If you are a permanent jewelry artist, the Argon Mini is the GOAT! Of all the gizmos and doodads that take the hassle out of pop-up setup, the Argon Mini is the biggest smallest wonder.
How small is this argon tank?
You’re going to love the size! Literally, this argon tank will fit in your back pocket, which may feel a bit uncomfortable but helps me make this point: It’s small and portable. You now have easy access to argon no matter where you may be working.
Measuring only 11.75 inches in length and 2.75 inches in diameter, the Argon Mini provides compressed argon gas needed to properly close a link or jump ring. The Argon Mini holds enough argon to complete approximately 650 welds and weighs 2.7 pounds.
Argon is a must as it creates a cleaner, stronger weld. Argon is used as a shielding gas and incorporated into Sunstone’s pulse arc welding technology. Argon is used to protect the molten pool of metal against elements in the atmosphere including oxygen, nitrogen, and hydrogen. These elements cause reactions with the molten metal, such as porosity and increased weld spatter. Argon also plays an important role in maintaining arc stability, which leads to increased weld penetration and better weld appearance. Sunstone’s premium argon is 99.996% pure argon (argon 4.6).
The Argon Mini is available in packs of 2, 4, 6, and 8. Pricing starts at only $145 for a two-pack. The price per tank lowers when the purchase quantity increases. Every Argon mini shipment, regardless of how many tanks are included, requires an additional $45 hazardous material fee mandated by the shipping carrier.
Purchasing Tip: The hazardous material fee is per shipment, NOT per tank. You’ll save money when you order more tanks in one shipment. Argon is not a poisonous gas—it doesn’t smell or have any color. In fact, argon is the third most abundant gas in Earth’s atmosphere, behind oxygen and nitrogen. The shipping carrier treats the Argon Mini as a hazardous material because the contents of the tank are pressurized.
The Argon Mini is designed for one-time use only. The tank cannot be refilled. However, the tank can be recycled with a local metal recycler. To that point, Sunstone encourages you to recycle all depleted tanks.
Customers will need the Mini Regulator to fit the Argon Mini’s specific nozzle, which is available from Sunstone.
The regulator only needs to be purchased once. When a tank is depleted, the regulator is removed and placed on a full tank. Customers can purchase the Argon Mini online or call +1 801-658-0015.
By Melissa Muir
With the popularity of permanent jewelry, the question of how to properly weld the chain or jump ring comes up quite often. When it comes down to it, you need to get to know your machine and materials. There are a number of things to take into consideration including, the type of machine, material thickness, and type of metal, to name a few. There are also a few things you can do to ensure success.
TIP #1: If you are having issues welding a ring closed, the first thing to check is your electrode health. The electrode must be clean. A dirty electrode will impede the energy coming through the tip where the arc will happen. No, you cannot clean the electrode with a fiberglass brush. The buildup will need to be removed with the diamond disc on your rotary tool such as the Sunstone Pilot.
TIP #2: Check to ensure your electrode is sharp. This goes hand in hand with having a clean electrode. As you weld, the tip will begin to deform and round out. It is important to have a sharp tip for certain metals, especially gold. A slightly blunted tip is more desirable for heat conductive metals such as silver, copper and brass core gold fill. The blunted tip will allow the energy to spread a little more evenly in those conductive materials.
TIP #3: When welding a link or ring, hold the grounding clip or pliers as close to the electrode as possible. Positioning the ground close to the electrode keeps the energy close to the joint. A smaller energy loop minimizes the risk of the chain becoming hot.
TIP #4: Ensure the item being welded is clean. Before welding, use a little rubbing alcohol to clean the joint. Allow for it to dry completely before welding.
TIP#5: In order for a good weld to occur, you must have the joint closed completely. A small gap will spread the energy between the two ends or even just one end and you may end up with a ball on one or both ends. All is not lost however, push the balled ends together and weld again. Chances are, it will smooth out and be just about perfect.
