062: From Home Studio to Two Storefronts: Growing a Permanent Jewelry Brand with Intention with Julie from Weld & Arrow
In this episode, we chat with Julie from Weld & Arrow, a Wisconsin-based permanent jewelry business owner who has grown from working out of her home in February 2024 to opening two brick-and-mortar locations in less than two years. Julie started just like many in the industry, she wanted permanent jewelry for herself, but wasn’t seeing it offered in her area. As demand grew, she realized in-home appointments weren’t sustainable and made the decision to create a space where customers could easily find her.
Julie walks us through her rapid but intentional growth, from renting a small 100-square-foot space, to leasing a room, to opening her first storefront and building a team of seven. We talk about the systems that supported that growth, including SOPs, appointment-only scheduling, planning a month in advance, and outsourcing when needed. She also shares how hiring intentionally, leaning on referrals, and staying hands-on during the interview process helped her build a strong team.
We also dive into brand and community, why people are truly buying the person and the brand, not just the jewelry. Julie shares how giving back to local organizations, collaborating locally, and simply putting herself out there led to opportunities like hosting Packers’ wives and even a Netflix TV star. We wrap up with insights on social media, creating an Instagram-worthy space, employee training and pay structure, and staying grounded in integrity and your “why” as you grow.
Instagram: @Weldandarrow
Transcript
Ep 64 JulieNelson_GLP_FINAL
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Jen Thryrion: [:So if you're building a business that shines as bright as your stacks, you're in the right place. Let's link up and make some magic.
Hey there. Did you know that we offer handmade permanent jewelry supplies? Go to goldie link supplies.com to view our beautiful chains, connectors, Bengals, and more, including our non-permanent stretchy bracelets that are available to you for wholesale. Everything is created by our tribe of mama makers.
r items come with signage on [: cted at Pjx this past year in:I knew I had to connect with her. She has kicked butt with starting permanent jewelry and less than two years, has two physical locations. I can't wait for you to hear this chat with Julie. Okay. I'm so excited to chat with you, Julie. We first met at PJX and I specifically remember you just always showing up in my booth, and you were always such a ray of sunshine though.
rt off by you telling people [:Julie Nelson: Yes. Hello there.
eldon Arrow back in February,:Jen Thryrion: So bring me back to what were you doing prior to permanent jewelry and what made you step into the permanent jewelry world?
Julie Nelson: I've always been an entrepreneur at heart, so I just have always loved owning businesses. I am very much the person where I'm like, Ooh, that's a great idea. We should start a business of folding the laundry.
t? I loved my job, but I was [:And so we did a research in the area and we couldn't find anybody that did it. And finally we found someone who did it, but I was like, this is so neat. I would love to be able to like own a space where people can come and hang out, have a drink. Truly an experience. So that's how I first got Permanented
Jen Thryrion: jewelry on myself, was with my best friend.
That's amazing. So you're saying you started from your house. Were you completely mobile at first, taking appointments at your house? Or how did you start? Did you take any training? Did you train yourself? Or how did it all start?
Julie Nelson: So I actually did a lot of research on this 'cause I, uh, if I'm gonna do something, I wanna do it right.
atch me when I was training. [:Studio for me to be able to take customers and also do pop-up events. And after a month I'm like, this isn't gonna work like the dog and you guys can't keep hanging out in the basement while I'm taking appointments. And it's funny because I still have customers that are like, remember when we came to your house and we thought we were at the wrong spot?
So it's just been a whirlwind of an experience.
Jen Thryrion: So when in the timeline were you ready to, and what made you be like, okay, I need a space. It was more so like to
Julie Nelson: accommodate. My customers and my family. I didn't want to have to mix the two anymore. And even doing popups, like one of the biggest problems that I noticed was when you would get something at a popup, they can't find you or they can't find the artists who did their piece.
And where are those people gonna go? They're gonna go to the ones that they can find. So that's why I quickly moved into a shared brick and mortar space. 'cause I'm like, this is something that I'm gonna try and solve for everyone in here.
e, how did that work? Was it [:Julie Nelson: shared?
ty location to a larger, like:So it all happened together around spring this year, and it was just. A lot, but in the end it was worth it.
Jen Thryrion: So was it just
Julie Nelson: you to start? Did you have employees? What does it look like now? So I was working my corporate job when I had first launched and I was like, I can't be gone every night and weekends.
hat's best for your business [:So now I am a team of seven, so I have. I also stepped away a little bit too. Just letting the business run by itself and kind of my business has significantly grown.
Jen Thryrion: That's amazing. Speaking of that, really quick, that's been one of the most difficult things for people, or even just the thought of handing off your business and letting someone else represent and be the face of it.
I did it by myself for probably almost two years before I opened my brick and mortar and I had to hire. So it's definitely nerve wracking, but what do you feel is the best when finding good employees? Like bottom line, what has been your, what has been. Experience.
