073: Turning Passion Into Profit: Growing a Permanent Jewelry Business and Wholesale Brand with Luxe Gems and Chains

Ep 73_LuxeGems_GLP_FINAL

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Jen Thryion: [: 00:00:00

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.

Loretta: Hey there. Did you know that we offer handmade permanent

Jen Thryion: 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 [: 00:01:00

If you wanna level up your business with handmade supplies, not made by a machine, but made by hand with love, then check it out@goldielinksupplies.com. Now onto the show. Today I had the honor of sitting down with Loretta from Lux Gems and Chains, and this conversation is so inspiring. Her journey took her from nurse to photographer to the world of direct sales, and every single chapter led her to exactly where she was meant to be permanent jewelry.

Not only has she built a thriving permanent jewelry business, but stepping into the supplier space as well, and she's doing it alongside her husband. This powerful duo is truly one to watch. Their partnership, vision, and work ethic are next level. You're going to love Loretta. Her heart, her hustle, and her story.

Let's dive in.

Tony: Okay. I am so glad you guys are here today. Do you wanna start us off and just tell us who you are and a little bit about yourselves?

utely. So I'm Loretta and my [: 00:02:00

Supply side of it and things just kind of took off from there.

Jen Thryion: That's amazing. So take me back. So when, so you started obviously permanent jewelry first, correct? Mm-hmm. And when did that all start, and how did you even get into that in the first place?

Loretta: So that's like a really kind of a long story. I'll try to condense it a little bit, but the long story starts with, I, I sold LuLaRoe back in the day, like long time ago.

I used

Jen Thryion: to love LuLaRoe,

I had a group. Of like two or: 3000

o our local farmer's market, [: 00:03:00

To the market. And he would come, Tony would come help me, like set up and he'd bring the kids and they'd walk around and I didn't need help really? 'cause I was just selling earrings. Right. Like earrings I would make,

Jen Thryion: so what kind of earrings were they?

Loretta: I have a cricket and I would cut out like leather pieces and like shape 'em together.

Like wood and like brass and that sort of thing. Yeah. And I would go to this, you know. Put tons of hours in it throughout the week and then go on Saturday mornings to sell these earrings. And I would be thrilled, like, just to put it in perspective of like what we'll talk about later, I would be thrilled to go make like two, three, $400, you know, in the course of like four hours at market.

You know, that'd be like, that was just wonderful to put all that time into it through the week and then go make a couple hundred bucks on a Saturday morning. I was like. Alright, we're, we're killing it, you know?

Jen Thryion: Right.

Loretta: In hindsight, you know,

ny how things change. Right. [: 00:04:00

Loretta: So anyway, he would come and help me set up my booth and then walk around with the kids and get food, whatnot.

And he started noticing there was a permanent jewelry artist there. We didn't really know much about it, but he started noticing the crowd.

Tony: People would run there to like get there early 'cause she had a signup list. So people would run there like first thing like, I gotta sign up, I gotta sign up. And like, it got crazy where you started to see her like.

Turn people away.

Loretta: Yeah. We noticed that she couldn't keep up with what the demand was, so Tony was like, Loretta, why don't you add permanent jewelry? You're already in, you know, you have a following of people who buy your earrings. Like, why don't you add this in? I'm like, I don't know anything about welding.

And he's like, okay, well this is the time. I'll let him kind of take over and talk about his background and how it played into. How we, we got to where we're at. So,

Tony: yeah, so I, I worked in manufacturing industry for over 20 years. I've got a welding background, that's where I started. My dad had a welder when I was a kid growing up out in the backyard.

o industry and then also the [: 00:05:00

That's why I told her, you got this following, I can teach you how to weld. 'cause we looked at training programs. I was like, you know what, we can, I've got so much experience welding, I, we can do this. This is by far so the easiest I've

Loretta: done. Yeah. Kinda his, his background in welding and my, you know, background with the business side of it, with already, you know, having done a couple, you know, like I did LuLaRoe and I was running my own earring business.

You know, I had a following and so yeah, we just kind of decided to, to wing it and buy welder.

Tony: Yeah, we bought, bought one and just started. I played with it and, uh, then we decided, you know, decided to start upgrading and, and worked out real well for us. I mean, it was, like I said, it was real easy for me with my welding background and

Loretta: yeah.

Tony: How it,

Loretta: he, he got it like immediately. It

pens a lot, I feel like, and [: 00:06:00

And I'm like, yes. And like, so it's such a like cool union of like the dudes that love, like the machinery side.

Loretta: Yeah. Yeah,

Jen Thryion: absolutely. The women love the jewelry and you're like, oh my God, perfect. Perfect. Like yin and yang right there, right?

Loretta: Yeah.

Tony: And we've also, you know, we've helped another, uh, t earlier artist in, in town.

You know, I've taught her how to Welch, she wanted to learn how to do it. She was a customer.

Loretta: She was a customer of ours. And she out. And you say, what is the community or

Jen Thryion: community of a competition Kind thing.

Loretta: Of a competition? Yeah. Like, she was a really like great customer and you know, she reached out, she's like, I don't wanna step on your toes.

I'm like, no. I'm like, there's plenty. Well that was, now it's getting a little more saturated in our area, but like, I mean, you know, it's gonna happen. But we, I mean we, we've

Tony: referred

Loretta: her to events that we can attend. We can't, if we can't, just last weekend we, I had somebody reach out wanting to do an in-home.

, so we worked together like [: 00:07:00

Jen Thryion: awesome.

Loretta: Win-win. Yeah.

Jen Thryion: No kidding. So when did this all, when was that? When did you guys all start

that?

manent jewelry like summer of: 2023

Jen Thryion: Okay.

st event. It was like fall of: 2023

Jen Thryion: No way.

Loretta: And we looked at each other and we're like, oh my gosh, what did we do? Why did we spend all this money on all these chains and welder, this welder and signs and business cards? And you know, like, what, why, why did we do this? This is a mistake. We, yeah. All the things, you know, going through our heads and then yeah.

vited like the next weekend, [: 00:08:00

Like we're went up. Yeah. Actually, yeah, it was on our anniversary. It was, it was on our anniversary and we had the kids were, um, with. Grandparents for the day, and we're like, if we do well, we're gonna go out and get a nice dinner. And we, we got a nice,

Jen Thryion: Aw, that's amazing. What a good story.

