Title: 047: What You Put In Is What You Get Out: Scaling a Permanent Jewelry Business with Danielle of Darling American Designs

Jen Thyrion: Hey there. I'm Jen Thyrion. I'm so glad you're here. I'm a former nine to fiver that dove into entrepreneurship eight years ago with zero business experience. I'm a wife, mama of two young girls, boutique owner, jewelry designer, and now the proud owner and coach leading Goldie Links Permanent Jewelry. I have a passion to empower fellow business days.

This podcast is made to equip you with everything you need to succeed from actionable marketing steps to digging deep on your mindset. I know firsthand the heart. Let's be real at times of struggle that makes up this amazing journey. You want to know what has enabled me to shine the brightest coaching plus community here at Goldie links.

We share openly educate and lift each other up, expect to get linked with fellow PJ owners that will do just that sprinkled with plenty of fun along the way, competition is an old school thought and connection is the way. Get ready to feel inspired. Welcome to the Goldie links podcast. Hey there.

Did you know that we offer handmade permanent jewelry supplies? Go to GoldieLinkSupplies. com to view our beautiful chains, connectors, bangles, and more, including our non permanent stretchy bracelets that are available to you for wholesale. Everything is created by our tribe of mama makers. What is a mama maker?

Stay at home moms that create on their own time between raising their children, serving as a self care creative outlet and supporting their families. Your items come with signage on how these supplies are made, along with gemstone property info, as each gemstone has a special meaning. If you want to level up your business with handmade supplies, not made by a machine, but made by hand with love, then check it out at goldilynxsupplies.

com. Now onto the show, Danielle is with us today from darling American. And I'm now running to go boost and post ads on Instagram. Seriously. She has created a booming business in Southern Florida. We chat about her views on competition, training, locals, social media, how she keeps her event calendar so full hiring and her exciting new venture, a brick and mortar space.

She is a true powerhouse and I can't wait for you to get to know her better. Enjoy. All right. We are here with Danielle from Darling American. I am so excited. Why don't we just start off by you introducing yourself and letting us know who you are?

Danielle: Sure. So my name is Danielle and I own, um, Darling American Designs.

I started my company back in: 2020

And then, um, in: 2021

welry, it's like, I feel like: 2022

you, so you started doing in: 2020

Danielle: in: 2020

I am going to do permanent. I really want to do it. It was like I mean, it is still quite the investment as we know, but it was like, I feel like even more of an investment at that point because we were like, just who's going to want it? Is it something that like, it wasn't really in my area at all yet. So I said, okay, let's make the leap and do it.

I'm so glad that I did.

Jen Thyrion: That's amazing. So I guess actually it was funny. I don't even know how I came across your account. Maybe you messaged me. I don't even know where it started. And then I was scrolling your account and I was like, Oh my gosh. Cause I did notice your other jewelry designs. When you scroll far enough, it could see.

Cause so, so where does your name come from? Let's start there. Did you always have this darling American as your name? So it

irst my, um, I lost my mom in: 2018

So that was like a, that's a big part of it. And It just, it always means something super special to me, that word. And like one of my last text messages from her was like, okay, my darling. And like, I'll always have that. Remember it. So that word was always really important to me. And then the American part, you know, after doing some research, I really just wanted to, like, I still do kind of just pride myself on like making sure that like I'm like when I'm shopping for gemstones and when I'm shopping for certain suppliers that I really do try to keep it local.

Cause it's very important for me. So adding in just that little touch might make sense. someone who also feels passionate about that say, okay, you know, I can, I can relate with with this company. So, and it just, and to me, it just kind of felt like it flowed.

Jen Thyrion: It does flow. That's what I was asking. Cause I'm like, I'm always curious where people's names cause again, just like you shared your, the, where Darling comes from, you would have never known that.

And that's such a special meaning of course. And also, but American, like I love, cause it's just, just like scream small business, you know what I mean? And like something that just seems like localized and local and you know, just special. So yeah. So do you still. offer your jewelry or ready to wear jewelry along with permanent jewelry?

I

Danielle: do. So permanent jewelry is just such a hit right now and it's such a hot thing that it keeps me, I'm so gracious, it keeps me so busy. Like it's incredible. So right now what I do is I do a lot of custom. So if somebody wants something special, then I can you know, make something special for them on the fly.

Um, I do sometimes if it's like therapeutic and I'm maybe like decompressed, I will get out, like I'll get out soldering tools and I'll start like I'll pull everything out. I say I'm going to do it, but it's mostly custom stuff. And I know we'll get into it, um, in a little bit, but, um, very soon when I open up, uh, my storefront, I will be offering a lot more of that.

So there's more elements coming with that as well.

Jen Thyrion: So how do you feel about metalsmithing versus welding? Like, obviously you can only, you know, there's limitations with. Welding versus metalsmithing, correct?

Danielle: Oh, yeah. Yeah. I mean, it's, I mean, it's very, it's very different. So, you know, and I'm sure you haven't got the people who have said, oh, they solder it on you.

I'm like, no, no, if they solder it on you, that's bad. That's a bad thing. We weld it and we're very careful, you know, but, um, well, for me, it was funny when I took my first metalsmithing class, I didn't really realize what I was doing. I, it was, And again, it was like a therapeutic thing. I think I'm just gonna go take a bunch of classes and see what sticks.

It was like ceramics. It was, you know, drawing. It was painting. It was photography. And then I walk into this jewelry design 101 class and they put a torch in my hand. And I promise you, I never looked back like it was like, yeah, I was like, Oh, my gosh, fire. I didn't think I could do something like that. It was incredible.

,: 2018

Cool. Like, that sounds like something, like, I think, wow, am I badass? Like, this is basically, like, such a cool thing to do, right? So I signed up for a class and I'm telling you, it was actually the coolest thing I've ever done. You know, the, the helmet and like, I was making flowers and I was making, I mean, I just, I truly had so much fun with it.

I don't even know the stuff that I made. I didn't, I don't even know where it is. I probably gave it away, but, but like, at least I can say that I did it and I tried it. And then, you know, anything after that was like a breeze.

Jen Thyrion: I love it. That's so funny because, like, I feel the opposite. I've talked about it before.

I've taken metalsmith a few different times because I've made jewelry for a very long time, but it's more or less, like, shaping wire, hammering, like, wire wrapping was more my jam, stamping, like, things like that. But I tried metalsmithing a few times and it was, like, the opposite. I would hold a fire torch and I'm like, Ah!

Like, I'm so scared. Like, me and fire, we're just not meant to be. I don't know. Like, I just, it was so intimidating to me. That's why I like welding because it's just, I find welding really fun. For sure, but

Danielle: it's funny that you say that because I can't string a bead on like and to me that is like it's almost it's too tedious for me to like sit and string beads or like wrap or like wrap wire.

I just feel like I don't maybe I don't have the patience to do it where it's ironic because everybody's like how can you see the little chain and the little jump rings and I'm like oh that's fun that's fun for me uh but the the the beading I just haven't gotten the knack for it yet. Maybe. I

Jen Thyrion: love that you said that because I think when people think of creativity, they go right to a specific thing they have in their mind, what's creative.

But anything can really be creative. And honestly, I grew up also, I always being a creative. I felt like I've always wanted to enjoy making things enjoyed. I admired things that were handmade, but my mom's a painter. And I totally thought, I mean, obviously she's a painter. I. Can be a painter because so I remember taking this class right after high school and I hate it.

Like I was not good. I did not enjoy it. And I'm like, okay, that's just not my avenue of creativity, right? Like, you know, everyone has their thing and it could be the silliest thing, but it's still creative. Like whether it's. You know, sewing on a button or I don't know. Like there's always different things.

Danielle: Well, case in point, I have two guitars hanging on my wall. One, one was my mom's. This one over here was my mom's. Um, and this one is mine. Um, they are played so little because I took so many years of lessons, but just really, and my mom, you know, she kind of played with it a little bit, but, uh, that that guitar might even be older than I am, but it was, it's, so it's a sentimental thing.

