Looking for that perpetual sparkle ✨? Meet Cindy Siu, the creative mind behind Astrid Co Jewelry, a permanent jewelry business in the San Francisco Bay Area. With a 14k gold-filled chain and a bit of welding magic 🪄, Cindy gives her clients the gift of permanent glamour. Despite the challenges of entrepreneurship, she's been able to reach milestones with Astrid Co by stepping out of her comfort zone and listening to her inner child. Read on to learn more about the permanent jewelry business and the lessons Cindy has learned along the way!
What made you curious about the permanent jewelry business?
Originally, I was looking for a place to get permanent jewelry but I couldn’t find any near me at the time. I started looking into the process and thought it would be fun to learn. I’m always curious about how things are made and thought this was a good opportunity to get creative again!
Can you tell us about key milestones and significant events that have shaped your business’s journey up to the present day?
November 2023 - Completed my training through Linked Permanent Jewelry Training
January 2024 - Completed all the legal paperwork to start doing business
March 2024 - Had my first pop up event
May 2024 - Will be vending at my first craft show (follow along for details!) 😉
How has your cultural identity influenced your journey so far, if at all?
As a first generation Asian American, it’s been ingrained in me to only work on things that will benefit my career, family, etc. Hobbies were seen as a waste of time. In the beginning, I second guessed myself a lot if I should start Astrid Co (while working a full time job), but I’ve found that the creative journey has been what my inner child needed.
What is something about the jewelry business that you think more people should know about?
It's important for customers to understand the differences between metal types like gold-filled and gold-plated. Gold-filled jewelry has a thicker layer of gold bonded to a base metal compared to gold-plated jewelry, making it more durable and longer-lasting. Gold-plated jewelry features a thinner layer of gold electroplated onto a base metal, making it more affordable but less durable. This knowledge helps them choose jewelry that matches their style and budget while knowing how durable and long-lasting it will be.
What is an aspect of being an entrepreneur that forced you to learn something new?
One aspect of being an entrepreneur that pushed me to learn something new was diving into bookkeeping for my business. It’s not the most exciting topic but understanding my profit and losses, managing taxes, and tracking overhead costs gives me a peace of mind knowing that I have a clear picture of my business's financial health.
How has Astrid Co helped you step out of your comfort zone?
It has helped me learn to face rejection. I’ve had to reach out to businesses in person and through email to partner for pop ups. In the beginning, it was uncomfortable trying to market myself in an enticing way for the business to find value in collaborating. But I’ve found that most people are very supportive of small businesses ❤️
Which chain is your personal favorite and why?
This is hard, it’s like asking me who my favorite child is! But a figaro chain is one of my favorites because it’s classic and can be dressed up or down for all occasions.
What do you hope to accomplish through Astrid Co?
I have a lot of design ideas and hope to share ready to wear pieces outside of permanent jewelry in the near future! I hope that people who wear Astrid Co feel that the pieces are curated to them and can wear them anywhere and anytime.
What is your favorite way to unwind at the end of the day?
Curling up and reading a book!
What is the last thing you were curious about?
What makes Jeju black pork special?
Share another Asian-women-owned small business or entrepreneur that inspires you!
@uncomfy.co inspires me with her cozy polymer clay art
What can the community help you with?
Sharing the word about Astrid Co if possible 🫶
Cindy's small business journey is an inspiration for any aspiring entrepreneurs who might feel hesitant to make the leap into an unconventional creative career path. We hope her story inspires you to listen to your inner child, you never know where they may lead you! Here's where you can find Cindy and Astrid Co (and if you know anything about Jeju black pork, please let her know!):
Instagram: https://www.instagram.com/astridcojewelry/
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