Julie Nelson: I would say it's crazy in a year how much you can learn from just hiring and the whole employee relations process.
round, I've always been used [:And you just have to fix your process on the go and be very resilient. And one of the things that I would say has helped me greatly in hiring. Really great employees is referrals and doing hands-on during the interviewing process, because I definitely have a counter situations where you may hire someone who has the personality, but the technical side of it, they may struggle a little bit about that, but in the interview process, if you're having them do both and you like, they're a good candidate, they were able to put.
Three bracelets on you during your interview session, then they're probably a pretty good
Jen Thryrion: Yes. I love that. I think referrals I, when you said that, because actually my two full-time employees have come from referrals, so that's been actually the best thing for me personally. But as you said too, I cannot believe I'm going into my first year.
It'll be, it's [:As long as you have to continuously be able to bend and be flexible and know that you're constantly learning. Don't you feel that like we're constantly still learning.
Julie Nelson: Yeah. I tell my employees all the time, I'm like, I don't know everything. Trust me. I'm still learning too.
Jen Thryrion: How do you feel like your corporate served you in owning a business?
Do you feel like there was any like crossover there?
Julie Nelson: I think so, yeah. Especially because of my previous role, it was revolved around standardizing processes, standardizing systems, making sure that you're trying to do things as efficient as possible, identifying gaps, doing impact analysis. So I feel like a lot of that has flow into my business.
ke I never was a BA because. [:So I feel like I've. Definitely put a lot of the things that I learned in my previous corporate role into my business where we've standardized, we've created sop, so standard operating procedures, making sure that things are five s as a studio, that's something that is actually one of our goals this year is to reduce waste and time looking for things.
Making sure that if we put away the pliers, you know where to find it. You're not.
Jen Thryrion: That is hilarious. You said that because I'm not lying like I have someone at my shop right now trying to look and locate these signs that I bought. I'm not kidding. And honestly, I have two small girls, so also I'm always looking for something.
el like I have so much on my [:I'm like, oh my God. So I love that you said that because the systems and like what your role was prior. I have to say, previous to this, I was a massage therapist. Okay? So I was never in the corporate world how many times I've heard this, and I'm talking a lot about this year actually, because I have to say now having a brick and mortar and having the structure of business I have now, I realize how important that is and how much easier my life has already started to be when I implement them.
And I'm just like, oh my God, mind is blown. Like I finally get it. So. I,
Julie Nelson: I feel like we all started in spreadsheets and now it's like we're trying to move away from spreadsheets and put them in the system. We have the system, we pay for it. Why not use it to right match potential? I don't wanna
Jen Thryrion: do that, but I know it's gonna help me.
t going on and I feel, okay, [:If I'm not outsourcing it, I'm trying to do all the things. Then I'm going to let something is not gonna be done right. Everything's gonna be half-assed. So what do you currently outsource that you find is the most valuable?
Julie Nelson: I would say social media for sure. I quickly noticed that I really like to stay engaged with my community and my followers and to other business owners.
rted my business in February,: popular because of that. But [:And now we actually, and hopefully this helps other business owners who have employees, is we create a schedule a whole month in advance and we already assigned everyone who's covering that specific day or event. And then so people can prepare if they're gonna come in or not, because we are appointment only right now.
So people can prepare if they wanna hang out with their friends or family, they know that they're gonna be off certain days. And now I've handed that off to my studio manager. So now she does the whole calendar. Then everyone's fine with it, then wants to prove that she schedules all the shifts. So that was something that was definitely heavy on my plate that I was able to give off.
But a lot of those administrative tasks, they will bog you down.
erstand that, but actually I [:So how does that work with employees? Do they have to be at the studio from this time to this time, even if there's not appointments or how do you structure that?
Julie Nelson: So I feel like a part of growing, we feel like. Changed it up a little. 'cause originally before, like we, so we're so appointment only right now, but we've definitely looked into doing walk-in hours because the demand has been there.
Yeah. And I also recently hired a jewelry artist, so she's the very first jewelry artist that have hired the other ones, we call them Spark artists. So they, they're the ones doing the appointments, the events, and working with the customers who come in for permanent jewelry or charm bar or B bar. And this jewelry artist, she's gonna be there all.
appointments. So we've been [:So I'm thinking we might do walk-in hours during the weekend because that's when,
Jen Thryrion: yeah. Okay, so what exactly is your jewelry artist gonna be? Is she gonna be actually making her own designs? So
Julie Nelson: I definitely have a backlog of designs that I've been wanting to do, and I obviously wire wrapping and making beaded bracelets and all the nature wear, necklaces, earrings, everything that I have done in the past, I've just never really had the time to do it because I've been so bogged down when I had hired.
Her name is Megan. When I hired her on, I'm like, you have experience making jewelry. You are gonna be such a great help because here are all my designs and you let me know if you wanna throw in some of your designs and let's just have a jewelry making session. So we've had sessions where we would come in the studio and we'll just start wire wrapping, making necklaces, drawing this and that, and we're like, this would be cute for bridal.
new to us because now we can [:So ready wear jewelry pieces that people can buy to gift as well.
