Vail Daily Bizwatch: Analua Jewelry LLC
Vail, CO, Colorado
Business name: Analua Jewelry LLC
Date opened: April
Owner: Nathalia Souza-Chinn
What goods or services do you provide?
Analua Jewelry provides handmade earring designs, made of high-quality materials that include sterling silver, gold and gemstones. We also offer custom jewelry designs (necklaces, bracelets and earrings sets) for brides, bridesmaids, and about anything else. Analua is a Brazilian indigenous word that means beauty or beautiful flower (that’s how our logo was created). I leaned about the meaning of it when my husband and I went to Brazil and spent some time with a tribe called Pataxo. They are wonderful artists and they create beautiful and exotic designs out of natural elements – it was a great inspiration.
What’s new or exciting at your place?
Analua Jewelry was born from my desire of having jewelry pieces that are unique. It reflects my passion in doing something that I really love, and I believe that this passion translates on my designs. They are fun and modern with a mix of textures and materials that is influenced by my travels through different cultures. I prefer to use natural gemstones rather than plastic or glass; the fact that it comes from nature gives a nicer feel to it. Analua actually has two lines of products: Analua Classic and Analua Everyday to fit all tastes and budgets. You can buy Analua in many ways – full price, discounted price or you can get it for free when you host a jewelry show for your girlfriends. Analua jewelry makes a perfect gift for the ones you care about and, of course, for yourself.
What strategy do you use to differentiate your business from your competition?
The high quality of products used to create the designs is definitely a differential. I spend hours, and sometimes days purchasing the materials that come from all over the world. Sometimes I see a gemstone and immediately think about a design and other times I have no idea what I will make of it, but I purchase it anyways. The custom designs are also something really unique about Analua Jewelry. People can pick the gemstones and metals they like and I will design something just for them. The jewelry shows are a very nice opportunity to meet me and talk about customized jewelry.
What philosophy do you follow in dealing with your customers? What can your customers expect from you?
The customers are the reason for Analua. That is why I decided to start my business: to share. A happy customer is a returning customer. So, to make that happen, I offer an unlimited warranty on my products – I trust the quality of my designs. However, if something goes wrong, I will be there to fix or replace.
To me, buying jewelry is like buying a piece of art. It should be pleasant to wear something that an actual person made from scratch, with creative effort and love. This idea reflects on my sales policy as well: only buy if you absolutely love it. My customers can expect quality, beauty and simplicity when doing business with Analua.
Tell us a little about your background, education and experience:
I have been designing jewelry for a long time. A couple pieces here and there, custom pieces made for friends’ special occasions or for myself. All because I could never find the right piece that was unique and special.
After leaving a law career to live in the beautiful Vail Valley, I experienced struggle of change that many of the valley residents go through, so I decided that life is too short and that I would do something that I really love; that’s how Analua Jewelry was born. I had no idea (and still don’t) of what it would take or what would happen, but things are falling into place. It has been a blessing and a challenge. The Bloom Spa at the Sebastian in Vail is the first store to retail my work; they gave me the opportunity and some space, and everyone there has been wonderful. I am currently looking for more retailers.
What is the most humorous thing that has happened at your business since you opened?
Among funny little things that happened since I started my business, I think the most humorous one is the fact that I left a stable career in law to become a jewelry designer. When people ask what I went to school for and I answer law, they just give me that “no way!” look. It took me a while to have the courage to start something totally out of my field of education, but once I got going, I realized that this is so much fun! I spend hours and hours with my stones to create my designs and I don’t even notice the time going by. So, if it is this pleasant, I must be doing something right!