Interested in starting your own entrepreneurial journey in jewelry but unsure what to expect? Then read up on our interview with Joie Abdullah, Founder, and Owner of Pure Joie Jewelry, located in Atlantic City, NJ, USA.

What's your business, and who are your customers?

Pure Joie Jewelry was created to inspire sophisticated, bold, and creative women who have an appreciation for handmade bespoke jewelry made of various metals, crystals, and gemstones.

Tell us about yourself

I am a wife and mother of 4 beautiful children and 2 fur babies. Pure Joie Jewelry was born in 2020 after the pain of my beautiful mother (in law's) unexpected return to GOD. Her modern and Afrocentric aesthetic inspired me to cultivate my creativity in making wearable elegance for others which adds to their confidence from the outside in.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is the growth I have obtained within my designs. By pouring in numerous hours of education and practice, I believe I will continue to achieve a timeless yet modern look for many years to come.

What's one of the hardest things that come with being a business owner?

Finding time for yourself is one of the hardest things that comes to being a business owner- it takes a constant balance between home and work life. Building a strong support system is key to any successful business.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Whether you are just starting out or have been in business for many years, don't be afraid to ask for help. There are times when the hectic schedule of our day can hinder the success of our business tasks. By asking for help, it can relieve some of the constant burdens business owners deal with daily.
  2. Always respect your morals and know your boundaries. In any industry, people may ask you to do things that may speak against who you are. It is important to stay in line with what is ethical and virtuous to you.
  3. Give spectacular customer service. Provide a positive and uplifting experience from the beginning until the very end of your interaction. Always under promise and overdeliver.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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