Today we’d like to introduce you to Diane Samuels.
Diane, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I have always been passionate about Jewelry. Friends tell me I have a natural eye for finding the most interesting and exquisite pieces. However, I was always redesigning them in my mind. I couldn’t let go of how I would have made a particular necklace or pair of earrings better, more wearable, and practical.
Three years ago, I decided to try to design my own jewelry. I took classes to understand the craft,( which was not as easy as I thought)! I immersed myself in the world of jewelry design. I began to wear my own pieces and the response from (not only friends and family), but total strangers on the street, was amazing and so validating. It was very natural for me to take my designs to the next level and create Tandem as a business.
I have a wonderful jeweler (Olivia Engel) who brings many of my ideas to life with her skill. We work together to create fabulous jewelry, in tandem (get it)?
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
There is nothing smooth about a start-up. I have a background in business (real estate) and am a practicing Marriage and Family Therapist. Even though I enjoy working with people and clearly love jewelry, there are always challenges entering a new arena. Besides learning the jewelry business, I have become a jack of all trades and a master of none! for example, I had a crash course on social media. I didn’t even know what Instagram was before Tandem!
I am now selling in multiple retail locations, that has been exciting but was also a challenge to get my foot in the door. Developing a good working relationship with the retailers has been a priority for me.
Maybe you have all heard this a million times, but my advice is love what you do! It is an enormous commitment to creating a new business from the ground up. Set goals, and step into the discomfort of new situations. You don’t want to miss any opportunity that may arise, so stay flexible. It is hard work but has enormous rewards.
What should we know about Tandem Jewelry? What do you guys do best? What sets you apart from the competition?
Tandem Jewelry captures exactly what I want to happen when I am adding an accessory to my outfit. When a woman or man, does a double take and asks to look closer at a Tandem piece I am wearing, it’s a thrill. Our jewelry is eye-catching, one-of-kind, and made from quality stones, diamonds, and metals. I personally work with each piece. Our signature sterling chains with diamond clasp (also in 14k) are a great example of how versatile Tandem is. You can wear the chain alone or add a Tandem Drop to it for a whole different look and feel.
Right now, we love working with our retailers from high-end boutiques and hotels. We also have put on numerous trunk shows allowing us to support local charities.
We are proud of our fair price – points for such beautiful quality. We appreciate our returning customers as much as our new ones. It is so fun to get a call from a husband who wants help picking out a birthday or anniversary gift for his wife. Equally so when a total stranger asks, would you sell me that necklace you are wearing… now?
It would be great to hear about any apps, books, podcasts or other resources that you’ve used and would recommend to others.
Instagram is a great way to keep a pulse on what is going on in the jewelry business.
I go to the jewelry shows, as well. The largest is the annual show in Las Vegas. As well, to keep abreast of what is going on in the industry and, of course, to buy raw materials.
- Website: Tandemjewelry.com
- Phone: 860-305-7111
- Email: firstname.lastname@example.org
- Instagram: tandemjewelry
- Facebook: tandemjewelry
Derek Lewis, Sam Bowen