If somebody's, you know, if you love something, you're going to be good at it. If you're like not really that much in love with it, then it's just not for you. And that's kind of probably what happened with me there. So

Jen Thyrion: I don't hear you. Like, I feel like even the metalsmith, any, when I think back to it, I'm like, man, if I would have maybe tried a little bit longer, like I would have maybe got the hang of it, but I just didn't really love it.

You know what I mean? And I wanted to love it so much. That's the thing. It's like, I wanted it to be my thing. And there were so many times I bought all the things and then did nothing with them. And so do you ever think, have you ever made your own connection? For Atory with like doing the metalsmithing?

Yeah. Yeah. So

Danielle: I just recently bought a bunch of like real tiny moonstones and then, and I just bezel them and yeah. And so they're, they're great. And then, uh, even the, the hearts, you know, like we know the hearts are probably more economical for us to buy versus making like the time, but I've made the hearts before and they're special and I can tell people, oh, I, I made those and then, then people choose them because I made them.

Uh, it

Jen Thyrion: makes me feel good too. So. Oh my God. Yeah, we're, we're, we're down the same because of course, like with my handmade chains and all the things like I, again, I think it's just because I, I have always had a love for handmade. And I mean, I just think it hits different, you know, when you're talking about, and it's going to speak to a specific customers that appreciate it too, because I have to say, you know, even before doing permanent jewelry, but if I went somewhere and saw something that was mass produced or someone said, I made this, I'd be like, Oh, yep.

sold like that's made like it's so unique. It's one of a kind because it's made. So there's no, you know, it's not made by a machine. So I love that. So talk about your start. Like, obviously you started when you said no one else really in the area was doing it. So do you feel like that was obviously a big catapult to your business?

Cause I feel like you, I look at your schedule and you're doing events like nonstop. That's how I feel. So busy, so

Danielle: busy. And so I'm so thankful. Yeah, it, it really was. Great. I was nervous, but it was really great. I did just kind of like it's like a do whatever anybody wanted me to do type of thing. I also had to educate a ton of people on what permanent jewelry is.

I'm still educating a ton of people on what it is, which is good for our business. But I was educating a lot of people. Um, and then once the word got out about how popular it was, then more people wanted it. What happened was I worked a corporate job for almost 20 years. And so could I put All of the effort in that I put into it right now.

I just couldn't I would have to say no to things because you know I couldn't get off work until 5 p. m But they wanted an event that started at 4 for example, you know um Or had to travel to dallas or whatever you had to do and it was things that I had to say no to and turn things Down which was like a bummer.

I I never wanted to say no to anything So, you know, I I tried not to I tried to do as much as I could and then earlier last year It's funny because you kind of say, how does it feel like a blessing? But I think a lot of people in the situation feel this way. Basically my marketing team that I was working on in my corporate job, they let me go, they gave me some options to stay with the company, but I ended up, you know, taking the small little separate and moving on.

And that was the best thing that could have ever happened so that I can really. I was scared. It was like a huge leap to take because you had a steady income, 401k, all the benefits that came with it. And do you go out and you find another job or do you do something that you love and try to make something of it?

And I hustled so hard in the beginning with a lot of help. Like I have some really incredible girls that help me and they're on my team. And I just, I love them to death and I really couldn't do what I do today without them. So that busy schedule is not just me working, not just me zapping, you know, there's, there's a, there's a few of us, but it is, it's, yeah, it's so good.

And we just, we just work, work, work until, you know, hopefully this never dies down. But the new things that are coming with permanent jewelry all the time, like I always say, like. For example, the glow ups, like that's new. People love them. People love them. And that's a new thing.

Jen Thyrion: Keeps it fresh. Yes. So take us back to the beginning.

Cause when you'd say you have a team, when did you implement that? When did you know you needed to add girls to be, you know, To help you out with all the things. Yeah, as

Danielle: soon as I took it full time. So, I had a few girls that were helping me, like, you know, when the line gets long. Cause I don't do appointments, it's walk in only.

At this point, it's walk in only. And it's first come, first served type deal. And it's like, When there's a literal line out the door, it's overwhelming for me. It's overwhelming for the customers, for the business and a pop up business. So I have girls that were, you know, for, for a couple of years now, they've been helping me just like, okay, you choose your chain while you're waiting.

Those types of, you know, building that's huge help. Yeah. It's such a great, great feeling to have that. And then, uh, when I went full time is when I started adding on more girls, like adding in welders, you know, create, you know, creating second, third. Setups of this, you know, pop up station and just handing it to these girls and saying, okay, I'm going to tell you where to go and where to be.

And you just do it, you know, and I market it and I do all of that. And they're, they're incredible. So that was actually really, really early when I started taking this full time.

Jen Thyrion: Wow. So how does it feel to like, cause you were talking about people literally do you have welders that go to events without you?

So how do you feel and what has been your experience with hiring and also trusting that person to represent your business? I think that's one of the biggest things I know I struggle with. So I'm asking selfishly to like represent and know that they're treating. And just kind of like have that same feel that you would offer your customer.

Danielle: It is, it's not easy because of the customer service aspect of this, the actual service, like making sure that people feel like they're having a really great experience when they're there. I've been extremely lucky. So the first person that I actually reached out to her when I was looking for help, she reached out to me many years ago because she's in my area and she sent me a DM just like many, many people did.

on back in, maybe it was like: 2022

Come hang out with me for about 30 minutes. I ended up taking her to a private event with me. Maybe a few days later, she sat with me. She used the welder. I. You know, didn't necessarily not bank on her taking the investment to start her own business, but she did. She went out there not long after we met when she felt like I can do this.

This is, this is something I absolutely can do. Um, she went out, she bought her entire thing. She started her own business and, you know, she did events. And what was great for me was that when I was busy working, You know, working my corporate job, I had somebody that I could refer to that I trusted. So I still had the customer service aspect in my business, even if it wasn't my company doing it.

Um, I'm able to say here, here's a really great person with quality materials. She's got a great personality. You're going to love her. And then when I went full time, I had some hiccups, you know, there was like emergency surgery, lost a dear friend of mine, like things that happened right away that I had to call her.

But I said, listen, I'm not really in a position right now to like, Giveaway events. Unfortunately, I can't really do that right now. I have to like think about it. And I said, would you be willing to work on like a commission based structure? And she was like, yeah, absolutely. Never looked back. And I told her even to this day, I'm like, listen, you have your business.

You can do whatever you want to. Um, I'm not going to stop her, but you know, she just, she works with me and she's been incredible. And then since then I have found people that I just love. I just know and I trust so not necessarily going into like my direct friend circle because that can get a little tricky.

Yes, for sure. You know, cause you don't want to lose friendships, whatever, but to go into like this, I went into the small business realm of people that I know, there's this, you know, it's a. It's a pretty big circle, but you, you get to know pretty quickly who are the people that you trust in the small business world.

And I reached out to people and I said, who's interested? And yes. And then, yeah, started training. And last weekend, I, uh, this past weekend, we did 98 bracelets to me and it was her first, like, Big event. And she did like 48 bracelets on her own or something. Oh

Jen Thyrion: my gosh. That's amazing. Incredible. So the, the, the one person you're talking about before that you did, is she still doing her own business as well as, or, you know, that's hard

Danielle: to say if she does things on her own, like, like privately, you know, like a private party.

I don't know that I don't think she's not doing events. So any events where she's really doing them with me and, you know, I, I mean, I'm very fortunate that. I do my own marketing. I have a decent following. I have really great referrals. And for her, it's a good bank just to come and take it. It's good money versus I hate to say this, but to go to a market that's not well organized or well marketed, and then nobody shows up and she doesn't really make anything.

So she knows. People will come if we're there.

Jen Thyrion: So when you say by appointment, because right now you, you do not have a brick and mortar space, correct? I know you said you're opening one very, very soon, right? Okay. So it's just been events. It's just been events. So again, going back to, yes, you have a great following.

You know, it's funny when we were sending out, when you would talk to me about your strengths and your weaknesses, you were talking about social media and I'm like, actually, it's funny. I love your social media. I think you have a lot of. People in your social media, which I really love because it feels very like there's a connection piece there, which I enjoy.

