Meet Tatiana Sanin of Sanin Jewelry in Sherman Oaks

Today we’d like to introduce you to Tatiana Sanin.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Everything started with my grandparents in Colombia more than 50 years ago. They used to make Pre-Columbian Jewelry, which are pieces full of history. Then, my parents fell in love with the business and followed my grandparent’s steps. My father was in charge of the production center where every piece was handmade while my mother handled the sales department. They were both very good at their jobs! My parents showed me their process and I haven’t looked back since. The beauty in the long hours of working on what you love doesn’t have a price. Then, an economic recession hit Colombia in the late ’90s. The jewelry business slipped between their fingers. I was nine years old, promising myself I will revitalize the business one day. Here I am…

I started making jewelry to sell at my university and for a private label in Medellin. My family was the backbone of the operation and we were doing well. With time, China’s low-cost products invaded the Colombian markets, changing the art economy for yet another country. It was time for a change. I immigrated from Colombia to the highest county in the United States, December 2014. Do you believe in the American Dream? I was following mine. My sister, Luisa, learned how to design and became in charge of the business in Colombia. I came to Breckenridge, CO through a family member who believed in me and who helped me relocate. Being an immigrant can make you feel that your dreams have limits, but that was my mistake. I stopped designing and I started working in the restaurant industry. Being a server was not my dream job but I enjoyed communicating with the customers (I can talk a lot!). But I wasn’t happy.

A couple of years ago, my sister and I started talking seriously about my parent’s potential. We put all our savings into our company revamp, an online store and creating a new collection called “Constantino.” We welcomed inspiration which augmented our drawings and research, leading to our new jewelry lines. Luisa is in Colombia and I am here in America, but that distance does not hinder our ability to work together. We originally believed having a website will bring great exposure, but we were far from knowing the answers. When it came to running a business, understanding marketing, sales, distribution, social media, and more importantly our, why, has presented their obstacles. However, we enjoy taking the road less traveled. We wouldn’t change anything about our journey.

I moved to LA a year ago to bring Sanin Jewelry to the next level. I am reading, learning, watching videos and listening to the optimist, Simon Sinek. When you start your own business, your path may not be easy. Doing everything by yourself may require you to learn a little bit about each area. It is hard to get out of our comfort zone and look beyond our fears. We are not alone, there are others like us around, trying to keep their hopes alive. I hope this story inspires you to believe and to work for what you love, and most importantly, enjoy the journey.

Has it been a smooth road?
Our path has not been a smooth road. For us, starting a business by ourselves means to have multiple roles in the company. One day we are designing our collection and the next, we are working on how to market our product. This includes taking pictures for social media, photo editing or business development. Other times, we are handling problems with production, customer service and more. Working with family can be a little bit difficult sometimes because everyone wants to be the boss. It has been hard to define the roles for each person when we cross the boundaries without permission. But, all these little or big moments of frustration, has taught me something: I am stronger because these situations and they helped us to grow.

So let’s switch gears a bit and go into the Sanin Jewelry story. Tell us more about the business.
Sanin Jewelry is a family company that specializes in handmade jewelry. My sister Luisa and I design all the collections and our parents bring to life our designs through the lost wax process. Our designs come from the mix of architectural forms, life stories or the animals we adore. We have an animal line called “Wildlife” and we will introduce more creatures with time! Our new, innovative magnet-based collection will be released soon. With the pieces now using a small magnet, our customers will be able to play with the charms, swapping between earrings, necklaces, bracelets, and rings. We have been striving for something different and we believe we found something special with our magnet collection.

How do you think the industry will change over the next decade?
The fashion industry is ever-evolving. I am fascinated by the innovations and how everyone is creating their own style. I foresee less conservative designs, being left in the dust by cutting edge minimalism married with classic interpretations.

Contact Info:

• Website: www.sanin.co
• Email: [email protected]
• Instagram: @Saninjewelry

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