Alright – so today we’ve got the honor of introducing you to Yoyo. We think you’ll enjoy our conversation, we’ve shared it below.

Yoyo, appreciate you joining us today. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

My very first clients were the designers I worked with when I was still in commercial interior design. I’d wear and bring pieces I made to the office, and my coworkers were always curious about what I was experimenting with. A few of them asked if they could buy what I was making, and that small boost of confidence meant everything in those early stages.

We also had product reps visiting the office all the time, and one of them actually took me to my first craft fair just to show me what was possible. It was such a full-circle moment because the same coworkers who supported me then also modeled my very first pieces. Looking back, it was a really special environment to start in — surrounded by people who understood design and genuinely wanted to cheer me on as I figured things out.

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.

I’m Yoyo, the designer behind STUDIYO Jewelry. Before jewelry, I worked in commercial interior design, which meant a lot of time behind a computer. I loved the industry, but I missed creating with my hands. In 2017, I started experimenting with metals after work, just as a creative outlet. At first I played with brass and copper, but stainless steel grabbed my attention pretty quickly. I remember thinking, “If this material can hold up in commercial projects, it should be able to handle everyday life on a much smaller scale.” That idea still guides so much of my work today.

STUDIYO Jewelry is all about pieces that feel delicate yet strong. I’m naturally more quiet and minimal in my style, but I’ve never believed that subtlety equals weakness. I’m inspired by strong women, by the way good design can empower someone, and by the idea of making jewelry that keeps up with you rather than slows you down. I also donate a portion of proceeds to Girls Garage because I care deeply about giving women and girls access to tools, skills, and creative confidence.

My customers often tell me they’ve been searching for jewelry that looks elevated without being flashy, and designs that have personality without feeling overdone. I want them to feel like my pieces are their everyday go tos — the earrings they reach for without thinking, the necklace they throw on knowing it fits with anything in their closet, and the pieces they don’t have to fuss over or polish. That’s why stainless steel and PVD finishes are such a big part of my brand. They allow me to keep my designs light and refined while still offering the kind of strength people need for daily wear.

What sets STUDIYO apart is that everything is designed by me from the ground up. I don’t do dropshipping or white label production. Every curve, hinge, and angle comes from sketches, prototypes, or references pulled from interiors and architecture. Stainless steel is also not an easy material for small jewelry brands to work with, but it gives the pieces the structure they deserve. My goal is always to create design driven jewelry that feels considered and easy at the same time.

If there’s one thing I’d want potential customers or followers to know, it’s that STUDIYO Jewelry is for women who love good design, who appreciate a little minimalism, and who want pieces they can rely on day after day. My jewelry is meant to feel effortless, thoughtfully made, quietly distinctive, and ready for whatever your day looks like.

Have you ever had to pivot?

I joke that I live with Ross from Friends yelling “pivot!” in my head, because my business has gone through so many phases. When I started, I was literally making shrinky dink jewelry in a toaster oven. I didn’t know what I wanted the business to become — I just knew I wanted to make something with my hands again. From there it moved to resin, then metal and resin, then fully 2D metal, and now 3D designs.

Every shift came from the same place. I’d make something, look at it, and think, “This still isn’t the quality I want.” I’m always trying to refine and improve, even when the process feels messy behind the scenes. Some pivots were emotionally harder than others. Casting in stainless steel, for example, was a big financial leap compared to the materials I used in the beginning. And honestly, running a small business means you’re constantly wrestling with that feeling of, “Am I doing this right?” It’s a lot of mental growth.

One of the most meaningful pivots for me was committing to stainless steel and PVD finishes. I was nervous at first, because I knew some people might think steel isn’t as elevated as gold vermeil or silver. But the truth is, those traditional metals didn’t line up with the way I live or the way my customers live. I hated cleaning jewelry for pop ups, and it stressed me out when someone said their vermeil tarnished. I had cleaning methods, but I was always worried I’d damage the plating. And personally, I’m the type of person who tosses things in my jewelry drawer and grabs them weeks later. When I’d find something tarnished, it would drive me nuts.

Pivoting into stainless steel felt like everything clicked into place — the quality I wanted, the ease I craved, and the durability my customers needed. It let me make pieces that are delicate in appearance but strong in structure, a combination that feels very true to who I am and the women I design for.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I used to sell on Etsy, and it worked for me in the beginning. It gave me visibility when I had no audience, and it was a helpful way to learn what people were drawn to. But over time it became harder to justify staying. The platform got really saturated, I was getting billed every month without seeing any real return, and some of the policy changes — like pushing sellers to offer free shipping — didn’t feel supportive of small artists. Eventually I decided it wasn’t the right place for my brand anymore.

Now I run everything through my own Shopify website (www.studiyojewelry.com). I love being able to control the design, the customer experience, and the way I present different collections throughout the year. It feels much more aligned with the brand I’m building.

The tradeoff is that driving your own traffic is a whole job on its own. When you’re just starting out, it can feel nearly impossible. Even now I’m still learning every single day. Most of my traffic comes from Instagram, craft fairs, and Pinterest, and growing those channels has been a long game.

For anyone just starting, I actually think using someone else’s platform is a great way to gain early traction, but I’d always recommend building your own website at the same time. You want a place that’s truly yours and not dependent on another platform’s decisions.

Contact Info:

• Website: https://www.studiyojewelry.com
• Instagram: @studiyojewelry