Like you see a lot of customers. And so I, that's my one takeaway from that because I think for me, it's a little bit harder again, but I shouldn't say that because you're, you're obviously totally mobile too. I think one of the things I'm looking forward to with the brick and mortar is having. More of somewhere where it's consistency of me being able to take more photo and video of actual customers versus just not their risk.

But it's like literally you have pictures of people together, like you see their faces, you see like the connection there. And I don't have that as much. And honestly, that's one thing I took away from your social. I'm like, Oh my gosh, I just love seeing these smiling faces of all these people that are coming and getting linked.

Like I actually only have risks. You

Danielle: know, I started out that way, I started out that way and I was just like, Oh, I don't know if anybody really wants to be in the photo. I know. Yeah. I struggle with the idea of like putting my face in photos, like I'm still trying to get used to it. So I don't want to.

pressure anybody into doing it. But we've just come like we have our lingo now. Like, is it okay if I put your face in it? And I think truly in many years, I think I've had like one person tell me no. And they're, they're coming, they've seen our social media. So they like likely know that if they're going to take it, if we're going to take a photo and I, we don't take.

pictures of everybody. We just it's like if we have a second to take your photo, we're gonna take it. And that's, you know, we do try our hardest to do that. So, um, yeah, social media for me, it's it's the weakness part is consistency. I also have an incredible girl who helps me with content. And making content like she, she'll take the content and then just because I, if she listens to this, she's going to be like, yeah, I know that.

Um, so it's not going to be like news to her. I'm extremely picky about what does go out there because I want it to feel authentic. Authenticity is my number one thing. I want to make sure that people know that was actually like a really good experience and it shows on social media.

Jen Thyrion: Yes, for sure. I feel like I, and it does shine through.

So I have to say, cause I, that's one thing, but funny you say you didn't share your face because I was like scrolling to find a post about you to see like, if you shared a post being like, Hey, my name is Danielle. I'm the owner. I didn't see any of that. So I was like, So that's one thing I encourage anyone to do.

I know it's hard. It's not easy. And I'm not saying, I don't know if you show up in stories. For me, I'm not always showing my face in my feed, but I do show up in my stories. As you might know, I show my face, but like, I encourage you to, because obviously like people really do want to get to know you.

Danielle: It's fine.

I mean, I, like, I even struggle with this, right? Like this part of it. Yeah, of course, you know, like people are, want me to talk. It's just like, it's a, it's a, it's an insecurity thing, but I'll go in my stories. My, my issue is, and I had a very dear friend of mine who is just fantastic things with social media.

And she once told me, just don't rewatch it. If you rewatch it. Yeah, you're never gonna post it. So sometimes when I'm feeling like, oh, the eyeliner is snatched today, then I'll just post it. If it's like a, like, if I'm like a little bit crazy looking, I'm like, I gotta rewatch it again. So I, I try my hardest not to rewatch it, but I do, I do go on stories like, like once a week, I need to do, I need to do more.

Jen Thyrion: I know. Well, yeah. And it's one thing you grow with, but I, that's actually, that's such great advice if anyone's, cause I, I hear a lot of people say that about. Feeling self conscious, you know what I mean, just showing. But again, that's what stories are so great for, because they disappear anyway after 24 hours.

But also, I have been in the past when I, before I was just so used to just showing up and just putting it out there. I used to redo a 60 second story. It took me like a half an hour. I was like, oh my God, no, I messed up that word. I said like too much, or oh my God. And I'm like, This was such a waste of time, so just don't watch it.

Yes. I mean, do you think I listed my podcast? I was, no, because I will never, I'll be like, I'm shutting, shutting up shop tomorrow. I'm not going to do the podcast anymore. I sound like an idiot. Like, the

Danielle: first time I was on a story, I was like, did I, do I have a list? But then I didn't know about it. I do. I mean, like I do now, now I do.

And I'm aware of it. I'm hyper aware of it. So yeah,

Jen Thyrion: I mean, you'll analyze the crap on yourself. Like sometimes too, if I watch myself, like, do I have like a lazy eye? Like what's going on with my eye?

Danielle: With you. I'm with you. What's going on?

Jen Thyrion: Okay. Well, let's talk really quick because I'm really impressed with usually your, I guess you'd say outlook on competition because even just higher, you know, training someone who went out on their own and then kind of calling back to be like, Hey, do you want to, I think most people wouldn't do that.

I'm not going to lie to you. So what's your view on that? Like, especially obviously you start at the very beginning where probably no one in your area was doing it. I'm assuming there's more people in your area doing it. So yeah.

Danielle: Yeah. Sure. How do you feel about all

Jen Thyrion: that?

Danielle: Well, I, it's, it is interesting. I definitely think I have a different outtake on it because I don't, you know, I hear community over competition like that saying, and I don't necessarily like love that.

I don't stand by that. What I think about is, you know, there's got to be some beneficial pieces of it to me as well, because I did recently, you know, within this last year, say, listen, I get people all the time that ask me about how to do this. Why can't I benefit from it in some way? By assisting them and getting their business started, putting a better name on permanent jewelry because I am constantly taking off people's jewelry that has tarnished because it's cold plated.

It's not meant for permanent jewelry. It's got the wrong, like the connectors are fading and they're unhappy with it or it's, you know, too big, whatever. So putting a, trying my hardest to put a better name in the current community, like in my, my community of permanent jewelry so that people aren't like, Oh, he did it and I hated it.

And I'm just never going to do it again. I'm also, you know, selfishly, like for example, Galentine's day, we have multiple events happening in three, in three days. It's just probably it's too much, but we're doing it. And I had to, I had to give a lot of events away and. I was, what do I do now? I go and I find the people that I trained, that I trust, that I know are using quality material to give that infer to give that event to you.

And we are, you know, we, I made friends with them too. It's not, you know, there's enough, there truly is enough business. Nobody's taking any business away from me. And, you know, the people who are, some of the marketing tactics taught out there from like, without naming names, but like the bigger companies that do training, like the big companies that do training, the marketing tactics are just a little bit unethical in my, in my views, you know?

So, I have not really had any bad experiences with anybody local. And if I even have like a twinge of a bad experience, They don't need to see my profile anymore, and that's it. I'm not a blocker, but I will block if I have to, and that's it. And that's, that is my view on, yeah, basically the competition in the area, because I have really steady business, and unless something crazy happens, it's likely, you know, I don't think it's going to be taken away, so.

Jen Thyrion: Yeah. Um, yeah, I just speak, I guess it speaks to the confidence you have in your own business. I think sometimes it's like a lot of that is very fear based. I feel, you know, so especially if we don't feel like we have confidence there, we're fearful that our business isn't gonna do well. That's when we're like looking outside ourselves and being so worried and trying to like, you know, not have that mindset that you have.

Right. Yeah.

Danielle: I, I, I do feel, I do. Feel confident, but I feel confident in my girls that are representing my business. 100%. I do. They're incredible. But also, you know, the more I can not necessarily even make friends, but just be friendly with the people around me. You know, I had a girl on one of the Facebook groups say, I'm in, you know, the West Palm area.

Can I borrow, does anybody have a pair of grounding, uh, something like pliers? Because mine broke and she didn't have anything extra. I said, stop by, like, just pick mine up. She took mine. And that was another connection. Like those. Little things like now I know her. I know what machine she uses. I've been like keeping in contact with her and I feel comfortable giving her something if I can't do it because I would rather they ask me to find the right person than to go out there on Instagram and find the wrong person.

Jen Thyrion: True. And like all goes back to things I say all the time, what you put out is what you get back. Because if you were in that position and you needed something, say you're, you know, cause actually I have experience with a local permanent jeweler here who her machine just stopped working and she knew I had extras and she reached out to me and I'm like, yeah.

And I wasn't even home. I was like, use my keyless entry. Here's the code. It's in the basement. This is where it's at. And I'm like, just go grab a machine. It's in the box. Like, because in the end, if that were happened to me, would I want the same? from someone else, a local like and trust and like, because it doesn't do me any good by saying, Nope, you can't borrow my machine that I'm not using.

Like, what is that going to do for me? Right? Like, it's just doing customers and people disservice to you. And it's just not again, what do you want to put out? And what do you want to get back? Like, what you're putting out is what you're getting back, basically. So, so usually speaking of like, How do you feel like you stay so booked?

