How Melinda Maria Spigel Scaled Her Jewelry Brand From $1,500 to $20M (No Hype, Just Strategy)

What are some of the tipping points that you feel like really propelled the business?

The one thing I would say is maybe like Taylor Swift, she had worn his jersey only with thigh high boots and this big necklace of ours. That was a pretty big moment and it had some, but nothing lasts. I don't think there's ever one big moment that, like, makes a brand.

I feel like that's so empowering to know, and I've heard that from so many people because I think they see, like, oh, well, here's why they got successful. I'm like, not really. Because even though they got that, like, moment, it's not sustainable. Melinda, welcome to the podcast. Thank you for coming on.

I'm so happy to be here. I'm such a huge fan of yours, and so thank you for having me. Oh, my gosh.

Well, I'm glad that was recorded. So got to hear that. I'm very, very excited to be here with you, not only because I love your work, but, you know, those women who you can actually tell, like, you can feel their energy through their social media and just how they show up, that is literally you. I feel like you feel so authentic, welcoming, warm, motivating, like, really down to earth. And I feel like you do a really good job of that coming across. And I'm also using my right hand so you can see my jewelry in my.

I know, I see that very good stack. You look such a good stacker. Well, thank you. Those are all very huge compliments. And, you know, I'm just a girl who loves to make great jewelry and to. Hopefully it makes people feel great.

Oh, my gosh. Well, I can't wait. I really can't wait to dig into this conversation because, number one, I feel like I know so many women who would like, it's their dream to have a jewelry line. It truly isn't it like we're like a clothing line or like a jewelry line. But I also know because I have interviewed a few jewelry founders, that there's a lot of, you know, people in the market. Obviously, there's a ton of different jewelry companies. There's huge challenges around standing out, around differentiating around all of the things that come with manufacturing and all, you know, having all of the money that goes into having to place big orders, not knowing what's going to work, what isn't going to work. There's just so many things. And, you know, you have a huge team now. So I want to know. I. I kind of want to start with a little bit of the origin story because I do know that you've been designing jewelry since you were a young girl, like, eight years old. Yeah. And then you sold jewelry as well in a Starbucks. Correct? Correct.

Yeah.

I just want to hear the. I want to hear a little bit about how this love of jewelry started.

Yeah, I did start when I was very young. I do feel very lucky that I found something that I was obsessed with. And I think as a parent, and I'm sure you have a lot of moms and your. That are your followers. You know, it's the most important thing is to find what your kids are obsessed with and. And that are good at. Like, hopefully they're good at it too. So, yeah, started a very young age. Moved to New York because I wanted to be inspired by a big city because I grew up in a small town, and I didn't feel like I had anybody that was, like, a creative that felt like me. And so I spoke in Washington.

Okay.

And so I followed my instincts where everyone was going to college. I was like, I need to go. And I. We didn't have a lot of money to go see, you know, to go vacation and experience the world. So I was like, I'm gonna go to New York City, and I'm gonna be a nanny. And so I did that. Quickly realized I couldn't afford to not live with my employer because I wanted to nanny forever. So I moved back home, went to school a little bit, all while making jewelry. It was just. It's just always my, like, you know, I feel like kids now go to their phones or their iPads when they're bored. Like, I went to, like, handcrafting, just anything I could get my hands on. Anyhow, I moved to Los Angeles after that. Packed up my bags. I think I saved, like, 1500 somewhere around there. 1500 20, $500. Bought, like, a little crappy car and drove down to L. A. Didn't know anybody, didn't have any money, didn't have a college degree, didn't have a job. So it was like, I just got to go there. I was like, I just got to go out and do so. You know, I had, like, a myriad of jobs to pay my bills, but I would sit at Starbucks because they were all popping up. And as an entrepreneur, you have to be very resourceful and scrappy and, you know, the Starbucks, like, everyone was going to Starbucks. I'm like, okay, that's a great way to get in front of people. So I sat where people would get their drinks, and I would sit and make stuff. I would Spread my whole, you know, stuff out. And people would come and get their drink, and they eventually look down and say, oh, are you a jewelry designer? And I'd say, yes. And I totally felt like I had imposter syndrome by saying that. But I really was, in retrospect, like, looking back, and people would start buying stuff from my table. So that was just like, there's a. There's such a series of following my instincts, even though it was, like, not the norm. Like, it was not the norm to go to college. It was not the. Or to not go to college. It was not the norm to move to. To, you know, New York City and be a nanny and live in their house and where everyone else was, like, finishing their careers and getting a job. And it wasn't the norm to go sit at a coffee shop and spread all my stuff out, you know, and make stuff and sell it from there. So there's been such a. When I looked back, because we're celebrating our 20 years, I really look back to see, like, what were some of the key takeaways of, like, becoming successful? And one is truly never giving up, because it really took me many, many, many, many, many years in order to be profitable. Two, to find something that you love, and then three is just to follow your instincts, even though they might seem, like, completely outside the box and might be embarrassing. Right. Like, I wasn't able to go and tell people when I came home from Christmas break or spring break, like, oh, I'm going to college. Oh, I'm in this sorority. I was like, oh, I'm living in Los Angeles, like, making jewelry in a cafe. In a cafe, you know, and people would snicker, just be like, oh, sure, you're a jewelry designer, because everyone else is, too. But, you know, I think also, like, if you have, like, an ego about what people think, you're in trouble. But anyhow, that's my little bit of start of my story. And so, you know, it eventually led to. I had a big group of amazing women that followed me. I wouldn't have little parties. You know, I was very grassroots. I grew very slowly because I didn't have any institutional money. So I would grow on retained earnings, and then, you know, women would follow me, and I'd have little parties at my place, and then I would shut my stuff around town and try to get into stores and, you know, etc. Etc. And, you know, that was, like, sort of the beginning of the. Yeah. And then I went on game shows to have seed money, to not have to Work at other jobs and just focus on jewelry. So I went again, that was, like, resourceful people. Like, it's so weird. And I'm like, why? There's a.