TIP #6: Having a hard time seeing where to put the electrode while wearing welding shades? Use a red permanent
TIP #7: Using argon will help you to have a cleaner and stronger weld. Argon shields the metal while it is most at risk of oxidizing. When molten metal oxidizes you will be left with a porous join that can break much more easily. Oxidation will also leave a dirty black spot that is embedded and won’t wipe away with the fiberglass brush.
TIP #8: Find your settings by testing a sample of every- thing you plan to weld. Tape that test into a notebook and make note of the settings.
TIP#9: If the weld splatters or creates a crater, the energy is too high or the material is too thin.
The more you work with your machine and the materials you offer the easier it will be to find the right settings. Take note, that sometimes even the atmosphere can affect your welds, such as wind and humidity. Bring some extra chain to test your welds before you get going.
A successful permanent jewelry business is on the move—a lot! Even if your PJ business has a retail store- front, you’re still taking your service to your customers, whether at farmers markets, home parties, bachelorette parties, or whatever. The bottom line: You got places to be and people to see.
Many PJ artists, in addition to mastering the art of permanently welding fine chain and jump rings, have also mastered the art of packing smart for welding remote. You’ll find many ingenious solutions on the Permanent Jewelry Community Facebook page.
To add to what you can learn from the PJ community, here are some basic tips to remote welding:
Mobile Power vs Extension Cords
For outdoor events, finding an outlet and stringing an extension cord can be problematic. Extension cords are a constant tripping hazard. They’re not cheap. And nobody wants to wrap up a dirty cord. Of course, when an outlet is nearby, that’s a score for you.
An alternative to extension cords is a portable power station, a small toolbox-sized appliance that is pretty much a big battery pack. The difference is a power station is much more efficient at storing and providing energy. For example, the Yeti 200X or 500X from Goal Zero will provide enough power to keep your pop-up popping and your permanent jewelry welder zapping for day. You can recharge the Yeti in four hours using an outlet. Or connect the Yeti to a solar panel or your car’s 12V outlet. Pricing for the Yeti 200X starts at $299 and is available at www. sunstonewelders.com.
Protect Your Welder Investment
Without your permanent jewelry welder, you won’t be doing a lot of permanent jewelry welding. You would do well to protect it from unintentional drops, knocks, and weather. You’ve seen photographers or surveyors trans- porting the tools of their trade in rugged plastic carrying cases with molded foam interiors. That’s the type of protection you should provide your welder.
Sunstone offers its Orion mPulse and Orion PJ customers with a similar case. The interior foam is customized to fit the welder and all its various accessories and cables. The case will protect your welder from bad knocks and bad weather. You can also lock the case for added protection. Sunstone’s case is only $149 with customized foam.
The Answer to the Argon Paradox
If you’re serious about permanent jewelry, then you’re serious about argon. Professional PJ artists use argon. With argon your welding will be stronger and cleaner. The science behind argon is twofold: One, argon acts as a shielding gas that prevents oxidization during the welding process. Two, argon and its chemical properties assists in creating a stronger joining of the two ends of a jump ring or chain link.
Unfortunately, argon and remote welding are a grand paradox. Argon comes in a compressed gas tank that is heavy and bulky, not something you want to take to a pop-up. Thus, the paradox: You need argon but it’s not mobile friendly.
Fortunately, the Argon Mini from Sunstone resolves the paradox. The Argon Mini is exactly what the name implies: A small bottle of compressed argon that should provide you with enough argon for 650 zaps. How small is the Argon Mini? It will fit in your purse, a bag, a baby carrier (with the baby, though that’s probably not a good idea), or even your back pocket! Available in 2, 4, 6, or 8-pack, starting at $145.
By Sarah Smith
As a bench jeweler or permanent jewelry artist, you know the importance of precision and skill when it comes to creating beautiful pieces of jewelry. The craft of jewelry making requires a level of expertise and attention to detail that few other trades can match. From selecting the right materials to shaping, forming, and finishing each piece, every step of the process requires a steady hand and a keen eye for detail.
If you’re someone who is passionate about your craft and always looking for new ways to improve your skills, then Sunstone’s MicroWeld23 is the place for you. This premier welding conference is designed specifically for jewelry professionals and offers a unique opportunity to learn from some of the most experienced artists in the industry.