Loretta: Yeah. I mean now, you know, with like looking back, it's just, you know, how far it's come.

Like we'll go to our summer market and, you know, make two to three times that easy. You know, it's just, it's been such a blessing and, um, that's like, you know, we just doing the e-commerce side as far as, as like supplies for other permanent jewelry artists, but I just. We love the connection. Like I love the connection that I make with other people, like doing Corona jewelry and I mean, it's, why, why give that up?

Also, you know, we, we don't do many events. It's, you know, something that I'm gonna not ever, I'm not gonna stop doing it. Yeah.

Jen Thryion: Just, [: 00:09:00

So I have a different perspective on like. Profit and like, like you said, it's crazy how you make something, sell it, whether you even wholesale it or even just having a boutique like I had prior where you're, you're buying and reselling versus a service space where you're like, oh my God, do you realize I just made this much?

And like, you know, because, but it's awesome to have that. Prior experience, I think, 'cause a lot of people, if they start off with permanent jewelry, it almost like, it's a really weird, it's like you don't understand like, the difference in property. Yeah. When you go on to something else that maybe isn't service based, like permanent jewelry.

Right.

Loretta: I agree. Yeah, absolutely. Yep. It gives you a, a more, I think, appreciation for. Is going on.

Jen Thryion: Yeah, I know. 'cause you get kind of spoiled if you start off that way and you're like, wait, what? Like, yeah, if I, if I make this ready to wear piece, I can only mark it up this much. 'cause it's just a different thing.

it's a different structure. [: 00:10:00

Loretta: You know it, I don't really know. I just decided to start researching it. I did notice like a lot of, I was buying a lot off of Etsy, and I noticed that a lot of the chains were like very similar, you know, like it, you know, I just, I wanted something of my own.

I don't know. I, I wanted to be able to branch out from like, what everyone. Was doing. I don't know. So I started researching and it just happened. I did a trials and I would wear it on myself, I'd wear it on my kids, and then I started wearing it on my own personal clients. 'cause I figured, you know, if there were any issues, they were gonna come to me and I'd make it right.

f, you know, like kinda just [: 00:11:00

And I started my own Facebook group then, and it just kind of. Took a life of its own and people kept referring me and recommending me, and I'm like, what is happening? So I kind of started the, the sell, like the online sales part of it, to just have something to do a little bit during the week. I never anticipated it to actually take off into a full fledged supply company, and, and it did, and I love it.

And I couldn't, I couldn't be more thankful for all my wonderful customers.

Jen Thryion: So you started permanent jewelry pretty much like summer, fall of 23. So when did you start the supply portion?

Loretta: I'd say like January, February is when I started researching and then I kind of just like of 24, 20, 24. So, and it just, it kind of took off slowly there.

I used square all the time, but I would do invoicing and I didn't actually have a website until, until last April. I did like a whole year of just taking pictures, posting 'em in my group, and people would,

Jen Thryion: oh, okay. So you weren't even, were you on Etsy?

Loretta: No, no, no.

: You've never been to Etsy. [: 00:12:00

Loretta: I've had an Etsy shop, but I don't use it because I tried to make a shop one time and I just got frustrated and I'm like, I can't figure this out.

Like it wasn't like,

Jen Thryion: because the fact that you have a website, I feel like that isn't someone's first step. Usually they usually do go to Etsy and then they make their way over to a website.

Loretta: I like kind of did it. My own way, I guess. I don't know, like, it wasn't probably the easiest way, but I, I had a customer base and they were continuously buying from me, like to asking me, do you have this in stock?

And I'm like, I need a website so bad. 'cause I, you know, it was just not, it was not convenient for them. It wasn't convenient for me. And then I would have to like type out the invoice and then, you know, most of the time everybody would always pay, but sometimes people would forget or whatever. And then I'd have this like.

Open invoice, like, uh, are you, do you want this? But now it's like, with the website, you know, it's like you go online, you shop, it's done, done deal. I ship your order out, you know, it's just a lot easier. Yeah. So, no, we didn't start on Etsy. I, like I said, I have an Etsy shop, but I have it on vacation mode because, because I don't have anything much, much on there.

And I don't know,

l, honestly, whatever works, [: 00:13:00

Loretta: I think we're getting to a point where probably need to look in the hiring help. Yeah. We're getting, he's

Tony: getting, he's getting very difficult

Loretta: for both of us to keep up. He's, he's my like right hand man. He like, I could not do this without him. He helps me pack orders. We stay up late a lot. Yeah, we stay up late.

This is what you're seeing. I behind, this is like my little studio. My kitchen and living room is out there and this is just off of our house, so I have big plans. I do. I would like to, so he owns a construction company also, so we have commercial space available to us. I would like to move over to that area and also like we've been looking at, he's been looking up some laser cutters.

He has well. Yeah,

ony: I've got backgrounds in [: 00:14:00

Loretta: Yeah. I'd like to eventually

Tony: start to manufacture some of our own charms and stuff.

Loretta: Yeah. Offer our own charm connectors and getting into that.

I've, we're gonna hire someone and we need to have it not in our house, so. Great. Yeah. Yeah. So just literally just small business explaining like unintentionally didn't. Expect it, but it's been great.

Jen Thryion: So how often are you doing like outside events and stuff with permanent jewelry? I mean, it's kind of nice because obviously you're using your own chains, right?

I'm assuming?

Loretta: Yeah. Oh yeah. Yes, absolutely. Yeah. Yeah. This is so nice. We, we have taken the winter off pretty much. We've done a couple of our, so in, we're in Indiana, our farmer's market goes. Our outdoor market goes from May till October, and then it goes indoors for the winter. So indoor market is not nearly as busy.

've been invited to a couple [: 00:15:00

Tony: Kids, kids sports and

Loretta: yeah,

Tony: her mother's health and some things that have kind of slowed us down this winter.

But

Loretta: yeah.

Tony: Yes, things will start picking back up.

