Although her business hasn’t been around long, lovecharmz is already making an impact.
Sandra Birnie officially launched her business late last year when she noticed the gap in the jewelry market for photo treasures. Like many amazing mom-owned businesses, it was inspired by her son. What started with a simple photo charm for her bracelet grew into a search for the ultimate mom-proof personalized jewelry option.
What was your inspiration for launching lovecharmz?
My son, Declan was the inspiration for launching lovecharmz. As an “on the go” mom, when I am away from my son, I miss him dearly and want him with me, so what better way than by “wearing my heart on my sleeve” with a lovecharmz bracelet.
Why did you decide to start a jewelry business? Did you consider selling any other products before settling on this idea?
Originally, I bought a photocharm of my son, that I added to my charm bracelet. All my friends loved it, and wanted one as well. The problem with the one that I had was that it wasn’t waterproof, and it eventually got ruined due to the everyday “wear and tear” of being a mom. So, I set out to find a jewelry maker who could help me make charm jewelry that was waterproof, scratchproof and fade resistant, so that it could endure the rigors of being a mom. Also, it had to be of a style, and a quality that I would want to wear. I didn’t consider selling any other products before settling on this idea. I was so passionate about this product and it was so relevant to my lifestyle of being a new mom, I just had to “go for it”.
What separates lovecharmz from the competition?
What separates lovecharmz from the competition, is the quality and style of the pieces as well as the fact that they are waterproof, scratchproof and fade resistant. It is high quality, stylish, sterling silver photo jewelry that really fits the active “on the go” lifestyle that a mom leads.
Have you always wanted to be an entrepreneur?
When I was younger, I thought about being an entrepreneur, but I didn’t have the confidence in myself to pursue my ideas. The skills that I learned during my extensive career in marketing gave me the confidence to go out on my own, as well as having a very supportive husband who constantly encourages me. Being a new mom, working from home is ideal as it give me the additional flexibility of spending time with my son.
What was the hardest part of building and launching your business?
I was able to draw extensively on my past marketing experience to help me with launching my business. I ‘d have to say the most challenging part about building and launching my business was assembling the team of individuals who helped me design, build, and ecommerce enable the website.
What did the process teach you?
The process taught me to believe in myself. I had an idea and thought that others would love the product as much as I did, and it is turning out to be true. The consumer feedback that I am getting is extremely positive.
Did you have any previous experience that aided you in the process?
Yes my previous consumer marketing experience on brands such as Ponds, and Budweiser helped me immensely with this project.
Do you have any special tips or tricks for balancing your business and family life?
Balancing business and family lifestyle. Set the hours every day that you are going to work, say for example from 8-3pm. When those hours are over, close the door to your office and “leave” work. If you don’t set those boundaries it is too easy to work all the time at home because your office is 3 steps away.
Do you think you will ever start another business in the near future?
Sure, if I found an opportunity that I was passionate about and really believed in. Right now, I am very excited about the feedback I am getting from lovecharmz and want to continue with this venture until I reach my long term goals for the company.