MicroWeld23 will be held at the award-winning Westgate Resort in Park City, Utah. As you make your way through Emigration Canyon, the stunning natural beauty of Deer Valley will immediately capture your attention. The resort is located in the heart of the Wasatch Mountains, which provide a breathtaking backdrop to the entire experience. At the Westgate Resort, you’ll enjoy the height of luxury accommodations with elegant decor, comfortable rooms, and a plethora of amenities.
Park City is renowned for its world-class skiing in the winter and a plethora of outdoor activities throughout the year. In the fall, the town is particularly magical as the leaves of the aspen trees turn a brilliant shade of gold and the air is crisp and cool. The town is home to the Utah Olympic Park, where you can see the venues used during the 2002 Winter Olympics. Park City offers a range of other outdoor activities for visitors to enjoy, including hiking, mountain biking, and fly fishing. The town is also known for its vibrant arts scene, with numerous galleries and events showcasing local artists and musicians.
During the conference, you’ll have the opportunity to choose from three distinct tracks, so you can tailor your experience to your specific needs. Whether you’re interested in laser welding, pulse arc welding, or starting your own permanent jewelry boutique, MicroWeld23 has got you covered.
During the Laser Welding Track, you’ll get two days of in-depth instruction on how to increase profits with a laser welder, restore prongs, shape, polish, and more. You’ll also learn the secrets of laser wire, including what it is, when to use it, and how to get it. Plus, you’ll observe on-site case studies and participate in an open panel
Pulse Arc Welding Track, you’ll undergo a two-day immersive experience that will equip you with the knowledge and skills to maximize profits with a pulse arc welder. You’ll learn how to expertly restore prongs, re-tip, tack, and master other essential welding tasks. The course will provide valuable classroom and hands-on instruction, and you’ll get an opportunity to engage in open panel discussions with other welding professionals.
The Permanent Jewelry Track is perfect for jewelry artists who want to jumpstart their business. You’ll master the techniques of permanent jewelry welding, learn how to close a chain (silver, gold, gold-filled, and more), and understand best practices for pop-ups and mobility. You’ll also learn marketing tips for Instagram, Facebook, and TikTok, inventory tips that will save you money, and how to create a magical customer experience.
Our experienced speakers include Richard Beach, who has more than 20 years of laser welding experience from the bench and will lead the Laser Welding Track. Patrick McMillan has a master’s in metalsmithing and many years of experience as a studio owner. Patrick is the primary instructor for the Pulse Arc Welding Track.
But that’s not all! MicroWeld23 is an all-inclusive training experience at a luxury resort in the mountains. From the time you arrive until the time you depart, you’ll be treated to two days of intense instruction, hands-on practice available 24/7, all meals, a cocktail reception, two nights of deluxe lodging at the Westgate Ski Lodge in Park City, Utah, airport transfers, and official MicroWeld23 apparel.
Register by June 30, 2023, for the early-bird rate and take your welding skills to the next level at MicroWeld23.
By Thane Kennedy
Sunstone’s new electrode sharpening solution, called the Pilot, helps permanent jewelry artists, bench jewelers, and engineers clean and sharpen Orion tungsten electrodes with ease and precision.
The Pilot is the combination of a precise sharpening guide attached to the top of a premium, cordless rotary tool. When an electrode requires cleaning or sharpening, the operator inserts the electrode into a guide slot. With the Pilot at full speed, a diamond grinding wheel enclosed within the sharpening guide cleans and precisely sharpens the electrode to the desired angle. The Pilot saves sharpening time and produces a perfectly sharp- ened electrode.
“The Pilot makes having a clean and sharp electrode an easy and quick thing to do,” said Jonathan Young, CEO at Sunstone. “A clean electrode sharpened at just the right angle always delivers a better weld. With the Pilot, you can sharpen an electrode in seconds and be confident in the results time after time. The Pilot is a true time-saver plus helps you weld with more accuracy and confidence.
For permanent jewelry artists or others who may be less familiar with micro welding, the Pilot makes you a better welder almost immediately.”
