Karen : What is the turning point moment that made you to venture into the industry of jewellery design?
Angie : I saw an opportunity and grab it. Especially in the area of jewellery education n jewellery customisation
Karen : Along the journey, what are the challenges, or any bottleneck you encountered before?
Angie : They are many challenges including wrong marketing strategies, product failure, cheated, everyone is multitasking, not focus enough to make one thing success before expand as i do not know which one eventually is our core. We are always distracted with many ideas and not able to execute well.
Karen : How do you overcome the current downside of the situation, and what is the strength that has keep you moving forward in your business until now?
Angie : Never give up. I have been test and measure different marketing strategies and product offering. Adopt what works n take away what doesn’t. Of course, the satisfaction of seeing my company achieving baby steps makes my journey worth while. Seeing my design well received by my client gave me a huge boost in my confident. At the same time, seeing more individual making their own masterpiece and learning new skill also drive me to do more and contribute more.
Karen : Could you please share with us what is your company’s core values, visions & missions ?
Angie : Our vision is to make the best jewellery by listening to the voice of customer, and to reach out the world with our best in class knowledge and experience in jewellery innovation. Our mission is to setup jewellery innovation center in every capital city of the world.
The very core value of us is we need to be knowledgeable in jewellery education, so that we can provide solution to our client. Educated and seemless customer experience
Karen : How would you interpret the relationship between women and jewellery?
Angie : Wearing jewellery will be representing their social status, being beautiful, elegance, feeling confident, feeling loved. There is a story behind on every piece of jewellery, be it a sentimental piece inherit from our parent and by wearing it makes us remember the spirit of her existence. On the other hand, wearing jewellery given by your loved ones reminds you of him and the feeling of feeling loved and contented. The feel good energy. For some, wearing the correct stone attract the right energy for them and it enhance their overall well being.
Karen : Any suggestions to ladies who would like to get their very first basic piece of jewellery for themselves ?
Angie : I would recommend a treasure box consist of solitaire pendant, solitaire stud earing, pearl necklace, pearl stud earing and tennis bracelet. You will never go wrong with this basic and expand your collection from here.
Karen : Throughout the years, is there any changes in the market perception towards the value of jewellery?
Angie : Yes, the gold price has gone up by 10times from 20years ago. The diamond price has gone up by at least 30 %. Mainly due to inflation and the scarcity of the material. And gold bar is used as the reserve of each country.
Karen : Now that globally has already entered into the digitalization era, how do you see & deal with this “everything is going online” major trend ?
Angie : We consider ourself lucky as we have been internet since I started my entrepreneurship journey. Most of our offering is online. Client can see us in almost 15 different emarketplace and we manage all the store in house. We also pivoted our face to face teaching to online workshop since the last MCO. We are grateful to embrace the technology to reach out to more audience.
Karen : Since last year, due to the outbreak of Covid-19 pandemic which has seriously affected the global economy, did Angie Jewels find any counter measures to deal with this pandemic ?
Angie : Yes, Covid 19 has affected some marketing channel like my walk in boutique in Shangrila. No more walk in tourist. We are lucky that we are presence online. So, most of our activities for example customized diamond ring, redesign client jewellery or teaching professional fashion jewellery design course is done online. Yes, we adapt to new norm and keep innovating is the key.
Karen : Do you have any advice for those who are interested or planning to venture into the industry of jewellery design ?
Angie : Take your first step, be it learning a new skill like jewellery making Because you never know when this particular experience will be beneficial for your future. Success is for people whom is prepared for it.
Karen : Out of curiosity, which gemstone is your personal favourite, and why ?
Angie : I love many different gemstone. If I were to pick one. It must be Opal. Opal is the only stone that has play of colours with their background colour. 95% of Opal is from Australia. The rest of the countries are Mexico, Ethiopian and Brazil. The most expensive opal is call black opal.