Accidental Sparkles: Susanna Ordway

(Photo by Leefotos)

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.