The Pilot’s sharpening guide provides a foolproof process to clean and sharpen Orion tungsten electrodes, for either the 1.0 mm or 0.5 mm diameter variants. With only one guiding slot on the guide itself, learning to use the Pilot takes less than a minute.
The Pilot is powered by a 3.6-volt cordless rotary tool with a lithium ion battery, providing many hours of use and easily recharged with a single USB power cable. You can select from three different speeds, although the fastest speed is recommended for best results. A soft, contoured plastic housing provides a comfortable, dependable grip during operation. Measuring less than eight inches in length and two inches in diameter, the Pilot will easily slip into one of your bench drawers, a carrying case for when you’re at an event, or your apron pocket. And its orange housing makes the Pilot easy to find when needed quickly.
What I Like Most
What I like most about the Pilot is how much time it saves when I need to sharpen. Before the Pilot, I had to be keep a close eye on the electrode tip as it hits the diamond grinding wheel. Am I at the right angle? Did I sharpen all sides evenly? Oft times, without the Pilot, I’m grinding an electrode, looking at the results, then grinding again, the looking at the results. With the Pilot, I place the electrode in the guide slot, grind away, and I’m done. That saves a lot of time, provides an expert result, and every weld looks sharp.
The Pilot retails for $75 and is available for purchase online.
By Thane Kennedy
Frankly put, the Orion mPulse is the best permanent jewelry welder available. And for good reason. The mPulse provides all the power a PJ artist will ever need, is safety certified, super simple to use, backed by a two-year warranty, built in the USA, and every customer is supported by an amazing customer service team.
However, the reign of the mPulse among PJ artists is ending soon—in a friendly transfer of the crown.
The all-new Orion PJ, having been designed specifically for permanent jewelry from the ground up, is everything the PJ artist wishes they could change about the mPulse: Better energy control, better cord management, and customized branding capabilities.
Let’s take a closer look at each.
Absolute Perfect Energy Control
The Orion PJ has an energy range that starts at one joule and tops out at 15 joules. The start range is what should catch your attention. For extremely fine chain, being able to dial power down to one joule is much welcomed flexibility. On the high end, 15 joules are more than enough for the typical PJ artist. Hand in hand with the energy range is the much-welcomed energy control you’ll find in the Orion PJ. You’re able to adjust power up or down in half- joule increments, which is a big deal. When four joules may be too much energy for a certain chain, but three joules are not enough, 3.5 joules is probably the perfect amount. Being able to dial your energy to 3.5—you’re going to love that.
Absolute Perfect Cord Management
The Orion PJ stylus cord has two key features you’ll love. First, it comes standard at 36 inches in length, which is six inches longer than what you find on the mPulse. But, more importantly, the stylus cord can be connected to six-foot extender providing as much as nine feet of cord. A longer cord makes anklets and other challenging welds much easier.
The stylus cord, like the power cord, can be completely disconnected from the Orion PJ. Cord management becomes simplified when you can place the cord anywhere you like. Packing the Orion PJ for a pop-up will easier than packing the mPulse.
Absolute Perfect Digital Touchscreen Interface
The energy wheel is gone leaving only two over-sized icons: One for decreasing energy and one for increasing energy. For permanent jewelry welding, changes in energy levels are usually small, meaning you rarely increase or decrease energy by more than five or six joules. The energy wheel, while a great feature for creating or repairing jewelry, has little use in permanent jewelry.
You’ll also find a handy lock icon that prevents inadver- tent energy changes that could harm you or your customers. The Weld On/Weld Off button is another feature that makes the Orion PJ a safe welder for everyone.
Absolute Perfect Branding Options
Let’s be honest: PJ artists really don’t care for Sunstone’s signature orange. While orange is bright, fresh, and energetic, most of the time it doesn’t compliment the PJ artist’s brand. So, we did something about that.
Now you can choose from nine different color back- grounds, from Wild Rose to Ocean Blue, from Spring Sage to Love Pink (see below). You can stick with Sunstone Orange, the default if you like, but you should try the black on black for a bolder look. You have nine back- ground colors to choose from. Surely one of them will fit your look and your mood.