Jen Thryrion: That's amazing. So are you sticking to all like 14 Kara Gold fill and sterling silver so that, and then we also do, or here in yellow solid
Julie Nelson: gold too, or, okay. Not yellow, but solid gold.
Jen Thryrion: Perfect. And the services you do, experiences you do have in your charm bar, you have a bead bar as well?
Is that what you said? We have over 30 different.
Julie Nelson: Crystal glass bead colors that people can come in, grab a tray, pick out what colors they want, and then put a name or verbiage that is meaningful to them that they can put on their bracelet, and then we tie it off and then they get to wear it. So it's just similar to your methodology too, where you're an experience boutique, which I love.
and. 'cause people are like, [:Especially when you Yeah, for sure.
Jen Thryrion: That's amazing. So. What do you feel has been one of the top like, I don't know, reasons I guess, that you grew your business as fast as you did. 'cause you really think about it. You started only two years ago.
Julie Nelson: I know. My husband's like a three and I'm like,
Jen Thryrion: yeah, yeah, yeah.
Starting soon here. So what do you feel has been your, yeah. Has grown so fast to go from like in-home location to another location. Like what do you say that would be?
've always had a strong suit [:Just my personality to then what I have put into Weldon Arrow and creating that kind of culture that where if somebody came into a Weldon Arrow, they'd be like, oh yeah. Like they're welcoming, they're elevated. It, it's like a nice environment. The employees are nice. That's just the brand I've created and I feel like people are drawn to that.
Another thing that I feel has really made us successful is we do give back a ton. So we actually ran the numbers. Year end last year, and we gave over $8,000 to just nonprofit organization, fundraisers for cancer, birthdays, whatever. And so I just feel like putting yourself out there, actively reaching out to people, asking if you can help in any way has really helped our business.
r businesses who have a huge [:Jen Thryrion: I, I totally feel that vibe from you, and that's what I say, you're one of the people that I remember so much from PGX because you do have this. Aura or air or vibe around you. It was very magnetic and you're just so friendly and you kept coming up and chatting with us and you're like, I just keep getting gravitated back to this booth.
And I'm like, it was just, yeah, just very fun. And you're like, so just, you wanna hang out. You know what I mean? You just wanna be around. I know you mentioned your personality, but if someone's listening, that's not really their personality, but I think because who I've met. I've connected with people pretty, that is one thing I have to say.
I just have an innate, maybe I love to talk to people, which is why I have a podcast, but I love chatting with people. I do like people and I have a good time with that. I love connecting. I love to know about people, and because I have that natural tendency, I think that has been a big factor in growing my business as well.
But say someone isn't like [:Julie Nelson: I would say, I know sometimes like my husband will be like, just think about yourself, or it's like your business is just be selfish and I can't though. I feel like you don't have to be loud to be considerate and caring and value connection because I feel like.
Business owners are human beings, and if someone's gonna reach out to me and want to use my resources or my connection, like I would love to help. But it's definitely gonna help that person if they are going to put the work in to get to know me and build a connection versus, Hey, can I just throw. Your swag bag, like, come into the studio and meet me and say hi, and tell me what you do.
Like I wanna get to know you, and I feel like you don't have to be talkative to meet people and actually care about them. I, I just feel like that's an attribute that a lot of successful business owners have is valuing connection.
u said, you don't have to be [:Create that connection. Honestly, same. I'm like always going to the businesses around my area. I'm always supporting other small business. If there's makers, I'm like, yes, please. I want to buy something from you. 'cause I truly feel like basically what you're embodying, I feel is what you put out is what you get back.
You know what I mean? Yeah. With what you're heading into, what you're intention is. If your intention truly is just to make money, let's say, right? We all wanna make money. Okay. We know that's necessary, but I think I'm never led with that. I'm led with like. Connection or feeling like this business means more than just money, because that's what I truly want to be, which is what I feel like is gonna translate to other people.
or get involved in this way.[:Julie Nelson: I would say even just calling them, and now that we've grown, we definitely have a lot of people who just reach out now, but back in the day, I would actively call them, be like, is there a fundraiser that's coming your way? Is there anything that we can help? I own a business. My name is Julie. Can my business help you in any way or my time?
And then board just spreads like wildfire. Then you'll start having all these nonprofits who see that you donated an pair of earring. And then they'll come and be like, can you maybe donate something for us? We're having a, for this purpose. And so I just feel like the community really talks and knows. So
Jen Thryrion: I know, and I, I, I agree with you especially, at least my experience opening an actual shop.
o reach out and you're like, [:It's no, how's this actually going to serve you? Even if you wanna approach a popup in a business, it's like, how is it gonna benefit that business? It's not just about you, it's about you guys. It's collaborating and what benefits it has for them. Otherwise, they're cool, like they don't wanna hear about you.
