Behind the Brand and Plan with Crystalyn Aucoin Jewelry

Crystalyn Aucoin is a jewelry designer from New Orleans. Crystalyn Aucoin Jewelry launched October of 2018, and basically what they do is design minimalistic jewelry that’s to be worn every day, but it’s fine jewelry, so it’s sterling silver and 14CT gold.

About Crystalyn Aucoin Jewelry

They have a pretty big mission behind the brand, to give back to some important initiatives that are important to Crystalyn, some cancer initiatives, and also try to give back to some initiatives that are important to the people who wear the jewelry.

Crystalyn has been in the jewelry industry for about 10 years. She sold jewelry at one of the top retailers in the south. It’s an independent store called Aucoin Heart Jewelers, which is just like her last name, “Aucoin.” She actually met her husband there and became part of the family after she had already felt part of the family. She had worked there for quite some time. Crystal sold Rolex, David Yurman, Penny Preville, all the big names. Aucoin Heart Jewelers also manufactured in-house there, so she really learned the full process of how to design and how to create jewelry.

When Crystalyn says she’s a jewelry designer, a lot of people think that she hand-makes it or sell it on Etsy or something like that, more like handcrafted. Crystalyn Aucoin Jewelry is handcrafted, but it’s handcrafted by jewelers. They have it manufactured, but Crystalyn sketches it all.

Crystalyn Aucoin Jewelry Brand

After working in the industry a long time, Crystalyn really got to see branding has to do with things that she learned in the last 10 years of working in the industry.

What they create is what they felt like there was a need for, and Crystalyn think that’s huge whenever you’re selling anything, is what do people want or what is there may be lacking in that particular zone that you want to be in? She sold jewelry in the retail environment. What worked best for her and why she was very successful as a salesperson was she built relationships with her clients.

It’s a challenge when you sell things online to connect that way.

– Crystalyn Aucoin

 Crystalyn thinks that is huge moving forward, but what was really interesting and still continues to be a little bit of a struggle for her is learning how to do that without the face-to-face connection that you get when someone walks into a store and without being able to actually put the jewelry on a person.

Crystalyn Aucoin Jewelry is sold in the store she used to work at, and those salespeople can do that all day long and they rock at it. They’re doing so well with the line, thank goodness, but they’re really getting to get that connection. They’re telling her story and they’re doing it face-to-face. It’s a challenge when you sell things online to connect that way. She loves to connect and understand people a little bit better. That’s been the main thing for Crystalyn, is trying to put her brand out there in a way that she can still build relationships and connect with people.