We recently connected with Yuliana Minor and have shared our conversation below.

Alright, Yuliana thanks for taking the time to share your stories and insights with us today. What do you think it takes to be successful?

I think success in business requires a considerable amount of hard work, persistence, and unwavering consistency. Contrary to the impression often portrayed on social media and online stories, businesses don’t become successful overnight through some magical transformation. The reality is that genuine success is the result of numerous small actions undertaken consistently over months and years. Take my jewelry business, for instance, which had its humble beginnings as a hobby 13 years ago. Its growth was a slow and gradual process. Many individuals might have been discouraged by the gradual increase in revenue and chosen to give up, but I kept going. By persisting, I gained valuable insights and continuously refined the systems and processes within my business over time. Making incremental improvements on a daily basis not only contributed to the gradual growth but also provided clarity on what strategies were effective and which ones needed adjustment

Yuliana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Yuliana, the founder of YSM Designs, where I create and handcraft jewelry for the meaningful seasons of your life. Whether it’s personalized necklaces for moms or wedding jewelry for brides and bridesmaids, we aim for our jewelry to become a cherished part of your life story. I firmly believe that jewelry goes beyond being a mere adornment; it carries intrinsic meaning. Wearing beautiful jewelry not only enhances a woman’s beauty but also instills confidence, radiating happiness from within and positively influencing her environment. During the onset of the COVID-19 pandemic and subsequent lockdowns, we experienced a surge in orders for long-distance gifting. These orders served as a source of comfort, reminding recipients that someone cared about them—a kind of virtual embrace. Additionally, we crafted personalized pieces like custom initial necklaces and number necklaces in memory of those who passed during that challenging time. This realization highlighted the profound impact my jewelry had on people’s lives, revealing that it holds a deeper meaning for women beyond mere adornment.
My journey into jewelry-making began as a hobby in 2010 when I became a mother. Balancing the responsibilities of caring for a newborn and a husband who traveled 50% of the time, I chose to stay home and discovered my love for crafting during my daughter’s naps and bedtime. Despite growing up in a typical Asian family that emphasized academic pursuits like engineering or science, I broke away from the conventional path. Armed with a Bachelor’s degree in Biochemistry, I initially worked in a lab for a biotech company, but the job left me unsatisfied. It wasn’t until my daughter was born that I had the opportunity to explore my creative side.
As I delved into creating necklaces, earrings, and bracelets, I uncovered my passion for design. On a whim, I listed my handmade items on the Etsy marketplace, and they sold within the first weeks. Thirteen years later, I continue to design and sell my jewelry, boasting over 300 designs and expanding to my own website, shopysmdesigns.com. Having sold over 16,000 pieces, I’ve come to realize that jewelry is more than a mere accessory for women; it tells a story.
Many clients purchase my jewelry to celebrate birthdays, accomplishments, weddings, or to represent loved ones who have passed. I am deeply honored that these women choose to include me in these significant moments in their lives.

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

Yes, I sell on Etsy In my opinion, Etsy is a great place to start a business with little to no capital. The platform is so easy to use and it will only cost $0.20 to list an item. There is no upfront commitment to monthly fees and has built in traffic. People come to Etsy to shop for products so there’s hardly any marketing cost to acquire these customers.

The Con : There’s no brand loyalty on Etsy. Most customers who come to Etsy are not your customers and it is not easy to communicate with the customers who had purchased from you previously.

Have any books or other resources had a big impact on you?

I like listening to podcasts about business, marketing and business mindset. They keep me motivated and give me a lot of ideas on how to improve on my business and try on different strategies. I think to be a successful entrepreneur, I have to keep an open mind and constantly adapt to market environment.

I also recently read the book “Atomic Habits” by James Clear and I am excited to implement his habitual techniques to my business and parenting in the new year.

Contact Info:

• Website: https://shopysmdesigns.com/
• Instagram: https://www.instagram.com/ysmdesigns/
• Other: https://www.tiktok.com/@ysmdesigns?_t=8i1nvQFeL6p&_r=1