To be honest, everyone's concerned with themselves, honest. You know what I mean? It's like they wanna know how it's also going to help them and serve them anyway. You also mentioned prior to us chatting, 'cause I mentioned that my husband's a Green Bay Packers fan, and you're in Wisconsin. You got hooked up with the Green Bay Packers event, correct?
Yes.
Julie Nelson: Yep. So we actually had them contact us. So we have a form where you have to fill out if you're interested in a private party. And so they had filled out a form a coordinator who. Who like plans, events for the families of the players. And so when I saw that there was gonna be 50 plus people, so I just followed my normal procedure and I called and was like, what do you need from us?
data are you looking at? And [:And it's funny because that's how I actually discovered permanent jewelry was 'cause of love, is blonde. And then we ended up hosting someone who was on Love with Blind season eight, and it was just amazing. Did you reach out to them? Did they randomly find you? So being proactive, I actually posted a story on our business page and I tagged her and I was like, Hey, I see that you just got a proposal and you're wearing a permit bracelet.
aken advantage of, but like. [:She offered to pay for everything. Like her family's actually local, so that's why it just worked out. So she, we've hosted her twice already. So she came in for her mid jewelry and charm bar with her family. And then during Thanksgiving she texted me and asked if she. We could host her for Friendsgiving and do a q and a for her followers.
So that was really great and fun and a really cool experience to just learn like the behind the scenes and how Vanessa and Nick are in person.
Jen Thryrion: Yeah, it's, I love this, and like you said, you didn't even expect her to, but it's like there's no hurt. You never know what can happen, even just by a connection with a particular person.
I always say this, never discount one person because that could lead to so many different things. Yes. You never
Julie Nelson: know
Jen Thryrion: if that person
Julie Nelson: knows
Jen Thryrion: who that person knows. What made you, what was to the point where you wanted to open a second location and when did you know you're ready for that?
open a second one because I [:So if you're not familiar with the area that I'm at, so I'm pretty close to Appleton, so that's why I call it our Fox Cities location because it's made up of all these little like subsidies. And so this location that I originally opened up with Talk today. A lot of people were coming from Green Bay, which is like a 40 to 45 minute drive depending on how far up north you are.
And we had a lot of customers coming from that way, and they're like, you should open a second location up here. And I'm like, don't have me. And I actually just networked with the right person. And so I ended up, uh, meeting this. One guy who is the CEO of base company, so they renovated all of these older cannery buildings that are right downtown, green Bay on Broadway.
tting to know other business [:I didn't wanna pull the trigger, but I was like, I feel like I have to jump and try. Like ever since we opened up, we've had. A really great clientele that we built up there. We are asked to be involved in so many wonderful community events, fundraisers, and we've met so many great business owners and the only way I was able to make it successful was employees because I hired a Green Bay team and then I have my Fox Cities team.
So being able to help cover each other, like my team is so great. We've just created a really great culture, a very collaborative, great culture to be able to.
Jen Thryrion: That's amazing. I love that you said that too, because I, I say this all the time, is like listening to your customer. If you keep hearing and people are saying that, then it's okay.
Gosh. 'cause I've had a couple people say that to me as well about, and I'm like, okay, so what is the timeline there? Give me what, when did you open the first and then when did you open the second? How many, what was the time?
Julie Nelson: So February,: een Bay location. December of:It was like exposed brick and it was concrete. So we had to do a build out of a bathroom and hire an interior designer. So we didn't officially open our. Green location until April was our, the week before the NFL draft. So the NFL draft was hosted in Green Bay. So that was our goal, was to be open before the FL draft
Jen Thryrion: came
Julie Nelson: to town.
t was when we then moved our [:I'm like, why is this such bad timing? That's correct. But we were able to. Get it. I also lost two employees around that time too, so that just made it worse and I was not, okay.
Jen Thryrion: I hear you. I'm surprised you showed up at PJX because I know, I, I was like, might as well go to PJX and live by the pool and meet a bunch of people.
Okay. Real talk for a second. Running a business can feel overwhelming. The content marketing, social media decisions, it's a lot. That's exactly why I created GoldLink Society. It's a space where permanent jewelers can get real support, education and tools like quarterly photos and video done for you.
, competence, and community, [:See you soon. So how large are your locations? So our Green
Nelson: Bay location is about:Yep. Have fishbowl. And then our ANA location is just about a thousand square footage. So like we have a backspace, but it's completely blocked off and there's another business owner that operates that and comes in from the back. But then we have the full front store storefront. Yeah, I'm keeping my eye out 'cause we signed a very short lease there because I really want something that's similar to our Green Bay location.
So we've been keeping our eye open for another space, but we still have just under a year.
you been wire rapping? Yeah. [:Julie Nelson: I was just telling my husband yesterday, I'm like, I get to talk to Jen. She's the one that taught us how to wire wrap and you were so great. That's why I was so drawn to your booth because like, I feel like your culture is so similar to like my culture and just making people feel like welcome and it, it's like the aura where it's like I'm drawn to it and that's why coming over and talking to your employees because it was like talking to you when I was talking to your employees.
