It’s not unusual for Kate Kim’s pieces to bring customers to tears
The Letter Necklace. Photo: Courtesy of Caitlyn Minimalist. It’s not unusual for jewelry designer Kate Kim’s pieces to bring customers to tears.
My first shop was called Silver Handwriting, and it was solely focused on handwriting jewelry. I don’t think I took very good photos, but even with my bad job of branding, the demand was still there. With the amount of people coming to me to share their stories, I thought, I can do better than this. So I rebranded to Caitlyn Minimalist in 2014 and got a professional camera. My sister Vivian then took over Silver Handwriting and still runs it today.
Michael: It got to the point where we were like, Okay, I think it’s time that we actually start hiring people, and really trusting the procedures that we’ve implemented. We hired our first employee in 2016 — a college student who helped with customer service. She’s now our office manager. We outgrew working from our home workshop back in late 2017 and had to get an office. Today we have about 30 employees total and are about to move into an even bigger office in September.
Michael: A lot of people on Etsy, especially in the earlier days, were treating it a little bit more like a side project, and we really went all in and treated it like a business from the start. Emails are answered instantly, and that was actually very important to our growth in the early days, that attention to detail. Some sellers weren’t responding for hours, and we were responding within ten minutes. And if someone gets a response, then that’s usually going to lead to a sale.
The jewelry has much more sentimental value than monetary value. Many times, people come to us because they’ve lost a loved one or they’re having a baby or they’re recently married. So we always make sure that our customers feel like they’ve been heard and taken care of. When you open this beautiful package and it’s exactly what you pictured —Michael: Yes, we love seeing reaction videos. Everybody shares those on our Slack thread.Kate: It happened overnight. Like, I think I stayed up until 4 a.
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