When Michelle Crumback, my personal friend, client and an all-round beacon of resilience and tenacity in the jewelry industry, graced our studio, she brought with her a treasure trove of insights that shimmer just as brightly as her exquisite diamond pieces. Her tale of transformation from a fledgling jewelry enthusiast from Florida to an independent jewelry consultant and diamond broker in Michigan epitomizes the fortitude required to succeed in the entrepreneurial world, and she's here to share her secrets. Join us as she recounts the pivotal moments where personal growth was as crucial as the finest cut diamond, and teaches us how a business model rooted in deep client relationships is the true jewel in her crown.
Throughout our conversation, Michelle unravels the threads of her personal narrative, demonstrating how every setback was a setup for a comeback, inspiring you to apply this philosophy to your own challenges. Her approach to selling jewelry is as unique as her designs, showing us how the artistry of jewelry is not just in the craft, but also in the connections it fosters. From empowering men to find the perfect gift for their partners to guiding couples through the maze of engagement ring shopping, Michelle’s personalized service shines a spotlight on the elegance of understanding and trust. Tune in for a session that sparkles with wisdom and learn why Michelle Crumback is a gem in her field.
When Michelle Crumback, my personal friend, client and an all-round beacon of resilience and tenacity in the jewelry industry, graced our studio, she brought with her a treasure trove of insights that shimmer just as brightly as her exquisite diamond pieces. Her tale of transformation from a fledgling jewelry enthusiast from Florida to an independent jewelry consultant and diamond broker in Michigan epitomizes the fortitude required to succeed in the entrepreneurial world, and she's here to share her secrets. Join us as she recounts the pivotal moments where personal growth was as crucial as the finest cut diamond, and teaches us how a business model rooted in deep client relationships is the true jewel in her crown.
Throughout our conversation, Michelle unravels the threads of her personal narrative, demonstrating how every setback was a setup for a comeback, inspiring you to apply this philosophy to your own challenges. Her approach to selling jewelry is as unique as her designs, showing us how the artistry of jewelry is not just in the craft, but also in the connections it fosters. From empowering men to find the perfect gift for their partners to guiding couples through the maze of engagement ring shopping, Michelle’s personalized service shines a spotlight on the elegance of understanding and trust. Tune in for a session that sparkles with wisdom and learn why Michelle Crumback is a gem in her field.
Hey, welcome back. Today we have Michelle with Michelle Crumback Jewelry. Michelle is a personal friend. She's a client and an amazing business person. You'll hear her story how she got started in the business, how she's grown her business to be so successful here. And you know she's an independent jewelry consultant, slash diamond broker. She meets people one on one. Whether you're spending30,000 or $300,000, she is the person for you. So enjoy her story and I hope you love it as much as I did. Hey, welcome back. Today we have Michelle Karmack with Michelle Karmack Jewelry. We're going to hear a little bit about her business journey, what she does, what's unique about that and some of the ups and downs she's had over her career. And so today, welcome, michelle. We appreciate you coming in. Thank you.
Speaker 1:And your beautiful bright pink.
Speaker 2:Oh, thank you. I love it. I'm ready for summer.
Speaker 1:Yes, me too Like everyone else For sure, yeah, let's get started real, real quickly with what's the quick overview of your business that you do now.
Speaker 2:Sure, I've been in the industry for 36 years in the fine jewelry industry. I own a fine jewelry boutique business, so we streamline the buying process for the client, and I've spent half my career working retail and high-end independent stores and the other half I'm working personally with clients at a home office.
Speaker 1:Okay, so you know, let's take us back to the beginning. You know flashbacks to you know 22 years old 22-year-old Michelle. Where were you at, and what was life like for you then? Sure.
Speaker 2:Well, I was in college, struggling, trying to figure things out. My parents declared bankruptcy so I was basically homeless and looking for a full-time job and my dad always told me that I'd be good in sales, good with people, and walked into an unpretentious little jewelry store in Howell, michigan, and I didn't know the difference between carrot gold content and carrot diamond weight. And the owner of the store threw me the keys to the store on my second day and said I'll be on the golf course. Here's my phone number. Remember those big suitcase cell phones that were here? Oh, yeah, course. Here's my phone number. Remember those big suitcase cell phones that were here and said if you need me, call me and throw everything in the safe at the end of the day and lock up the store. So, 36 years later, here I am.
