Accidental Sparkles: Susanna Ordway
April 23, 2008 by akemi
What was your reaction to 9/11?
Do you remember that day? It was a weekday, so most likely you were at your work, doing what you usually do, and heard the news sometime during the day. Did the news change the way you see your work, and life in general?
My deepest sympathy to the victims and their families. Having said that, I must also point out that a disaster like that sheds unexpected light to our lives. It makes us reexamine our values. We ask ourselves, “Am I doing what really matters in life? Gee, I thought as if tomorrow would be just like yesterday, but maybe not. Would I die happy if something happens tomorrow?” It can give us the kick to take decision action.
Today’s guest to the Interview With Successful Entrepreneurs is Susanna Ordway, who took a year-long sabbatical after 9/11. This gave her the time to be with her family and herself, eventually leading to entrepreneurship. Please check her beautiful jewelry that give extra sparkle to your life at Susanna Ordway Jewelry Designs.
1. Tell us a bit about your business and why you started it.
My business, Susanna Ordway Jewelry Designs, was actually an accident…an unplanned detour to what I thought I should do with my life. Fortunately, life and the universe took me on a happier, less stressful route by way of my current career.
As a good Chinese daughter, I was taught to find a good job in a practical industry and company, even though I have loved art and had a passion for beauty and fashion since I was little. I followed that advice for about 12 years, working as Marketing Manager and Corporate Communication Manager for the banking industry. But after being unhappy in my last two years as a corporate employee, and after 9/11 showed us all that life is just too short, I left the corporate world for a year to become a mom to my two daughters and a wife and homemaker to my husband.
Then, as I contemplated whether or not to return to work (I love my husband and daughters, but needed something just for Me), I stumbled into jewelry making. I found that I not only loved the craft, but am good with both design and technique. As I learned, more and more people asked to buy my designs and so my business, Crystal Accents, grew organically.
I knew that my new business was the right decision for me when I doubled my sales the second quarter without any advertising outside of wearing my own creations. Also, it was very gratifying when Swarovski® presented me with its exclusive “Crystallized With Swarovski” Quality Brand partnership after previewing my designs. This exclusive partnership is usually limited to well-known designers such as Roberto Caravelli, Prada, and Escada. Swarovski® has also featured my chandelier earring designs in their publications.
Now, as I expand my designs and techniques, I have updated my business name to Susanna Ordway Jewelry Designs, keeping Crystal Accents as the name for my bridal and fashion collections. I am very happy to know that I am now able to fulfill my artistic mission: To create beautiful items that help enhance a woman’s beauty and style, that visually communicate her individual personality, which results in building a more positive self-image.
2. What were the three biggest challenges when you were starting off as a new entrepreneur?
The three biggest challenges for me starting out were:
- Formulating a solid business plan
- Learning how to price my work, especially with regards to my time and labor
- Learning that being an entrepreneur and business owner doesn’t mean having to do everything
3. And how did you work through these challenges?
Because my business slowly grew out of a hobby and not out of a concrete plan for a formal company, I didn’t have an actual business plan when I started Crystal Accents. Even after the business started growing, my plan was more or less reactive—to basically address issues as they arose.
But with the help of many other entrepreneurs and business owners that I have had the privilege to meet through various networking opportunities, I not only learn about developing business and marketing plans specific to my industry, but also how to value my work’s worth and how to let go if I want my business to grow.
It’s true, being an entrepreneur doesn’t mean you have to do everything yourself. I find that the more I let others help me, the better my work gets and the more my business grows.
4. What is the best part of being an entrepreneur for you?
No office politics!!! Having a work schedule that allows me to spend more time with my family whenever I want and not when the employer lets me; being praised for my work frequently; and knowing that wearing my jewelry makes my clients very happy.
5. Any advice for people who dream to have their own business and yet find it hard to make the leap?
It’s always difficult to make changes, and especially frightening when the changes have anything to do with your identity, your finances or what others may think. Just remember that we only get one life, and having one that is happy and fulfilling to you, is so much more important than one that follows someone else’s priorities.
This is actually much easier than you think. If you have to, follow your dreams by taking baby steps. For example, if you cannot give up your current job due to finances, then start your business as a part-time venture while you’re still employed. Then build your business until you can do that full-time.
My Takeaway
I like her relaxed approach to entrepreneurship. Step-by-step development puts the stress of startup in check and is a good way to manage risks.
Life is a gift, and the best way to express our appreciation for this gift is to live it well. It takes just a bit of courage, a little bit of opening of your mind, to start taking actions that can make big difference in the way we live this gift.
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Hi Akemi,
What a great and informative interview. Susanna developed her business a little differently than most, but it worked, and has worked well. That just goes to show that entrepreneurship often happens in unexpected ways,
Hi Akemi - Brilliant interview. I think Susanna’s advice on talking babysteps is so important to new entrepreneurs. Things can be too overwhelming if you don’t break everything down into tiny chunks. I guess that’s the reason why so many people don’t even get started.
Akemi,
I’m very grateful for the “can do attitude” that always comes out in the interviews you do with entrepreneurs. You are doing important work by highlighting these examples of folks who were afraid but moved forward anyway and ended up successful. For everyone that makes the leap into the freedom of self-employment there are 100s that are still thinking about it and not acting. They need to see that everything can be okay.
Tom
Tom Volkar / Delightful Works last blog post..Five Good Reasons to Celebrate More Often
Barbara,
I know. . . the more I do this interview series, the more I realize there is no one-size-fit-all formula of entrepreneurship. And we can’t plan out things 100%.
Cath,
Thank you. I guess we often get into the all-or-nothing false logic. We don’t wake up one morning as successful entrepreneur — it is a gradual process.
Tom,
I really enjoy doing this interview series, and am proud it is gaining momentum. These are real people, with fears and all, who have built business — and business that resonates with who they are. I really hope this series work as a beacon of hope for those who are apprehensive to take the first step.
This was inspiring and helpful, thank you Akemi and Susanna.
My reaction to 9/11 was much the same…life is short, so go for what makes you feel fulfilled and give back to the world from a place of happiness.
Thank you everyone for your comments on the interview. I really appreciate your feedback. I also learn so much from others who follow their dreams and passions in their own way. As Akemi says, even if we try and plan our lives out, the universe usually has other plans for us, so all we can do is follow the path that fits us personally and always be grateful.
Kirsten,
It’s been awhile since 9/11 and I think our memory is lapsing — we could learn so much from it, rather than reacting with fear.
Susanna,
Thank you for doing this interview!
Akemi,
I stumbled upon your site from Barbara’s blog. I am really impressed with your credentials. Like you, I came to this country 15 years ago with mere $20 in my pocket and now I’ve created nice portfolio of hotels. I have my blog which I use to inspire my soul and friends alike. Needless to say, I’ve subscribed to your blog. Please visit mine when you can.
Thanks
Shilpan
Shilpan,
Glad to have you here! I checked your blog before and knew you were from India, but I didn’t know when you came to the US nor what you do outside the blog. That is so interesting!
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