Loretta: Yeah, we definitely plan on being it. Like once summer market starts back up in a couple months, we'll be there. And we have a actually big event coming up at the end of the month. It's called the Home and Garden Show. It's in, it's a big expo event at, uh, in Fort Wayne that we did last year and we did really well.

It's the four day event, so we'll be there Thursday, Friday, Saturday, Sunday, um, at the end of the month. And yeah, hopefully that'll go.

Jen Thryion: That's awesome.

Loretta: I'm ready. Like I feel I'm like missing it, like I'm missing creating, like, you know, help Yes. Helping my customers pick things out and talking and the connection that we yeah.

, he, he owns a construction [: 00:16:00

We have like

Tony: you do an in-home event at their

Loretta: house. Yeah, yeah, yeah. We were in an in-home event at their house and, or it was a friend of theirs and he just happened to show up and they got to talk. I mean, it's just the connections, it's just been such a, a blessing. We've made like such good friends,

Tony: people that were customers that now help us at events sometimes.

Yeah. Yeah. Our customers now are helping us at events and we're, we're overwhelmed.

Loretta: Yeah. There's a couple girls that we know that we can reach out to if we need help that are, you know, we met through doing this and just. Like people, it's so fun to see people like bring their family back to us or their friends or you know, like just the connections that we've made through.

I feel like people like the aspect of like husband and wife, you know, because does Tony's, Tony's the welder, like, and behind the scenes kind of, I mean I can do it, but he's like a lot more, he's just fast. He's really fast at it. So we'll have a line, you know, at market and I'll be the one talking to people like taking payments.

in the background doing the [: 00:17:00

Jen Thryion: that's awesome. I love that.

Tony: Yeah.

Loretta: Wait, I joke with him like a lot about, I, Mike, you probably never thought you'd have this many women's legs in the

Jen Thryion: true

Loretta: season as, uh, coming up.

Jen Thryion: I love that.

Tony: At first it was kind of uncomfortable, and now it's like, whatever, you know, you just go with it.

It's, it's fun.

Jen Thryion: I'm sure like women actually get a kick outta the fact that you're welding bracelets on them, to be

honest.

Loretta: Oh, yeah. And I,

Tony: I get a lot of

Loretta: questions like his background, like you've heard a little bit, like, he's like, not. This type of guy at all, like a, like a jewelry man, you know, he's like a race car, get his hands dirty, shop, dark like shop kind of guy like, and here he is weld, like first it's an England sun.

Girls.

Jen Thryion: I love that so much. I didn't realize that. I mean, when you said you were the welder, 'cause like again, Jordan also, my husband is a welder, but he doesn't like help me with events in that way, so That's awesome. Yeah.

en we do events, like, yeah, [: 00:18:00

In the background welding, and I'm the one like the,

Tony: the face of

Loretta: this, the face like kind of talking and taking payment and help, helping people choose their stuff and all that. So it's, it's we're we make a pretty good duo.

Jen Thryion: Yeah, you're definitely a team effort. That's amazing. Oh my gosh. So it is just you two, right?

Like, I mean, you're packing and shipping together, you're doing. Together. Yes. Okay. So how do you feel like, I know, 'cause I always say too, I'm surprised by the connections of permanent jewelry. 'cause you also were in business prior to doing this. So Yeah. What do you have to say? Like the comparison of, because I'm, I'm assuming you did even events with LuLaRoe.

Like obviously you had home parties, I'm assuming, and all those things. So what do you feel like is the, what's the. Biggest difference you've found in those, like having the businesses prior to like permanent jewelry?

Loretta: I dunno. It's, it's not even comparable. I don't think it, it, permanent jewelry is just so different and people, people just wanna keep coming back for more and you know, it's like, I don't know.

l, you know, girls together. [: 00:19:00

It's different than what I've done in the past. So I don't, I don't know how to, I guess I don't know how to answer that 'cause it's

just,

Jen Thryion: I know, and it's funny when you're talking, because I have that experience too of like thinking back to when I did markets and I just brought, yes, I had the handmade jewelry, but I brought clothing and handmade jewelry.

And sure people would have fun and you, but it was just, yeah, it's, it's almost hard to put into words and it's hard to explain to someone that hasn't experienced it. Like how, how it is. We, yes, we can talk all day about it being an experience, but there is something so special to it that it's hard to even like, and it's hard to even understand why.

Loretta: Yeah.

Jen Thryion: When you do understand why, you know what I mean? It's not just like, I don't know, it's just, it's like this experience, like you said, people come back and they really. You know, it just feels special. I don't

Loretta: know. Yeah, it does. And I mean, they, they meet us and you know, we get to talking and, you know, they'll invite us to our home, you know.

, like we'll have connecting [: 00:20:00

Tony: I mean, even the people that come back, you know, they're getting their, some of 'em I joke with like, oh, here you come back, your 13th, 14th piece.

Know and just, you learn a lot about them, their lies of their family, and you know, they're, you become friends in a sense where I know more about them now than you know. I remember the first time they've come to us and then after that, you know, I could tell you about their family now in their careers and just the conversations we have while they're there.

It's just,

Jen Thryion: yes,

Tony: we build a lot of friendships with

Loretta: it. Yeah, we really have.

Jen Thryion: That's so cool.

Loretta: Yeah. In our community, I feel like people know who we are and you know, they, we've been told so many times like, oh my gosh, we love your selection. Like, we love your selection. Like you stand apart from all the other permanent jewelry artists here because of your selection.

And that's like something that I've really tried to like, take into my, you know, manufacturing side of it. I like to design and come up with different chains. And I think, I think one of the, like most ones I'm famous for or well known for, is the paw print chain.

Jen Thryion: Oh, I love, yes, I know everyone loves a paw print.

[: 00:21:00

Loretta: Yeah. I can't believe there wasn't a paw print chain before. I'm like, okay, this needs to be a chain. So I took, you know, the idea to my manufacturer and worked it out and it's been like a really good sellers.

Jen Thryion: Yeah, actually, like we can speak to that. 'cause it's so funny. I have, I know as you, as you might know, I, we do supplies, but with's all handmade, right?

