Tina Tang: Dreams Do Come True

After finding herself trapped in the corporate world, Tina Tang summoned her courage and broke free when she quite her job and started her own jewelry business. Today, her jewelry is available through her web site and numerous stores in the U.K. and U.S. Tina’s jewelry, which is romantic and feminine, has also graced the cover of Victoria magazine, and she has been featured in other magazines including InStyle, Modern Bride, and Jade.

Like many of us who create jewelry, she has always had a creative spirit within her. While in the corporate environment, she wore the usual uniform of dark suits. However, her artistic nature urged her to create jewelry that would add a sense of style to her regimented work attire. This is how Tina Tang started making jewelry.

What jewelry maker doesn’t some day dream as Tina did? So, I asked her to share her story with us, and tell us how she made her dream come true.

1. In your bio, it states that you spent about 5 years in the "corporate world" before starting your own jewelry design business. Do you ever regret that you did not start your jewelry company sooner?

I never regretted not starting the company sooner because everything I learned about business practice and profitability, I gained from my corporate experience. My time at Goldman Sachs was invaluable.

2. Who encouraged you to leave your corporate job and take a chance on a jewelry business?

I had been thinking about leaving and talked about it to a couple of close friends. The close friends I spoke to at that time were very supportive although none of them had done it or even had any type of entrepreneurial jobs. For me, it was really the need to leave and do my own thing that spurred the action.

3. How did you learn to make jewelry when you first started out? Did you take a class or were you self taught?

My mom has been making jewelry all my life (although her career is as a chemist) so I grew up with it. I learned from a combination of classes (post college) and self taught experimentation.

4. Where do you get your inspiration to create?

I make what I want to wear. Sometimes ideas come as I am getting ready to go somewhere, and I want to accessorize.

5. When you create your pieces now, do you make what you like and hope that it sells, or do you try to create marketable items from the beginning?

I only make things I like and would wear. When customers suggest things I should be making and its not my style, I just say that its not the type of jewelry I like creating. I don't want to make things that sell but that I don't like.

6. You’ve managed to get a lot of publicity through magazines such as Victoria and InStyle. How did that come about?

Persistence and pounding the pavement. It was not easy. I tried many many magazines before getting those two.

7. Did publicity have a great impact on your business? What advice would you give other jewelry makers about finding publicity opportunities?

Publicity is the best advertisement. Pay advertising doesn't get you what publicity gets in the same time period. The magazine features have helped my business immensely.

8. You have a number of stores listed on your web site that sell your work. Did they approach you or visa versa?

Again, those stores were obtained as clients through pounding the pavement. Anything I have gotten has been from knocking on doors.

9. When you do approach a store, how do you usually go about it?

I find out who the buyer is and usually have to send photos and a line list. After that, success comes from follow-up, follow-up, and follow-up.

10. Many artists sell through consignment. Have you ever done this? What is your opinion of consignment?

I don’t like consignment. I’ve done it and I don’t like it. The stores don’t care about your jewelry or if it gets tarnished etc.

11. You have a lot of pieces on your site and you sell in so many shops, you must have a large volume required of you. Do you still have time to make each piece, or do you create the design and have others make the production pieces?

I still make most of it but during holidays like Christmas I contract some of the work out.

11. How well have you done with selling over the Internet through your web site? Does it provide you with any real income or do you use it more of a way to show case our work?

Selling through the net has mainly worked with existing customers or their references. It allows an affordable way to showcase work (as catalogs are extremely expensive). Web generates income if you get publicity or online advertising.

12. Have you ever done any art shows or trade shows? If so, which ones do you normally participate in?

Not yet. Haven’t been able to afford the costs of a trade show.

13. Do you import any of the beads or findings you use for your jewelry, or do you purchase them through wholesale outlets?

I purchase wholesale. I like to see and touch what I buy.

14. Your web site has a cute personality to it, and there are a lot of nice pictures of your work. Do you do any of the web work yourself, or do you have a web master?

I'm the web master. Urggh sometimes its a pain in the butt. I designed the site and had a web person put together the mechanics. After that, I have been doing the rest from updating to editing etc.

15. If you could go back in time and change something about your business, what would it be?

Nothing - I am where I am for the path I have taken, mistakes and all.

16. What are your plans, hopes, and dreams for the future of your jewelry company?

I wanna be big! :)

17. What advice would you give other jewelry makers who want to do what you do?

Follow your heart. Believe in yourself (This isn’t easy but hopefully you will have moral support from friends and loved ones to remind you when you are feeling discouraged).

All graphics reprinted with the permission of Tina Tang.

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