We recently connected with Johnny Ice and have shared our conversation below.

Hi Johnny, thanks for joining us today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

I got my first client by betting on myself before anyone else did. I was working a regular job at the time, but I was already obsessed with learning the craft, understanding what people actually wanted, and building something that felt different from everything else on the market. I started by creating pieces for myself, wearing them daily, and letting the product speak for itself.
People naturally started asking where I got my jewelry from, and instead of brushing it off, I treated every conversation like an opportunity to build trust. My first client came from word of mouth, someone who believed in the vision early on because they saw the consistency, the quality, and the passion behind it. That experience taught me that if you focus on authenticity and craftsmanship, your first clients will find you before you ever find them.

Johnny, 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?

I’m the founder and creative force behind Johnny’s Ice & Co., a luxury jewelry brand based in Daytona Beach, Florida. What began as a personal vision rooted in self-expression and craftsmanship has grown into a full-scale jewelry operation focused on quality, customization, and long-term relationships with our clients.
My journey into this industry started long before I ever opened a storefront. I was drawn to jewelry as a form of identity, something that tells a story before a word is ever spoken. I taught myself the fundamentals, studied the market, and paid close attention to what people felt was missing: transparency, originality, and a sense of trust. Too many brands were selling hype or mass-produced pieces without care for the client’s experience. I wanted to build something different.
At Johnny’s Ice & Co., we specialize in custom jewelry, including chains, rings, pendants, and grillz, along with precision laser engraving and personalized design services. We work closely with each client to bring their vision to life, whether that’s a one-of-one statement piece or a meaningful personal investment. Our goal isn’t just to sell jewelry. It’s to create pieces that carry value, confidence, and longevity.
What sets us apart is the hands-on approach. I’m deeply involved in the creative process, quality control, and customer experience. We don’t rush work, cut corners, or treat people like transactions. Every client is educated, informed, and supported, from concept to completion and beyond. We’ve built trust by standing behind our work and offering ongoing care, services, and support long after the sale.
I’m most proud of building this brand from the ground up, from the trunk of my car without shortcuts, and turning it into a space where clients feel respected, heard, and excited to invest. Johnny’s Ice & Co. represents more than jewelry; it represents individuality, ambition, and the belief that when you lead with integrity and consistency, the right people will align with your vision.
The main thing I want people to know is that this brand is personal. It’s built on real relationships, real craftsmanship, and a long-term mindset. We’re here for clients who value originality, quality, and authenticity, and who want jewelry that truly reflects who they are.

Can you open up about how you funded your business?

I started the business by funding it myself. There was no outside capital, no investors, and no safety net. I worked a regular job, saved aggressively, and reinvested everything back into the craft, tools, materials, education, and inventory. Every dollar had to make sense, so I learned early how to operate lean and be intentional with each decision.
Instead of trying to scale too fast, I focused on mastering the fundamentals and letting the business grow organically. Early profits went straight back into improving quality, expanding services, and building trust with clients. That approach forced me to understand the numbers, respect cash flow, and build something sustainable rather than flashy.
Funding the business this way wasn’t easy, but it gave me full control and a strong foundation. It taught me discipline and patience, and it ensured that the brand was built on real demand, not borrowed money. That mindset still guides how Johnny’s Ice & Co. operates today.

What do you think helped you build your reputation within your market?

What built my reputation was consistency and accountability. From the beginning, I treated every client interaction like it mattered, because it did. I focused on delivering exactly what was promised, educating clients instead of rushing them, and standing behind the work even after the sale was complete.
In an industry where trust is everything, transparency made the difference. Clients knew what they were buying, how it was made, and why it was priced the way it was. If something needed to be adjusted or fixed, we handled it directly and professionally. That created long-term relationships instead of one-time transactions.
Word of mouth played a major role. When people feel respected and taken care of, they talk, and that organic trust carried further than any paid promotion ever could. Over time, that reputation became rooted in reliability, craftsmanship, and the simple fact that we do what we say we’re going to do.

Contact Info:

• Website: https://johnnysiceandco.com
• Instagram: https://www.instagram.com/johnnysiceandco/
• Facebook: https://www.facebook.com/johnnysiceandco/
• Twitter: https://twitter.com/johnnysiceandco/
• Youtube: https://www.youtube.com/@johnnysiceandco
• Other: We believe great jewelry should come with real peace of mind. Our Extended Coverage Program is designed to protect your investment long after the purchase. Members receive free shipping, professional cleanings, repairs, stone replacements, complimentary molds, and exclusive access to our VIP support channel — all handled directly by our team.
  It’s our way of standing behind our craftsmanship and taking care of our clients the right way.
  🔗 Sign up here: https://johnnysiceandco.com

Image Credits

Credit: Johnnysiceandco.com
@johnnysiceandco