And I get the same thing. Like, they're like, oh my gosh, I've never seen this selection or this many chains, or, you know, and I think a lot of people would be like, oh, this is too many. But really that's, that's actually what sets us apart, you know, is to having that selection. So like, I guess you just said it, but do you feel like, yeah, you're constantly hearing that and just hearing like, oh, I haven't seen this chain before, or like.

Loretta: Yes, absolutely e events all the time. They're like, oh my gosh, we've got permanent jewelry, but we've never seen so many, you know, someone with so many selections. And then I will end up tying them. Well, I have a lot of selections 'cause I, I also sell online, so that's probably not typical for. Someone who just does permanent jewelry to have as much as we do, but we're always complaining like, man, we need to scale back.

o much. But then one time we [: 00:22:00

'cause we just had like so many, so many out, you know, I'm like, oh my gosh, maybe I need to like, make it look a little nicer. But then people, you know, we had a line that whole day. So, you know, people love. Yeah, people love the selection and the different options and, you know, people who have, you know, I was just talking about this with a customer, I'm my, in my group the other day about how permanent jewelry, like, it's like tattoos.

Like you get one and you just wanna keep getting more.

Jen Thryion: We warn everybody, like everyone we're like, when they get their first one at the shop, we're like, welcome to your new addiction, because it's like, it's like so

Loretta: cruel. I know. It's, it's so, yeah, I mean, it's like for those people who, you know, want to keep getting them, then I, you know, we have, they'll never run out of options.

Well, I mean, I guess. Can't say never, but they'd have to have like a whole sleeve of their arm.

beyond that if you want to. [: 00:23:00

'cause I mean, I, I have a lot of permanent jewelers I talk to that are all across the country. And as you might know too, like something might sell really well in one area and not in another. Like someone would be like, oh wow, like Bengals do awesome for me. And someone's like, I can't sell 'em for the life of me.

So, um, do you feel like. It's the same, your bestsellers online.

Loretta: I feel like there's a core amount that are like hearts paperclips, pearls do really well. Like we sell a lot of pearls at Mar like in our market. And then online it's like, no, I mean there's so many. I feel like our offerings now are, I would have to look, I should have looked before to see like what our best seller is.

But there's just so many that we sell and it goes in spurts. Like we'll be like, oh, this chain hasn't sold very much. Lately and then we'll get like 15 orders.

Jen Thryion: You know? That's why I have a really hard time, like I know some people retire chains and I'm like, it's funny. I'm like, if this one hasn't sold in a while, I bet you it'll come back around and people will start buying it in a month.

Yeah. Yeah. And

Loretta: that, that is [: 00:24:00

Tony: Yeah. It's like so wants we talking about certain chains somewhere all of a sudden people start ordering it again. It's weird a lot.

Loretta: Yeah. I really do. Yeah. But at market, I feel like our best sellers are like paperclips.

Pearls,

Tony: a lot of color stuff. Summertime,

Loretta: a lot of color stuff. In the summertime we dos and yeah, paper clips and hearts I would say are like top two that come to mind that are like best sellers in person.

Jen Thryion: Do you have an Instagram for just your permanent jewelry business? Not your chains?

Loretta: I do for, but I'm like not active.

Okay. Jen.

Jen Thryion: Because of course, I just think of you for supplies. I'm not looking at your other. Yeah. You know what I mean?

Loretta: So l Linked by Lux Gems is my, like personal page for like local permanent jewelry. It's linked by Lux Gems and then my supply Instagram is, um, Lux Gems and Chains.

Jen Thryion: Yes, I do, I think I do follow that one.

just don't know how to like, [: 00:25:00

Jen Thryion: to be No, I love that. We can talk about that.

I love this because honestly, I mean, some people see, I'm such an Instagram girl.

Loretta: I wanna be an Instagram girl. I

Jen Thryion: just, oh my gosh. But it's, honestly, I think it does a disservice to me because as, as being a supplier, like I think the groups are so powerful when it comes to that kind of thing. And you do obviously a great job with that.

And maybe that comes from your LuLaRoe background too. I struggle with that. Like I don't love the big groups. I don't really show up very much. I never know what I can say, what I can. I can't say, I'm just like, ah. So like I'm more of an Instagram girl, but it's like more or less my business and I actually struggle with the supply side of actually like putting stuff out regularly.

Like I, 'cause it's just way too much, you know?

Loretta: See, I feel the opposite. That's so interesting. I feel like I just feel this total opposite. I feel like my group is like a controlled space where I can like. Put my stuff out there and people are there that wanna see it and if they don't wanna be there, they can leave.

You know what I mean? Like, and when I'm on Instagram, I'm like, who am I sending this to? Or who's seeing this?

I do have like a main Goldie [: 00:26:00

But it's like, it just feels like way too much. You know? You have like my Instagram for my brick and mortar and then my Instagram for my supplies, and then you have your Facebook group, and then they have Facebook group, and then I'm like, ah. Like, it's just, it's just feels like a lot, you know? And then keeping up with two websites and like, but like, honestly, I know that's why it's like I made a point to say I was gonna be more active in my Facebook group this year.

And have I, not really. I mean, because I'm like, when am I, I just have to make it a habit, I think.

Loretta: Yeah. Yeah. And that's all it comes down to is like getting like habitually into doing something and like, make. Part of your day or week or routine or whatever. So, yeah.

Jen Thryion: Okay. Well going back to, let's, let's cut this and go back to like bestsellers and then we'll, we'll kind of graduate into this actually, 'cause I'd love to talk about that.

uced to you was actually one [: 00:27:00

We were talking about this kind of off air, quote unquote, we'll get into it, but your Facebook group, which you're so great at, people would talk about you as the Loretta chains. Okay? Oh, yes. And like, and like, I was like, well, what's her business name? Like, I, I honestly was like, until, I'm literally, I'm not kidding.

I Googled Loretta, like, I was like, Loretta. Permanent jewelry chain. Like, and I, I'm like, what is her business name? And so, so finally, because I was like, that was when like more of the tennis, like the, which I actually have your chain on, like

Loretta: the tennis chain, stone

Jen Thryion: chain. Yeah, yeah, yeah. And really when you couldn't find it in Goldfield, right.