When did you get that idea? I mean, obviously, living in L. A. It's, like, just such a different.

Yeah, it's just like, you got to be resourceful about what's in your backyard. Like, I'm like, I'm in the capital of the world. That's where I was, like, I hunted down stylists, you know, even though I was absolutely nobody. You know, I would go and knock on their doors. I would, like, bring them flowers and jewelry. And, you know, most of them didn't really use my stuff. And then eventually some people did. And then, you know, my. My other instinct was, okay, now that I know a few stylists, like, I need to find a publicist. And so I found a publicist, even though I really couldn't afford it. It was so stressful. And, yeah, my other instinct was my publicist that was working. Who can I show them? My publicist is right here. There's Margo. Hi, love. Margot Siegel, BR So my other instinct was when I saw my publicist. How old were you? She was 22. And I walked in, and again, like, I couldn't even afford to be at this publicity firm. I walked in, and I saw her, how she was handling everyone and everything, and the stylist and on the phone. And I think I had been with the firm for how long? Like, two months or something. Maybe even that. And just this instinct overcame me, and I was like, you have to quit here and start your own firm, and I'm going to come with you and be your first client. And she's like, what are you talking about? I just got this job, and I'm 22, and I'm like, we got to make that happen. Cut to. She's one of the biggest, if not the biggest, jewelry publicists in the country. She only does jewelry, and she's a huge business. And, you know, I was her first client. And we've been together for how long? 17. 17 years. But my husband and I sat with her. We're like, okay, let's think about a business plan for you, and let's see what your expenses are. And we, like. But that was a. Another, like, instinct that I had that felt, like, really crazy and totally inappropriate. But I, like, saw how she was working, and I was just like, this girl is, like, running the show. So anyhow, this. The following your instincts, even though they might Be, you know, embarrassing or feel strange or out of the box was like a really key point to, like, a series of, like, successes that I've had.

Had you always like, how did you grow up? Did you grow up seeing, like, your mom or your parents or somebody do that, or was that just something that innately in you, you're like, no, I.

Think it was the opposite. I think, you know, as a parent, you can parent and, and show them things that you want them to do and then also, like, you know, they learn from things that we don't do either. So, you know, my dad had a job and he liked it. It wasn't like, super exciting. And same with my mom, and she really liked it, but that didn't feel right to me. I was like, oh, that I want to be so excited about what I do, that I'm. I'm actually going to never do that. And like, I'm actually going to never have jobs that I don't. That don't totally resonate with me. I mean, I would quit jobs that I didn't even have money to pay rent, which was stupid, but, like, that's how, like, passionate it was about, like, doing something I really love.

If you had to start over right now, would you take that same path? Do you think you'd go totally grassroots? Would you do the stylist thing? Would you. What would that look like for you?

Yeah, I mean, even today, you know, we're super scrappy. I mean, we're a pretty decent sized company with, you know, resources and money to do things, but we still are scrappy. We're still like, how do we use AI and be as scrappy as we can? Like, where can we save money to. To help the bottom line and to grow the top line? Like, we're. Yeah, we still operate like that. We don't throw cash around because I'd rather, you know, pay my employees more or less, you know, pay us more. And yeah, we're still, like, very scrappy. And it's fun to feel like you're like, oh, I got this deal done for, you know, I felt good about that deal, you know, how we, how we negotiated.