When we added the ability to change the background color, the question was asked, “Can we change the color of the case?” The resounding answer was “No, but...” You will be able to purchase a vinyl cover to wrap the Orion PJ and make it look less industrial and more cute. Visit the Sunstone website to see what designs are available and when, but you’re sure to find something that is cute and fun. If you want to do a custom wrap, we can do that, too.
For the permanent jewelry world, the Orion PJ is walking lock step with the PJ artist. Ideal power control, cord management, and branding make it the number one choice.
But wait! There’s more!
Let’s not forget the Orion PJ is backed by a two-year warranty, has all the necessary safety certifications to keep you and your customers safe, and is supported by the absolute best customer service team. The Orion PJ is argon ready, a perfect match for the new Argon Mini.
By Sarah Brithnee
If you’re new to the permanent jewelry world, you may be wondering what a pop-up is and why you need to know about them. A pop-up is a temporary setup at a physical location such as a boutique, market, or other public space. Some businesses are solely pop-up businesses like food trucks who travel to different locations to operate daily.
There’s nothing new about pop-ups. Businesses have been doing them for years for a variety of reasons like testing the market, brand awareness, and generating sales. When it comes to permanent jewelry, there are a lot of reasons to consider doing pop-ups for your business.
Why Permanent Jewelry Brands Should Consider Pop-Ups
Pop-ups are a great way to test out permanent jewelry in your area. It’s easier to figure out if your brand will succeed in your area and market without the financial commit- ment of signing a lease and having a physical location right away. Business owners are able to run their busi- nesses to see how it goes and then decide later what the best direction is for the long run.
Generating buzz around your brand is also a great reason to do pop-ups. When Essbe does pop-ups, we create social media posts about the pop-up and hope that the location will do the same. We’re able to cross-promote to both of our audiences creating a bigger buzz around the event than if just one of us was posting.
Being set up for a finite amount of time creates a sense of urgency in customers to get permanent jewelry in the moment when they have the chance. This means an increase in sales volume for that short spurt.
Pop-ups can be mutually beneficial for both the business and the host. This is a fine line. If a business is willing to let a permanent jewelry business set up shop in their physical location then it needs to make sense for them as well. After all, they are the ones who are paying rent, util- ities, and staffing their location. There are a variety of ways to make sure everyone benefits. Some of these include popping up at businesses with the same target market, promoting the event on social media, and encouraging customers to shop at both brands during the event.
How to Have a Successful Pop-Up
It seems pretty easy to just show up at a boutique and set up shop, but there’s actually quite a bit that goes into pulling off the perfect pop-up.
Choosing the right businesses to reach out to is key. If the businesses don’t align, the pop-up will not be successful. Permanent jewelry brands should identify their target market and then make a list of businesses with similar or overlap- ping markets. This gives the best chances that customers who come to the host business will be interested in permanent jewelry and the jewelry customers will be excited to shop at the host store.
It’s important to have a display that shows off the branding of your business. That’s why we have two different setups for our permanent jewelry pop-ups — one for markets where we have a 10’x10’ tent and one for businesses that we will only have a table. A pop-up space should be eye-catching to capture the attention of anyone who walks by. This can be accomplished with a variety of items including your chain and charm displays, signage, table cloth, and branded items.
Projecting needed inventory is hard for all business owners, but can be particularly hard for pop-up businesses. The easiest way to calculate the amount of supplies needed is:
AVERAGE TIME TO APPLY PJ x LENGTH OF EVENT = TOTAL NUMBER OF PIECES
TOTAL NUMBER OF PIECES x AVERAGE LENGTH OF PIECE = TOTAL CHAIN FOOTAGE NEEDED
Having extra chain on hand is always a great idea to give customers options and to ensure there’s enough for all of the customers at the event.
Tips and Tricks
Essbe has done countless pop-ups and markets and we’ve learned quite a few things along the way. There’s always a learning curve and although we have a system down at this point, we’re always evolving as we learn more and up our offerings!