And I'm like, oh my God, it's in gold. And like, so then I'm like looking for it and searching Loretta. And I'm like, what, who's this Loretta girl? You know? And um, so finally everyone's like Lux Gems and Chase. Okay. Oh, okay. And then found you, but again, found you from your website. 'cause we, we were actually chatting about, you know, Facebook versus Instagram and I was.

ple are getting to know you, [: 00:28:00

Loretta: Yes. Yeah, absolutely.

Jen Thryion: Mm-hmm. And I think that's okay if you're more of an Instagram girl. 'cause I was saying that I'm more of an Instagram girl versus Facebook, but. I mean, speak to why you kind of, I don't know what, how that feels comfy to you. Like why, like Facebook versus Instagram or kind of your views on social media, I guess.

Loretta: Yeah. I mean, I feel like my Facebook group is just kind of like a safe place for me to post my stuff. For people to see that wanna be there. If they don't wanna be there, they can leave. I don't know. I feel like Instagram, I just never got into Instagram. I've been on, I've been on Facebook since I was like.

I don't know, 18,

Jen Thryion: you know? Right. Yeah.

Loretta: Comfortable For me, it's comfortable for me and I feel like I can really connect with my customers on there. Um, if they have questions or, you know, they're all, they all know anybody who works with me, like, who orders for me knows, like, please message me on Facebook.

on for that. Like, I'm awful [: 00:29:00

Jen Thryion: well, it's so funny you say that too, because like, I also couldn't find an E because I'm like going to your website, and I'm like, God, there's, because also I wanted to contact you about the COP podcast, of course, but also PJX, which we'll get into.

But I was like, like, well, how do I, how do I message her? So then I, I got led to your Facebook group, which made me add you as a friend, which made me message you and comment and say, Hey, I just sent you a message. So that's how it happened. But yeah, I mean it's like whatever works, because as I was saying, there's, yeah, there's so many portals of communication, so it's like what works for you?

Loretta: Yeah,

Jen Thryion: absolutely. You know, and it's working for you. So it's like, it's, especially 'cause it's your focus rather than spreading yourself too thin and trying to do all these things and probably neglecting customers because you're into too many places at once.

Loretta: Yes. That's why I don't have any like inbox out there, like collecting emails that I'm not seeing or anything.

ou know, sometimes I'll have [: 00:30:00

I'm just like, I'll answer them and just let it go again. I'm like, sometimes I'm like, oh, I hope I'm not missing anything. 'cause sometimes that inbox gets a little. I don't see, 'cause it's a bus separate business account and I'm, I've been more active with my, the online side of things, so, but I try to, I do my best to keep up.

But yeah, it is interesting how sometimes they'll find my, like, local business and message me there instead of messaging my, my like, personal inbox. Like I feel like people don't wanna cross a line, but I'm like, it's okay. I don't really have any lines to across there.

Jen Thryion: There you go. Yeah. Well, it, it works.

And like, and looking at your website, I have to say, your pictures are beautiful. And we were talking about what's your best sellers? Do you, I mean, obviously I would think that this bracelet we're talking about though, is it one of your bestsellers,

Loretta: right? It's yes. The tennis ch the tennis chain. Is that,

Jen Thryion: yeah.

Oh,

Loretta: wait, chain.

Jen Thryion: Yeah.

se have been absolutely like [: 00:31:00

Tony: approach. But yeah, we don't do a ton,

Loretta: we don't do a ton of 'em. And, but then again, it's like kind of in spurts.

Like I feel like there'll be an event where we won't do any. And then the next one, we'll, you know, we'll do like five or six of 'em. So yeah, it just depends. But like online, yes. Absolutely. One of our best sellers, um, once the Gold Field, I offered it in Sterling Silver for a while, and then it wasn't available on Goldfield until, um, last year sometime.

I can't remember if it was like. Maybe spring, summer sometime, but that was a huge hit when it was available in Goldfield. That was, yeah. And I have one on too. I love it. It's one of my favorites.

Jen Thryion: I know. How do you feel about like, 'cause I mean, I have been seeing more talk about people saying it's not really like great for permanent jewelry.

Like, you know, with, you know, things happening, whether it be, I've been seeing random stuff lately about like,

limeter tennis chains are no [: 00:32:00

I wouldn't wanna buy that from somebody and I don't expect to, you know, sell something like that. So, I mean, I would say. 10%, but still it's too much. Yeah. For, you know, for the amount that we've sold, it's just, I don't want that, you know, I don't want people to have to deal with that. So, but the two millimeter traditional tennis chain, look, those I've had no issues with, like, I've had this one on for probably, I mean, gosh, if it's been a year, I don't know when, whenever the gold cold ones came out, I put it on and I've had on.

d conversations with my, uh, [: 00:33:00

Jen Thryion: So what are the biggest complaints with it? Like when it comes to, 'cause I actually don't have those ones. I just have the traditional tennis bracelet, I guess you could say the traditional, your. Two. You said two millimeter, right? Two

Loretta: millimeter, yeah. The, the stones are falling out of the settings. Okay. I think they're getting snagged.

The prongs are getting snagged. I don't know why it's happening on that, those, that specific size. Um, but yeah, they're, the stones are starting to, or they'll start to fall all, not all of them, but just like one here or one there type thing. So, but yeah, I don't wanna, I don't wanna have to, I don't want my customers to have to deal with.

With that. I have so many people messaging me. When are you restocking? When are you restocking? Like, I don't think I'm going. I'm gonna,

Jen Thryion: yeah. Yeah. Well, I mean, hopefully they can also improve it, but I mean, yeah, so far like same. I feel the same way about the one I have on too. I think it's amazing. I haven't had any issues.

I think it's beautiful because I had a stainless steel one on prior, and it was gold and it did just turn silver.

about it. And I can see why, [: 00:34:00

Knowing who sell. I was the first to introduce the, the sterling silver and the Goldfield tennis chains. And everybody was always like, oh, but those snag, those, those snag. And I'm like, no, they, they really don't. I promise. Like the stainless steel version I think is what was snagging for people. And these don't, and then, you know, people tried 'em and loved 'em.

So yeah, they've been definitely top sellers.

