In an exclusive interview, Sepi Adelkhou, founder and owner of Shine Gallery, shares her vision and journey behind her sustainable, female-owned jewellery brand based in Vancouver, BC. Shine Gallery specializes in creating dainty, delicate jewellery pieces that empower women to feel confident and fashionable. Each piece is crafted with recycled silver and gold, ensuring ethical sourcing and high quality. With a commitment to environmental responsibility and supporting fair labour practices, Sepi discusses her motivation, the challenges she faces, and the unique qualities that set Shine Gallery apart in the jewellery industry.
What is your business called and what does it do?
Shine Gallery is a sustainable and female-owned jewellery brand based in Vancouver, BC. I started the business to design dainty and delicate jewellery to help women feel powerful, fashionable, and confident. Every item in Shine Gallery is designed with special attention to its story and handcrafted using ethically sourced and high-quality recycled materials. I use recycled silver and gold to help preserve natural resources and reduce environmental waste. I also care about the people who craft my jewellery and partner with manufacturers who are certified members of the Responsible Jewelry Council, ensuring they pay at least living wages and uphold worker rights, health, and safety measures.
What made you want to do this work?
I started Shine Gallery driven by my passion for crafting dainty and delicate jewellery that honours the environment. Combining artistry with sustainability was my guiding principle, as I wanted to offer pieces people could cherish, knowing they were made responsibly.
What problem did you want to solve with the business?
With my business, I wanted to solve the problem of creating beautiful, high-quality jewellery that is also environmentally and ethically responsible. The jewellery industry often relies on practices that harm the environment and exploit workers. By using recycled materials and ethically sourced gemstones, I aim to offer a sustainable alternative that doesn’t compromise on design or craftsmanship. This approach not only reduces environmental impact but also meets the growing demand for transparent and responsible business practices among consumers who care about the origins and ethics of the products they purchase.
Who are your clientele/demographics?
My customers usually consist of women ranging from 20 to 70 years old, who value delicate and handcrafted jewelry for daily wear. They appreciate unique jewellery designs that enhance their style.
How does your business make money? How does it work?
My business makes money by selling high-quality jewellery pieces. I generate revenue through multiple channels, including my online store, the retail stores that carry my pieces, and wholesale. By focusing on exceptional craftsmanship, innovative designs, and excellent customer service, I ensure a loyal customer base and steady sales growth.
Where in the city can we find your profession?
Shine Gallery is based in Vancouver, BC. Customers across the globe can shop online at shinegallery.ca
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
The best question a prospective customer could ask is, “What sets your designs and services apart from other jewellery businesses?” This question allows the jeweller to highlight their unique selling points, such as craftsmanship, design innovation, quality of materials, and customer service.
My answer to this question: At Shine Gallery, I offer jewellery collections that reflect the latest styles and trends, ensuring that my selection remains fresh and appealing to my customers. Staying up-to-date with market trends is crucial to me, allowing my customers to find unique and fashionable jewellery designs. I ensure that each piece of my jewellery is crafted to last a lifetime, using high-quality materials and unique techniques.
I e-coat my jewelry to protect it against tarnish, scratches, and scrapes. This process also creates a hypoallergenic barrier, ensuring my pieces are safe for those with sensitive skin.
What is the best part about what you do? What is the worst part?
The best part about what I do is the ability to bring my creative visions to life and see the joy and satisfaction my jewellery brings to customers. Offering unique pieces that hold personal meaning and contribute to special moments in people’s lives is incredibly fulfilling. Additionally, I love being part of a supportive community of women entrepreneurs and empowering others through my work.
The worst part about what I do is managing the business side of things, which can be time-consuming and sometimes stressful. Balancing creative work with administrative tasks, dealing with supply chain issues, and navigating the competitive market can be challenging. However, these obstacles are part of the journey and ultimately contribute to the growth and success of the business.
Where can we follow you?
You can follow Shine Gallery on Instagram (@shine_gallery_canada) and you can sign up for the ‘Shine Lovers Club’ on our website (shinegallery.ca) to stay informed about my latest collections, sales, and promotions.
PAY IT FORWARD: What is another local business that you love?
Another local business that I love is ‘The Storehouse’. Located in the heart of Main Street, Vancouver, The Storehouse is a vibrant and friendly boutique shop with a thoughtfully curated selection of vintage, sustainable, and handmade goods. Their website is www.thestorehousevancouver.com.