Danielle: I mean, I have incredible referrals, so most of the events that I have, you know, with the exception of maybe like one large event that like I like recently that came up, people are asking me to join, you know, I don't know if it is social media. I don't know if it is the referrals. I'm not. I don't know all it is.

I just know I'm grateful. I'm grateful that I get the messages saying, Hey, we're happy. We have an event on this day. We'd like for you to come. And you know, then there's, there's some small businesses and shops maybe that we work with that will take priority because it's such a great relationship. But we always try, I always try my hardest to do everything I can to get to an event.

So I'm not in the business today of saying no to anything unless I know it's not going to be any sort of beneficial, you know? So like, there are some, um, of the, the events that are like markets where you pay a vendor fee. I will be honest. I don't do many of those. My events are usually like, I call them like solo events.

You know, what I might do is if the small business wants a bigger event, I might say, Hey, I have a friend who sells really makes and sells really great like body oils and soap scrubs or something. Can I bring her with me or I have a, you know, my best friend does, uh, she has hair accessories for children.

Like if the setting fits, I'll bring my, the people that I trust and I know, and I'll make a small mini event out of it. And that way that it's, it just benefits everybody, you know, and I, I, those are the events that I prefer to do.

Jen Thyrion: So in the, is that always been the case or did you, did you do more markets?

I feel like a lot of people do if they don't have somewhere, you know, a relationship existing with. say small businesses around them, like that's kind of where you start, right? Is like markets, just to get the word out. Did you start more there or have you always been kind of straight to smaller events?

Danielle: Honestly, I'm an indoor cat, Jen. I need like AC. I don't want to be putting up tents in June in South Florida. I am just, that's just, I don't like it. So have I done 100%? Do I try my hardest to avoid them at all? All costs, you know, and like even, even the events that are like outdoor, there's a huge market down here that I normally do every month and taking a step back just while I'm getting my, my store up and running because it's more of a pricey event.

So I'm just kind of like outweighing the costs and everything. Um, even that one, I'm like, I'll go outside, you know, when it's not hot, but I don't want, I want to be under a cover. I don't want to have to put the tent up. Like there are things that I try my hardest to like, And then not just for me, but for the girls, I don't want them to be putting up tents in the heat and then have to work for six hours at an event and then break it all down.

They go, we go home and we're,

Jen Thyrion: Oh, no, it's crazy. I used to do outdoor markets all the time with my boutique. So when I started this, I was like, no thanks. And I already had existing relationships with like some, you know, obviously even where I had my boutique and locations, but I literally have PTSD from outdoor events, no joke, like tents in the air, flying in the air, like no joke, like, yeah, wind.

I mean, whether I know is, you know, again. We are in very different climates, but Colorado, a gust of wind can come out of nowhere. And there goes your whole like, it's just scary. You know, you just not my, my, not my cup of tea either. So in your experience, like, have you been good about knowing what's going to be a good event versus bad event?

And what's an experience of like the worst event you've ever done?

Danielle: Okay. So good event versus bad going back to you get into it. You get out of it what you put in. I market every event that I do, and I do it pretty heavily. So like for me, social media is if it's boosting posts, if it's, you know, putting, you know, doing whatever I have to do to get get the most visibility that I can out of my events.

So and that is one way that I'm market to these small businesses that I've been working with for so long is, Hey, I'm gonna if I can have about yeah. Five feet of space in your store. I am going to market the hell out of this event and try to get as many people and new faces in that have ever been in, they've never been in your store before.

e October, November, a lot of: 2024

So like you, you just never really know what's going to happen, you know, but I can, I keep an eye on it. Like I've, I follow trends on my social media to see like, Hey, am I going to need an extra set of hands that day? Am I good to go by myself? Do I need two welders? Like I think about all of that as we lead up to the event.

Jen Thyrion: That's great. I love that you said that because a lot of times when we reach out to say a boutique or somewhere where you want to pop up, it's like talking about how you can help their business. It's not just about like thinking about yourself, like, Oh, can I just pop up here? You know what I mean? And like, you just think just your presence alone is not enough to sell the idea of like, no, I want to help your business.

I want to bring people in here. I'm going to market, like you said, the crap out of it and bring new people into your establishment.

Danielle: Yeah. I mean, and if you don't market, how does anybody even know that you're there?

Jen Thyrion: Like who? Yeah. Yeah. I think a lot of times when we pop up somewhere, we're kind of expecting them to market it.

Possibly. Do you have a lot of places where you regularly pop up where it's kind of like a re Yeah. Okay. So like we can establish that relationship too. And people also know like, Oh wow, you're at this location once a month. When are you there next? Kind of thing. Yeah,

Danielle: I try to do quarterly just because, um, I do have quite a few places that I'm pretty regular in.

So like to, and then also like, so there's no fatigue, you know, they can also hop over to different places and because our schedule is so full, keeping it quarterly just seems to make sense. That's just for my business. I know a lot of people do, but you know, I don't, what I don't want to happen is somebody to say, Oh, I missed him this month, but I'll catch him next month.

Jen Thyrion: That's true. I would rather

Danielle: they say, Oh, I don't know when they're going to be back. So let me go see their calendar and go to this location instead.

Jen Thyrion: So I know you have a, you have a great following, but how else, when you talk about marketing and letting everyone know, like, so you said your boost post, you have like an email list.

Like what ways do you market?

Danielle: I do have an email list. I have a text list as well. I'm not great about it. I'm not great at it. Not just because it's not, it's just not where I put my focus. I, I, I know that the, the drive from the physical events come from social media for me. So whatever I put out there, like I said, I can see shares, saves, you know, those are really like infused.

Those are like my important things, especially on reels to tell me if an event is going to be busy. And if it's, if it's slow. Like, if I think it's a low number, I just keep boosting it until it gets to where it needs to be, you know, so that we're making money, you know, we're making money that day.

Jen Thyrion: Right, so on average, like, how much are you spending to boost a post?

Do you mind sharing that? Yeah,

Danielle: so

Jen Thyrion: it could,

Danielle: it varies. It's going to vary on the location because we do quite a large range of South Florida. So, you know, we can go, you know, the area, there's, there's really, there's four counties that we can work in. And because we're so, they're so spread out, but really everything takes us about, you know, the most, an hour to get to anywhere we want to go.

So it doesn't seem like, and I'm always in the car, everywhere I go. I'm kind of like the boondocks out here. So it depends on the area, but you know, on average it could be anywhere between 50 per post or it could be, you know, it could be 300 if it's a really big event. Yeah. The average might be somewhere around 150, but I'm, and I'm talking per day.

So my logic is if I put 80 per day in, it's a bracelet. And it's maybe if it's three days, it's three bracelets, but if I do 20, I've made my money plus.

Jen Thyrion: So have you ever had a situation where you boost a post but just didn't work?

Danielle: I've done a ton of trial and error. So yes, in the beginning, 100 percent I've done things that do not work.

I have found a really sweet spot for me, which is a standard post. I get people that pick up, I don't have anything on my desk right now, but that pick up like a business card. And they see my logo and they're like, Oh, I get this ad all the time.

Jen Thyrion: Like I've seen you,

Danielle: I've seen this all the time. And they, they say, Oh, it's like this.

Cause my ad is very specific and it's what I use all the time. I never change it. And it works every single time.

Jen Thyrion: Yeah. So when you're saying boost a post. I guess I was thinking, because I've actually, I'm not going to lie, I've only boosted one post before and it was for an event that I wanted to, I was doing my first charm bar and permanent jewelry.

I think that was the one I did. So when you say boost posts versus like, is that the same? This is going to sound so dumb, but is that the same as an ad? Are you saying you're running the same ad all the time? They're the same in

Danielle: my mind. So like boosting it with, I, when I say boosting, I mean boosting with like money, I just put money behind it and I can do it.

You know, Instagram is a little funny these days, but you can do it right through meta, like the meta business suite, do it right through there. You can do it, um, directly on your posts. I like to do it on the reel that I post because I just, it's easier for me just to find the engagement. And then I can always go back to it.

