We were lucky to catch up with Kiana Valdivieso recently and have shared our conversation below.
Kiana, thanks for taking the time to share your stories with us today Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?
One of the biggest challenges to staying profitable in my industry right now is, hands down, the cost of materials but specifically gold. Over the past few years, gold prices have skyrocketed and don’t seem to be coming down anytime soon. While I don’t sell solid gold pieces, most of my jewelry is made with 14k gold-filled materials, which still contain a percentage of real gold. Since the cost of gold fluctuates daily—kind of like the stock market—it directly impacts my expenses.
On top of that, the overall cost of supplies has gone up a lot over the past year. As someone who runs my business entirely on my own—designing, making, and managing everything—rising supply costs mean my profit margins are getting tighter. The jewelry industry has always had high material costs, so this isn’t new, but it’s becoming more challenging.
I’ve noticed that many of the bigger small businesses in this space have started raising their prices, and while I’ve been hesitant to do the same, I think it’s something I’ll eventually have to consider. My main concern, though, is how that might affect my customers. I really value the people who support my work, and I don’t want pricing to feel out of reach for them. It’s definitely a balancing act, but I’m trying to navigate it thoughtfully.
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?
Vieso (pronounced Ve-es-o) is a handmade jewelry line created with love in sunny San Diego, California, by me, Kiana. The name “Vieso” is inspired by my last name, Valdivieso, and it carries a piece of my heart and heritage. My family is my greatest source of inspiration in all areas of life, and through Vieso, I’m sharing a part of myself with you. It’s jewelry made for a timeless soul—just like yours.
The slogan, *”For A Timeless Soul,”* reflects the heart of Vieso. My jewelry is designed to be for everyone, to be worn as a form of self-expression. What I find so special about creating jewelry is that it’s not something we *need* but something we choose to wear to feel beautiful, confident, and uniquely ourselves. My hope is that when you wear Vieso, it helps you feel empowered, adds a little sparkle to your day, and becomes the perfect finishing touch to any outfit.
I encourage you to live boldly, explore, and embrace life while making Vieso pieces a part of your everyday moments. Every loop, ear hook, and shape is crafted by my hands, with so much care and attention to detail.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
I make almost all of my pieces by hand, and it’s been such a journey getting to where I am today. It all started about five years ago when I created a crafting Instagram account to share my various projects and creations. One day, I decided to post a pair of earrings I had made, and to my surprise, there was a lot of interest—mostly from friends—who wanted to buy them. That’s really how I started selling jewelry, all through Instagram.
After a couple of years, I wanted to challenge myself and work with higher-quality materials like 14k gold-filled and sterling silver. A friend of mine, who already had a well-established jewelry business, was kind enough to guide me. She helped me refine the kinds of pieces I wanted to make and even shared some great recommendations for where to buy supplies.
I’ve never taken a formal jewelry-making class (though I’d love to someday to expand my skills), but I taught myself how to solder through lots of online videos—and, honestly, plenty of trial and error. Let’s just say I’ve made my fair share of burnt and “oops” pieces! One of the biggest lessons I’ve learned is that sometimes you just have to imagine a design, go for it, and see how it turns out. Some pieces turn out beautifully and are ready to wear, while others… well, let’s just say they might end up being gifted to a lucky friend!
At the end of the day, I create because it brings me so much joy and allows me to feel connected to my creativity. My hope is that the love and care I pour into each piece is something my customers can feel when they wear my jewelry. It’s such a special thing to know that something I’ve made becomes a part of someone else’s story.
What’s worked well for you in terms of a source for new clients?
For me, the best way to connect with new clients is through selling in person—it’s such a great experience! Unfortunately, I don’t get to do it as often as I’d like. Since I work full time and create jewelry as a side passion, it can be tough to find the time and the right opportunities to set up in-person sales.
As for online platforms, the Instagram algorithm can be tricky to navigate, and while I’ve dabbled in TikTok, I don’t always feel inspired to create videos consistently. It’s definitely a challenge to reach new customers through social media alone.
That said, I’ve been working on something exciting this year to make it easier for customers to shop in person more regularly! I can’t wait to share more details soon—it’s something I’m really looking forward to. Stay tuned!
Contact Info:
- Website: https://vieso.com.co/
- Instagram: vieso_
- Other: Tiktok: vieso_
