Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Pernilla Ahrnstedt, owner of Pernilla Vancouver Goldsmith, located in Vancouver, BC, Canada.

What's your business, and who are your customers?

I am a goldsmith who specializes in custom-made jewelry. My clients are couples looking for out-of-the-ordinary engagement and wedding bands. But I also have a lot of women my age, 60 and older, who are very confident and exciting clients.

Tell us about yourself

I got started by a fluke. I was painting and sculpting, and someone suggested metalsmithing. I really loved working with metal and, after an unhappy two years in industrial design, found myself in a jewelry art and design program at VCC in Vancouver. The joy of creating with the most gorgeous materials in the world and a healthy dose of fear of not paying bills etc., motivates me to come to my studio.

What's your biggest accomplishment as a business owner?

To still be here! After 21 years on Granville Island (but almost 30 years in the business), a few minor and one massive global financial meltdown, not to mention two years with COVIF, I have rolled with it and managed to adjust.

Always have mostly local clients, and that is what has saved me financially. To rely on tourists is dicey, especially when nothing I do is mass-produced or made “overseas” or when there are pandemics or financial turbulence.

What's one of the hardest things that come with being a business owner?

Staying mentally and physically healthy. I have given up so many times, sworn that I am getting out, getting a job with extended benefits and paid vacation. But a great job walks through the door, and I am back.

I have carpal, neck issues, and hearing damage. Being an entrepreneur in the arts is not for the weak. I might not have pursued if I knew how much blood, sweat, and tears it would have taken. And you never know how strong, resilient, or plain stubborn you are until later in the game when you look back. And you never know if it was worth it until then either.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Don’t do it, hahaha. No, but seriously….. talk with friends who have their own business. Really get the honest, naked story. Or look at how their lives are regarding time off, family life, etc. Do they have time, or are they always stressed? Make sure you have your own money stashed somewhere apart from bank loans and investors. You need rainy days funds. Know who you are in what you do!! I am not an Etsy or production line personality. Or trendy. Therefore, my work is limited to other people/clients w the same taste. I cannot have both cheap and cheerful jewelry and very bespoke expensive pieces side by side.

Is there anything else you'd like to share?

As an older woman getting ready to retire in 5 years or so, I have realized that my job is my life: creatively and socially. I love my studio mates; I love the suppliers, tradespeople, and clients. But I now realize I have to develop interests outside of my work. It sounds elementary, but it also becomes your hobby when you have your own business. And don’t even think you will work until they carry you out: you will and should retire! It’s a tough thing to do, refocusing your life. When work fades away, there is only so much yoga you can do, books to read, etc. And not everyone can fill their lives w bucket list travel in retirement. Start cultivating something really cool and weird. I am going to take math classes! Always sucked at math, but now I am going to be good at it :)

Where can people find you and your business?

Website: https://pernilla.ca/
Facebook: https://bit.ly/3u8ztEX
Instagram: https://www.instagram.com/pernillasjewellery/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

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