Create a Unique Experience for Customers
Permanent jewelry is a unique experience in and of itself, but there are ways to really stand out and make it memorable for customers. This could be anything from unique offerings like custom charms to the way each customer is interacted with. A great customer experience fosters brand loyalty and referrals which is really helpful for long term success in this industry.
Offer an Exclusive Discount or Product
Creating a sense of urgency to close the sale is a tactic that’s been used for decades. This could mean offering a discount if a customer purchases more than 1 piece, a limited edition charm that can only be purchased while supplies last, or a contest to win a prize.
Focus on Building Relationships
A pop-up isn’t only about one business — it’s a collaboration between two brands. Showing gratitude to the host business will go miles in building a long term relationship with them that will help both businesses thrive.
Every customer knows someone else who would probably want permanent jewelry. The person buying a bracelet might own a business that would want to host a pop-up or they might want to host a private party for their friends.
One of the biggest keys to success in business is to build a network and always give more than you take.
And you’ll be surprised by the numbers. It truly pays for itself from day one.
By Brittany Mormann
I make a point of learning something new every day. That’s easy to do because I am chatting with permanent jewelry artists every day, who quite often share a lesson or two they’ve picked up from the last pop-up they did. From those conversations, and from what I see PJ artists purchasing regularly, let me share what I learned about chain fashion in the last year.
Sunstone has garnered a devoted customer base for its line of Orion welders, of course, but also for chain. Among Sunstone’s diverse selection, five chains have emerged as top-sellers: Chloe, Ella, Aria, Paisley, and Charlie. The popularity of these particular designs can be attributed to a combination of factors, including their unique aesthetics, versatility, and personalization options.
The Chloe chain is renowned for its delicate and feminine design. Featuring a series of intertwined links that form a beautiful pattern, this chain appeals to those seeking a subtle yet elegant piece. Its lightweight construction ensures comfort, while the intricate design adds a touch of sophistication to any outfit. The versatility of the Chloe chain allows it to be worn alone or layered with other pieces, making it a favorite among customers who appreciate flexibility and style.
The Ella chain stands out for its timeless appeal and simplicity. Its sleek, understated design features a classic chain link pattern, making it an ideal choice for those who value minimalism and versatility. The Ella chain complements any pendant or charm, allowing wearers to create a customized piece that reflects their personal style. This chain’s adaptability and enduring design have made it a popular choice for customers seeking a staple piece that can be worn for years to come.
The Aria chain is characterized by its unique and eye-catching design, which features a combination of round and oval links that create an intriguing visual effect. This chain has become a favorite among customers who enjoy making a bold statement with their jewelry. The Aria chain offers a balance of elegance and edge, making it suitable for both casual and formal occasions. Its distinctive design sets it apart from other chains, attracting those looking for something that stands out from the crowd.
The Paisley chain is beloved for its intricate, vintage-in- spired design. With a series of ornate links that evoke a sense of nostalgia and romance, this chain appeals to customers who appreciate the charm and character of heirloom jewelry. The Paisley chain’s elaborate pattern lends itself well to special occasions, while its high-quality construction ensures it can be worn and enjoyed for years to come. Its unique aesthetic has captivated customers seeking a piece that combines old-world charm with modern craftsmanship.
The Charlie chain is popular for its bold and unisex design, making it a versatile option for customers of all genders. This chain features thick, sturdy links that exude a sense of strength and durability. The Charlie chain’s modern design has garnered a broad appeal, as it can be easily dressed up or down to suit various styles and occasions. Its popularity stems from its ability to cater to a wide range of preferences and tastes, making it a favorite among customers seeking a versatile and contemporary piece.
In summary, Sunstone’s top five selling chains—Chloe, Ella, Aria, Paisley, and Charlie—have gained popularity due to their unique designs, versatility, and personalization options. Each chain offers a distinct aesthetic that caters to different tastes and styles, ensuring that every customer can find a piece that resonates with them. Sunstone’s commitment to quality and innovation has solidified these chains as top choices for those seeking lasting, meaningful jewelry that reflects their individuality.
