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Meet Amy Astaraee of Brax Jewelers in Newport Beach

Today we’d like to introduce you to Amy Astaraee.

Thanks for sharing your story with us Amy. So, let’s start at the beginning and we can move on from there.
I began my business in 2005 after I received my degree from GIA (Gemological Institute of America). My main focus was to provide customers with an extraordinary experience. I had a passion for art, design and fashion that motivated me to go into the jewelry business.

I started my company with a loan from my mother. It was a very small location in Fullerton, northern Orange County. In 2006, I decided to expand the location. It wasn’t until 2009 that I moved to my current store location in Newport Beach, that is when we started operating as a boutique. We began carrying different designers in-store and I was able to launch my own jewelry line called Amy A. Designs focusing on custom engagement rings.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It was not a smooth road at all with the recession in 2007, it was very difficult to be in a luxury business like jewelry at that time. What kept us going were customer referrals we received because we genuinely care for our customers as if they are family. Every day I try to learn something new in order to further improve my business and my customer’s experience by getting into new technology and jewelry trends. Providing quality, one-on-one customer care has helped us become known as the trendiest and friendliest jewelry store in Orange County. We would not have made it without our loyal customer base.

So let’s switch gears a bit and go into the Brax Jewelers story. Tell us more about the business.
During their entire experience with us, we believe on remaining as transparent and genuine as possible with our customers. We pride ourselves for being the most honest and reliable store in orange county. At Brax Jewelers, we specialize in luxury fine jewelry, but we offer jewelry for customers at all price points. Our most exciting selection being our engagement rings. We gained popularity through having the best selection available. We like to carry the newest trends in fashion before people really know about it. Everything is always fresh and new. Our stock inventory is always changing. The one thing that really sets us apart in this aspect is that not only do we do custom designs for engagement rings, but we also help the customer proposing come up with an unforgettable proposal for their partner.

This, in turn, results in a special engagement experience for our customers. At Brax Jewelers, we have cultivated a trusting, peaceful environment. We enjoy creating a deeper connection with the people that come into our store. Customers often come to the store just to sit, talk, drink tea or espresso, and eat treats with us. They are not just our customers, they become our closest friends. We truly care about them and what they are going through. Four times a year, we host parties that all of our customers are welcome to attend; we celebrate our Valentine’s day, Mother’s Day, our store anniversary, and Christmas. We love throwing big, extravagant parties for our customers. It has become something that Brax has been recognized for, having the most exciting parties. We try to make each party unique, you name we’ve done it all from our James Bond themed Casino Royale party at the Lamborghini in Newport Beach to our Mother’s Day yacht party. We strive to get the most well-known caterers in OC and the most interesting and exotic locations. We are always pushing ourselves to go above and beyond anything we’ve done in the past.

That is why we always get amazing forms of entertainment for our events like the best DJs, top comedians, and the greatest photographers for our photo booths. And we do this to show our appreciation for all of our customers. Being a mother of two has motivated me to become very much involved with charities that raise awareness for children’s health and education. Throughout the years we have worked with organizations like the Children’s Hospital, International Society for Children with Cancer, Children International, and Global Genes. This topic is something I feel very strongly about, I really feel like I have a duty to these children to help in any way I am able.

Has luck played a meaningful role in your life and business?
Since the day I started my business, I have worked hard every day to improve something about my business. If you love what you are doing nothing can stop your business, as cliché as that may sound, it’s true. I’ve experienced it all, good and bad luck, in my professional and personal life, but I have managed to push through because I love what I do, truly, I cherish the connections and relationships I make with my customers and associates each and every day. Luck hasn’t really played a large role in my business because I don’t believe in relying on just luck. I rely on my love and passion for this industry to help me learn about new technology and fashion trends in order to become more innovative. This, in turn, will help me adapt so that I can overcome any obstacles that come my way.

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Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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