But yeah, well, looking back, what would you say if you, when you've really sat and thought about, because I know you've probably gotten a question like this hundreds, thousands of times, but, like, if you had to look back and say, oh, these were three to four really big needle movers, would you say it was the getting scrappy and just like being out with the people and doing the events and then getting with the stylist. What are some of the like the tipping points that you feel like really propelled the business?

You know, it's interesting because I speak at a lot of colleges and business schools and I do get this question a lot from students. And for me, I, I always think that people are trying to figure out what that brass ring is. And I don't think there's ever that brass ring.

It's like, like thousands of little things.

It's thousands of little paper cuts. Yes, it's that. It's not, it's never. The one thing I would say is maybe like when Taylor Swift, I mean that was just like a lightning in a bottle thing where she was on the Heiress tour. She was the biggest. I mean she still is. She was dating, you know, Travis Kelce. She had just come out that they were dating and everyone was like, you can't, you couldn't open a book without, you know, or a door without hearing the word Taylor Swift. And she wore his jersey. It was a, I think was like the first time that she had gone to like one of his games and she had worn his jersey only with thigh high boots and this big necklace of ours. I mean that was a pretty big moment and it had some. But nothing really la. Like nothing lasts. Like have those moments and it goes right back down to like it, it, it normalizes. Like there's nothing that you can do. I'm still think that my business could demand, could be done tomorrow. That's how I work. I never am looking back and saying, you know, oh, we did such a great job. I'm constantly, how do we get better at manufacturing? How do we get better at customer service? How do we get better at delivering the best, best quality, quality fashion jewelry of anyone in the world and with an amazing price. Like we're constantly, how do we get better at production? How do we get better at content? And my team has that same drive and I only want to work with people like that. Or how do we get better at AI? Yeah, for me it's never, it's never like, oh, these are the big moments. I don't want to rely on any, anybody else's or any of those moments. I want like, I want growth with stability. I want growth with stability. So, so then you can just, you know what's coming down the pipeline? You know, okay, we need to acquire this many customers and then have this much customer retention. And how does that work together? And what's the conversion rate? And then that equals this like you know, get better at data and how to. How to read data and, you know. Yeah, I don't. I don't think there's ever with any company now, like, ever one big moment that, like, makes a brand.

It's actually so. I feel like that's so empowering to know. And I've heard that from so many people because I think they see, like, oh, well, here's why they, you know, got successful. I'm like, not really, because even though they got that, like, moment, hopefully they capitalized on it and really used it and keep reusing it, but at the same time, it's not going to. It's not going to be sustainable.

Yeah, yeah, it's great.

It's great.

Like, even, you know, celebrity hits, like, don't even. Don't have that power anymore. I think Taylor Swift is the only thing that did ever have that, like, massive thing. But it's all. It's all like, branding, right? Like, brand. I always talk about brand equity is so important that people understand who you are as a brand, not just, like, selling product. And that's a really hard thing to do. Like, very few companies really understand what brand equity is. And, yeah, it's a hard thing to do. So we're constantly trying to figure out, like, okay, how do we convey, like, who we are to, you know, our consumers?

What do you. Well, that I. I love talking about brand. I love learning about how people think of brand. Do you have kind of a breakdown of what you. How you view brand equity and what you think is some of the most important pieces for people who are listening to look at their brand and think about.

It's like, if you look at some of the great brands, like, you think about Ralph Lauren, like, what's Ralph. What's. What is that brand equity? Like, people think about Ralph Lauren and they think of preppy, they think of the Hamptons, they think of a polo match. They think of, like, elevated, layered. So, like, that's what they think of when, you know, they think of, like, Ralph Lauren. Like, it's. It's a feeling that people get about when they think about your brand or when they think about, you know, Nike is like, it's. It's an athlete. It's a person that's pushing themselves. It's like, not. They were really just like a sneaker. And they became this whole ethos of, like, just do it, you know, and making, like, everyday people into athletes. So, you know, you think about, like, some of those really great, great brands, and it's just a Feeling that you get and you understand, like, who they are.

So with your brand, you. It feels like you have to be like, endlessly creative. Like, I know that you're a creative, so it probably comes fairly easily. But I also know that can kind of, you know, come to a place where you're like, I'm kind of just stuck. I don't even know what to do next or where this brand should go. What have you done throughout the years? It's been 20. 20 years.

