Today we’d like to introduce you to Helen Ashikian.
Helen, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I graduated USC with a Bachelor’s in Communication and a Minor in Advertising and was working at an Interior Design company in West Hollywood doing their Marketing and Advertising. After marrying my husband in 2010, we decided to come together and figure out how we could evolve the family-owned and run jewelry manufacturing house in an effort to survive the market during the time of recession. Gold price had skyrocketed, and the market was essentially dead. With a couple of years of networking and repositioning, we were able to take over production for some major costume jewelry lines and scale.
Once gold came back into play, we were ready to take on more clients in private label manufacturing. I ran production for many luxury jewelry designers for years, until I had my two daughters. I realized after having girls that there was a huge void in a brand that specialized in everyday wearable and personalized jewelry for moms. I also realized that there were no jewelry lines for kids that had a good synergy of design, quality and price. I began designing some pieces for myself and my daughters. The feedback was so amazing that we decided to launch BABYGOLD (named after my daughter’s nickname at work from clients, because she loved jewelry so much). It has been less than two years since we launched the brand and we haven’t stopped evolving. 2020 is going to be major for BABYGOLD!
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The concept for BABYGOLD came into play in 2016. We didn’t realize how much work would go into launching a brand until we dived in. Our initial soft launch took us almost two years. From initial concepts to tried and tested designs, from website mock-ups and changing three different web developers, to switching marketing firms, and realizing and addressing all the logistics that go into starting a new brand and company.
In the early stages, the illusion and excitement of starting something you are passionate about make you forget all the work that is needed to realistically make that passion into a profitable endeavor. As the months roll by, the biggest challenge becomes being able to manage the requirements and necessities from a business standpoint while maintaining the passion and creativity that sets the company apart in the first place.
Please tell us about BABYGOLD.
BABYGOLD is a jewelry brand focused on offering a range of personalized, customizable, everyday essential jewelry to adults and kids. All in Solid 14K Gold, produced in Los Angeles in ethical and sustainable practices governed by the Responsible Jewelers Council. Oftentimes jewelry brands start out with a design or concept and then try to find means for production and manufacturing. In our case, we started with the advantage of knowing we had our manufacturing facility ready to produce anything we could dream up. This is major for a multitude of reasons. First, we own the factory. That means no high costs on production and no outsourced or overseas manufacturing. Every piece is traceable and produced in Downtown Los Angeles.
This, in turn, means no high markups on our prices. Because we manufacture the pieces ourselves, we cut out the middleman and in turn, can offer better prices to our customers than our competitors. Additionally, our lead times are very competitive. All personalized pieces ship out in 7-10 business days. Each piece is designed, conceptualized, produced, QC-ed and packaged in our Los Angeles facility. Our team of jewelers, office staff and clientele really do feel like a family. It feels so good at the end of the day to not only have a successful business committed to providing quality products made in the US but to also enjoy the process with good people who enjoy working for the brand.
Last year in November, we decided to start giving back in a larger scale. We wanted to make sure that our ethical standards go beyond just our working environment. Giving back is a huge focus of ours for 2020. One in seven kids in America lives with hunger. At BABYGOLD, we support a national nonprofit working to end childhood hunger in America. Our pledge: one meal per purchase to a child in need. We are committed to making a difference locally.
Let’s touch on your thoughts about our city – what do you like the most and least?
Likes: the weather, the culture, the food. I love how you can drive two hours and be in snow, drive an hour and be at the beach or drive two hours and be in the desert.
DISLIKES: Traffic. Hands down. I hate traffic!
Contact Info:
- Email: [email protected]
Suggest a story: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.
