand philosophy.

Heyi, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I come from a background in industrial and architectural design, and currently work as a UX designer at a tech company. In 2021, I started a side business running an Etsy shop selling Baroque pearl jewelry that I design.

Many people have asked me how I came up with the idea to open a Baroque pearl shop. The answer is simple: I am obsessed with Baroque pearls. By a stroke of luck, I discovered that pearls don’t have to be round; in fact, the round pearl was a technology invented in the 19th century by the Japanese. Wild, original pearls were not round. This revelation was a huge shock to me, like uncovering the truth behind a perfect lie. Baroque pearls also resonate with me emotionally. I was born and raised in China in a typical East Asian family with rigid stereotypes. My mother often criticized and oppressed me because she wanted me to be a perfect, round pearl. However, I did not become a professor or lawyer as she hoped, but became the only person in my family to pursue “art,” with the uncertain future of possibly “not having enough to eat.” I settled in the United States, escaping both authoritarian politics and familial control, and achieved the true freedom I had always sought. Therefore, I empathize deeply with Baroque pearls; we are both survivors who escaped from being “round pearls.”

Thus, I want to thank Baroque pearls, and I hope everyone knows that they don’t have to be round pearls; they can be unique Baroque pearls. That’s why I started my business. I hope that through my designs, more people will love Baroque pearls, appreciate their charm, and find inspiration and encouragement.

I am grateful to my alma mater, RISD, for providing a fertile ground for innovative thinking, encouraging me to consider how to break existing rules to establish a new business model. I noticed a problem in traditional Baroque pearl online stores: customers couldn’t choose their pearls, and because of the nature of Baroque pearls, it’s hard to ensure customer satisfaction with the pearls they receive. My goal is for each customer to find their “the very pearl.” Therefore, before crafting the jewelry, I personally contact each customer to let them choose their pearls and offer suggestions if needed, ensuring they love the pearls they receive. Although this process is cumbersome, it brings me significant emotional value. I’ve received a lot of positive feedback and gratitude, and my pearls have been fortunate to be part of many people’s significant memories, such as weddings, funerals, and graduation ceremonies. This makes me feel that what I do is meaningful.

Over 20 of my listings have been featured by Etsy’s fashion editors, which is a recognition of the efforts I’ve put in over the past 3.5 years.

What’s been the best source of new clients for you?

I’ve found that attending an offline market event as a vendor is a very effective way to attract new customers. People who come to your booth can physically feel the texture of your jewelry, which is much more effective in increasing conversion rates than any online image. Even if they don’t place an order right away, you can encourage them to follow you on Instagram or take a business card. That way, when they think about buying Baroque pearls next time, they’ll think of you.

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

In the first year, all of my jewelry was handmade 100% by myself. However, I later realized that this was not a wise use of time, as I had a full-time job and a newborn child. I quickly recognized that staying up until 2-3 am to fulfill Etsy orders was not sustainable. Therefore, I hired people to help me assemble my parts in the USA, and I also passed on my crafting skills to them. I prioritize hiring full-time mothers because they really need an independent income, and I can empathize with their challenges. Additionally, women who can manage being a full-time mother are usually very strong mentally and in their daily lives, so I trust their capabilities a lot.

Contact Info:

• Website: https://theverypearl.etsy.com
• Instagram: @theverypearl
• Linkedin: https://www.linkedin.com/in/heyi-wang/

Image Credits

I couldn’t upload my images for some reasons. I will send you via email instead.