Yeah.

What have you done throughout the years to like, reinvent, stay within the brand but also create just everything that you have continued to create? Are there exercises that you guys do, like, how do you stay fresh and creative?

You know, I do think that I am just good at that. Like, we're all good at something. And I do think it just, it does come fairly natural to. To me designing. I think the creativity part that can be, you know, like, challenging is like, is now we're like just as much a production studio as we are a jewelry company. And so just the content in which people like, absorb of, like, what do they want to see? How do we still stay true to our brand? You know, we don't want to be an entertainment company, but we, we still want to, you know, we want to have fun with our content because we're very much about, like, layering and jewelry should be fun, so our content should be fun. So, yeah, it's super important to be creative in the, in the content space. But I definitely have an amazing production.

Team.

In that, and so I'm lucky. But, you know, it's not going to sound sexy or creative, but I did mention, like, data, so it is so, so, so data driven in our company about how we curate collections. Like, what does the customer want? Like, how do we. How do we hone in on, like, if a customer bought the Julian with a tennis necklace, like, what are the. Some silhouettes that she might wear? How do we narrow in on, like, what's that setting? So we're like crazy advanced in like, AI space data and how we analyze it.

That is so interesting. How is. How has marketing changed from the beginning until now? And what would you say to somebody who. I actually know quite a few people who either want to start a jewelry line or have one. And I think marketing is always their biggest, like, where do they go? Where have you found kind of like, where have you carved out where your best marketing avenues are now compared to what they were?

Like, in just creatively or like in.

Paid, like, as in even in what are the platforms? Are you like, that do better for you guys or have you carved out your. Is it know Instagram? Is it TikTok? Are you meta ads? Are you Google? Like, what are some of the ways that you're.

I think with that, I think people need to, like, look at who their customer is and, like, where they're purchasing and run. You know, do, like, test things out. Test out TikTok, test out different creatives. Like, how are you. How are you looking at your ro. Your ROI on what you're spending? Again, it's like super, super detailed data and you really need to be or have someone on your team. I mean, it's definitely someone on my team. I have several, several people that do that. But you have to look at where your dollars are spent and what's coming back and how you analyze it. Are you. Do you run your business on a blended roas? Like, there's. There's so many different ways to do it, but yeah, I think just testing out different creatives in different platforms is important. And looking at the data to see, you know, what that is, what's working and what's not. And then you analyze your creative and you're like, okay, this worked, but this doesn't. When do people click out of an ad? Is it two seconds? Do we need a hook? You know, there's so many different. So many different variables that you need to, like, piece together the puzzle.

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Yeah, I'm still learning about leadership.

Same every.

Leadership is hard. It definitely is hard. It's 20 years in. I finally have a really amazing team that we all have our place and we work together really well. But I ran the business up until 2021 and then I realized like, I really don't want to be a CEO. So I was the CEO. I was the head creative person. But you know, when you have, when you have a smaller company, you have to have, you have to wear a bunch of different hats. And so I was lucky enough to find a really incredible CEO that runs my company and I stepped down as CEO and I think I took the business to about 20 million when I stepped down. But I was like really excited to bring somebody in that had a lot of experience and understood the brand. I mean, he is incredible. Like, I really pinch myself every day that I have somebody like my CEO running my business and he's just an incredible leader. And you know, you have a good leadership where people follow you. So yeah, I feel very lucky. But it is, it is hard, I think, to, to build a team and there's different dynamics and I think to be very clear about what each role does and have very clear KPIs. And then you have a culture, right? So like you could have one person that totally sets off the culture. And so that's hard to balance, especially in the creative space. Like, it's not a black and white thing. It's like, I really love this. Somebody else might not love it. There's a lot of no in I get no all the time from, you know, my CEO or somebody that's like, okay, that, that earring is not going to sell because this is why. And let me show you. And I'm like, okay, totally fine. So, you know, I think like if you, you know, can check your ego at the door with stuff like that, especially in creative. Like, it's. It's important to do that and be collaborative. But, yeah, I feel very, very lucky to have somebody running at the very, very top running my company in a really amazing way.

When did you know that you were like, I. I want to step down. This is not, like, I. I think some.

It was just getting big. It was just getting bigger. And I was like, okay, I can take it so far.

Yeah.

But I knew that that CEO role had to move into only CEO, and I. I'm, like, a creative, too, so. And I love jewelry. I love the brand partnerships. I love doing the content. I love meeting the people, and I'm, you know, the biggest ambassador for the brand. I love doing podcasts. I love speaking on panels. So I knew it was getting too big for me to. To do both, too.