Jen Thryion: I know. Same. So I actually heard the same thing and I thought they were interesting, but I, it like, it took me, I kept hearing that same story and although I didn't try it for myself. I was like, I'm staying away from that. I mean, I can't, I, I kept hearing again and again about the snagging and then once I saw the gold fill option and like tried it out for myself.

wrist too, that are over two [: 00:35:00

Same because I want them to see what it looks like.

Loretta: Yeah. I have an, I have an anklet on, it'll be three years old this summer. So yeah, I keep it on just to be like, I've not had no issues. It's a pretty thin one. I mean, it's like a, it's one of the paperclip. I actually don't carry this chain, um, anymore, but, or no, I, I don't think I ever did.

I think this was actually one that I bought from another supplier when I first started permanent jewelry before I started doing my own supplies. But it's a thinner paperclip and it stayed on just fine, on my ankle, on my ankle. So,

Jen Thryion: yeah. That's awesome.

Loretta: Yeah.

Jen Thryion: Yeah. No, that's one of my favorite chains for sure.

Tony: Okay. Real talk for a second. Running a business can feel overwhelming. The content marketing, social

Jen Thryion: 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. Core education and tools like quarterly photos and video done for you.

Templates, trainings, weekly calls, support group, and access to expert trainings who understand this industry. If you are craving clarity, confidence, and community,

ie Link Society is built for [: 00:36:00

See you soon.

Jen Thryion: Let's talk about your photography background. So where, um, is that has been helpful and like obviously with the website and taking photos? 'cause yeah, I always say this, but like, especially when you're getting into chains and like jewelry that's so delicate. It like photography kind of makes or breaks it to be honest, you know?

Loretta: It does. Absolutely. Like when you're shopping online for something and you see something that's like, catches your eye and you're like, oh my gosh, I want that. Like, that looks so pretty like when you're shopping online that like photography is everything. I feel like, you know, it's. So important to be able to like catch the little details that, you know, camera and jewelry artists are looking for, you know, specific chains or like details and what the chains they wanna carry.

in photography, I'm able to [: 00:37:00

Natural, like natural lighting and my professional camera, and I know what lens to use and just really like hone in on the beauty of the chains.

Tony: There's a, a lot of times, you know, you're like, Hey, you need to run these packages down to UPS for me, because the lights, the lighting's just right to take this picture.

It's like I'm doing the run around and you know, she's like, I gotta take pictures now. Like I got, you know, a window here. It's

Jen Thryion: a golden hour, right? Yeah,

Tony: exactly. So I started learning that, you know?

Loretta: Yeah. Or before the sunset for the day. Obviously, I, I love to use natural light versus like, you know, ring light.

Jen Thryion: I know. I was gonna say, like, what are your, like knowing that, like what is your advice when it comes to photography? And I was gonna say also what I've learned over the years, although I'm not a professional photographer by any means, but trying to take pictures of jewelry for years, like, it's like sometimes you can take a picture of something that's silver and it looks gold just by like, you know, the reflection of things and whatnot.

Amim, do you suggest? Yeah, like natural light is the best

Even when I, like when I did [: 00:38:00

I mean, honestly, like if you're looking, if any, if anybody's like looking to up their game in photography and jewelry, I mean, getting in a camera that's, you know, your lens is everything when you're taking photos. So,

Jen Thryion: so do you still do photo, I mean, did you do like family photography? Is that also something you did prior?

Loretta: Yeah. So just going back all the way back then, this is,

Jen Thryion: I'm like, wow. Jacob, anytime

Loretta: after I got married, um, he worked, at the time he worked a factory. Job and it was on second shift, so I worked a normal nine to five. Um, and I would get home and be bored because I didn't have kids and, or we didn't have kids yet.

d be like. Loretta, will you [: 00:39:00

And I ended up doing it for several years. I ended up doing like wedding photography. I had did a lot of weddings and

Jen Thryion: Wow. That's amazing.

Loretta: Yeah, it was something I really, it was like my artistic. Or like my artistic outlet, I guess I couldn't ever draw or anything. So photography was like my, I feel like that's also with like my chains.

I love doing like the, I love making things look pretty.

Jen Thryion: No, yeah.

Loretta: You know, I love the, I, I don't mind packing and stuff like that, but like I wish I could just focus on, and that's where I go back, so like hiring an employee because I would love to just focus on like. Product, photography, marketing, customer service, you know, that sort of that, all that, you know, 'cause it's getting to be a little bit deep, so to do it all by myself.

that it's just, you know, a [: 00:40:00

I know

Jen Thryion: that's why, you know, you truly love it. 'cause I mean, I still like to this, I mean, I've been doing this for how long, but anything for the boutique prior that I'd get in clothing or whatever, I'm like, I just can't wait. I'm checking tracking. I'm like, oh my God, when's it gonna be here? I just can't wait.

Feels like, it feels like Christmas morning every time. Or if a maker drops off a new chain that we're making, I'm like, oh my God, I can't wait to see it. Like, you know?

Loretta: Yes. I'm the same way. I'm like, every time I have a shipment coming, I'm like checking like, is it out for delivery? Like I, I know my, uh, FedEx.

Deliver by by name. So,

something and it just really [: 00:41:00

Loretta: I know all these things.

I know. It's like all those things led us to this. I feel like, you know. Even, even with his background and his, um, welding and like AutoCAD and everything, like, it just like it's all come full circle to this. Like, oh, I have so much more I wanna do with this.

Tony: We, we've looked at buying equipment. I got tool and die background looking maybe manufacturing our own chain someday.

I mean, I got good background and, and plating and so I understand all those, you know, manufacturing processes. It's something maybe the future might bring. That's something like, it'd be awesome to design and truly make your own stuff. It's a whole different world then. Love it.

Loretta: Yeah. I mean that's, you know, who knows if that part will happen, but it's something we talk about, you know?

Yes. Be fun to be able to, to manufacture our own chains. We have the space, you know, like we have a really

Tony: right

Loretta: big space. It has like a commercial space to be able to, you know, start something at least like that store

Tony: a storefront, you know, that's been talked about. You know, a place to do jewelry. A lot of people ask us, do you have store hours that come, you know.

