Today we’d like to introduce you to Evgeniya Kuzminova.
Hi Evgeniya, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My story began back in 2014 when I was working as an event manager in the marketing department of a large company in Moscow called Metro Cash & Carry — similar to Costco in the U.S. I held a leadership role and was responsible for organizing major events and exhibitions sponsored by the company.
I always loved dressing up for work and had a growing collection of bold, colorful heels I had ordered from the U.S. One day, I started thinking about how to accessorize them in a way that would tie my outfits together without clashing. That’s when I discovered beautiful handmade gemstone bracelets online. They were stunning — but also quite pricey, especially considering I wanted a wide range to match different looks.
So I decided to try making them myself. I dove into researching online, figured out where to buy materials, and created my first few bracelets. When my friends saw them, they immediately wanted some too. That’s when it all started. I opened an Instagram account to share photos of my work, sent a few pieces to a blogger, and soon orders started rolling in.
I realized how much I loved the whole process — designing something beautiful, photographing it, and knowing others wanted to wear it. What amazed me most was the kind of feedback I received. People told me I was talented, that I had “golden hands,” that my jewelry was incredibly beautiful. I had never heard such kind words about my work before, and it lit a spark in me. I thought, “Wow, I’ve found something that truly brings me joy.” I even named my iG profile Jenya_Joy
https://www.instagram.com/jenya_joy?igsh=NTc4MTIwNjQ2YQ%3D%3D
Jenya is another short version of my name.
Over time, I explored other creative paths — working with polymer clay, sculpting flowers, even making portraits. When I moved to the U.S. during the pandemic, I fell in love with resin jewelry that preserved real flowers. I studied the craft, ordered supplies, and gave it a try. I was happy with the results, but the process turned out to be incredibly labor-intensive and not sustainable as a business.
Around the same time, I had applied to study art at Santa Monica College — that was my original dream after moving to the U.S. But then the pandemic hit, everything went online, and I never ended up pursuing it.
Still, the idea of building a jewelry business never left me. I watched other women grow small hobbies into full-scale brands during the time I had taken a step back. It was inspiring — and about a year ago, I decided it was time to start my own journey in that direction. And here I am today.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s definitely been a challenging road — and honestly, it still is. When I first started making jewelry back in Moscow, I couldn’t bring myself to fully commit to it or leave my corporate job. I was scared it wasn’t a “serious” path, or that I just wouldn’t be able to make it work.
When I moved to the U.S., I began thinking more seriously about turning this into a real business. I was especially inspired by the women I had once followed online — those who didn’t give up, who kept building, and now have thriving brands.
A year ago, I finally decided to give it a real shot. I invested in materials, built my website, created content, and tried to present everything in a beautiful and professional way. But I quickly ran into unexpected challenges. One of the biggest was adapting to a new cultural and language environment. Since English isn’t my first language, building a brand and connecting with an audience in a different country has taken time and effort. Most of the people who discovered my work early on happened to speak the same language as me, so naturally, I found it easier to communicate and connect with them.
But my goal has always been to expand beyond that circle — to understand the local market better, connect more deeply with a broader audience here in the U.S., and build something that resonates across cultures. I’m still learning how to do that — how to speak about my work with confidence in English, how to share my story in a way that reaches more people. It’s a journey, but one I’m fully committed to.
Sales and marketing have also been big learning curves. I’m still figuring out how to talk about my pieces in a way that leads to consistent sales, and how to promote them effectively. Right now, sales come in waves — some months are better than others — and I’m still trying to find that rhythm.
There have also been moments of burnout and discouragement. I’ve had periods of deep self-doubt, even depression. But I kept going. A few months ago, I took a big step: I rented my own small studio, and now I host jewelry-making workshops there. It’s been a meaningful step forward.
What’s helped me through all of this are the people who believe in my work — especially the women who fall in love with my pieces and cheer me on. Their support means the world to me. It’s not easy to build something from the ground up in a new country, without much of a safety net, but I try to take it one step at a time.
There have also been setbacks — like unreliable contractors who promised to help with my Etsy shop, took the money, and disappeared without doing the work. Those things were disheartening, but I’ve learned from them and kept moving forward.
Right now, I’m a one-woman team. But I see a big vision — a real brand, a team, a thriving business. For now, it still feels like I’m doing everything by hand, figuring it all out as I go, but I truly believe that one day I’ll get to where I want to be. And I see that future as something bright and full of potential.
Appreciate you sharing that. What else should we know about what you do?
I create handcrafted jewelry using high-quality materials like natural pearls and gemstones, carefully selected from trusted suppliers. Every piece is plated with gold or rhodium, which gives it a luxurious, durable finish. My designs are original — I come up with each one myself, and they’re always evolving. I love creating pieces that feel special, unique, and thoughtfully made.
But what truly sets my work apart is not just the jewelry I design — it’s the experience I create around it. In addition to selling my own pieces, I host in-person jewelry-making workshops where anyone — even complete beginners — can design and assemble their own jewelry from scratch. These workshops are different from anything I’ve seen offered here in the U.S. It’s not just choosing a charm and attaching it to a chain — it’s about creating a full, custom piece based on your own taste, style, and creativity.
I have a huge collection of components — charms, chains, gemstones, pearls — and I guide each person step by step, helping them bring their vision to life. What I love most is seeing how the pieces people create during my workshops turn out — they always look high-end, elegant, and expensive… but the process is actually very accessible. My workshops are intentionally priced to be affordable, because I want more women to experience the joy of making something beautiful with their own hands. It’s amazing to watch someone walk away wearing a piece that looks like it came from a designer boutique — but knowing they made it themselves, often for a fraction of the price.
I also offer jewelry repair and redesign services. People often send me pieces from other cities — for example, vintage pearl strands that need to be restrung or refreshed — or they ask me to transform old or broken jewelry into something entirely new. I love helping clients give new life to pieces that hold meaning.
Beyond that, I also run a small supply shop for jewelry components, which I hope to grow in the future. Right now, most of my focus is on designing, teaching, and building a creative community.
What I’m most proud of is the space I’ve created — a space where women can reconnect with their creativity, express themselves through design, and leave with not just a piece of jewelry, but a sense of joy, calm, and confidence. My dream is to grow this into a larger community, where women come together not just to make jewelry, but to feel inspired and empowered through the process.
Jewelry-making, in the way I teach it, is like meditation. Many of the women who come to my workshops tell me they completely lose track of time — and find themselves deeply relaxed, even transformed. That’s the kind of magic I hope to keep spreading.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
I’m always open to collaborations and new creative connections! If you have a boutique or a small shop and would like to carry my jewelry — I’d love to hear from you. Or if you have a clothing brand, we could collaborate by styling your pieces with my jewelry and creating beautiful content together to support and promote both of our brands.
If you’re an influencer who genuinely connects with my work and wants to support what I do, I’d be happy to gift you a piece or invite you to one of my workshops — I truly appreciate any kind of authentic support. And of course, if you simply want to try making jewelry yourself, you’re always welcome to join one of my workshops! I also offer pop-up workshops in parks or private ones in your home for special occasions.
Whether it’s advice, collaboration, sharing, or just showing up — I’m always grateful for support in any form. It means the world to me as I continue building this dream.
Contact Info:
- Website: https://kysmejewelry.com/
- Instagram: https://www.instagram.com/kysme.jewelry?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