Yeah, totally.

Yeah.

It, like, takes you out of your zone of genius, and you're like, okay, I.

It's almost a bottleneck.

Yeah.

I only have. Exactly. I only have so much capacity for it. And I was constantly gravitating towards the role that I'm doing now and, like, putting the other stuff off, so. And I knew I needed somebody that could really understand it and really grow it. And when Brian came on, he, like, had this amazing, like, vision for the brand, and we told. I was like, that's absolutely it. And he totally got it. So we were 100% aligned on where we're going, how we want to do it.

Oh, my God. That's a dream. I know some people cycle through a lot of CEOs before.

That's great.

I'm so happy for.

I'm so happy. For almost five years now. Yeah, it's been. Oh, my Goding me. He was a. Was a consultant for me before he came on, and so, yeah, so he's been with me five years, I guess.

Oh, my God. That's awesome.

Yeah.

Okay, so your mission is to reveal the fun side of fashion.

Yes.

Explain to me why that is, why that is so important.

I think the fun side of fashion for me is just that it's like, I think fashion typically has been very serious, and you can't sit with us, and, you know, you have to have a sourpuss look on your face, and that's just not who I am. And I happen to think that fashion should be very fun. I think layering jewelry should be very fun. I don't think that you need to spend $25,000 on a diamond tennis necklace to get that look or like, a big pair of diamond hoops. I'm not spending $10,000 on a big pair of diamond hoops. And. But, like, I want them to look like that. I want them to look real. I want my diamonds to look real. I want them to feel real, and I want to have fun with it. So it's just that it's. It's. Yeah, it's just that it's like having fun and not taking things too seriously. Except for we take our quality insanely seriously. That's what we're very serious about.

No, it's. It's incredible quality. I'm obsessed with it, and I feel this. I. I have, like, the same motto about fashion, because I just. Everything changes so fast, too, that you.

Got to play that.

Like, you got to play. So you got to figure out who you are that year. What do you love?

What are you loving? Exactly, Exactly.

Especially jewelry. Like, I don't want to invest a ton to the point where. Because I like different things, I like wearing a bunch of different things. And if you're a stacker, let tell you how fast that adds up.

Oh, so fast. So fast. I was tell people, if you want to wear something every single day and you do not want to take it off, then buy solid gold or sterling. However, like, solid gold right. Gold right now is insanely insane. It's never been higher, so it's very. It's a lot. It's a big investment. So I know for me, like, even when I buy, like, a super expensive purse or a super expensive blazer, I'm like, I get. I get bored of it after a little bit. And so fortunately, you put so much money into it, so it's very. It becomes very serious. So, yeah, that's it. It's just like, it should be fun. You should layer it. You shouldn't. Shouldn't be stressful. But I. I still want it to look super expensive. So that's where we really strive. And, like, I love putting our czs right next to a diamond. And my friends are like, why am I ever buying a diamond again? This is crazy. It looks exact.

I bought for Christmas. It was one of your tennis bracelets with, like, the little emerald, like, in it. This one. You have it on? Yes. I love it. I got more compliments.

And it looks like an emerald.

Oh, people absolutely thought that was. They're like, oh, did Chris get you this free?

I was like, yeah, I got me a great. Exactly. Exactly.

Okay, for you. What were. What were. Just give me a couple of the moments during growing this company that you were like, what the hell am I doing? Or like, how is this happening? Did you ever have moments that you just didn't think you'd be able to go on, Marco?

Did I ever have moments where I didn't think I'd be able. Oh, my God. In the beginning years, yes. Yeah. Yeah, absolutely. I. I think with anything great, it takes per. A lot of perseverance and never quitting. I mean, unless you just have all the signs from the heavens that are like, this is just not working. But yeah, had I quit in the times where I'm like, this is way too hard. I'm. I'm like, buried, I'm dying, I'm, you know, we're in debt. I owe my factory $1,000,000. Whatever. Had I not figured it out, I mean, I wouldn't be here. But yeah, so, so many times now, no, I don't have that. We're very stable company and in a nice, great size, and we're very, very profitable. But yeah, for. Through those, those building, like, getting from zero, getting to $1 million, getting to 500,000 in revenue is hard. Getting to 500 to a million is so hard. Getting to a million to 15 is so hard. Once you start getting past like the 10, not a lot of companies get past the 10 million. And that, that going from 1 to 10 million is brutal.

Brutal.