I can always look at it at a glance. Like people can see where we've been before. And it just, to me, I just like to have it. I like to have it in like my archives and my reels. So if you, if you go look at my social media, you'll see. My ads, but they're on my real section. They're not on my profile grid I have one up there right now that's upcoming and once that event is done.

I'll i'll just take it off my profile grid

Jen Thyrion: Okay Because you don't want to keep it on your profile grid because you're basically Kind of reusing it the same one all the time or what is your theory behind that? It's

Danielle: confusing. I don't want somebody to be like, Oh, that happened on February 3rd, but it's February 10th.

And like, did I miss something? I want them, I just want them to think, okay, where do I go to find events? I go to the website, I go to the bio and I have all my upcoming events listed. There's a strategy behind it where I just don't want somebody to click on it and get confused. It's easier if it's gone.

And now they're like, Oh, well, where do I get permajority? I'm going to DM them and find out. And then I have a conversation with them or they send an email.

Jen Thyrion: Well, it's so funny that you said you're not great at social media because you're actually you're doing a lot of things that most people don't do. I mean, I don't even, I don't do that.

Like, I, I mean, honestly, I guess I, you're making me think, of course, I'm like, gosh, I'm going to start need experimenting with that a little bit, you know, when it comes to boosting and kind of, you know, trial and error, I guess.

Danielle: Yeah, it's, it's definitely trial and error. It's going to be what works for your Area your clients, you know, like I even played with colors, right?

Like, like blue does not do great for me, but like yellow does and pink does. But pink, I think naturally does, but blue does not do great. But yellow orange is eye catching. I think that's really what it is. And it makes that's it. So it works better. I hate. I hate the color yellow. It doesn't at all match it.

Not that I hate it, but it doesn't really match my brand. Like it just doesn't, it doesn't match. So I definitely wouldn't want that on my grid because it just doesn't match anything that I have. It's just too bright. So yellow and gold, it just doesn't match. So I just remove it, but I tried it and you know, it doesn't do as great as the pink and the blue does.

So.

Jen Thyrion: Hey, busy entrepreneur. As you know, being a business owner, you have to wear all the hats. You're a social media manager, marketer. Graphic designer, accountant, photographer, videographer, web designer, business coach, scheduler, and the list goes on. I know how overwhelming it can be, and this is why I created the Goldilocks Society.

It's our monthly permanent jewelry membership. We have a weekly call to talk about all the things, but not only that, including monthly photography and video to use for your social media and marketing, Canva templates, monthly business access. monthly training, support group, discount, and first dibs on Goldilinks supplies, and more.

My intention is to create a beautiful community of permanent jewelers that want to level up their businesses together by creating lasting friendships and having fun. This is what I wish existed when I started my business almost ten years ago. If you want to know more, check it out at GoldieLinksSociety.

com or at AllTheThingsPermanentJewelry. com. I hope to see you there. I love this because it just made me think too. It's actually like a conversation I had recently where we were talking about boring aspects of business and how you can gamify things and make things more creative. So what you're saying right now, I'm like, God, that sounds kind of fun actually, like, you know, which really like social media is fun for me in certain aspects, but not in that aspect when you're talking, you know what I mean?

But really when you're comparing A to B and seeing what colors work and trying different, it's kind of actually turns out a little bit, it's, it's like interesting. It's kind of like a game.

Danielle: Yeah. And meta is great. In awful at the same time in some aspects, but but one thing that they're great about is that you can go on Meta business suite and you can run an A and B test.

And I think maybe people have seen it before. If you dig that deep into it, but you can do an A and B test and they'll say what performs better. pink or orange and then you know you can see who likes what and you know who shares what and just the view count and reels on instagram just did an update um that i actually haven't even tried yet but i'm excited to try it is you can share a reel that you create with everybody but your followers because you know your mom is going to like your post.

Yeah, you know your best friend is going to like your post. Yeah, you know that this person is going to share it because they, they like you. But, but this is going to show you organically what content are you putting out there that people engage with.

Jen Thyrion: Because I have to say, I do look at that. When we have the reels, like the whole stats of like What non followers versus followers who it reached.

That's very interesting to me. Wow. That's really cool. So from the very beginning, were you doing this or over time you started boosting and things like that?

bably in like, maybe like mid: 2023

And how can I do that? Because I was relying on. My followers, which was less than it is now, which is not great. You know, I think I'm at like 70, like 7, 000 followers. So it's not, it's not a huge following, but it's decent amount of followers. Right. And they are all local. I was like, I'll say that right now, which is a huge part of our business.

we pulled it up at the end of: 2024

I, I, I found them. I found those people to follow me and great. Um, but it definitely took trial and error. And I, I did a lot of playing with what worked for me and I, you know, yeah. So for, I don't know, maybe about two

Jen Thyrion: years now I've been doing that. So do you feel like that did make a huge effect on your business at the time?

Like, you know, or, you know, Completely changed our business. Yeah.

Danielle: Really? 100%. It got people where I wanted them to go when they didn't know about us because I love working with small businesses more than anything. It's really all I work with, but they, they want to see the mutual, but they, but they don't know how to put that effort in for us.

They also, you know, I see the conversations on the Facebook groups too, right. Of like, Some brick and mortar people are like, you know, 100%. I'm going to charge that person to go into the door. If they're going to be in my space, I'm going to charge them. I don't really I don't pay a fee. I don't pay for to work in small businesses because my payment is to get people in the door and.

They're always shopping unless I'm in the highest end boutique where it's kind of like unrealistic or very nichey where I have been in some like very eclectic places where it's just not for everybody. It's a specific person. Then they are always shopping, so it is beneficial and that's why they keep having me come back, which is fantastic.

Jen Thyrion: Of course. I'm like thinking, I'm like, of course I would. If I owned a shop, like I'm putting, I'm trying to put myself in their shoes. Uh, yeah. Knowing that you're boosting and bringing people in and you're not only just putting it on your stories and reaching your X amount, because even let's say stories feed.

We all know, even if you had 7, 000 followers, it's not reaching those 7, 000 followers, you know what I mean? So the fact that you're actually investing, you're, you're essentially investing in their business as well as yours.

Danielle: Yeah. 100%. I know that they're going to shop with me and I hope that they're going to shop with them.

And you know, I always have the conversation of, have you ever been here before? Like, have you been to this store before? And usually it's always, no, I've never even heard it. Or I have people coming from an hour away and I think, wow, you, do you know how many? permanent jewelry people you passed on your way here.

You know, I didn't, I'm not going to say that, but you passed so many people to get here because you knew I was here. And that makes a huge difference.

Jen Thyrion: So, cause I know I'm, I'm always asking people like who have never been to me before, like, Oh, how did you find out about this? You know? So do you find that like, are you asking a lot of people are saying like, Oh, I saw an ad, you know?

Danielle: Yeah. Always. It's always, it's always my Instagram. There are always 100%. There are days where I will be in a store and no one will walk in the store except for my customers. So, you know, I had a, I was working at like a juice bar one day and they said it was like their biggest day of the month. They were all my customers and it was a Saturday.

Like, that's something to think about. Like, because we're learning how to do this because, you know, we're business owners and we have to grow our business and we have to make money. We have to make it sustainable. But, oh, I don't expect other businesses to know that or care about if I make a month. They don't care.

They just simply don't care if I, sit and, you know, text or scroll on TikTok all day. Or if I make, you know, an 80 bracelet, or if I have a 2, 000 day, they, they don't care. So they, they want me to make money, but if I don't, they don't, they don't lose sleep

Jen Thyrion: at night. No, no. But also having said that, like, you know, I just feel like.

The more you invest in, so again, going back to that same thing, I feel like why it keeps coming in my head, what you put out is what you get back. Cause it's like, if you are investing in them, they also, they want to give you the same back. You know what I mean? They want more and more, they're invested in you too, you know, because you've invested in them.

Does that, you So I feel like they are going to be more likely to, even if someone comes in randomly and be like, Oh, I heard you had a permanent jewelry girl here during the week. Like, how do I find her? Like, they're going to be more invested and talk you up more. And as we know, word of mouth, I feel like is like, obviously one of the most important things.

