I caught up with jewelry designer and retailer, Shauna Williams, for an interview.  She owns the online store, Jewelry Explosion, and the brick and mortar store, Jewelry Explosion, located in Stoughton, MA.  She is also the designer of “A Starz Collection,” which is being launched in 2010.

Kristin: Shauna, tell us what it has been like being a jewelry designer and online retailer?  What lines do you carry?

Shauna: Being a jewelry designer is fun and exciting.  Every day is different.  I love being creative, drafting concepts and bringing them to life.

We carry an array of items - Fine Italian Gold, Sterling Silver, Diamonds and other Semi-Precious Stones as well as the unique signature line, “9 of Hearts Collection.”  It is created by jewelry designer, Deanna and the line is sold exclusively to Jewelry Explosion.

We also have a brick and mortar location in Stoughton, MA, which is where I design my line “A Starz Collection.”  The pieces are versatile, trendy and fashionable - worn to the office or a night out on the town.

Kristin: How did you get involved in the accessory business?

Shauna: It was actually a fluke.  I started in entrepreneurship by researching the plus size clothing industry because that is what I wanted to do but then I changed my interest and developed a strong passion for jewelry and accessories.  I started hosting jewelry parties and selling jewelry to friends and family, which eventually became a full time business.

Kristin: As a small business owner, how are you surviving the recession?

Shauna: There is so much competition in the jewelry industry.  As a result, I have positioned my business as a premier bridal retailer.

I have been surviving the recession by being creative and coming up with new and exciting in-store events and promotions, such as jewelry parties, ladies nights, Mary Kay makeovers and photo shoots (before and after).  Researching the latest and hottest fashion trends have also helped keep my business competitive.

Kristin: What advice would you give to aspiring female entrepreneurs?

Shauna: My advice to aspiring female entrepreneurs would be to follow your dreams, keep yourself motivated and surrounded by positive people and do lots and lots of networking.  You also have to plan but be flexible.

Kristin: What is a day like “in your heels?”

Shauna: A day in my heels!  No day is the same.  Every day is exciting, even though I do get boggled down in the mundane administrative work that every business owner experiences from time to time.

I usually start by checking my web orders and emails at the boutique.  I am in contact with vendors that I carry when inventory gets low.  I also manage my staff and make sure they are up to date on the latest trends, fashion and sales training.  I also spend a lot of time marketing to grow the business.

As of recently, I have been planning in-store events, specifically for bridal parties and bridal showers, in-store makeovers, or other charity based events as well as product launches for new lines that we carry.  On November 28th we held an in-store thrift day shopping event, which had a great turn out.  We partnered with the Alzheimer’s Association and donated 50% of the proceeds to raise awareness and help find a cure.

For more information, contact Shauna directly at shauna@jewelryexplosion.com.