Even 10 to 20 is also hard. Not as hard, but because then you have, you know, when you're. If you're doubling your sales or even if you have 25% growth, 25% of like 500,000 and 25% of 40 million growth, like, it compounds pretty quickly once you surround figure. But yeah, those years are hard. And I didn't have any money to like put good, you know, to, To. To grow it. I just, like, I went on retained earnings. Yeah.

What do you think still keeps you motivated after all this time? I feel like you're so incredibly passionate about it. Like, oh, my gosh.

I feel like we are just truly in the last year, like just getting started. I really dust.

It's the best.

I'm so proud of what we've built. I'm so proud in the last few years, what we've built. I just feel like all those learnings that we've had, that I've had throughout the years, like, it's finally coming into fruition and all the dots are connecting and things like that, and we just have an amazing team. But what keeps me motivated is I just love what I do. I just truly, I love making beautiful jewelry. I love seeing it on people. I love talking to the customers when they come into store. I see them on the street or I see them on a. You know, I was, I was in a jungle in. I was in Costa Rica, but yeah, in a jungle in Costa Rica. Like where I ran into customers. And it's so fun. Like you said that how you know what you do, you get to meet lots of people and some of your friendships have come out of the people you interviewed. Like, some of my friendships and the people that I love have come out of, like customers that I've met in the store or like out in the world or on vacation. And. And I just love the way what I do makes people feel. I think that's really, really fun when I really hear about, like, it makes, you know, I was going through cancer and nothing made me feel better than putting on your jewelry with, you know, with a scarf and I felt beautiful again. Or I'm a surgeon or I'm a nurse and I love wearing your jewelry in the or because it just makes me feel so good. You know, jewelry has zero utilitarian purpose. It's. Except for making you feel good. That's it. Really. There's no purpose for it other than that. So.

No, it's so good.

I.

Up in my little lilac boxes. It's really wonderful.

Oh, thank you. So it is so fun.

So who do you feel like you had to become? Like, if you had to put it in a sentence, who did you have to become in order to be sitting in this chair right now? The person that you are, like, what did you have to let go of? And what are some traits that you've had to really embody?

Ah, that's such a good question. Who did I have to become? Thinking about the 20 years that we've had. Because the only reason why I looked back is because we had a 20 year anniversary and we were like looking back at moments of the business. I go back to that. Like, I really followed my instincts. I didn't have an ego about doing things or asking people or knocking on doors or picking up the phone or, you know, when I wasn't anybody of notoriety, like still saying, like, I am a jewelry designer and this is what I want to do. And so like really checking my EW at the door and. Yeah. And just like I think we talked about it. Just like not, not giving up. Yeah. Having that perseverance when times are hard was, when I look back was really important. Yeah.

So you love Community. Sounds like like I do. And I feel like I'm starting to see you do a lot of different community things on social as well, which is so awesome that I feel like I see you with Community all the time on your social media, which is so fun.

Yeah.

Why do you think, like, what's made Community so important to you and why are you so interested in, like, in real life events right now? I talk about the importance of sleep and reaching your goals all the time on this podcast, but I also know that you're probably wound pretty tight like I am, and you might have trouble transitioning from your daytime to your nighttime. So I added something that I absolutely love because, you know, skin care is a big thing for me in 2026. And I love OCA's Dream Collection. It's really helped change that for me. OC is Dream Night Serum and Dream Night Cream are clinically tested formulas powered by bio retinol and designed to reduce the visible effects stress on your skin while you sleep. You guys know that I am all about making the things you're already doing work for you, so why not make this work for you in your sleep? So I love this because it really helps me wind down, not only because of this beautiful scent and how it feels on my skin, but I'm really loving that it's something that supports my nighttime ritual while I sleep, and it helps me settle in for the night because my skin feels so good. And again, it's got that nice lavender scent that I always associate to nighttime sleep because Skincare truly is self care, you guys. So osea's newest product in the Dream collection is the Dream Bioretinol Body Serum. And let me tell you, skincare for me this year is not just about my face. It's about my whole body. So you should make this a key part of your personal body care routine, just like I am. And I think you're going to fall in love with it. So it's a full body restorative treatment that visibly de stresses the skin with a holistic blend of bioretinol, red seaweed, magnesium and lavender. I think the second that you put it on, you're going to feel the difference just like I did, and you're going to see the difference. I mean, talk about looking like glass skin. I literally put it on and actually feel like I want to go somewhere because my skin looks so plump and hydrated and youthful. So you guys give your skin a rest with clean, clinically tested skin care from osea. And right now we have a special discount just for our listeners. Get 10% off your first order site wide with code earn@oc malibu.com. and trust me, you're going to love this so much, you're going to want to buy one for your friends.

