A Blend of Fantasy - True Bijoux

Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Lindsay Appotive, founder and co-owner of True Bijoux, located in Ottawa, ON, Canada.

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

True Bijoux is a family-run jewelry boutique nestled in the heart of Downtown Ottawa. We have an artistic yet accessible approach to the traditional world of fine jewelry. We offer an array of styles, including vintage, pre-owned, diamond engagement rings, bespoke engagement rings, and designer collections for every price point. Our in-house collection and the brands we represent are always pushing the boundaries to deliver unique concepts and designs. Nothing excites us more than seeing our clients have fun with our jewelry - we truly do have something to fit everyone’s individual personality.

Tell us about yourself

I am the founder and creative director of True Bijoux. I am a second-generation jeweler and have been working alongside my family for as long as I can remember.

In my early teens, I discovered that vintage jewelry was my first love and has been a collector ever since. In fact, True Bijoux’s roots began in vintage and pre-owned jewelry. To this day, the store has one of the largest collections in Ottawa, with new products added weekly in-store and online.

My continuous curiosity to showcase unique collections featuring unusual gems such as Pastel Sapphires and Spinel, along with more traditional stones and diamonds, encourages our clients to have fun exploring our not-so-secret, secret world. Don’t believe us? Look no further than the design studio library. You can dive into my true passion through my collection of rare books on gems and jewelry.

My biggest thrill is when a client says, “I never liked jewelry until I met you!!” My jewelry ethos is simple: mix, match, layer and have fun with your jewelry!

What's your biggest accomplishment as a business owner?

As a traditional brick-and-mortar jewelry store, our number one accomplishment is overcoming the pandemic. We did this by transitioning our in-store experience to digital. Our team can give the True Bijoux experience no matter where they are in the world. We can accommodate virtual appointments, text communication, and even Facetime.

When we first started this business, we never imagined that we’d be able to build strong and lasting relationships with clients all over the world. We have shipped to South Africa, Europe, and Asia. That is unbelievable!

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

The hardest thing that comes with being a business owner is that the mind can never really shut off. There is always something that occupies your thoughts even when you are on holiday!

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

Love what you do. I find that if you are passionate about your business, you stay curious. That allows you to remain offensive.
You must be agile- curveballs come at you fast and furiously! You must be able to adapt and change quickly.
Emotional intelligence, for me, is a big one. Whether you are dealing with staff or clients, deploying empathy to situations makes people know you care. As a leader of a business, when you have a team that can understand other points of view, you get more collaboration. It creates better teamwork which results in more sales and referrals.

Where can people find you and your business?

Website: https://truebijoux.ca/
Facebook: https://www.facebook.com/truebijoux/
Instagram: https://www.instagram.com/truebijoux/
Twitter: https://twitter.com/truebijoux

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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