We recently connected with Robin Young and have shared our conversation below.
Robin, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
After two and a half years of vending various weekend markets and seasonal shows in the San Antonio / Austin area, I took a step back to evaluate the status of my rock and crystal shop, True Identity, LLC. Where did my business stand now? Have my sales increased over time? How could I expand my brand to new audiences?
Since then, my business has grown and I’d be happy to share a few strategies, tactics, meaningful moments, and obstacles I’ve learned along the way to get to where I’m at now.
In 2022, I started offering a “free crystal with any purchase of $20.00 or more,” at every vending event. This has become one of the best ways to increase sales. This is also a great way to connect with your customers, and for them to expand their crystal collection with a free stone. Offering a free gift with purchase helps both you and the customer.
In effort to expand my business, I offer my gemological services to various business shop owners that deal with rocks, crystals and or jewelry pieces. Having a mobile gem lab enables me to meet the client at their convenience.
With the use of a microscope, refractometer, polariscope, dichroscope, etc., I can identify any genuine or synthetic stone in question.
So far, the most meaningful moment this year was being invited to give a rock and crystal presentation at the Circle School in San Antonio, TX. I brought many crystals from my personal collection for show and tell, discussed some of the most popular stones and their lore, and ended the presentation with sending the students home with their own pouch of crystals. It was heartwarming to see their eyes light up and to be excited about rocks and crystals, which I like to call, “the Earth’s bones.”
Last, know your competition. A nice thing about being in the rock and crystal business is that no two crystals are alike. The table next to you selling clear quartz points may or may not show rainbow flashes like yours do. Does that mean I should sell mine for more? Not necessarily!
Secret shopping allows me to ensure my pricing is fair and comparable to the market value. Following your competitors on social media platforms such as Facebook, Instagram, or Tik Tok allows me to stay current on the latest trends.
These strategies and tactics have allowed me to expand my business! I currently lease a space at a store called “Crescent Moon Music & Collectibles,” located in the north central side of San Antonio. You can find a large selection of True Identity crystals there!
Their address:
Crescent Moon Music & Collectibles
15909 San Pedro Ave.
Suite 123
San Antonio, TX 78232
(210)701-8275
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My interest in crystals started when I was a child. I collected rocks, minerals, fossils, and seashells. Since I was 16 years old, I’ve worked in and out of jewelry stores. My interest grew into a passion, and I was determined to learn everything I could about rocks and crystals. I was fascinated with how they’re formed, cut, polished, etc.
In 2004, I graduated as a Gemologist from the Gemological Institute of America (GIA) out of Carlsbad, CA.
In 2020, I graduated as a Registered Gemologist Appraiser (R.G.A.) from the International School of Gemology in Helotes, TX, and also earned the Applied Jewelry Professional (A.J.P.) certificate from GIA.
I worked in many levels of jewelry stores; from the typical mall chains such as Zales, Kay’s, to the prestigious Americus Diamond here in San Antonio, TX. I became so infatuated with gemstones, that I knew I wanted to have my own rock and crystal business one day. So, that’s what I did.
In April 2020, True Identity, LLC was born. I started with performing fine jewelry appraisals, then began meeting with clients who inherited small amounts of jewelry that needed their items identified as to whether they contained genuine or synthetic stones.
By 2021, I took on slightly larger projects. Shop owners often purchase estate jewelry items in bulk, and they hire me to identify the stones and metal content of these pieces.
Aside from offering my gemologist skills to clients, I also created a retail side of my business. True Identity currently sells 85 different types of rough, tumbled and various shaped stones. I work with other jewelry artisans and business owners, providing loose stones at a great price for them to use in their own businesses. This includes people who use stones for wire wrapping, bath and beauty products, and in spiritual healing practices such as yoga, reiki, and massage therapy.
What makes me stand out from other businesses is, I offer the education behind the crystals which entails the science and or metaphysical properties. I also invite customers to bring me their unknown stones to a vending event so that I may help identify them. If further gemological instruments are required for testing, then an appointment can be made so that I may determine the true identity of their crystal.
What I am most proud of is I didn’t give up the dream of having my own business. Since working within the gem and jewelry industry all my life, I’ve stayed in touch with many customers since day one. Building those relationships is key for future business. Word of mouth is one of the best forms of advertising when it comes from someone you trust!
As far as setting me apart from others, I’m the only gemologist in the San Antonio area with a crystal business that offers free evaluation of crystals and or gemstones.
I am part of the Southwest Gem and Mineral Society here in San Antonio, and stay up to date with the latest information on rocks, crystals and minerals.
What do you think helped you build your reputation within your market?
What has helped build my reputation within the market is I have a gemologist diploma from the accredited Gemological Institute of America (GIA), which developed the International Diamond Grading System and the “four C’s.” I’ve also attended countless gemology seminars and meetings which show my peers and customers that they can trust my knowledge, advice and expertise.
In addition to the education and training, comes the sales experience. I am able to find my customers exactly what they’re looking for, and on whatever budget they have.
We’d love to hear the story of how you built up your social media audience?
I started building my audience on social media by following or adding people who had listed interests in rocks, minerals and gemstones on their profiles. I also add hashtags to every post and reel, so that when people are looking up specific hashtags, there will be an opportunity for my business profile to show up on their feed.
Another trick is to add any words that pertain to what your business sells in the “name” section on social media platforms. When someone looks up “crystal shops,” the only ones that populate are ones with the word “crystal” in the “name” section. This is major, because most business owners just type their own name, or their business name in the “name” field.
It’s also a great idea for your business page to follow or add similar businesses on social media. I also recommend to “like” or “heart” any posts of your fellow competitors, because all of this is free advertising for you. If a customer is perusing another crystal shop, and they see your business page “liked” a post on your competitor’s page, they may click on your page to see what you have to offer.
Contact Info:
- Website: www.trueidentityllc.com
- Instagram: www.instagram.com/trueidentity11
- Facebook: www.facebook.com/trueidentity11
- Linkedin: http://www.linkedin.com/in/robin-young-r-g-a-a-j-p-360a08ab
- Other: https://vm.tiktok.com/ZM8efV1gc/