We’re excited to introduce you to the always interesting and insightful Tara Sharifi. We hope you’ll enjoy our conversation with Tara below.

Tara, thanks for taking the time to share your stories with us today Any thoughts about whether to ask friends and family to support your business. What’s okay in your view?

I believe support from friends and family should always come naturally — the people closest to you should want to see you soar in whatever pursuits you take on. Luckily, I’ve never had to question or ask for this kind of support from those around me.

When I started my business, I didn’t have many expectations about the support I’d receive— and to be honest, I wasn’t entirely confident in myself either. Naturally, there was some hesitation from people close to me. After all, I was leaving behind a stable path in the medical field to pursue an e-commerce business in the middle of a pandemic, with no marketing, sales background, or formal training in jewelry design. Despite some hesitation from my parents, I knew I could still rely on their support, as they followed similar paths in their careers after immigrating to the US.

Fast forwarding a few years later, the support I’ve received from not just family, but strangers and distant friends alike, has moved me in ways I never could have imagined. I’ve reconnected with people from all points in my life — childhood friends, college classmates, even casual acquaintances — who’ve gone out of their way to support my brand, through purchases, referrals, or simply a kind message.

Without the unwavering support from my inner circle, I truly would not be where I am now. I’ve never had to ask for help— my people have simply shown up. From blowing up balloon arches in preparation for my first pop-up, to helping pack orders out of my bedroom in San Francisco, my friends and family have been there every step of the way. This support alone is what’s carried me through uncertainty and difficult moments in my career.

Beads by Tara was built on many pillars — but most of all, on that of community. I’m endlessly grateful for the people who’ve shared my brand with their friends, baristas, coworkers — and everyone in between. I’m grateful for the friends who show up to every event, bringing me food when I haven’t had a break for hours. And for my parents, hard-working immigrants who gave everything to give me this chance.

I’ll never be able to repay everyone for this of support, but I carry it with me in everything I do.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi there! I’m Tara — founder and designer of Beads by Tara, a fine and demi-fine jewelry brand based in San Francisco. We specialize in small-batch, vintage-inspired and modern designs made with high-quality, skin-safe materials that actually last. Since day one, our trademarked slogan has read:

“Designed to Layer, Made to Last.”

While I don’t come from a traditional jewelry design background, I’ve always grown up with a love for jewelry and gemstones. One of my earliest memories around jewelry is digging through my mom’s jewelry box as a little girl, setting aside pieces I hoped she’d save for me first in case she ever had a second daughter (thankfully, she didn’t).

That love of jewelry evolved with me — from trips to Claire’s in elementary school, to saving up to buy fashion jewelry at Forever 21 in middle school, to teaching myself how to wire-wrap stones and mold polymer clay earrings in high school. I even started an Etsy shop in high school – zero sales, but a great learning moment.

As a teenager, I developed a type of eczema called contact dermatitis, which made it impossible to wear cheap costume jewelry without breaking out in rashes and painful hives upon contact. Fine jewelry wasn’t in my budget, so I researched materials my skin could wear. o I began experimenting with metals like gold fill, sterling silver, and stainless steel. I made pieces for myself, then for friends, and eventually sold my jewelry to people in Facebook groups I was in.

One conversation with a customer, who encouraged me to create an Instagram so people could tag my brand, led to a canon event which fully changed the course of my career. After our conversation, I made an Instagram account named “Beads by Tara” (after my original beaded bracelets) and began selling pieces through Instagram to save up for grad school. That one conversation launched a series of events I never could have predicted.

Fast forward five years, a pandemic, and a few full-time employees later — Beads by Tara is now my full-time career. I didn’t ended up pursuing the medical field after beginning my business, but I’ve found the fulfillment I once searched for in medicine through jewelry: connecting with people, making them feel seen, and offering small moments of joy and meaning that our customers can carry on them at all times. Through the support of our customers, we’ve been able to donate over $25,000 in proceeds to charitable organizations. I was raised on the importance of philanthropy, so it has been my biggest honor having the platform to give back to both our local and global communities.

What sets us apart from other jewelry brands is our commitment to quality, customer service, and price accessibility — values that have earned us the trust and loyalty of thousands of customers around the world. Jewelry is a small, but mighty emotional vessel. It carries memories, tells stories, and becomes part of people’s lives — from the bracelet gifted to a new mom, to a necklace engraved with the name of a lost loved one.

That’s why I create pieces with intention, using durable, skin-safe materials — because the jewelry should last as long as the memories behind it.

How do you keep your team’s morale high?

With no corporate background or formal business experience, managing a team has been completely uncharted territory for me. I’ve worked since I was 15 and experienced all kinds of management styles — and I’ve learned that the difference between a leader and an employer comes down to how someone shows up when things are most stressful.

I honestly see myself more as a co-worker to my team rather than a boss. I’m here to listen, create space, and most importantly, to learn from my team. Even though I make the final decisions, I’ll be the the first to admit I don’t have all the answers. I try to approach my professional relationships the same way I do my personal ones: with openness and curiosity. I invite feedback (both positive and critical) and encourage transparency in conversations — without these, there’s no room for real growth.

One of the most pivotal leaders in my life was my high school AP European History teacher. He challenged us to ask questions, examine our assumptions, and lean into tough conversations. I’ve always regarded him as the kind of leader I strive to embody — someone who fosters curiosity, values diverse perspectives, and builds an environment where feedback (especially the constructive kind) is welcomed, not feared.

I truly believe that when people feel heard and respected, morale rises — and so does the quality of the work we do together.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

At my core, I’m a people person. Long before I started my business, I was on a path toward a career in the medical field — drawn by a desire to connect, care, and build trust. That same instinct carries through to my work today, shaping how I lead, how I serve my customers, and how I’ve built this brand.

One of the things I’m most proud of is the reputation we’ve earned for exceptional customer care. I’ve always believed that transparency builds trust — and our community has responded well to that. Whether it’s communicating production delays, acknowledging a shipping mistake, or owning up to something that didn’t go as planned, we always lead with honesty. People ultimately want to feel seen and heard — and when we respond to even the toughest messages with kindness and clarity, it nearly always turns the conversation around. Respect is disarming, and integrity is remembered.

That same ethos extends to how we speak about our products. From the beginning, I’ve been intentional about educating customers on materials, pricing, and process. As someone who learned jewelry-making through trial and error — often through the reaction of my own sensitive skin — I know how important it is to offer clarity. I don’t make promises I can’t keep, and I don’t misrepresent our materials or practices. As an example, I often share reports from our gold plating factory, to educate on the importance of industry plating standards in extending the longevity of our gold designs. In a market full of noise, I find that this kind of directness and transparency stands out.

Over the years, our commitment to honesty, education, and empathy has created something more impactful than a customer base — it’s built a community, which is the heart of my brand.

Contact Info:

• Website: http://www.beadsbytara.com
• Instagram: https://www.instagram.com/beadsbytara/
• Facebook: https://www.facebook.com/beadsbytaraa/