We can come get a [: 00:42:00

Loretta: Yeah. And that's something little that we could do to, but it's just so like we've stayed so busy with like I know now it's like, I don't know when I would have time to run a store too, so

Jen Thryion: Exactly. Like one step at a time. But I mean, I could totally see it. I feel like, gosh, just even think in my head, like to talk to you guys in like even a year from now.

Like what? What's gonna happen in a year or two years, or, you know what I mean? Yeah. It's really gonna be exciting to see what you guys, where you go. I love

Loretta: it. Definitely excited to definitely have a lot of thoughts and dreams and wishes, so hopefully that come into fruition.

Jen Thryion: So let's talk, um, are you gonna be at PJX?

Loretta: Yes, we're gonna go. We have not signed up, but I was actually just on the website last night looking at options and um, just. Just haven't taken the leap yet, but we're going to be there. Yes. I'm making it official by saying they, we'll be there, so we'll be there. Okay.

Jen Thryion: Yay. I'm like so excited. I can't wait to like see you guys in person and yeah, shop your chains in person.

That'd be awesome.

I feel like, like permanent [: 00:43:00

Jen Thryion: yes,

Loretta: community has its people and I just, I don't know anyone really, like, I just know, I feel like I stay in my own little world like I just am, so,

Jen Thryion: yeah.

Which

Loretta: is great. What I have in front of me and like I'll, I'll talk, I've connected with a few girls and we'll talk a little bit and they'll tell me like, this person and this person, I'm like. I have no idea who that is.

Jen Thryion: Mm-hmm. I hear you. I hear you. This will be great to get out there and like, it's just so great to like, meet people in per, you know, just in person, right?

I mean,

Loretta: yeah,

Jen Thryion: you're so active on your Facebook group and stuff, and there's obviously a connection piece there, but to be in person and meet your customers and, and people can ask you questions and all that things will be so helpful for people too. So,

Loretta: yes. Yes. Putting like faces, faces to names and

Jen Thryion: Exactly.

Loretta: Getting to meet customers and other people, you know, in the industry that are, you know, pliers or trainers or whatever, you know, like you. And so I'm so excited to go. It'll be so much fun. Just get over my nervous hump and just sign up.

know. No, it'll be awesome. [: 00:44:00

Are you like debuting? Are you always debuting new chains? Are you currently working on some new stuff? Like what can we expect from you? In the next time. I'm

Loretta: always like, I mean, I always have things in my head. I have a few things. I have ideas right now that I'm, I've been kind of playing in my head with.

I don't have anything in the works, I guess, as far as anything that's gonna come out, like, you know, next week or anything. Yeah, sure. But I'm always, I'm always, yes, there will be new things always. Coming from us. That is, you know, something also that I love doing is like, even just like a, a new colorway of a chain or something.

You know, I love, I love, I've had, you know, a couple of those that have really taken off, like with colorways of chains and I love coming up with that and seeing people love it. You know, like, okay, I did, you know, I did that. Like I love that. People love that. So, I don't know, in the next year or so, I mean, I would hope, I would hope that we will have our own like laser cutter and being able to offer like.

know, accomplishing in this [: 00:45:00

Jen Thryion: pretty close to where you live. Like is it convenient?

Loretta: Yeah, it's like 15 minutes, 10,

Tony: 15 minutes?

Mm-hmm.

Loretta: Oh cool.

Jen Thryion: That's so exciting. I know. 'cause I'm sure like as you in being in that creative mind, I'm sure you're like cooking up things that'd be like, oh, this would be awesome as a connector. Or, you know what I mean? I mean, we all kind of do it when you're getting further into this and you think, gosh, it'd be really cool to have this, you know?

That's amazing. Congrats guys. You guys are just killing it. And so exciting to see where you guys. Where you take this. So, and just really cool to hear, like what comes, keeps coming up for me too with like your photography, your LuLaRoe, like, it just kind of shows that like nothing you do, even if you don't continue doing that particular thing, it all bleeds into what you're doing now.

Like all, all the things you've done prior. Is serving, like you said, a full circle, like what you're doing now, so no matter what your background is like, I feel like there's something of value you can take from that and to serve into like building a business and

that entrepreneurial, you do [: 00:46:00

Wow. I was actually getting ready to go back as a. To work as a nurse before it was like right around the same time. Um, we started permanent jewelry that summer and then like that fall, I was gonna go back to work as a nurse. I actually did for like a week, or it was two weeks and it was awful. It was not the job, but it was like

Jen Thryion: just yeah,

Loretta: childcare.

The childcare and his hours at the time. And like kids were crying and Mom, please don't leave. Yeah. I'm like, do this. Yeah, so I like had a serious conversation with Tony and I, I kind of had started to see like what permanent jewelry you could turn into. And I'm like, let me treat this like a job. Like let me see what happens with this.

Like, let's see where this goes. So, and I'm so glad that I did because it's been life changing. It's. Been such a blessing. It's been incredible. So,

wrong with treating it like [: 00:47:00

So the fact that you took it seriously, it's like that's what made it serious rightly, like knowing like, Hey, I'm gonna make this replace what it would be for nursing to support my family or do what I need to do. Oh, yeah.

Loretta: And it more than replaced what I would've made as a nurse, like. More than, yeah, way more than, so, you know, like the permanent jewelry's doing the events.

Like, you know, it's just, I don't know, people, I always see people like asking like, oh, is this something you should get into? Or is this something I should try? Well, if you want it, you know, like if you want it and you're gonna treat it like something that. Real then. Yeah. But if you, if you think you can just, you know, do something and like dabble in it and poke at it, like it's probably not gonna do much for you, you know?

to work as a nurse, because [: 00:48:00

Yeah. So permanent jewelry, doing those events and you know, getting in there, getting ourselves out in the community. And it was, I was hustling, you know, like it was, I was,

Tony: yeah, it was tough getting up every Saturday morning, you know, I mean.

Jen Thryion: Sure it's not, it's not easy. We'll say that, right? It's

Loretta: not easy.

No time, job.

Tony: And

Loretta: yeah, we, we do events. We, we would do, you know, market in the morning and we'd, a lot of Saturdays have events like in the evening too. Like we'd in double up, we'd have other events in the evening or we'd have in-home that we were invited to, you know, we, I would ever turn 'em down. I, we would do.

