Why and how I set up my first physical jewelry shop.
- herfinejewelry
- Apr 26, 2020
- 2 min read
By assisting our family’s jewelry business and learning about everyday tasks and challenges from the inside over the years, my interest in entrepreneurship finally came to life when I turned 25.
Before deciding upon the specific business plan of my own physical shop I had to look back at what I had learned so far. Attending major jewelry exhibitions in Russia I’ve learned first hand about finding new suppliers, connecting with existing ones and building partnerships in order to supply our jewelry chain with products. Bringing in new designs to our stores played a big part. Each shop was targeting a specific customer group. From upper-class brands to mass market items – we offered it. At different locations in the city, adapted to the neighborhood and its purchase power. This was our way to diversify risk and establish several pillars for a sustainable business.
Knowing the local market and its potential gaps, I have decided to sell fashionable jewelry for young people. I saw the need for it as all competitors and even my family’s stores were targeting an older crowd. What I planned to sell was more playful and affordable.
Together with my older brother Andrey I’ve opened the shop and named it Adaliz. With his help I’ve learned the process of formally setting up a retail shop, getting business licences, registering the shop name and many more formalities. One of the bigger challenges was to find the right sales manager for the shop. Interviewing and hiring people turned out to be crucial for our success. As I lived mainly in China at the time, it was essential for our success that we had sales people we can trust and let work independently most of the time.
For several years Adaliz was a succesful small business but remote management from China turned out to be challening and tiring. As I have decided to completely live in China long-term I sold the shop and devoted myself to my bigger dream: creating my very own jewelry brand. The result of this big decision you can see today on www.herfinejewelry.com.
Today I am especially grateful to my brother Andrey for this rewarding journey together which led me where I am today.
This post is a brilliant reflection on the strategic thinking and adaptability it takes to build a successful jewelry store from the ground up. From sourcing at international exhibitions to tailoring each store to its neighborhood’s character, your journey highlights the importance of both vision and flexibility. From an online store management perspective, this same approach—understanding your audience, diversifying offerings, and building strong supplier relationships—can be translated into digital success. For those looking to explore more inspiring stories and standout jewelers, this curated directory is a great place to start.