Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Jason Stavrianidis, Jeweler at Venus Jewelers, located in Somerset, NJ, USA.
What's your business, and who are your customers?
Venus Jewelers is a Fifth Generation family-owned business that was started by my grandfather in 1979. Forty-three years later, I have the privilege of continuing what he started and taking his legacy to the next level. We are an upscale retail jewelry store that specializes in engagement rings, loose natural, and lab-grown diamonds, custom designs, luxury watches, etc. For ten years in a row, Venus Jewelers has been recognized and awarded as New Jersey's #1 Bridal Destination and Jewelry Store. Our clients vary from young couples starting their engagement ring journey, to couples celebrating their anniversaries and special occasions, to clients treating themselves to a cherished piece of jewelry or luxury watch "just because," and everything in between. Furthermore, we have a master jeweler, goldsmith, CAD designer, and watchmaker on-site at all times, meaning that Venus' jewelry/watch repairs and custom designs are done in-house in our state-of-the-art repair shop. Moreover, we even offer appointments for our clients to watch our master jeweler as he works his magic on your beloved piece of jewelry. The most important thing for us is to make you feel comfortable while putting your trust in our hands. After all, the jewelry industry, in general, is a big trust business, and there's a reason why Venus Jewelers has been around, in the same location, for 43 years and counting.
The big question that I always get asked is, why are we different? The best compliment that I hear on a daily basis is that Venus Jewelers is unlike any other jewelry store. When we welcome you into our space, we want to make sure you know that you're not just another transaction, but rather, now a Venus family member. We deliver an experience that's authentic, stress-free, and fun. That doesn't always translate into the biggest sale, but that's ok with us. We want to be the cool and down-to-earth family jeweler that you come and visit for all of your jewelry/watch needs, even if it's just to chat and catch up. That's how we know all of our clients on a first-name basis.
To conclude, our goal is to educate, guide, and equip you with all the info you need to make a confident decision for those special moments. I think that really resonates, especially for those who come in expecting that high-pressure sales pitch or intimidating vibes that other traditional jewelry stores give. We want to completely eliminate that here at Venus Jewelers. That's why we are different.
Tell us about yourself
Growing up as a little kid, my father would always drag me to the store on the weekends to work and learn the business. I am not going to lie; I absolutely did not look forward to the weekend. Wouldn't we all agree that most young children want to spend their free time playing video games or doing outdoor/indoor fun activities? Well, my father thought otherwise. It wasn't until one summer in high school that I started working full time, soaking up the energy of the everyday jewelry store happenings, not knowing that one day, I'd be walking in my grandfather's footsteps. After that summer, I fell in love with everything about the business, from the creativity and designing aspect to getting to be involved in people's special occasions to meeting some of the most interesting and influential people on a daily basis. A few years later, I now get to proudly say that I am following my passion and haven't worked a day in my life since.
My motivation definitely stems from both my late grandfather and father. They spent their entire lives working tirelessly to build our business from the ground up. Seeing their endless dedication, drive, and ambition to create the "BEST" version of Venus Jewelers while simultaneously giving back to the community has inspired me to fill their shoes and continue the Venus Jewelers tradition with the same passion and commitment. Here I am today, as the Fifth Generation Jeweler in the family. I get goosebumps whenever I think of that.
What's your biggest accomplishment as a business owner?
My biggest accomplishment thus far has been the marketing techniques that I've implemented into our business through various social media platforms, which has grown our business tremendously. With over 100,000 followers on Instagram under the pseudonym "Jason The Gemologist," I get to educate the public about precious gems, diamonds, and luxury watches on a daily basis. The increase in engagement and reach has allowed us to get in front of more faces, bring value to more people, and conduct business with clients from all over. It always baffles me when I see and hear random people stumbling upon one of my videos on Instagram, and then twenty minutes later, we are on the phone with them designing their forever diamond engagement ring or sourcing their dream Rolex. I'm always like, "WOW, this is actually working," or "How can we scale this and take it to the next level"? This year, we surpassed over 2 million dollars in sales from the "Jason The Gemologist" Instagram account alone. That's the power of social media. Although I do consider it somewhat of an accomplishment, I am definitely nowhere near "satisfied." Those who know me well know that when I do anything, I shoot for the stars. It is 100% or nothing, and this is only the beginning.
What's one of the hardest things that come with being a business owner?