By Andy Jensen
Some time ago in a humid junior high school hallway in Houston, Kim Thompson stopped at her locker to chat with friends and grab a book for her next class. The dialog among her friends was timeless; the same topics every teenager knows: Boys, girls, and more of the same. The talk was quick, bouncy, and energetic.
In an instance, the chatter stopped. Friends’ faces became suddenly alarmed. All became focused on someone down the hall. From the end of the hallway Kim could hear the unmistakable tap, tap, tap of military dress shoes. And she knew instantly. Kim’s father was in the house, making a special visit to her school.
Kim’s father served his country for more than twenty-five years in the United States Air Force. He exemplified every trait an Air Force Chief Master Sergeant is: Loyal. Proud. Disciplined. He was built like a monster truck. And he was doing his best to raise his two daughters alone.
Kim was toast for making a slight wardrobe change after leaving the house for school. Chief Master Sergeant Thompson’s special visit to school that day was his way to impress upon his daughter what the Air Force had taught him: Follow orders completely and without question. Such is the life of every father concerned about his daughter’s choice of clothes for the day.
Fast forward many years. Chief Master Sergeant Thompson has been laid to rest at Arlington National Cemetery with full honors and the appreciation of his country. As expected, his love and devotion to his daughters live on by who his daughters have become: Strong, disciplined, and tenacious.
Kim Thompson, with her wife and partner, Kim Mardis, are sole proprietors of EROS Hat Company, a boutique on Main Street in historic Chattanooga, Tennessee, selling custom hats for men and women, vintage denim fashion, and permanent jewelry. The brick-and-mortar location is literally brick and mortar. The red brick and white mortar walls hail from a bygone era of big automobiles and big hair. All along Main Street, retail shops have or are in the process of being restored, making the transformation to restaurants, offices, or retail space.
EROS Hat Company’s décor is a successful example of the principle that less is more. The boutique has a fresh, light air complimented by a faint energetic buzz powered by a rhythmic beat coming from strategically placed speakers. A sofa and cushy chairs welcome you, invite you to sit, relax, and chat. Vintage denim takes up a wall on one side; a row of stunningly classic hats hang on the opposite side. An oversized table takes center stage complimented by an equally oversized chandelier. And—wait for it—a table sits nearby supporting an Orion mPulse permanent jewelry welder, waiting for the next customer. “Permanent jewelry was part of the business plan from day one,” says Kim Thompson. “The connection between custom hats, vintage denim, and permanent jewelry is my customers. When a bride comes in the store with her bridesmaids for hats, matching bracelets just make sense. And a gold bracelet pairs with vintage denim. What we sell is all complimentary and supportive.”
EROS Hat Company’s success comes from being part of the community. The partners’ appreciation for the reception they receive from Chattanooga can’t be overstated, they say. The transformation of Main Street and the excitement that it brings to the city channels energy into the company.
Like the products they sell, Kim and Kim have complimentary skill sets. Kim Thompson, the self-proclaimed military brat, marches to a drummer’s beat and nothing gets in her way. Like her father, she served in the military and then left to fill a medical device sales position with a dental manufacturer. It was there that she honed her sales skills. Kim dreams big and has the work ethic to make dreams come true.
Kim Mardis grew up in Birmingham, Alabama and, like her faith in Southern principles, has a solid education and is a data analyst. She provides the working foundation for the boutique, the launchpad, if you will; no less important than the rocket it just launched. “I’d rather sit here and run the numbers,” she says with a chuckle. “I’ll let Kim do the talking.” Kim Mardis’ role in the company is clear after even a short discussion. Her face lights up as she talks about the company, its customers, and its potential. She is more than just foundational; she is a lighthouse and a beacon at the same time. Whenever her partner has a faltering moment or trouble looms ahead, she’s there with a steadying hand.
