With consistency, dedication, and persistence, nothing is impossible. Getting into the industry, Al the Jeweler recalls sending hundreds of DMs to prospective clients, and he could get zero or less than ten to respond in a day. Even so, he didn’t give up; the few who got back to him were amazed by his exemplary work and word spread, making him a common name in the highly competitive custom jewelry industry.
Al is a custom jewelry designer and the owner of Labelle Jewelry. He has worked with many notable athletes in the sports industry, including Stefon Diggs, Calvin Ridley, Cordarrelle Patterson, and Jarvis Landry.
Jewelry design is a family business that has been in Al’s family since the early ’90s. Al had a hard time establishing his spot when he decided to get into the family trade. Being new to the market, people had not gotten to his work yet. He notes that in jewelry design, trust is what mainly drives the buyer when choosing a designer to work with.
Al often recalls people coming to the store and asking someone else to design their pieces. Although it was discouraging at first, and he felt like giving up, he notes he decided to show people his talent and perfected his skills.
While he knew it wasn’t going to be easy considering the competition and that very few responded to his DMs, it was a challenge he was ready and willing to take on. Undeterred, he continued sending DMs and marketing his designs through word of mouth. The more he got new clients, the more the word spread, and he moved from zero to thousands of clients.
“A common problem with many entrepreneurs is they expect success to happen overnight,” says Al. On the contrary, success is a journey that requires hard work, perseverance, and remaining focused on your goals. Al the Jeweler further adds that customers are major contributors to your success. How you treat your clients will affect the growth of your business.
Even though everyone wants to make money when opening a business, putting your primary focus on profit may lead to the downfall of your business. Rather than focusing on the money, Al works to ensure client satisfaction. A perfectionist, Al takes his time crafting his designs, and when he doesn’t like how something comes out, he starts over. He notes his pieces are his reputation, so delivering exemplary work is key.
His advice is to work smart and never give up. There are moments and days that you will feel like you should just quit; the important thing is never to give in. During such moments, Al recommends going back to your why. Additionally, he notes failure and mistakes are part of the journey. “Learn from your past experiences and see what works and what doesn’t,” cites Al.
As he continues to make perfect pieces for his clients, Al the Jeweler hopes to expand his business and dive deeper into the music industry. In his words, “I want to make a piece for my favorite rapper, Lil Baby, one day.”
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