Oh, my gosh. Well, that is one reason why I wanted to. You know, when we talked about opening stores, I was like, there's so much to grow on E Comm. You know, we really talked about how much more we have to grow on E Comm, even in the United States, that we're. Let's just focus our energy on that. But when we talked about opening our first store, I really wanted to do it in our own building because I wanted to get that experience. I was like, I want to be in this. I want to pop in the store when customers come. Like, I want to talk to people. Like, I want to hear what they didn't like about something or they didn't like or how that made them feel, or I want to see them try it on. I want to see them interact with it. Yeah, that's like, the heart and soul of our businesses is the community. Like, our followers, our MM girls, and how they post about it and how they make their own, you know, chats and. And their own. Not websites, but discords and things like that. Like, yeah, these. These women in this community is how we're. We're here. They're just. It's amazing. And then, you know, with social media, it's. It's so, you know, the community feel and aspect is just so pervasive in all the different channels of social media. So, yeah, community is so important. But I love live events. We have piercings. Now we're trying to figure out, like, how do we. Yeah, like, how do we bring people into the store? And it's fun when you see people in our store. I don't know why, but, like, women just talk to each other. I don't go into any other store where, like, people randomly start talking to each other and saying, this looks good on you. But in our store, like, it happens all the time. I walk in and, like, it's like it's a party. It's so fun.

I feel like that is so much from how you are, though. Anybody listening to this podcast can feel that you're just like, yeah, I'm gonna talk to all the customers. And you don't have an ego about you. It's not like, oh, it's a very special moment to meet me, everyone. You're like, no, of course, of course you're not like, knowing you. But I think that comes from the top down. And I truly think that that intention and energy is like, infused in everything you do from the jewelry to your team to like when people walk into.

Like, they feel that. I don't. I think that we forget that the.

Intention in which we do something with people feel it, you know. Oh, yeah.

I think it's the same thing of if you've gone to a dinner party and you're like, why was that so fun? The person putting on the dinner party always leads the energy in the room for sure. And so that's how I feel about maybe, you know, Melinda Maria is like, I'm a very open person and loved talking to people and, you know, I'll sit down with whoever and I don't know, I still think I'm just a girl making jewelry. And, you know, people like it, they can buy it and it's amazing if they do. But yeah, I think that it's a, it's an intention of being authentic of who you are that like bleeds into content and in a store and the energy of, you know, the people that come into the office or the people that come into the store and, and how, that, how it makes them feel is important to me.

Yeah. What are you most excited about right now? Could be. Could be your business, could be personal life. You could do both.

Yeah. One, I'm excited that my kids are a little more self sufficient.

How old are they?

I am definitely enjoying that. 15. They're almost 16 and 15 and 11. Okay. So I'm definitely enjoying that. And I def. I see the other side, like when they're going to be gone soon. And I'm excited to like, really, you know, have that extra time for my husband and the business. So I see people and I hear people all the time saying, oh my gosh, I wish I had something. And I'm so grateful that I have this business because I love it. It brings me so much joy and I see where I could have probably been lost when my kids leave. So I'm very excited to be able to pour myself back into it. Like, you know, like I did when I first started working seven days a week. But, you know, I think we're going to open some stores. We have some rollouts happening for stores. I think that that's going to be really fun just to see the different areas and locations that we end up in. We know where it's going to, we know where they're going to be. So I'm excited about that. And just to keep doing what we're doing, I think we're, you know, my team's doing an amazing job and, you know, running things in production and customer service and content and, you know, we're just having. We're having fun. We have a lot of fun, and I just want to continue to really just keep doing what we're doing.

There's a lot of people who aren't having fun.

It's not always fun, but we do have fun. I think a lot of people. That's what they say when they come into the office. They're like, you guys just seem like you have a lot of fun. And I think we do. We work really hard. I think everyone does work very, very hard, and everyone is very focused on doing the best of their job. But, yeah, we definitely do. We have a lot of fun.

That's like a culture thing, though. Is there something that you would say to somebody, maybe, who's in their business, who has the ability to create that culture, like, just anywhere to start, or some words of wisdom around like, how. How can we. How can we look at it more of having fun again?

I mean, I don't know. We laugh a lot. We genuinely. I think everyone likes each other. You know, it's that. It's that culture of, you know, hiring people that feel, like, you know, they're not gonna be a jerk.

Yeah.