And so it's just, it's like this, this is reciprocity for sure. You know, with when it comes to business and again, all about relationships. And I feel like you're just giving them the utmost, like, honestly, as we give experiences, you're giving them an amazing experience. I didn't know this conversation was going to go this way, but now I'm like, man, this is like, you're opening my eyes.

Like, so do you have a budget for how much you like? Every month that you have, like, are you pretty organized with your numbers? And

Danielle: I am, I am. Yeah, I'm pretty organized. Like I know what I want to spend. There are often, there are also some events that I don't have to market because I just know what's going to happen that day.

Like I know people, like I know people are going to come or, or maybe honestly, some days there's days where. I just want a little, like, I might need a breather, you know, which sounds crazy. And like, I just want to make 100 percent of the profit minus, you know, like advertising. So like that is a, that's something for me too.

So I, yeah, but I, I, and then if I feel like I have kind of maxed out a, uh, an advertising budget for the month, I just don't advertise. But one thing I always do is that if I am not working the event and it's one of my girls work in the event, I always advertise it because. They're, you know, commissioned, and I want to make sure that they make their money.

Like I, it's important for me that they walk away saying, this was an incredible day.

Jen Thyrion: That's amazing. So let's talk about that super quick. And then I want to get into your brick and mortar because I feel like we could talk all day, but you're like, you commission your girls. So there's no hourly. Do they, so is it just straight commission?

Do they keep, do you, I don't know if you have a tip option, but do they keep, like, how does it work?

Danielle: Yeah, so if you're, so if they're welding, they get, uh, commission. And it, it's, it kind of varies, you know, on, on, you know, how long they've been doing it for. Um, but it, but I always turn the tip option on for them so they can, they get 100 percent of the tips.

Um, I bought them the little square terminal so that it's just, like, Less awkward than to hand somebody their phone. So they're using the the square terminal and they can just you know, and and they do actually pretty well It actually made me say should I turn my tips on it? Just it feels weird for me to do that Sometimes I have done it before i'm getting out of that comfort zone, but they yeah, so they get commission they get tips the girls that are helping not welding and they are like The line keepers, I have them as hourly.

ng, is it like, is one like a: 1099

Danielle: all: 1099

Jen Thyrion:: 1099

Danielle: Okay.

Jen Thyrion: Okay. Yeah. That makes sense. Like, I mean, especially it kind of. is nice to with a commission option because again, that makes them more motivated.

Do you feel like there's some kind of, you know, psychology in that? Is that why you do that? Or also too, to not pay out when say it's not a great event and here you're paying for someone to be there that you're there, you know, they're not making any money.

Danielle: Yeah, no. So, um, I've just been really lucky to where I haven't had the point where I, I'm paying them more than.

And then the event, you know, maybe cost. So I've been very fortunate with that. But in the very beginning, when I, you know, I had that conversation with my first girl and I, I gave her the option. I said, listen, here's the option. I'll give you this percentage or I'll give you this hourly rate. What would you prefer?

And she said, I would like commission. And I said, all right, let's do it. So that, so that was my jumpstart. And all because it happened very quickly was like I had to get, I had to get her to cover it. I had to make sure she was comfortable because I was having this surgery and I, and I had four events lined up, but she had to work.

So if I had thought about it, no, I would not actually, actually, no, I would not change anything. She would stay commissioned because she. 1, 000 percent deserves it. And, um, she works so hard. She enjoys it, which is a huge part of this. So she's happy doing it. She likes to do it. She very rarely says no to anything unless there's like a family obligation.

So for, for me, commission is like, it's worth it. It's worth it. And it incentivize them just like you said, to maybe upsell a charm, maybe put on a magnetic clasp or something. I don't know. And she's not pushy about anything, which I love too.

Jen Thyrion: You use magnetic clasps.

Danielle: Yeah, I don't love them. We, we, I don't love them.

I don't love them, but I give, I give the option and we don't actually don't charge for clasps except for the magnetic clasps

Jen Thyrion: either, actually. It's so funny. I, I, in the very beginning, I'm like, Oh yeah, I'll do like five bucks. And then like, every time someone asks, I'm like, it's fine. It's fine. Yeah. Take it.

Just take the clasp.

Danielle: Honestly, we know what it costs us. Just take the clasp. And I would rather you get the bracelet with a clasp than not get the bracelet at all.

Jen Thyrion: Which actually brings me to another question. Do you charge for repairs and things like that? So I updated

Danielle: a policy recently. I'm awful about this.

My policy is first re weld is complimentary, everything after. is 10 to reweld. Um, I also have like a, if you had to take it off for medical reasons, which we'll never be able to confirm, but I don't believe that people lie, which is silly, but that's another story. I know that's a crazy, that's a crazy, that's a crazy thing to think, but I will, I don't charge for medical.

thing. It was in my goals for: 2024

You know, like it's So it's, it's an option in there. I do see that, that they charge for them sometimes. So they'll put a reweld charge on there. Um, so I can see that it comes through. There's not that many. I mean, we don't really, we don't, it's not really that happen that often anyway. So we're very lucky, but, and if it does happen, it's a certain chain and we get rid of that chain.

So, yeah,

Jen Thyrion: I hear you. Oh yeah. Is that, that's a good point. Do you keep like. Do you find that certain chains obviously are break more than others, which I guess is a stupid question, but so you end up getting out of rotation with those? Oh yeah, that satellite chain is gonna be the, it was a death of me. I struggle, I struggle with that.

I'll warn people though at this point and I'm like, okay, hey, this chain actually has been known to break a little bit more, la la la, because I have, I have a hard time like taking it out of rotation.

Danielle: It's, everybody loves it. I know everybody loves it is really, really difficult, but I think that is the chain that we, we, we love the most.

And then what happened is when we first started doing hand chains, we started, we put them on with a satellite chain. So we were wearing them and people are like, I want that one. And then ours don't break because I mean, I always joke and say, you know, we have hand chains, but I don't really do anything.

Like, it's not like I'm not, I'm not like. Not kickboxing or anything. Like I'm doing the bare minimum here, guys. So I'm, I'm literally scrolling TikTok. So for me, my hand chain is not going to break, but if you're a kickboxer, likely it's going to be, or something crazy, it's likely going to break, you know, and then some people amaze me that they still have it on, but,

Jen Thyrion: Oh my gosh.

I know there's some people there. They're so stretched out too. And I'm like, Whoa, that thing has been through the ringer and it didn't break though. That's amazing. So what has led you to open a brick and mortar? Tell me more about that because you're grand opening. Are you doing a grand opening? Are you just opening this weekend?

So we're just

Danielle: opening this weekend. Um, we'll just be open and whatever happens happens. I think the big grand opening for the store itself. So how I'm doing it is I'm partnering with a local small business. They have a gigantic store and I have a smaller space within their store and it will only be open when we are there to man it.

So people will just kind of like be able to look but they won't be able to shop but that's okay. And we're working out where we're kind of going through, like, what are the hours we want to keep it open? We're going through all that. But my idea of even wanting to do it because it's an overhead that I didn't have before, right?

I had to furnish it. I had to clean it. I had to man it. I had to do all these different things. The reason I did it was because I am constantly getting messages saying, Hey, me and so and so are here on Tuesday. We'd love to get a permanent bracelet. And I have to say, well, I can't see you until Saturday.

Like I don't, why would I lose that opportunity when, you know, all of those will come back to me. Like I just know that so, and then it is again, I'm going to get out of it when I put into it and I'm putting maximum that I can into it. Like I'm really going, I'm making this the best it can possibly be. So do you have any pictures of

Jen Thyrion: it yet on your social?

Have you shown it? I have like little sneaky, little sneak peeks. I know I have, I've only shown a little sneak peeks of mine too. I can't wait to see it. Oh my gosh. I'll have to stay posted. It's really cool. And that's such a great thing. So how did that tell a story of how that happened? Because I think a lot of.

People, of course, maybe a goal of brick and mortar as we know, I don't know about rent over there, but over here in Colorado, it's insane and I feel like all the things so it's like maybe an option. The fact that you're already in this existing, which also is also benefiting them, I'm assuming, right? So how did that happen?