Yeah. And I remember when we were sitting there we're like. Who's supposed to be teaching us this like 15 minutes pass. And one of your employees was like, oh my gosh, Jen can teach us. And so it was just so great. You're wonderful.
Jen Thryrion: It was fun. I'm looking at your Instagram now and I'm like, oh, I see some wire wrapped.
Are you doing the wire wrapped? Yes.
member, as a business owner, [:That's why you hire talent so that they can help you with those things.
Jen Thryrion: It's so true. So when did you actually add charm bar? I'm curious.
too. So we added that fall of:And so we offered refunds to people. 'cause we actually ended, I ended up curating a whole new charm bar and I'm like, if you got an old charm bar piece from us, come trade it in. Really because I'm not proud, and that's one of our values, our core values in well narrow is integrity. Mm-hmm. Like after certain full months of wearing it, I'm like, this isn't wearing well.
And I'd rather people wear something and be proud of having it and think for me. So we announced it on our socials. We're like, if you got a charm bar piece from us, come back and we'll trade it for free because we've changed our whole charm bar out.
Jen Thryrion: That's amazing. So meaning what? Have you have plated stuff before?
Or just like cheaper, [:Julie Nelson: we have, we have 14 karat or 18 ki. Gold plated over brass charmed, and before, I feel like it was both stainless steel and brass, but I feel like the coloring did not look good.
A lot of the things that we sourced looked like orangey and yellow and dark yellow. Like I, I wanted something that was aesthetically pleasing where if you come in, they all look the same color and you're not getting people who are trying to pick and choose the colors that do match each other, and they just didn't wear well.
Because every time we get something, we always try to like. Crash tested and wear it in the water and see how long it takes to tarnish and all of that. But I feel like what we had bought previously, it definitely just tarnished a lot quicker and we were not
Jen Thryrion: No, I hear you. And sometimes like we, as we know, we can look at things and it says it's a certain quality and then ends up not being, so actually recently someone came in with a chain from our charm bar that actually.
silver or go, sorry, gold to [:It's stretched so bad that I'm like, I'm just gonna replace it for you. Because I just can't stand the way this looks. You know what I mean? But I know that doing that for somebody is going to benefit me way more than just shortening it for her, even though I hate the way it looks and it's terrible because I just don't love it and I'm gonna do this for you.
Yeah. And that's that word of mouth and that person being a forever customer that trusts you, that knows you're gonna take care of them is much more worth it than your however many dollars that chain was three years ago.
Julie Nelson: Yes. It's word of mouth. It's always this, the experience you're providing and you're putting yourself in that situation.
t at the same time, like you [:But obviously if it's been two years and they come back, it's how about 50% off? I always want to accommodate and it's better to. Do that. Then have someone just negatively go out there and be like, this person wouldn't do this or that. And it is hard because you're a small business and you wouldn't expect people to do that.
Jen Thryrion: Yep.
Julie Nelson: But yeah, all part of owning a business, you
Jen Thryrion: get the good and the bad. I know it's true. You got to expect it. And knowing to expect that, it's like how are you gonna deal with it? It's really important to have rules and have those policies, whether you have a waiver and whatnot. But of course there's gonna be those instances because that's how I feel.
'd rather, of course someone [:So yeah, I feel the same. So. Okay. So what are actually looking at your social media? I wanna go back to you outsourcing social media. So have you done that from the beginning?
Julie Nelson: I actually built my social media account by myself first.
Jen Thryrion: Okay.
Julie Nelson: And then when I had hired one of my employees around that timeframe, so she's no longer with us, but she actually had social media at the background too, and on on the side.
So thankfully she was able to help me and we partnered in doing it. When she left the company, obviously there was a gap there. So I do have someone currently helping me with social media. She posts. Three times a week and then does 30 minute engagements, and then like quarterly content, like creative content sessions with us.
gonna save you so much time. [:Jen Thryrion: Yeah, because I'm looking at your Instagram and I, I do love it.
I always say in Instagram, especially when someone's finding you for the first time, it's like your catalog, right? People are gonna take about five seconds and see, okay, is this my vibe or not? And move on. 'cause everyone's just like instant now. So. I definitely get a vibe looking at yours and I feel so like Lux and just like professional.
And there's an aesthetic you have, right? Mm-hmm. That's very cohesive. And so when you say you have a social media, are they also taking the photos? Because I think a lot of people are interested, we're diving more into social media this year. Because from what I hear from my, even my members in the membership, it's like the number one thing people struggle with.
Outsourcing is always granted. It's an expense. A lot of people aren't ready for that, but do you come up with what to share as someone totally taking over where they're deciding what to post? Are they taking all the content, like the photo and video, or how does that work for you?
