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261 | Growing A Niche Business Through Exclusive Insights | with Michael Nguyen

Honest Ecommerce
Honest Ecommerce
Episode • Jan 22, 2024 • 27m

Michael Nguyen is an entrepreneur and the Founder of Fire & Brilliance who has dedicated most of his professional life to the beautiful world of jewelry. 

He kicked off his career in sales within the financial services sector before ever marketing a single ring, bracelet, necklace or pair of earrings. 

This was when he discovered that he had a natural talent in curating relationships, conveying relevance and building long-term business connections. 

In his mid-20’s, Michael started his jewelry career by creating custom and unique pieces for his clients. 

Michael was also an early adopter of lab-grown moissanite, diamonds and gemstones which led him to influence a movement that disrupted the traditional ways of doing “business as usual.” 

Fire & Brilliance was nominated as one of Inc 5000’s fastest growing companies in both 2019 and 2020 with its unique approach. 

As a graduate of the Gemological Institute of America, Michael is the host of the “Geminar” show where he provides relevant jewelry industry knowledge and insights. 

Outside of running his business, Michael enjoys reading, staying in shape, spending time with great company and tasting all types of fire-burning hot sauces.

In This Conversation We Discuss:

  • [00:47] Intro
  • [01:34] Creating lab-created gemstones & custom jewelry 
  • [02:35] From corporate misery to entrepreneurial journey
  • [03:48] Inspiration from parents and the immigrant hustle
  • [04:35] Undergoing mentorship and first business partnership
  • [05:50] Transitioning to online sales and Ecommerce
  • [07:29] Mastering jewelry through experience and study
  • [08:01] Taking a leap of faith to expand your business
  • [08:40] Scaling up to set business up for success
  • [09:37] Episode sponsors
  • [12:14] Learning Ecommerce essentials from customers
  • [13:31] Building a lasting online reputation
  • [14:11] Streamlined user-friendly experience on Shopify
  • [16:18] Leveraging YouTube for organic growth
  • [17:06] Pioneering jewelry content on YouTube
  • [17:51] Navigating paid advertising for more growth
  • [18:43] Using different platforms to get organic eyeballs
  • [19:33] The riches are in the niches
  • [20:40] Breaking the silence in the jewelry industry
  • [21:15] Increasing awareness through educational content
  • [22:35] Using multi-channel audience engagement
  • [23:55] Facing rising competition in the jewelry industry
  • [24:36] Staying true to core beliefs, quality, and value 
  • [25:21] Building a community of loyal customers
  • [26:01] The joy of being a business of celebration
  • [26:31] Where to get quality and custom made jewelry

Resources:

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