How does permanent jewelry and hats work together? “They don’t necessarily work together,” says Kim. “But they are two trendy options that people love. Hats are always in style. Jewelry is always in style. So, I say ‘trendy’ only because more and more people have become interested in them right now. Hats have gained more popularity due to television shows like Yellowstone. Permanent jewelry has picked up steam in the last five years and people are recognizing it, seeing it, and getting excited about it. When we add permanent jewelry, we’re adding another service and creating a unique spin to the experience we provide in Chattanooga.”
The upsell opportunity, says Kim, goes both ways, making the sales opportunity two dimensional. “Whether our customers come in for a hat or permanent jewelry, there’s always an opportunity to talk to them about one or the other. After they get a hat, they’ll ask about the jewelry. Or, after they get a bracelet, they’ll ask about the hats.”
EROS’ boutique draws people off the street and through social media. But the company is active in meeting the community wherever the community may be. Kim explains the company frequently partners with a clothing boutique across town for special occasions. It also is developing a standing pop-up opportunity with one of the hotels, meaning that every Saturday afternoon EROS Hat Company is in the lobby offering its services. Social media, Kim explains, is also a big part of their marketing efforts, as well.
And what about competition? “When I hear people say they are concerned about saturation, I don’t allow myself to be concerned about what anyone else is doing,” Kim says. “I keep my nose to the grindstone and focus on what I’m bringing, the experience I’m bringing, the quality I’m bringing. And I love to share the analogy of walking down the paper towel aisle of the grocery store. There are dozens of brands to choose from, but we all have our favorite and that’s the one that we grab. Even though someone may be offering something that looks like you, at the end of the day you’re the secret sauce. You’re the reason why someone will choose you and come back to you.
“I welcome healthy competition, or collaboration as I call it. I see all my cohorts in the industry as collaborators, rather than competition. I don’t have what you have, and you don’t have what I have. We help each other be best in the business in our respective areas.”
“I love permanent jewelry because often times its wrapped up in a memory,” Kim says after taking time to ponder the question: Why do you love permanent jewelry? “Jewelry is very personal. There’s always a memory attached to jewelry, which makes it very special.”
“Entrepreneurship can be very, very lonely,” says Kim. “Making connections with others in the community feels less lonely. You must make connections with others in your community, being able to share with people who are experiencing the same things you are. Events like PJX (the Permanent Jewelry Expo) are critical to continuing education and networking.”
“Every December Chattanooga has a festival called Main x 24, and the community has embraced EROS Hat Company,” says Kim. “I love introducing new experiences to people, and permanent jewelry and hats are new to Chattanooga.”
Permanent jewelry for us is not a side hustle, it’s not an afterthought, it’s not something we tinker with on the weekends,” Kim says. “It’s a big part of our company.” Like all jewelry, EROS Hat Company is confident there will always be demand for permanent jewelry and they’ve doubled down on that bet with a striking retail presence.
Kim feels strongly that repeat customers are the gem to the business. Most of her clients will eventually get a stack, whether on the first appointment or the second appointment. And price? “Not everyone is going to be the right client for me, but the right clients for me will find me because they will find value in what I’m offering versus what someone else may be offering,” she says.
“Who would buy a $500 hat?” Kim asks. “People are spending $500 on a hat every day. So why shouldn’t that be with me? There will be people who come in and say, ‘that’s too much’, but that person isn’t your client. Concentrate on the next person.”
EROS Hat Company carefully researched permanent jewelry welder options. In the end, they chose the Orion mPulse welder for the customer service behind the welder. “I was having welding difficulties at 11:00 pm on a Saturday,” Kim recalls. “I was able to contact the presi- dent of the company through Facebook Messenger, believe it or not. In a matter of minutes, I was talking to a customer service rep who helped me get on my way. What other company would do that?”
Starting a business is a tough road for anyone. For EROS Hat Company, whose partners are women of color and married to each other, the obstacles to success are compounded greatly. Yet, they more than persevere. They are growing and succeeding.
Every entrepreneur can see a life lesson in the EROS Hat Company story, that the difference between failure and success is a simple measure of determination. And one other key ingredient.
“Tenacity,” Kim responds immediately when asked how she and her partner move forward. The path to success is one bump after another, keeping the faith, staying true to what you believe in, one day at a time.