Julie Nelson: I would say it's a collaborative effort because I say pretty up to date with trends too, but like now, I feel like iPhones has such good camera quality that you don't really need to have.
A camera [:There's actually classes now that you can take on how to perfect your iPhone camera. Well, if you don't know how to do it, definitely hire. But otherwise, I feel like there's so many free resources out there now on online YouTube, TikTok, definitely use it and take the time because it's going to be worth it in the end.
an I improve my social media [:And I feel like even a lot of permanent jewelers who do follow me, I'm just like. Where are you located? If you don't have your location in your bio, please put it out there because it's just crazy to me like how many times I'll see a business and I'm like, I don't even know where you're located. I have to dig through 20 posts to find out where you're located.
Jen Thryrion: Yeah, and it's funny because it is harder to see, I always say this too, when you're inside the jar, you can't see the label, so it's like always encouraging people. Like what do you notice when you go into someone else's Instagram? Because when it's your own social media, your own anything, it's harder to see even your own strengths.
You're gonna have to ask. What is my story? Because you're just, you're inside your own head. What do you feel like are the top things people are doing? Like they could do better on their social media when it comes to a permanent drawer?
Julie Nelson: Definitely updating your name. So I know there's a section on Instagram that says like your full name.
ermanent jewelry. And if you [:And so that, and then also your bio makes sure to put what makes you unique. That's like the catcher, like what they come on. They're gonna be like, okay, you're located here, you offer this. How many chain options do you have? And that's one thing with my corporate background too, that I've learned and having to create job aids for people, make it super easy and simple.
Jen Thryrion: Yeah, they will
Julie Nelson: help you and it will help other people and they'll thank you for it.
Jen Thryrion: I agree with like our attention span more than ever is like zero. So you have to really make it easy. I always say a confused customer doesn't buy, and that's even with merchandising, whatever, even your social media, if it feels all over the place or you don't even know what they are, then they're just gonna move on.
n your 'cause. Really, it's, [:Right. So I love that you put that because that's huge, especially with permanent jewelry. I think that if you're adding to your stack, let's say, because it's been around and you already have it, you're like, oh my God, they have that many chains I have to go see. Right. Because mm-hmm. You know. I
Julie Nelson: love that what your customers are saying too, because that's definitely something that my customers have told me.
You have one of the largest collections in the area, and then like you offer a more elevated experience for permit. Yes. Yes, we do. So use that strength and market yourself as that, because people are definitely seeing it. Yeah. Listen. Listen to the feedback that your customers give you. How are you offering an elevated experience?
So I feel like the overall feeling you get when you walk in, right? So our spaces, we really put a lot of thought into when, right when you walk in, like having a very aesthetically pleasing studio to the eyes. So being able to, hey, this is an Instagramable spot.
Jen Thryrion: Mm-hmm.
t's really puffer these days.[:Having a little seating area, making sure to provide a complimentary drink. Having just. Very, that's one thing that was very important to me when I worked with my interior designer, was making sure that it was very tasteful, and if people came in here and dropped a hundred dollars on a piece of chain, they would feel like, okay, this place is reputable and I know I'll be able to come back and find them and get it fixed.
And I feel like that's just like the experience that we give people and that's something that I personally like and would've wanted in my first experience. I just feel like that the feedback that we've gotten from people is that they always are like, this place is amazing.
Jen Thryrion: Yes, yes. Yeah. And one more thing I wanna say about your Instagram is I feel like it's so professional and very like luxurious feeling, which makes sense that you have this elevated experience for your customers and they comment on that.
Even if it's your employees [:But you have people in here, you have customers, you have yourself, which I love. And people actually welding and showing life, showing the human experience, which I love. So I should say that out loud.
Julie Nelson: Yeah, people definitely are valuing connection more. So that's why if you have the opportunity to show your face or if you don't like to show your face doing voiceovers, yes, they just want to know who they're buying from.
n: So what is your going into: Julie Nelson:: less wasteful. I would say, [:So one thing that we also do is we have a checklist. So every time you open the studio or you close the studio, make sure you're going through the checklist to ensure that the next person who comes in tomorrow is set up for success and not having to waste time having to make care kits or mop the floor.
super implementing as well in:There is,
Julie Nelson: yes.
Jen Thryrion: There's an organized, busy and there's, I'm gonna lose it. Do you wanna share, what has your best month been so far doing permanent jewelry?
weird because last year was [:We had a lot of people coming in to get jewelry before college with their loved ones, their moms, and then I would say our worst month was September.
Jen Thryrion: Interesting. Isn't that. It's weird, especially because we're in the Midwest, I would think like the snowy cold months, right? At least that's what I experience here.
I feel like usually prior to, granted, this is my first mid-January, February, my brick and mortar, but even in my previous boutique space, like February was like crickets. Like it was just torture because usually we get the most snow. No one wants to leave the house. Like you just feel blah. It picks back up, so that's so interesting.