You know. Yeah, it's a. Culture is a funny thing. You could have one person throw the whole thing off, but I don't know, you know, company. Like, we do. Like, we'll bring in charcuterie boards, or we'll bring in food trucks, or will you bring in cupcakes and desserts? Or I'll bring in, you know, pastries in the morning or get bagels every once in a while. Or we do a lot of, like, community service together or things that are bonding.

Like we do.

We do things together. So I think that is really important. It's that it's not just like, okay, we're only working. Like, there's time to celebrate. There's. There's things to celebrate. There's community service to. To bond you and to give back. So. And that feels really good. So there's. There's culture, things that. That have to happen as well. Yeah.

You pay attention to culture.

Yeah, yeah, yeah.

What would you say is if there was, you know, there. There's a lot of people listening to this who maybe feel like it's. It's too late to start a Business or. Yeah, tell them.

Tell them what? Would you tell them, please? No. Oh, my God. I feel. I'm 50 and I feel like we're just getting started. No. If you love something, it doesn't, you know, just figure out what you love. Like, it's not going to feel like work, and it's going to be exciting to wake up in the morning, like, never do something. I definitely tell my kids that, like, do not chase money. The money will come if you love it because you'll have perseverance and you will have dedication and you will have passion about it, and the money will eventually come. But if you're doing something just to make a buck, it's just. It's too hard. But, yeah, I just. I hate that. Like, it's too late. I think that's what people think because they're worried about. They're too worried about what people think, and they. Their ego is leading their decisions. And if your ego is leading, then you're always going to be. Not winning. Yeah.

Be a slave. Yeah.

I mean, hasn't everyone follow. Hasn't the algorithm hit anybody? All you women, that is like, Jackie Onassis. I don't know who the women. Jenny Craig started her business at 87. Like, yeah. Martha Stewart started her business at 44. Spanx. Who? How old was she? Sarah. She was. Yeah. We love this. We love Sarah. What's her last name again? Blakely. Love Sarah.

Love her. We love her over here, too.

Yeah. Candace Nelson. Like, I mean, she's starting sprinkles when she's a little bit younger, but now she just started Pizana, and Candace is a friend and she's crushing Pisana, and she already had an exit of a very successful business, and she's like, I'm going to start a pizza company now. And you have so many. My gosh. I would. I mean, I am never selling Linaria because the full business, because I love. I just really. What else would I do? But if I were ever going to. But I'm not. I would start another company.

I love that. Well, I can say from. From this podcast, if I had to, to just, like, put a label on it. It's like, find something you love and you won't feel like you're working.

Like, yes, Jen. Because there is a lower card that gets. There is a lot of work that goes along with it. No job is like, it's working fun all the time. Yeah. There's definitely a big part of work that's, you know, feels like work, but it's the fun times that, like, keep you going and the passion keeps going. For sure. Yeah.

Well, I'm so grateful you came on. Is there any last words that you want to share with anyone? We're gonna link up all of your jewelry and where to get it, you guys. It's one of my favorite brands. So, Melinda, where any or anything that you want to share with everyone?

Oh, my God. That's such a big general question.

It really is.

It's too much.

But answer if you want very direct questions.

I don't know. I'm very into. I'm very into health and wellness right now. Get lots of. Plenty of sleep and put yourself first. I used to work where I just ran myself ragged. Yeah. And I felt like there was, like a badge of honor about that. And now I'm very much about, like, getting your sleep. Self care, you know, working harder, not smarter. Smarter, not harder. No, I think, like, you got to take care of yourself to keep the. The wheels in motion. It's important.

No, I think that's such a great message. I'm definitely feeling that message because for me, I mean, if you are creative, too, like, it feels like that creativity just gets cut off when you're burnt out, too.

It's like, oh, my gosh.

You know?

So totally, Totally. Yes. Yeah. And I have been going around and I have been sleeping, getting in bed around 9 o'.

Clock.

Like, I've been disciplined. You have to. I'm like, I've been so disciplined about. I'm still on my phone sometimes, which I really am trying not to be, but I do sleep without my phone in the room.

Yeah.

Yeah. I've been trying to go to bed no later than, like, 9:45, like, closing my eyes. I think that that's. If I really. Any business advice I could give you.

No, I totally. I literally. I talk about it all the time.

I'm like, yeah, you want to feel your own cup? Yes.

Well, I'm so grateful for you. I'm going to link everything below you guys so you can go and check out all of the incredible jewelry I highly recommend. I mean, I'm an ear cuff girl. You have some great ear cuffs. You have amazing earrings. I'm obsessed with the rings. You really cannot go wrong. So thank you so much for coming on the show. So grateful for you.