Meet Gabriela Asuaje | Jeweler/Diamond Dealer

We had the good fortune of connecting with Gabriela Asuaje and we’ve shared our conversation below.

Hi Gabriela, what was your thought process behind starting your own business?
I started my business my last semester of college when I was looking for affordable high end jewelry and could not source it. I did a lot of research in the diamond industry and found that there was a big gap, or let’s say a long food chain, between the start of the diamond manufacturing process and the end consumer. I discovered there was an opportunity to close this gap and offer my clients diamonds/fine jewelry at more affordable prices. I began testing manufacturing pieces overseas (which I still do for my ready-made line) and then slowly transitioned into producing locally-made pieces with craftsmen in Miami – which nowadays is 80% of the bulk of my product line.

I was just starting out and did not have the capital to pay for any marketing, start my own store or invest in a lot of inventory. So I began offering these aforementioned custom-made pieces to family and friends, who then referred me to new clients; this in turn made my business grow organically through customer service and referrals. This tailor-made strategy helped me build a close relationship with my clientele; being able to provide them with a unique shopping experience, educating them on jewelry, involving them in the entire design process, and providing high-quality end pieces at a great price.

Today, this organic referral process is even more prevalent on our instagram platform(@gardiamonds), where new clients emerge from seeing our jewelry pieces on another customer’s platform or through loyal clients sharing our page.

Let’s talk shop? Tell us more about your career, what can you share with our community?
The main factor behind the success of my brand is definitely customer service. My business’ main source of clientele is through referrals. I like to provide my customers with an outstanding shopping experience from educating them on the pieces we are producing, to involving them in the design process, to providing customers a high-quality end piece and always being open to feedback. Hence, I am proud to provide my clients with high-quality tailored pieces at a more affordable price. There is no limit to our custom-making process, the sky is the limit!

I would say starting my business had two main risks. The first, was quitting my corporate career (that provided a stable salary) for an uncertain entrepreneurial job that required a learning curve and a long period of time to take off and actually produce profits. The second risk was the monetary investment in terms of the manufacturing of jewelry pieces which can be quite hefty due to the high cost of all the fine jewelry materials. Even though it took me a long time to attain economic stability, starting my own business was the best risk I’ve ever taken – it helped me create a life project of my own, I work in my favorite industry (jewelry/diamonds), and I have autonomy over my time which is very important to me.

One of my favorite things about my job is working with is working with a local community. I would say 80% of the bulk of my product line is made locally and involves an array of small local businesses/individual workers for every piece: CAD designers, diamond setters, gold casters, polishers, jewelry craftsmen and more. This contributes to supporting local businesses in the industry versus working with large jewelry factories.
Moreover, all the diamonds we work with are protected by the Kimberly Act which assures they are conflict-free.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting for the first time I would definitely start out with a breakfast pickup at Pura Vida and nice beach day either in Bal Harbour or Miami Beach. Lunch plans I would swing by Makoto (my favorite sushi) at Bal Harbour Shops for a beautiful outdoor mall scene. Later afternoon plans, I would go the Perez Art Museum to indulge in contemporary art like the Yayoi Kusama Exhibit.

Then, I would rush to make it to sunset at either the Standard Hotel for an aperol spritz or South Pointe Park for a cute picnic with all the yogis and locals. For dinner, I would head to the new Casadonna in Edgewater for a delicious meal and ambiance.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to dedicate this shoutout to my parents for always encouraging me to follow my dreams.

Website: gardiamonds.com

Instagram: gardiamonds