One of the hardest things that come with being a business owner is managing a healthy work-life balance. At the end of the day, all of the responsibilities, problems, and challenges that come with operating and running a business fall on you, the business owner. There are times when I leave work after a long day and go home or out with family/friends, but I still can't stop thinking about "work." Being an employee working for somebody else and being an employer working for yourself are two very different lifestyles. Let me explain. If you work for a small business, and the business isn't doing too well and is struggling to pay its bills and expenses, you, as the employee, probably aren't going to be going home after a work day and tirelessly thinking of ideas or action plans to save the business you're working for. Maybe, just maybe, you might be a very hardworking and dedicated employee that will be doing that, but chances are, once you leave work, you will be leaving it all behind until the next day. An employee is going to get a paycheck at the end of the week regardless of whether the business they're working for is extremely successful or just getting by. On the other side of the spectrum, if you are the business owner, you will constantly be looking for ways to grow your business, constantly looking for ways to be better, improve your sales, better your team, etc. If your business isn't doing well, and you've put all of your money, time, love, and energy into it, you're most likely going to be up all night pondering on ways to save your business. This is the sacrifice that is required if you want to be a small business owner. I will conclude by saying this, make sure that if you are going to be starting up your own business, choose an industry that you really love; that way, it won't feel like work but rather a hobby/passion.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
To begin, my biggest tip to someone looking to start, run, and grow a business today, is to not listen to the opinions of others. Only you know what's best for YOU. "Lions do not lose sleep over the opinions of sheep." To elaborate, you should not let the opinions of others affect your peace of mind, mental fortitude, and decision-making. I remember when I first started my Instagram page a few years ago, many people told me that I was wasting my time, friends and family laughed at me, saying it was pointless, or that I would never go anywhere with it, etc. If I had listened to them and decided to delete the "Jason The Gemologist" page, which I almost did, by the way, then we would have lost such a tremendous amount of new business, growth, and brand awareness. Through it all, I decided to tough it out, ignore the negative comments, and follow my goals and dreams. It was the best decision I ever made. I am happy that I went through that because it allowed me to realize that we, as individuals, have the power to create our own destiny. It is up to us to decide. Don't listen to others.
Second, if you are going to start a new business with employees and a team working with/under you, the most important tip I can share with you all is to learn to be a leader. Leadership is such an important trait when working with others because if you are telling/asking your employees to do something, but you yourself aren't doing it, then how on earth can you expect them to follow your requests and give their full energy and effort? I will give you an example. Every year we host many unique events and shows at our store, and the biggest way that we get RSVPs to these events is by calling our clients and personally inviting them. If I print 500 pages of client reports and hand them out to the team and say, "Ok, everyone, here's 500 pages of names and phone numbers, start jumping on the phone and calling your people". Do you think that we will get a high productivity level just because we are demanding our employees to make cold calls? I can promise you that you won't get the results that translate into success. How about if we did this instead… I print the same 500 pages and go around to the team and say, "Venus Team, our Gem Show is coming up in 3 weeks, and I strongly believe that we can make this year's show the best one ever. We all know how important the phone calls are for a successful RSVP List, so I took the liberty of printing a 500-page report and am starting my calls today. I will be leaving pages over here to the side if anyone cares to join me". I guarantee you that if you start jumping on the phone, as the business owner, making these cold calls while your team members hear you call after call, they will grab those lists and join you in an effort to match your productivity level and contribution. There are many other examples, but the overall message here is to learn to be a leader. Grab a book from Amazon or your local bookstore on Leadership (there are hundreds of books available to you), start applying those traits to your team and your family, and see how the results will speak for themselves, in and out of the workplace.
Lastly, my final piece of advice for all your future and current business owners is NEVER GIVE UP. You just can't beat the person who will never give up, as they will always overcome the challenges, trials, and tribulations. There are many ups and downs in any business or industry, but what doesn't kill you makes you stronger. I know it is a very cliche statement, but think about how true it is. Throughout the 43 years that we've been in business, my family has seen it all, and I've watched them go through hell and back to make sure that they can keep the doors open and the lights turned on. There were many times that we could have just given up or decided to sell the business and move on with our lives, but we have always put our best foot forward and fought for the things that we accomplished and continue to accomplish. There is no failure except in no longer trying.
Where can people find you and your business?
Website: https://www.venusjewelers.com/
Instagram: https://www.instagram.com/jasonthegemologist/
LinkedIn: https://www.linkedin.com/in/jason-stavrianidis-3423b3181/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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