That's September.
of their net sales that they [:Jen Thryrion: Do you mind sharing how much you pay your employee?
Julie Nelson: Yeah. So one thing that I had learned too from lessons learned is I actually put them on a probationary period while they're training. So I actually train and certify them to weld an arrow, certify them, yeah. To make sure that if I'm not there, they're gonna, A customer's gonna come in and feel safe and know exactly like what I would do if I was there.
So I start them off usually around $17 when they're just training, and then usually training and certification takes about two months. Depending on how often I get to see them. So it's a hands-on test and it's a paper exam, so they need to ensure that they're doing all the different types of jewelry correctly in person and reenacting scenarios, and then also taking the test and passing that at least 90%.
and then [:They worked hard for it, so usually they're making a close to 30 to $50 an hour depending on how tips were for that pay period. And then obviously on top of that, they also get. Their percentage bonus. So the percentage is calculated based on what role they're in. So for example, like a studio manager would get 8% of what they sold that month, versus a Spark artist could maybe get 3%.
So August was the first month that we actually hit the bonus stretch, which was really neat. Yes.
Jen Thryrion: Yeah. No, I love that. I love 'cause definitely incentives is huge and I think tips is definitely one of them. Same. My employees keep their tips and that is, honestly, we had a really busy December for sure is record breaking for us, but I have to say one week both of my employees made around $800 each just in tips.
ely makes a huge difference. [:Mm-hmm. So try to find some fun incentives for them to. Just, it makes it fun for them too, like to add up the, that cash, right? Yeah. Yeah. That's amazing. I love that. I love the probationary period too. I think that's great advice for someone doing also, like having them pass a test or whatnot. Like I think that's a great idea.
So I love that you shared that too. Is there anything else that you would like to share? Anything you would want, advice you'd give to a permanent jeweler that's maybe just getting started or they've been doing it for a little bit now, but they're not sure where, where this is leading or trying to find the right customer or something, and then maybe they're struggling a little bit.
What advice would you give them?
ecause I have owned multiple [:And I just feel like I'm very like Weldon Arrow compared to, I mean, I. For us, like I feel like we're just really proud of like education, like making sure you're investing in educating your customers and if you do get employees, making sure that you prep them to be in these situations and you're not just throwing them out there because in the end that just comes back and looks bad on you when they can't give the same experience that you are holding your business to for a standard.
business owners is always a [:Business owner's C client base. And yeah, just remembering to be resilient. It's a business. You don't know everything. You're not gonna know everything. You'll have good months, you'll have bad months, but just remember why you started and being true to yourself.
Jen Thryrion: I love that so much. You said you started a lot of businesses.
Now I'm curious what businesses,
Julie Nelson: so I definitely have been in an MLM business. I feel like a lot of people who wanna own a business always start down that path because it's a low risk and you're already set up for. This is how the business is gonna be. And then obviously then you realize, you're like, I wanna do my own thing.
p on people. And then I also [:But I, when I was pregnant with my son, Archer, I had surgery. I had so much inflammation in my body that my wrists, I, I got decar tendonitis, so it impacts my stomach, so I couldn't hold a piping bag without it hurting. I was in a cast when I had surgery, so I couldn't hold him when he was a newborn for at least a week.
So that made me really sad and I'm like, I really wanna own another business. Like I'm itching for it. And I was working remote at the time, so that's why I then started. Well, de Niro. And named it after my son Archer. So
Jen Thryrion: love that. I love Weldon Arrow. That's, yeah. You know
Julie Nelson: how Arrow is also a symbol in welding practice and it just worked out that Yes, it was that.
And then also Archer with the Arrow. But previously to that, I did own another business. It was a tea business. I owned it with somebody else.
o yeah, all those businesses [:Did you A lot.
Julie Nelson: Learned a lot because I learned from that business that it's very difficult to navigate when you're owning it with somebody. So that was like a lesson learned for me, was making sure that if I do want to make my own decisions, I need to be the sole owner. And it was like a brick and mortar experience too, because we had employees that were in high school and it was like a Bobo tea versus like hot tea elevated place downtown.
And I truly loved and. It was a really great experience, but definitely took a lot of pieces from that and changed it up for this business
Jen Thryrion: come around. Wow, that's amazing. And then real quick, let's talk about this because you did go back to the corporate world. You at one point obviously left and focused on permanent jewelry.
When did you recently go back or how did that work out?
unning. One thing also about [:My husband and I hard work money from the corporate world. I knew that after launching our second location that I would have to go back because I had worked hard in that field too. And I know we're gonna need an additional cushion as well. And I'm not in a place where I want to take a loan out. So I am essentially working to fund my dream, and I think it's crazy, but I enjoy it and I've done it for the past.
Year before I had left my job. And so I'm going back into the business analysis world. So now I'm working for a local company that I truly love. Uh, it's actually funny because a lot of the customers that worked there came to my studio and they're like, you're such a good fit. Like you should come to our company.
eally aligned with my belief [:Jen Thryrion: That's amazing. No, I love that you like talk about that because I think a lot of people, if they left and open own their own business and to go back into working for someone else would be really hard for some people.
