AJ Stone Jewelry was a vendor at our first pop-up at our opening in December, and we are excited to have the chance to learn more about Annissa and the AJ Stone Jewelry business.
How long have you been in business?
Annissa: Since 2007.
How would you briefly describe your business?
Annissa: AJ Stone Jewelry was created in 2007 to provide self-expression [and] statement jewelry for everyone. Each necklace, bracelet, and earring is one-of-a-kind, hand-crafted, and made with semiprecious stones. Real stones illuminate beautiful colors. With [each] unique combination, each piece becomes a statement of [personal] style and self-worth. Each piece is individually designed and there are no copies or duplicates.
Wow, that is a powerful statement. It sounds like your jewelry is your design, but centered on enriching those who wear it. What kind of impact do you hope to make through AJ Stone Jewelry and your designs?
Annissa: My jewelry causes people to feel good, build confidence, and enhance self-expression. Some people meditate with stones and carry that positive energy into their daily interactions.
That is such a beautiful intention to set for the jewelry. Given that, it makes perfect sense why people were repeatedly drawn to your table. There was also a touching moment between you and the customer. Does that happen often? Can you tell us about a standout customer interaction that may have shaped the way you do business?
Annissa: During my first year of festival vending, a woman came to my table. Still grateful for a cancer-free diagnosis for her mother, she was looking for the perfect celebratory gift. As she shared her story she scanned the jewelry on the table. After sharing her mother’s testimony, we agreed to custom design her a necklace set for a victorious survivor in her favorite colors and stones. I made it right there in the tent. The customer returned an hour later to pick up the one-of-a-kind, semiprecious stone necklace set. She gushed with emotion! We both cried, prayed, and praised God together. About a year later, she found me again under the purple tent and shared another moving story. Her mother’s cancer returned taking her mother’s life. But her mother adored the gemstone gift and wore it daily. It made her feel victorious! Although she did not win this battle, she explained to me, that her mother lived her days victoriously adorned in my jewelry. She said it kept her strong. Again we cried together on the street. She laid her mother to rest wearing her jewelry. This customer bought another jewelry set to celebrate her mother’s life.
This taught me the power of symbolism. It illustrated for me that jewelry can be a reminder, a meditation focus, and a form of self-expression. I then decided that I would do more custom design pieces while listening to my customer’s stories. I have prayed over many pieces of jewelry for people. Little things matter. Self-expression matters.
I had chills hearing that story, to have such a moving and intimate experience at an in-person event. You already mentioned one lesson that the story provided. Over the years and countless other interactions, have there been any other important business lessons you’ve learned?
Annissa: “I am not my customer.” I learned this from direct advice and listening to my customers. I don’t have to love everything I make. As customers provide me with feedback and make requests I listen to them. This led to creating necklaces and earrings sets, necklace and bracelet sets, and so many other options I hadn’t previously considered. Some customers have even helped me price my jewelry. While I was concerned with being too expensive, my customers were the ones who said I needed to raise the price to acknowledge the artisan quality. In both cases, they were right.
That is a fantastic reminder, especially for creatives who may have started their business as their creative outlet. It can be helpful to communicate with your customers and learn from them, bringing them into the journey and design of your business as you both grow together. And as AJ Stone continues to grow, is there any advice you would be willing to share for the creatives and business owners that will read this?
Annissa: Always be open to learning and trying new things. Take every opportunity to learn from other businesses. You don’t have to do what they do, but learn why they do it and the impact of it. Second, create your brand then protect and honor it. Your brand is your integrity.
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Wonderful advice, that is a great way to close out this interview. If you liked what you read and would like to learn more about Dr. Roland at AJ Stone Jewelry, be sure to check out the links below.
And, if you know another great creative to feature, including yourself, send us an email at hello@theshopsav.com
Find AJ Stone Jewelry at:
https://m.facebook.com/AjStoneJewelry/