Well, I've

Danielle: been working with this small business for I'm a brick and mortar. Years now, and I've just known them for years, just in the small business world. And I've done pop ups with them and, you know, they, they do little, like little events and everything. And I'm always, I'm always super supportive of them because they're a family owned business.

So, you know, female owned, they're incredible, just nice people. So when they had a opportunity to move to a bigger space, I was like, can I just like, take some time, some space off? And they were like, it was. Truly, it was like, yes, it was like, yes, it wasn't even like, uh, let me talk to my family about it. It was like, yes, you know, and it was like, it was so, I mean, that was heartwarming for me, but also made me even more excited because they're so excited about it.

So yeah, it was kind of like, I thought maybe I would have time to like, think through it. All right, you talk about it and then like, let's see, but it all happened so quickly that I was, then I got too excited. Then there was no turning back because I was too excited. So. I

Jen Thyrion: love it. So are you going to have it be, is employees going to a different level with that space or how are you staffing it or how, how is it working for you?

Danielle: We're kind of going to play by ear. So like, I really want to be there most of the time, right? So there's, it's beneficial for me too. So I have been without going into a job for a year now, right? So for me, I, so now it's like, you know, if I don't get up until 11, oh no, I can't do that. This is, that's crazy.

Like, that's like too late for me. Like I have to be motivated somehow. So this is beneficial for me because now I can, it'll motivate me to Get out, go do something, have the opportunity to make a little bit more money where otherwise I'd be waiting for a pop up or a training opportunity or something else, you know, so for me, this was a good way for me to say, okay, now I'm also going to set up a soldering station.

So now I have to make jewelry. I have to get back into this thing that like I. Circling back to the beginning that I love so much. So it's kind of like coming back, it's giving another opportunity for revenue. It's giving another opportunity for those, you know, 7, 000 people that follow me that may not realize that I do more.

I

Jen Thyrion: know because I was just thinking that my head, I'm like, because in the end, like people follow people on social. I think people are always like. paranoid too that they have nothing exciting to share, you know, but in the end, it's like we all are pretty like, even if you share your love for like, literally, I don't know, like spaghetti, I don't know.

But in the end, it's like sharing these little bits of ourselves just makes us more interesting. And I think that that's what makes people come back and kind of see what you're doing. So I had to scroll a long time to see that you even made other jewelry. So I was like, gosh, like that to me, of course, I find that stuff so interesting.

All everyone likes behind the scenes. I don't care if you're a lover of handmade or not. It's like so cool to see a process of something being made. So the fact that like, I mean, yeah, sharing you putting together a handmade piece would be so cool. And I think it's lend to one more reason to come see you because do you offer your ready made?

Do you bring that alongside you sometimes to pop ups and stuff or no? No, it's crazy. Like it's

Danielle: too crazy. I wouldn't be able to. Man that and, like, talk about that and move on to the next person. And then also, like, I would want every permanent jewelry pop up experience to be the same. So, like, I would not expect my handmade jewelry to go with the other girls.

Like, I want everything to look the same. I want people to, like, recognize where they are whenever they walk into a pop up. Even if, like, I have bright blonde hair, she's got dark hair, like, they still know the experience. And that's, that's important to me.

Jen Thyrion: Yeah, because I actually was running into that as I kept expanding and I would bring some of my handmade jewelry or bring stacking rings that were, you know, and then sometimes someone else, someone would come see me and be like, Hey, where's your earrings?

Where's your, and I'm like, Oh, I just couldn't fit it today. Like, it just got to be too overwhelming. And like, like you said, too much to handle, honestly, too, if you're busy and to be able to talk to someone about your handmade goods and it's just, it's a whole separate thing, right? So that's really cool.

So you'll be able to offer your handmade there and like, do you have any other vision for the space? Thanks. Yeah, maybe, maybe some

Danielle: small wholesale stuff, like things that I might think are fun and cool, like I was like, yesterday for Super Bowl, I put on my Taylor Swift glitter freckles, and I was like, I don't know, maybe I'll grab some of those, because you can just grab like, people like that, you know, like, so like, maybe small little stuff like that, but other than that, I, and you know what, I have so much time to figure this out, so like, Whatever I do today can change in four months.

And that's going to be okay with me. I have said, yeah, this, and you may feel the same way, but for me, I have said everything inside the space, just in case I crash and burn. I love it all. It'll look perfect in my home. The shelves are great. The rug is great. I love the plants. I'm all good. Okay. Number one, number two is.

If I crash and burn, I just want to have a ton of fun. Like I want to say that was the coolest experience. I did it on my own. That is so important to me. Like after being let go out of a career where I worked for someone else, I made, I made my job was to literally make other people look and sound good.

And I did that for so long to like, Saying, oh, now I have to do it for me. I just want to have fun.

Jen Thyrion: Good for you. I love that mindset. And also too, the whole like crash and burn thing, because of course I have my moments too where I'm like, is this the right timing in my life? I mean like, oh my gosh, opening this brick and mortar is such a big pressure and more responsibility and I'm like, am I crazy?

But in the end, I put myself in the other end of it, where I was like, okay, what if I decided that I could just get out of it and just stop this process, right? But it's like, no, I just feel like I have to do this to even just entertain this kind of like gut feeling I have, that that's kind of where I, where I want to lead and what I've been wanting for years, really.

So I'm like, in the end, even if I do it and decide, wow, I really don't like doing this. I mean, at least I tried, and I don't have that in the back of my mind to be like, what if, what if, you know, if it's on your heart long enough, try it. And even if you quote unquote crash and burn, it's actually, it's actually just leads you closer to where you're supposed to be.

That's how I see it, you know,

Danielle: 100%. And I, the truth is, is like being in someone else's space gives me a lot of flexibility. So I. You know, don't have to keep mall hours. For example, I can do when I want to do it when, like what I want to do when I want to do it, which is a really, really great first time experience for me to see if I have the stamina for this.

Like, what if I don't, what if I'm like, Oh my God, I do not want to do this. I don't want to do this for. for a week. And if it's just me and like, what if every not that's going to happen? It will never happen. Everybody's incredible. What if everybody wakes up one day and they're like, I don't want to work for you anymore.

Then like, I bet it's just me. I can't work seven days a week. I'll go crazy. So, you know, keeping up with a lifestyle that I want to live, you know, my husband will retire in the next for like the next few years. He's gonna want to travel. I want to be able to like Keep up with the lifestyle and live my life like on a really personal note if we have time I'll let you know that like this past october we Went through one of like the scariest things on earth We're floridians through and through but um, and we can handle a hurricane all day long We can prep for it.

We can do it, but we got hit really really hard by a tornado in october It went right over our house and it was the scariest thing on earth And we were not extremely safe or cautious during the whole thing. We didn't really know what it was, the 47 seconds of just like pure terror. So yeah, so it was super scary and it really made my husband and I both wake up and say, we have worked, my husband has been at his company for 25 years.

He's been working forever. He has so much PTO in the bank. I left that job with a lot of PTO that thankfully they paid out, you know, but what are we doing? What are we doing sitting on all of that? What are we doing not doing the things that are making us feel happy and excited and making new experiences for us that we didn't have yesterday because tomorrow truly may not happen.

So like make the most of it. You know, and then something traumatic like that definitely has changed

Jen Thyrion: my mindset. Oh my gosh, I couldn't say any better because I think sometimes we just, we trivialize things like these small things, but in the end, just like you said, it sounds, we, we know we're all not going to be here forever, but we tend to forget that day to day.

We like focus on these little things and it's like, in the end, you're doing these things. You're like, do I really want to be doing this? Like, do I really love this? Is it worth me not? Even if I do crash and burn and lose some money in the process, in the end, am I not going to be happy? I tried it versus not trying it.

You know what I mean? Like it just, it's these really in the end, it's these little things and we can earn back money. We can, you know, but we can't, we can't earn back experiences. We can't earn back time, you know, and sometimes it takes a crazy tornado. I mean, which heaven forbid, like hopefully you don't have that situation where that makes you think that way.

It's like, Oh God, like what are we doing? You know?

Danielle: Yeah, and you said something that i've been saying like even more recently, which is not the experience for everybody and like I am Not I don't want to diminish anybody's like personal, you know what they go through but the way I see it is money will come So like there will There will be money.

