Company/Designer Name: Dolma Jewelry/Ashley & Shannon Logsdon
How did you get started?
Our founder and my sister, Ashley Logsdon, lived in China in college. I went to visit her, and while we were there, we both fell in love with pearls. We were amazed by the variety in size, shape, and color. We met with a prestigious pearl vendor that introduced us o the market and showed us the pearl farms. At this point we knew what we wanted to do, to share our love and passion for pearls with others. We both had backgrounds in business and art, and decided to launch a contemporary pearl jewelry line in 2007. We travel to China twice a year to pick our pearls and design new collections!
Why did you join Noblivity®?
I believe Noblivity is the future of the wholesale/retail market. I wanted to introduce my line to new clients all over the world; Noblivity seemed like the best place to do that.
Who is your brands targeted customer and how do you know it’s the right target?
Our brands targeted customer are women in the age range of 35 to 65, looking to add jewelry to their wardrobe that proves to be day to night, casual and classy. These same women may also be looking for the perfect gift for their children, grandchildren, or brides and bridesmaids!
This is the right target as our price range, our style, and concept seems to fit this clientele.
What are consumers saying about your brand?
Consumers love dolma’s quality at an exceptional price. They are impressed with our twist on a classic gemstone and love our innovative designs.
What are retailers saying about your brand?
Most of our stores are impressed with our customer service, as we will fix anything and allow exchanges whenever the retailer would like. New retailers are always happy they have found a pearl jewelry company that is pushing the envelope, offering colored pearls and crazy shaped pearls!
What obstacles did you have to overcome to bring your product to market?
When we started we were young. I was 22 and Ashley was 24. Everyone told us to work for someone else, to follow our dream when we were older.
Another obstacle was that we were reinventing the meaning of pearl jewelry, not necessarily an easy task for the world’s most ancient gemstone. This meant we were told no several times in our first couple of years.
How did you overcome the obstacles along the way?
As young entrepreneurs, we tried to only have mentors who believed in what we were doing. We knew that a lot of people would not understand why we would start the company so early, so we surrounded ourselves with fellow entrepreneurs, this helped us stay focused and do what we love.
We learned that the more “no’s” you get, the better any “yes” is. We took every no and turned it in to a positive, growing experience for the company. We also began to realize, that sometimes a no was better than a yes- it meant we had to go back to the drawing board and figure out what went wrong and correct it.
What has been your greatest moment on your journey so far?
Our company was featured on CNN in 2008 as a small business that has found success in a rough economy. This was a wonderful moment for us.
What’s next for your brand?
We would love to have an athletic pearl line. My sister and I share a passion for sports, wearing pearls while running really seems like the best of both worlds!
If money were no object what would you do right now to promote your brand?
Definitely to be the only company with any commercials during the Super Bowl. Oh, and maybe have Kate Middleton where a different dolma piece every day!
Where are you promoting your brand?
Currently we promote our bran through our online web store, our Face book page, twitter and Pinterest accounts, and our brick and mortar boutiques.
Getting a product into the stores takes time, patience and perseverance. How do you know you have what it takes?
I’ve seen how successful dolma can be in the right store. Our product is unique, but still maintains the tradition behind the pearl. dolma teaches every woman that there is a pearl girl inside of her!
Along with our jewelry, exchanges, repairs, and complimentary dolma packaging and tags .
What is your philosophy of life?
Coco Chanel is a huge inspiration for us as women. I always remember this quote as I go about my day-to-day life
“”Dress shabbily and they remember the dress; dress impeccably and they remember the woman.”
If you could do it all over again, what would you do differently?
I wouldn’t do anything differently. We would not be where we are today without all of our mistakes and bumps in the road.
What are the three things a retailer should know about your brand that will help them get their margin?
1. All of our pearls are freshwater pearls that come from the lakes outside of Shanghai. All the pearls are real!
2. My sister and I hand pick the pearls and do the designing for most of the collection, therefore most pieces are unique to dolma jewelry.
3. Never be hesitant about putting variety in to an order, you always have the option to exchange! See what items are selling for you and exchange the others, whenever you would like!