We were lucky to catch up with Kathleen Diresta recently and have shared our conversation below.

Hi Kathleen, thanks for joining us today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

Business owners need to be connected to all aspects of running a successful business. That takes a lot of focused energy and planning. In 1998, I started my jewelry business K. DiResta Design doing high-end craft shows and selling wholesale. Then I opened a retail space in the East Village in 1999. It closed when I moved to Long island. I continued selling my collection at shows until I opened K. DiResta Collective in 2012. Not only do I design and create, the shop is known for a custom jewelry design, heirloom design, and finding artisan gifts by many local artists (plus bills, marketing, posting, hiring, cleaning, etc). Don’t you feel burned out even just reading this? When I’ve taken on too much, or dealt with challenging customers, I search for a job with a salary or teaching position. But then, I make someone truly happy with jewelry that makes them cry or they say this means so much . Or someone walks in and says the store makes my soul happy. Or I take a trip to Thailand for two weeks after wonderful rewarding holiday season and I’m reminded I’m right where I’m supposed to be.

Kathleen, 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 very grateful to be living a life of designing and creating jewelry that makes people happy. While receiving my BFA in sculpture, I got hired by a jeweler in New Paltz, New York after taking Basic Metalsmithing. I learned to work in silver: saw, polish, set stones and assemble. Plus, I was Jeff’s assistant at craft shows and trade shows, and went to New York City once a month to shop for gemstones and supplies in the jewelry district. Those connections let to my first job after graduation: working for a Goldsmith where we created handmade jewelry in 22 karat gold (amazing!). Then next job with Michael Dawkins gave me even more experience “at the bench” but with grueling hours and long days, I knew it was time to start my own business.
I created a line of playful geometric designs, sold wholesale and at high end craft shows. I opened a store in the East Village (1999-2003). When I moved to the suburbs, I got to know the neighborhood and slowly but surely people start to recognize my jewelry so I opened up a store K. DiResta Collective in 2012, that features my work and other local artists. It continues to be a success because people know that I give personal attention to each customer whether they are coming to find the perfect gift or designing a one of a kind piece. Plus, my years of experience leads to creating the jewelry of their dreams – from the perfect one of a kind wedding ring or melting / reforming gold from family jewelry into a contemporary piece they cherish.

How did you build your audience on social media?

Once I started sharing videos and images of the process of making jewelry, I noticed much more interest on Instagram and Facebook. For example, close-up videos of my working hands with tools, demonstrate a necklace from sketch to finished product.
Customers love seeing the process and can appreciate the designs even more. It allows more interaction and appreciation for what goes into each unique piece of jewelry.
Lately I’ve been taking gold that people no longer wear or maybe inherited from a cherished family member and I melt it and reform it into more contemporary wearable jewelry.
If you’re just starting out, I would say consistently posting his key. Make it personal to connect with your customer base. The best advice I received was to create a profile for your ideal customer and have all your posts go to just that one customer avatar. It allows you to curate your voice and make it feel like you’re just talking to one person instead of a whole group. It also takes away the need to please everybody and focus on your target market.

Any advice for growing your clientele? What’s been most effective for you?

When you own a retail shop in a small town, there is no guarantee your customers will keep coming back.
Since I started my business, I always wanted to have a strong identity to my designs. When people see my soulful, geometric floral designs, they know right away their mine. The way to keep it fresh by adding new beads, new color and varying the shapes slightly so there’s always something new to find.
Another aspect of my business is celebrating creativity. Every month or so, I bring in new paintings, photography, and artisan gifts from local and global artists. People come to shop, knowing they’re going to discover special treasures.
Lastly, creating events and workshops where people come together in the space is always successful. People love coming to learn or to connect with other people, and we plan a few events monthly. I plan on adding more workshops in the spring and people are invited to contact me for classes and one on one lessons anytime.

Contact Info:

• Website: https://Www.kdirestadesign.com
• Instagram: Kidrestacollective
• Facebook: K. DiResta Collective
• Linkedin: Kathleen DiResta

Image Credits

Kathleen DiResta