We, you know, I, I, I don't ever anticipate that, you know, I'm going to be eating ramen noodle every night. But if I do have to eat ramen noodles every night, someday in the future, if that happens to me, God forbid, I want to know that I did all the things that I can do to Try my hardest to be successful, you know, make the most of our lives, have a lot of fun, and then, you know, have something to look back to say, you know, at least I, at least I really did try and know that I put the effort in to make it the best that it can be.

Now, if I said, I don't want to go to work for a week and I shut that shop down for two weeks just because I was like, I don't know, having like a mental episode or something, which won't happen, but if it does, what if something happens to me and I have a mental episode, I'm like, I'm not going to work.

That's on me. That's on me to say I shut the shop down for two weeks. I didn't, but I said no to all, uh, to all those pop ups. I said no to doing a podcast because I was too scared to do it. No, I'm not going to be scared to do it anymore. I'm going to do the things that make me a little bit nervous and I'm just gonna have fun with it.

Jen Thyrion: Yeah, because in the end, isn't it so silly? Like the things that we over, we overthink so much and when it gets down to it, when we do it, it's like, gosh, this was so silly. Like we, we put more time and effort into worrying about it and fearful of it than we actually doing it and like realizing it wasn't that big of a deal, you know?

So, I mean, I think that's why I'm so passionate about entrepreneurship is not only for the, you know, monetary obviously possibilities, right? But it's literally, that's what it comes down to is quality of life for me. It's like fulfillment, the freedom to, you know, really live the life. How you want to live it.

That's how I feel like why I'm so passionate about it going from also a nine to five to doing this, you know, and realizing, man, you know, even though there's times where it doesn't sugarcoat it, like it's hard, it's difficult. It's like there's ups and downs, but I would rather have my own ups and downs and be Someone else's, you know what I mean?

Had to be, you know, under someone else's, you know, whatever, umbrella, right? I'd rather have my own problems. Yes. Yeah, you're right. Than another company's problems. Yeah. So it's just like that freedom piece. I don't know. Is there any advice you would give to someone who is just one, maybe they're starting a permanent jewelry business or maybe they're just a little bit into it and kind of struggling or feeling like, is this right for me?

I don't know. Someone, something you'd want to tell them. Yeah. I mean, I, I,

Danielle: I get these questions all the time because I do, you know, I, I do have these conversations with local girls who want to start the business. And the first thing that I say is we'll be real honest about saturation because like some people have the mindset of like saturation is not a thing.

And just, you know, and I, and I, I do agree because it's all what you put in is what you give out. Like that should be the whole title, right? So what you give it. If you hustle, you can make it work. Put in the investment. Do it right from the beginning. Don't go out and buy the, you know, 500, you know, stuff to start with because you just want to see how don't waste your money.

Put you spend your money wisely. And if you're not ready. to spend the money. Wait until you are because that if you're not ready to spend the money now, your business won't be successful in a year. So do it right from the beginning and then, you know, all the everything else will fall into place.

Jen Thyrion: Yes, I love it.

Okay, where can we find you? Tell us all the things how we can stalk you.

Danielle: Um, so all social is darling american. Um, I think that is all my social. So everything very lucky. I'm going to the trademarking process right now. So that's exciting. Yeah, yeah, yeah. So let's hope there's no hiccups out there, but we'll see.

So everything's Starling American. I have a website that's kind of going through like a reprocess right now, but it's up and running and has like all my current information. And um, yeah, my instagram, check it out. I'm actually playing with the idea of starting like a personal instagram, which I have. I just don't really use it.

And like a personal tick tock just because I still had it. I wasn't the one that deleted the app, you know, during like the downfall. I still have it because I didn't actually care enough about it to delete it. So, you know, I'm thinking I'm playing around with like personal to see if maybe I can even get more comfortable talking to friends and family before I start talking to, you know, the 7, 000 people that I don't really know that

Jen Thyrion: well.

Oh my gosh. I encourage you just to do it. Honestly. I just, you know, you know how I just feel like it's like anything. And it's so funny because when I, when I talk to you and you've put yourself out there so much in your local business. And so I'm like, gosh, like, I feel like you already have that piece.

People are very comfortable with you. You obviously have this really successful business and have really got this great team. I mean, there's definitely, you're not like you're not schooled and talking to people and connecting to people,

Danielle: you know, I am a professional yapper. I can, I can yap all day long.

Um, which I'm so glad that that word has like come into social media because I love it so much, but I haven't professionally ever, but I, it's a, um, it's definitely like an insecurity just talking to a, to a camera that has my face on it. So, like, even just a photo, yeah, I will take everything apart. So, like, likely I won't even, I may not even rewatch this podcast.

Jen Thyrion: Oh yeah. Oh yeah. And I like, I seriously don't listen to my own podcast. I'm not gonna lie. I mean, but I, I, so I think I've just gotten to the right mindset maybe about it. You know, I know that, you know, if I relisten to myself, rewatch myself, I will pick myself apart. I think that's part of human nature.

Honestly, it's just hard not to, right? But I think I've just gotten being like, okay, I can put it out there and just put it out there. You know, but it's also like, I always tell, and I've said this before, I think it's more or less to getting out of your own head and like focusing on yourself versus focusing on who you're talking to that and checking your intention.

I was like checking your intention of why you're even going on social. And then it takes away from it being about you. You know what I mean? It's like. What do I want to share? What do I want to like, you know, let people know. And even if it's showing my face to tell them, like the, the point of me is getting this message out.

It's not about me. You know what I mean? It's about them.

Danielle: I have been told once in my career, it's not what you like. It's what it's so not everything's for you. It's for everybody else. So in your business, you know, if you personally want to talk about, let's be very real. Probably if this is the same for you, engagement is great some days, but when I throw Taylor Swift on a story.

All hell breaks loose. It is crazy. My engagement goes insane and like the rest follows for like a week. So like like for example, you know, you can piggyback on some of those things But then you also lose some followers because there are people don't appreciate seeing that stuff So, um, it's you have to weigh those like the pros and cons to what you put out there that might be too personal but also making people know that like We're human, you know, I, we're, we're people who this is our livelihood, you know, not just mine, but some of the girls that, you know, work for me are like, they, they, this is a huge income for them.

It can change, it can change somebody's life. So, um, I want to be really mindful of that to not put out things that are controversial or, you know, maybe make people feel uncomfortable or even have those really hard conversations. That's for me, that's a personal Instagram versus my business. And even though there are days where I'm like, Oh man, I want to speak out about something so badly because I feel so passionate about it.

I also know that there, that that's, that's not worth it for business.

Jen Thyrion: Yeah. And just really, like you said, it's going back to like, even though I feel passionate about this, how is it going to, I guess, serve the people, my audience, you know what I mean? So it's just checking back into that all the time. And I think that's, I think what's helped me because even like this podcast, if it was, I was worried about how I look and how I sound all the time, I would never put an episode out, you know?

But I think it's talking to people like you and like, I learned so much already today. Like, I just feel like that serving right there. It's like, you know, of what it's lending to other people. Anyway, I look forward to seeing your face on your social. I want to see you making jewelry because I love that stuff.

There was like a signature style you did of the metalsmith necklace, right? Or like, was it necklace and earrings too? I don't know. But I remember that pendant with like It's my logo. It's your logo. It looks like my logo. Exactly. That like signature. I love that so much. Thank you. Thank you. Yeah. So. All right.

Look forward to seeing you on there. Good luck this weekend with your brick and mortar. Yeah. I'm so excited for you. All right. Thank you so much. And this was really fun. So thanks for chatting.

Danielle: Thank you. I really appreciate, you know, chatting with me and I learned a lot today too, but this was really incredible and a great experience.

So I appreciate you. Thank you so much.

Jen Thyrion: Thank you. Bye. Bye. Well, how do you feel? I hope you found value in today's episode and you walk away feeling inspired. I would love to hear from you. Let's link up. You can find me on Instagram at GoldieLinkSociety. You can find out more about our permanent jewelry membership at GoldieLinkSociety.

com. Our handmade permanent jewelry supplies of connectors, chain and more at GoldieLinksSupplies. com. Okay. I will see you next time. Have a golden day.