Today we’d like to introduce you to Tina Cheng.
Thanks for sharing your story with us Tina. So, let’s start at the beginning and we can move on from there.
Entrepreneurship has always been a lifelong passion and journey for me. Even as a UCLA student hanging out at nightclubs, I would walk around counting tables, turnover, and used our bills to estimate what the nightclubs were making per night. So I started my first business at the age of 22, a tri-level nightclub in the heart of Old Town Pasadena, The Muse (now Club 54). Running a team of 40+ employees, everyday was a new challenge as I learned how to negotiate with vendors, promote events, and resolve conflicts between customers, staff, and even partners. The Muse became one of the longest-running clubs in LA, and even opened ultra-popular counterparts in Shanghai, China.
Having tasted early success, I went on to start a boutique day spa in New York, a postpartum maternity center in Taiwan and launched an e-commerce startup with operations in six countries as the CEO of Greater China. We later sold it to a Nasdaq-traded company and I returned to my hometown, Los Angeles. Looking to explore new opportunities, I took on a role as the Chief Operating Officer of a customized jewelry company and fell in love with the business. More than just a fashion statement, I saw how jewelry can be deeply personal and meaningful for our customers, who often felt compelled to share the stories behind their pieces. I was inspired to launch my own premium customized jewelry brand, Capsul, as an innovative way to capture the sweet voice and cute handwriting of my daughter, Azalea. Thankfully, many others share my passion to encapsulate their memories through our modern, timeless jewelry. Capsul has been growing fast with a cult-like following, earning praises from the press such as “Best gift on the internet, period”, and “Capsul’s necklace has earned me the most compliments by far”.
Has it been a smooth road?
Success is never a straight line and failure, at least to me, is very much both expected and just a normal part of the journey. The challenge is not knowing which part will fail (laughs).
Despite it being my 6th startup, launching Capsul was a lot more challenging than expected, as I had to learn how to be a scrappy entrepreneur again after being a C-level startup executive for years. We started off with a vision that was too grand, had too many ideas, and took too long to execute. With our limited resource and team, we should’ve gone to the market as fast as possible with a minimal-viable product, and reiterated based on market feedback. I also had to let go some team members who were not the right fit for the stage of the company. Those were always the most difficult decisions.
So let’s switch gears a bit and go into the Capsul Jewelry story. Tell us more about the business.
Capsul is a direct-to-consumer brand focused on premium customized jewelry. The luxury of customization had traditionally existed only in the fine jewelry space; and online personalized jewelry options are often cheap, filmsy nameplates made with toxic materials. Using our proprietary process, we’re able to deliver high-quality custom jewelry at an accessible price, while adhering to the highest environmental standards.
Some of our bestsellers include customizing to unique handwriting, the soundwave of a loved one’s voice, and the roman numeral cutout of a special date. The customer simply uploads a snapshot of their customization, our designer creates a CAD, and a one-time use mold is 3D-printed and used to cast, polish, and plate a unique piece of jewelry just for you. We’re also designing a mobile app that will capture and playback a sound or video clip with a scan of the jewelry, turning each piece into a unique time capsule.
I’m most proud of the special connection we have with our customers, who not only share with us their rave reviews but often detailed stories of the significant meanings behind their pieces. Some even send us their wedding photos and photos of their loved ones. It’s been an honor to help our customers capture the most joyous moments of their lives.
How do you think the industry will change over the next decade?
The legacy brands such as Tiffany, Kay’s, have long struggled to connect with millennial customers, who prefers not only branded but customizable jewelry that speaks to their individuality. They are also a lot more environmentally and socially conscious, and value quality jewelry that are sustainably produced, over fast-fashion jewelry, often made in sweatshops and with toxic materials. However, there’s still isn’t any leading brand that stands for premium personalized jewelry. This is the white space Capsul is looking to fill.
Contact Info:
- Website: www.capsuljewelry.com
- Email: [email protected]
- Instagram: https://www.instagram.com/capsuljewelry/?hl=en
- Facebook: https://www.facebook.com/capsuljewelry/
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