Speaker 1:That's just crazy to me, and so you know. You've told me the story before. You were pretty new to Howell in Michigan. Right mean you? You weren't you. You grew up in Florida yes, so we moved.
Speaker 2:Um was born in Howell, moved to Florida in fifth grade right after fifth grade, okay and then went through high school and then a couple years of college down there and so when you came back now, did you have a lot of friends and family here? No, I didn't have. I had a few relatives that I knew briefly and rented a bedroom in a basement. Okay, and that's how it started, yeah, yeah.
Speaker 1:So how'd you come to even work for that to apply at that jewelry store?
Speaker 2:I walked in, they were looking for a full-time sales position for $5 an hour. Uh, walked in there and he gave me the job on the spot and then took me in the back of the room and said, handed me a watch and said, here, sell this to me. And I said, uh, I don't know how to do that. Yeah, and he said tell me what you see. So then, um, so then I was able to romance the watch and tell them what I saw. But the most important piece was, for me, is product knowledge is wonderful, and I educate all my clients as to what they're buying, but really I'm more interested in who I'm selling it to and who's going to receive it and why.
Speaker 1:The story behind each piece matters to me and that's what stood out, you know, in our interactions. Um, it's caring and that's that story. It's really like finding a need and filling that yes and um. So in order to do that, you actually have to get to know the person a little bit yes so you started there. How long did you stay in that location?
Speaker 2:five years five years yeah, and then I moved to grand rapids and went to work for a high-end independent jeweler here, okay, and worked 100 commission in my early 20s and learned, uh, right away, uh, what it's like to really work hard and work for the client and because you needed all that repetitive business to come back, all the referral business to come back, so you could pay your bills. But it became a lot more than that for me personally. I made a lot of friends. You know they walk in as a client and they leave as a friend, and that's the most important part about business for me, sure, yeah, I think that's super valuable.
Speaker 1:It's kind of how I've looked at my business the same. It's like I don't know you want to do people. Do business with people that are friends and they're friendly, and and I think it just creates a deeper connection.
Speaker 2:For sure, 100%.
Speaker 1:So did you have a lot of pressure there, like 100% sales, 100% commission? It's not always for everybody.
Speaker 2:It isn't. You have to have thick skin for that.
Speaker 1:For sure.
Speaker 2:And I was the only one working there at the time that was working for money, that needed money. The rest of the women were retired and their husbands were very successful and they were working for the discounts, basically, and to get out of the house. So, um, one fun story a gentleman pulled up um, he was a farmer and when he walked into the store it wasn't my turn to to help him, but all of the other salespeople scattered because they didn't want to help him and I just walked up there as bubbly as can be and was just happy to meet him, get to know him and he pulled six thousand dollars cash out of his boot and um paid for a piece of jewelry that took him three minutes to decide that he wanted to buy it. But he said he went to three other stores in grand rapids and no one would pay attention to him. They treated him horribly.
Speaker 2:So that was a lesson early in my career, yeah, that you know how important it is to treat everybody equally, regardless of what, how much money you think they have, or where they've been, or you know. Um, that was an important lesson that I learned I was. How old was I at that time?
Speaker 1:probably 26, oh yeah that's great to learn early yeah, but when you come from you know no silver spoons and you come from hard, harder life early on. Um, I think that really translates into hey treating people. I agree, um, like you want to be treated right, absolutely understand that a little deeper level maybe.
Speaker 2:And that never goes away, does it no?
Speaker 1:no, no, We've had conversations on here with others in the same situation. It's like, yeah, but, but moving away? You know sort of a little bit off track here, but moving away can sometimes make you look at the world differently as well. Right, Really expands things. So you see a lot of different things. I think having their experience in Florida and Howell, then back in Grand Rapids it really kind of expands how you relate to people.
Speaker 2:It did, and I was blessed too. In my early 20s, not really knowing the industry that well, I was able to go to one of the largest jewelry shows in the country at the time in New York city and and that was a lot of fun too. And getting to know the business owners of some of the largest manufacturers in the United States was a wonderful opportunity for a young person in my career. So I've been very blessed all the way around.
Speaker 1:So did you have to ask for that?
Speaker 2:No, they asked me to go. Okay, nice yeah.
