Carin Parcel, Founder of Carin Susann Designs
Name: Carin Parcel
Founder: Carin Susann Designs
What's your elevator pitch? (Ie. In one sentence, what do you do?)
I designs timeless but unique custom fine jewelry using precious metals ands gemstones to give my customers an elevated every day look.
What's your story? Share how you got to where you are and WHY it is you do what you do.
I am a former IP attorney. I went to law school and practiced in Chicago, but while practicing, I needed a hobby to divert my attention from the long intense days and content of law firm life. I had always been interested in gemstones since I was a kid and found out one of my birthstones is a color-changing stone based on the light. After years of walking by Michigan Ave stores like Van Cleefs and Tiffany and Cartier and gazing at their windows, I realized I'd enjoy learning about gemstones. I started taking distance classes (this was before "virtual" existed in 2004!) with the Gemological Institute of America. I earned degrees in grading stones. When my husband and I decided we wanted to move to raise our family outside the city, I left the law firm and worked at a fine jewelry store to kill time before the move. Over the years, we've moved cities a couple of times and now have 3 kids, we are settled in the Seattle Area. I always stayed involved in jewelry retail but considered going back to law for a hot minute because of the reliability of the paycheck. However, I discovered I really didn't want to be in that environment any more and I was pulled by the jewelry industry. So during the pandemic, I finally decided to start my own designing business. I wanted to tap into my creative side through my designs and share them while also satisfying the entrepreneur in me. Ultimately, I want to create something that other people find joy in or celebrate with. Fine jewelry is a luxury good and it's not solving the worlds problems, but my hope is the art/creation aspect of what I do brings people joy, shared experience and lasting memories.
What does BEING a FoundHer mean to you?
It means being strong, resilient, gritty, independent, a leader, and a role model. It means I can contribute to society and my community in a meaningful way. It means I can show my kids that there is not one label to any one person, you can be mom, spouse, sister, daughter, friend, caregiver AND boss, owner, leader, collaborator.
How do you support other female founders and women in business?
Because my skills are limited to designing jewelry and not making it from scratch, I rely on a team of people all over the world to help make my creations come to life. Currently, my CAD designer, my manufacturer, my photographer, marketer, social media consultant are all women. I am part of multiple networking organizations both in the industry and for women in business in general.
What is ONE BOOK that you would recommend every female business owner read?
Profit First
Who is a female entrepreneur you look up to and why?
Molly Nutt of Acorn Digital & Oaks Email - a young local woman who helps small businesses with their branding, marketing, social media, and newsletter strategies. I look up to her because while juggling two businesses she also started the CEO Society which brings female entrepreneurs in the Seattle area together for both education/support and social events. I admire her passion for what she does while lifting up those around her. She has the attitude of collaboration over competition.
What are the first five things that you did when you were starting your business?
I talked to people - I first joined the Women's Jewelry Association. Next I started attending their local events. After that I felt comfortable joining their forums and asking for consulting resources. Then I took the necessary steps to form an actual business - registration, licenses, tax information, etc.
Who is someone who has helped change or shape your business for the better and what did they do to help you?
Anna Samsonova. Anna helped me get unstuck. When I decided to start the business I was completely paralyzed by all the decisions and steps, I didn't know where to start. She helped me lay it all out, gave me steps, deadlines and was a huge support during the first year of starting the business. She was instrumental in helping me find CAD and manufacturers.
At what point did you make your company a full time gig? How did you know the time was right?
Right away in March of 2021. It was still the pandemic and things were starting to look up as far as normalcy in schedules and things for kids and my husband and I knew it was time to have something of my own to focus on. I always feel most productive and accomplished when I have lots of moving parts going, the joy I felt of creating a company and seeing steps get taken was thrilling and I wanted to sustain that feeling.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
As a former lawyer, it is ingrained in me to look at the whole picture, not just one aspect. Part of why I was paralyzed on how to start is because of that "skill" of seeing how all business items intersect and affect each other. I wanted to make sure I was being thoughtful and efficient. So though that characteristic can be sticky, it serves me well when spending money or taking next steps because I've put thought and consideration into the domino effect each step may make.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
Currently I do my own social media. I have consulted with others on strategy and content but ultimately it is up to me and I've discovered I don't have the time or bandwidth or frankly the skills to curate it the way I want to. I am in the process of hiring at outside firm to take over that aspect of the business. So as of now it's more about my challenges than the successes.
How did you land your first client?
Word of mouth. I am an e-commerce retail jeweler but have tapped into friends and family to get the word out. These friends and family refer me to others when they hear of someone looking to celebrate an occasion or needing a gift for someone. So my first non-family member client was my friend Samara, she was recently divorced and wanted to celebrate her independence and work success with a ring I designed.
What is something you do differently from the industry standard?
Personal attention and quality control. My designs are my art but ultimately I know other people will be wearing it. Every piece I design or create gets made and I wear it, mess with it, etc. to see how it looks, feels, wears, lasts.
What would you do differently if you were starting your business today?
Oh gosh. Maybe budget. I'm not a finance person and it intimidates me. My husband is a finance person and I wish I had utilized his skills more at the beginning so I could understand the financial aspect of the business. I have learned a lot and continue to learn and make good decisions as well as mistakes.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
1. Social media consistency. I make sure to post mutliple times a week
2. Donations/Sponsorships - I try to get my name out in the community and support causes that are important to me.
3. Networking. Talking to people, attending events both educational and social
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
Getting started. As mentioned, I was overwhelmed with where to begin and was scared to commit to something as simple as the name of my business. I second guessed every move before making any. With my family and my consultant (Anna), together I took a first step, I chose a name and registered it. That was the beginning of everything.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
1. Take a first step, no matter what it is or how insignficant it may seem. Something like choosing a name and registering it. Getting started is the hardest step.
2. Start keeping track of finances/budget immediately, get a program or software or bookkeeper, even if you are unsure as to what you are doing at first just so everything number-wise is written down and kept track of. You can always go back and adjust but it's much harder to try and remember or look back at numbers that have no notes or reference.
3. Keep personal and business finances and actions separate from the beginning.
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