I think I left you a voice memo. I'm like, you did. I can't imagine working for someone else then. Having said that, I was like, gosh, like the feeling of it would be so different to go back with the intentions of why I was going back to a nine to five now versus before. You know what I mean? Mm-hmm. Because if it was before where I didn't have anything else going, I didn't have my business, but I was just, I have to do this because I have to make money versus going back.
Because you're fueling your dream, like it feels different, right?
te career or your other job, [:And I'm honest and transparent with people all the time. I'm like, even my employees, I'm like, we're also gonna be start learning how to solder and we're gonna start doing rains and making our own stuff and we need extra money to make this. And I'm not gonna take a business loan out and I knew I was gonna go back to work already, so this is gonna fund and continue to scale my business.
So,
Jen Thryrion: no, I think again, we're like in so many ways I did not also take a business loan out and, but I have to say, when I opened those doors, I was down to my last penny. Okay. You know what I mean? Like, I was like, I hope this works. Life of an entrepreneur. I, yeah, everyone does things different way. Not to say loans are a terrible thing.
Can be credit, can be a beautiful thing to fuel your dream as well. So that's really a powerful decision to not lean on that and know how you wanna feel financially too. Mm-hmm. And especially if you wanna grow and evolve in your business, knowing that, yeah, you need, I wanna be able to, yes. Solder. Okay. We need the funds to be able to do that.
nd that inspiring, but yeah. [:Julie Nelson: Yeah, it's crazy like how much your business makes and you're like, I still feel broke.
Jen Thryrion: That's crazy. I was talking to a new bookkeeper yesterday and I told her when I brought in for December, I don't know where it went, but I brought in a lot of money.
Six figures, sales, but it all went back to the business. Yeah. Do
Julie Nelson: mind
Jen Thryrion: sharing your numbers.
Julie Nelson: What is your biggest month aug? Last August was our biggest number and our net sales. So. Taking all the expenses and everything with 28,000. Just 28,000. That's amazing. And then last year was the first year that we actually hit six, six figures in sales, which was crazy.
Just seeing something that started from my home ended up becoming a business that's making six figures.
Jen Thryrion: And I have to say I love that. Your appointment only as well. 'cause I think that also lays into it. I think that's really awesome too. It's like it just shows and what the point of this whole podcast really is, but it's like to show what's possible and that not everybody has the same structure business and you can be successful in the way that you decide to do it.
ng. I love that. Who's gonna [:Julie Nelson: So we actually have this guy that I networked with, he used to work for Tiffany's. Arizona, and so he's like a diamond expert. He's certified in that. He makes his own jewelry, like casting and everything, and he actually came into our studio one time and was like, I just wanted to check you guys out because I used to do permanent jewelry for another fine jeweler and I left and want.
To refer people to someone. So then he came to our place and was like, oh yeah, this is really neat. I love how you're doing it and I love that you educate your artists. So he started sending referrals to us and then when I had gotten to know him, he, yeah, I actually make my own rings and I'm like, would you teach us.
And so it's just been a really great relationship with like his name is Caleb. And so now we're gonna be building at our Green Bay studio, we're actually gonna be building a little studio space where we're gonna be doing our own, like making our own jewelry. So I am really excited for this new adventure and I just can't wait to see all the things that we'll be
Jen Thryrion: able to start going.
I [:Julie Nelson: vicariously through you guys.
Jen Thryrion: Was that your first time at PX last year?
Julie Nelson: It was, yeah. It was really hot.
Jen Thryrion: Yes. Pretty hot. Oh my God. What did you, what's the biggest thing you gained from being there?
Julie Nelson: I would say I really loved the trade show, like just being able to see the medals, the chains meet the wholesalers connection building and I didn't really know what to expect. So it, I feel like I did stay in that showroom a lot.
Yes. I get boof like 80% of the time.
Jen Thryrion: Yeah.
Julie Nelson: So yeah, I mean if you haven't experienced it, definitely something to try out. Yeah, for sure. Wonderful. That we have a space that we can all come to and meet each other.
Jen Thryrion: Anyone who wants to stalk you, where can we find you? Tell us all the details.
my Instagram handle name is [:So make sure to follow me, reach out if you have any questions or if you're looking to get any help with anything. I also do consulting on the side as well and help consult other jewelry artists or aspiring artists on their business needs.
Jen Thryrion: I love that. Thank you so much for your time. This has been awesome.
Of course. Thank you for having me. Yes, for sure. We'll talk soon. See ya. Talk soon. Bye. Well, how do you feel? I hope you found value in today's episode and you walkaway healing inspired. I would love to hear from you. Let's link up. You can find me on Instagram at Goldie Link Society. You can find out more about our permanent jewelry membership@goldielinksociety.com.
you next time. Have a golden [: