We were lucky to catch up with Tandis Esfandiari recently and have shared our conversation below.

Tandis, looking forward to hearing all of your stories today. Let’s go back in time a bit – can you share a story of a time when you learned an important lesson during your education?

I think being in an environment with like minded students can be a blessing and a curse. I had the privilege of graduating from SMU this May and it was the most challenging/best four years of my life. Going to the COX school of business, I learned how to think strategically and logically. Conquering the entrepreneurial iceberg is not an easy feat and I’m still working on it! One of the most impactful lessons I learned from school is to value your ideas and have integrity. Classmates may harbor resentment towards you or try to tear you down. My school was incredibly competitive which pushed me tremendously. I knew the value of my work and always tried to keep my head up high.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am Tandis Esfandiari and I’ve been making jewelry since 2015. I first started in high school and I would sell to girls in between classes. I have always loved arts and crafts and the jewelry section at Michael’s was calling my name one day. Some of my initial products were beaded chokers which I sold for around $10-$20. This was a huge differentiating price point because stores like Urban Outfitters were selling similar product for $60+! I simultaneously was able to grow my social media following which helped with sales. Using social media to market my company was crucial in the early years of my business. I would frequently post on Instagram and Tiktok to grow a stable and devoted following. Starting Ttejewelry allowed me to learn about the ins and outs of business. I believe Ttejewelry is the reason why I chose to major in Marketing at SMU.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Growing up I was always told to be careful and rarely take risks. My dad would make me rollerblade in the grass with a helmet and knee pads on to be “safe”. One thing you quickly have to learn with entrepreneurship is that risk is inevitable. When I first started Ttejewelry, I was so scared about having extra inventory or spending too much on marketing. It sounds silly now but the idea of starting a website was too scary for me at the time. What if I don’t make a profit due to high website costs? What if nobody clicks on my website link? These were all questions frequently circulating through my mind. Eventually, I started my website and went pedal to the medal when it came to promoting my product. Long story short, I learned that risks can be a good thing. If you believe in yourself and your product, anything is possible.

How did you build your audience on social media?

When I first started growing my social media following (@tandisss on Tiktok and @tandisesfandiari on Instagram), the algorithms were much different. There were fewer people exploring the social media space which allowed a larger spotlight. Nowadays, everyone is famous and virality can happen overnight. I would tell aspiring businesses or influencers that consistency is your best friend. Posting frequently will allow you to reacher larger audiences. Additionally, using trending audios can help boost your videos. Partnerships and collaborations with other creators or brands is another beneficial source of exposure.

Contact Info:

• Website: https://ttejewelry.com/
• Instagram: @tandisesfandiari
• Linkedin: https://www.linkedin.com/in/tandis-esfandiari-957091177/
• Other: @tandisss on Tiktok

Image Credits
Photo of me was taken by Chase Hall