How my mum run a privately owned jewelry store in post-soviet East Siberia - Part II

With all the experiences in the jewelry field collected during her state-owned store times, which you can read about in Part 1 of this article, my mum opened her privately owned jewelry shop. That time she was one of the pioneers in the jewelry business in post Soviet East Siberia. To stay on top of her game my mum kept educating herself and the market. Her taste in fashion quickly became famous in the city and many women and men appreciated her advice and knowledge. Customers felt like they were in good hands.

Each year she attended large jewelry exhibitions in major cities in Russia such as Moscow, Saint-Petersburg and Sochi. Working and connecting with main jewelry factories and suppliers of Russia made her a well connected business woman which was and still is, extremely important in Russia.

Going to Switzerland for jewelry seminars in order to learn about latest European jewelry trends and style preferences was another eye-opener for her. Not many East-Siberians had access to world-class brands at that time. Then she picked the most popular jewelry designs, even not afraid to try totally unprecedented pieces and brought them back to Chita. Having both fancy eye-catchers in the displays and affordable and world-class fashionable items turned out to be the best way to serve the local market.

My mum in Switzerland, Zurich

In an economically unstable time, one pillar of her business was investment jewelry. People used to invest in jewelry, specifically in diamonds to secure their wealth and withstand a potential inflation or negative economic changes. Therefore the store always had a fine selection of precious stones. However, as a main market my mother saw the growing number of middle income households that could afford a little bit of luxury as private business started to flourish in the city. Affordable gold and silver pieces sold very well, especially for occasions like birthdays, weddings and child birth or new year celebrations.

Growing up in this environment my mum has put me in the center of the jewelry world from a young age. This situation has trained and shaped me into the jewelry designer I am today. HER. fine jewelry is based on the heritage she left me and I will continue to serve our customers with the same passion.