Jewelry has a way of telling a story of its own and a story of its owner. When Stella Simona worked at a record label, she saw the subtle power of jewelry up close. Artists would put something on—a necklace, earrings, bangles—and suddenly their audience knew what they were about before they even opened their mouths. But Simona could never find jewelry that could voice the message she wanted to put out into the world. So when it became obvious that she would have to create her own line, she knew exactly what it had to say.
Haati Chai, the heirloom jewelry line Simona founded in 2011, sang about her desire to blend Eastern and Western influences into timeless pieces. It proclaimed the beauty of women’s bodies by hugging curves and highlighting details. And most importantly, it spoke to Simona’s perspective as a woman of color, and her desire to create a successful jewelry line to represent herself and her peers. If jewelry tells a story, then there’s so many stories left unsaid by the women who haven’t had enough opportunities to wear them.
Besides Haati Chai, Simona is also the co-designer of its sister line, Amarilo, and founder of a lifestyle blog, Chai Time (oh, and the mom of two just launched a YouTube channel too). With these platforms, she’s able to build on the power of Haati Chai, and create an immersive experience that celebrates her South Asian culture and her unique eye for fashion. If Haati Chai catches people’s attention, then Simona will make sure that they focus on a personal story that’s worth remembering.
How did you make your first dollar and what did that job teach you that still applies today?
My first job was in retail at Guess in the mall. This job taught me the importance of customer service. Paying close attention to your customers will always get you the bigger sale and future business because they appreciate you valuing them!
Take us back to the beginning—what was the lightbulb moment for your business and what inspired you to pursue this path?
I always felt that what I was looking for in jewelry did not exist. While working in artist development at a record label, we’d be putting together treatments and I kept feeling like something was missing. Musicians in particular have such an eclectic style, and I felt that the accessories would really offer an extension of their personality through images. I then took matters into my own hands and began designing jewelry from scratch, and Haati Chai was born.
How are you making a difference and pushing your industry forward?
From the start, our brands have been a reflection of ourselves. Although we are a for-profit company, our brands have always been very personal. The foundation of our company has always centered around understanding and catering to our consumer—which, essentially, is also us. Representation and diversity in the jewelry industry is still a big issue, to the extent that I don’t know any other founders running big brands who are minority women.
Entrepreneurship is all about taking calculated risks. What’s the most pivotal risk you’ve taken, and how did it change your path?
When we launched, the thing to do in the industry was to create “set collections” that launched at specific times of the year, and relying strongly on retailers for success. After a year or two of trying to fit ourselves into this structure, we made the strategic decision to focus on launching pieces when we wanted using mostly direct-to-consumer campaigns. This allowed us to listen closely to our consumers and cater to their demands in a better timeline, which resulted in business growth.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
My co-founder Ali and I believe that everything happens for a reason. We have always wanted to contribute to a much bigger picture. For us, success is not just about selling beautiful jewelry, but it’s also about building a strong community where everyone feels welcomed and supported. We began working more on the charity components of our brands this year. For example, on the 15th of every month, both brands donate 100% of profits to a charity dedicated towards the BLM movement.
Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams?
We are all human, and doubting yourself throughout any process is a part of the process. However, I would say my confidence will always supersede the parts of myself that lack confidence. As an artist and entrepreneur, I know myself and my business best. I am good at what I do, and I know my purpose. You are an expert at what you have dedicated yourself to, and this is so important to remember.
When you separate yourself from your job title and the bells and whistles of your business or career, who are you and what do you like to do?
My life is usually so hectic. On my days off, I do the very least. I am a wife, a mama of two human baby boys, and two fur baby boys. I enjoy a simple life with my family. I indulge in a lot of relaxing beauty rituals, and I spend countless hours gardening with my oldest son. I am also a big foodie who loves enjoying good meals.
How have you remained true and authentic to who you are and what advice can you share for women who are struggling with that?
I never give advice I haven’t tried myself.
What is your number one piece of financial advice for any new entrepreneur and why?
Make sure you dedicate time to understanding your cash flow and how you can optimize your spending to get a better return. Get a good accountant and/or financial advisor. Position yourself as best you can to take the fewest blows. I actually learned this side of my business the hard way, and I’m honestly still learning a lot as I go.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
Failure is a part of entrepreneurship. Perspective is everything, and so it’s best to try and understand that experiences like this are to teach you how to position yourself for future growth. I realized this quickly, and proceed in my business with this mantra in mind.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
Representation matters. Feeling heard and seen matters. Growing up as a first-generation American, I never felt like I fit in fully with my native culture or my American culture. Growing up, I wish I had someone who could have shown me that every story is unique, because that in itself is incredibly beautiful. I am doing this for all of the young boys and girls who need to see themselves in someone like me to understand that their ideas are possible. And as a mother, my sons are my biggest inspiration.
What's the one productivity tip or work hack that truly changed your life?
Do not overwork yourself. Take breaks as much as you need. Recharge. Listen to your body. In order to be productive, balance is key.
What is the #1 book you always recommend and why?
For entrepreneurs I recommend The Servant by James C. Hunter. It's an incredible book about leadership. I have committed to reading this book at least once a year.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
Don’t do everything. Pace yourself, and cut out what is absolutely not necessary.
Fill in the blanks:
When I feel fear, I…
Think of the future and what is to come.
To be successful, you need to be…
Grateful for where you are, and what you have learned thus far.
If there were more hours in the day, I would…
Sleep more.
The three qualities that got me to where I am today are…
I’m optimistic, passionate, and determined.
The change I’d like to see in my industry is…
More representation, more transparency behind the materials of products, more gender equality, and more access to venture capital in the jewelry sector.