All the events. It was, like I said, life changing for us as far as just that side of it, you know, like doing events. And it was nice, you know, we had more childcare availability on the weekends than we did during the week, so it was like I could still be at home during the week and then do our events on the weekends and make up for, you know, the lack of what wasn't.

Making ends meet, so, yeah. Yeah.

t me wrong. He's working all [: 00:49:00

In the future. But I just always think, even for my girls, like, what a cool thing to show them. Like the fact that you built this and you work together. What a cool, like, memory, I feel, you know, like for your kids and to be a part of that. And as they get older, I'm assuming I want that for mine. Mine are five and seven.

And to see them be more of a part of, you know, what we were creating. So how old are your kids?

Loretta: Our oldest is 11 and then eight and six.

Jen Thryion: Awesome. Yeah. That must be so fun for them to see. I don't know. I, I'm just assuming, but

I've been doing markets since: 2021

So like, you know, they've. Our youngest, like, she doesn't remember a time,

Jen Thryion: right.

Loretta: You know, that we didn't do something, you know, in the, in the market in sense of going, you know, like getting up on a Saturday and going, and she doesn't, you know, probably know the difference. Like she, she knows I do jewelry now.

She loves it. Like my youngest is. Such a girly girl she's got

Thryion: Aw, that's so fun. [: 00:50:00

Loretta: Like she, yeah, she'll probably work for me someday. Her oldest is more of a sporty girl, so she's always putting a, like, we'll put 'em on her and then she'll have to take 'em off for like the next sport she's in. So she'll, there

Jen Thryion: you go.

Yeah. Yeah. Okay. Well, where can we find you, where we talked about this a little bit already, but let everybody know your website, your Facebook, where, where we can see all your things.

Loretta: If you need to get a hold of me, find me on Facebook. You can message my personal account, totally fine with that. Um, I am Loretta Irvine.

Um, my Facebook group is Permanent Jewelry, Lex Gems and Chains. And then my website is www.lexgemandchains.com. Let's see, then I'm on Instagram, but I'm not on it that much. I'm gonna try to be better. And it's, uh, Lux, Jens and Chains on Instagrams.

Jen Thryion: Okay, perfect. That's awesome. Thank you so much. Is there anything that last, last things you wanna share that we didn't cover that you want people to know about your business or anything?

st like, I kind of just drew [: 00:51:00

Jen Thryion: you're fine.

Loretta: Covered a lot. I'm excited to see where things go and yeah, just That's amazing. Looking forward to, to what's to come.

Jen Thryion: What would you say to somebody? 'cause again, you talked about like, just last, last thoughts as I, as I was closing out, was thinking of this.

hings are now, we're in early: 2026

With more people doing it. So what, what are your thoughts on that with someone being worried about getting into a more saturated market?

Loretta: I mean. Just go into it, treating it like a business and getting yourself out there and making connections and doing things that maybe not feel comfortable, you know, like talking to business owners about getting in for events and getting into markets and just.

t like doing things that are [: 00:52:00

To make it work. There's definitely, I wanna, I do wanna say one thing. This has been kind of my, I'm glad that I'm getting the opportunity to say it. People ask me all the time like, well, what are you gonna do when permanent jewelry goes outta style or isn't anymore? I'm like, I don't think that's gonna happen.

I truly don't because this is a, you know, going into our third year. We haven't slowed down at all. If anything, like we're turning, you know, we're turning more down I guess. But because we're so busy with other things now and the e-commerce side of it, but jewelry people have worn jewelry since the beginning of time.

women are always like buying [: 00:53:00

And it's not gonna tarnish, it's gonna be high quality. It's gonna, you know, last them. I feel like there's so many people who don't even know what it is yet. I

Jen Thryion: know. I'm always shocked by that when I still, I just did a pop up recently and people were like, what is this again? I'm like, really? Like, you know,

Loretta: just yesterday, yesterday.

So yeah, Tony for Valentine's Day, he bought me dance lessons. So we went to our first, we went to our first dance lesson last night, and neither one of the girls at the dance studio knew what permanent jewelry was. No. I'm like, really? And one of them was like. I'm 40. She, I, she was around my age and the other one was like a younger 20, some girl, and neither one of them knew what permanent jewelry was.

It was like, what? Apple

Jen Thryion: mind blow my mind.

Tony: Jewelry, but what is it?

Loretta: What's,

Tony: what's this? That's, you

Loretta: understand. So I gave them the rundown of it. I'm like, come see us and market.

Jen Thryion: Yes. Yes.

Loretta: Yeah,

Jen Thryion: no, I feel the [: 00:54:00

I don't know. But I've always been a jewelry, I've always made jewelry, so I'm like, it just seemed like a natural progression for me, and I, yeah, having said it doesn't slow down for me either. But having said that, I have evolved with. So that's what I would suggest to people. I think that if you're going into this wanting it to be super easy and you're just gonna get basic chains, you're not really gonna focus on the business, then sure.

It's not gonna last. I'll be honest. You know what I mean? But if you are going to evolve and you're gonna get different chains like you have where people are like, oh my gosh, you, you know, and kind of pick your niche of what makes you different and figure out your brand and get clarity, there's no, there's no way.

You know, 'cause I just think that it's such a, it's such an experience. Like how can an experience like this go outta style? You know what I mean? Right.

Loretta: Absolutely. Absolutely. It can't. There's no way. Yeah,

Jen Thryion: no way. No way. So, okay. I love that we ended on that. Thank you so much. It's been so awesome to chat with you.

I can't wait to give you guys a hug at Pjx. I

Loretta: can't either. I'm so excited.

Jen Thryion: Um, thank you so much for your time. We'll talk to you soon.

Loretta: Thank you so much for having us. Yes.

Jen Thryion: This was

Loretta: a lot of fun.

Jen Thryion: [: 00:55:00

Loretta: Okay.

Jen Thryion: Thanks. Bye

Loretta: bye.

Jen Thryion: 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 Goldie Link Society. You can find out more about our permanent jewelry membership@goldielinksociety.com, our handmade permanent jewelry, supplies of connectors, chain, and more@goldielinksupplies.com. Okay, I will see you next time.

Have a golden [: 00:56:00