Speaker 1:Yeah, expanding. You know some of the things we talk about here. You know, in that business journey entrepreneurship is. You know it's self-educating and kind of understanding not only your client but your market and your products. So super valuable. And that's just a foundation to build on.
Speaker 2:Yes, but I did ask for quite a bit, and that's the one thing that I'd like to share with our four kids who are in the mid-20s all the young people. If you have a dream or a desire to do something that you are intimidated to do, just go for it. What do you have to lose? Make the ask. You know, that's one thing I did early in my career. Our manager left at the independent high-end jewelry store. I was working at the time and I asked for that position because I wanted to learn every area of the store, and they gave it to me so. But if I wouldn't have asked, I probably would have been overlooked because there were other people that had more experience than I did. So that was another valuable lesson.
Speaker 1:So it sounds like everything was just pretty much roses once you started.
Speaker 2:I don't know about that.
Speaker 1:So what kind of things? No, I'm absolutely certain it wasn't. But what kind of things? No, I'm absolutely certain it wasn't. But what kind of things did you struggle with? You know, whether internally or with clients, or things that you kind of had to learn or work through?
Speaker 2:Well, when I first decided to go out on my own and start my own business, it was prior to 2007, and I had asked an accountant, ran some things past him and he said if I were you, I wouldn't do that. And I asked a few other people and they said no, I don't know, I don't think I'd do it. I didn't anyways, and I was so glad I did. I was able to be a stay-at-home mom and work from home, and what I learned through that as well is just be careful. Who you ask. You know you're still. You know you have an internal wisdom. You know sometimes that is, it's wonderful, pay attention. And so that's what I did, and that's when I thought, wow, I really enjoy having people come to my home and getting to know them and without the brick and mortar I can save them money and educate them, and it kind of takes the pressure off.
Speaker 2:I think that when men walk into a jewelry store, regardless of how much money you have to spend, it can be intimidating. You don't know what you're buying. You know the salesperson may ask you what your budget is and you know if it's 30,000, you might not want everyone to hear that. If it's $30, you might not want everyone to hear that, you know, so it kind of takes the pressure off of that. Yeah, it's. It's wonderful for the client and wonderful for me too, because I can just kind of, you know, help them all the way through so they feel comfortable with what they're buying, and then I get to know why they're buying it, which is, again, that's my favorite part is the story behind each piece.
Speaker 1:Yeah, so you've kind of jumped in here, like I think I've heard a couple of things One, the ability to stay from home to the ability to get to know your clients at a deeper level and serve them in a different way. Yes, Is that really the main reason that you decided to go independent, or is there something else?
Speaker 2:Well, I wanted to be, I wanted to stay home with my kids and I still needed an income. Yeah, so that's why. That's why I did it initially, and I was very fortunate because I managed independent retail stores, so I had befriended the owners of the manufacturing lines, jewelry lines so I was able, on a handshake back in the day when you could do business with a handshake. That's how I was able to get product and and so I could service my clients.
Speaker 1:So what does that look like? What's a manufacturer? Designer, manufacturer? I don't think a lot of people understand how jewelry is made, or especially custom pieces and different lines.
Speaker 2:A manufacturer is a manufacturer that manufactures fine jewelry of all different kinds, and then there's diamond wholesalers, separate from the manufacturer. Then there's a design team that I have works for me that does all my custom jewelry.
Speaker 1:so there's really three different avenues of where we get our product okay, yeah, so you're matching up, for instance, say, a gold ring, so you're matching up the designer of the ring itself, and then you have the diamond wholesaler and so you're working with that, and then you have, um, or you have a standard, you know kind of ring line, and then you have a custom. You know they can tweak it, make some changes modify.
Speaker 2:If you send me a picture of something that you like and we can make modifications to that, okay and custom design something unique and special, yeah, great so you've been, and how long have you been independent? I've been in the industry 36 years, half of that I worked retail. The other half has been independent okay.
Speaker 1:So if somebody else like you've mentioned for um, you know your kids and young people I've heard this recently from gary v has said the same thing hey, spend your 20s going after whatever you want to go after, chase it. You can fail, it doesn't matter, you're not, you know you're moving forward and you're learning from that. So I mean I think it's great advice. Personally, I've seen a lot of the young people, at least in my spheres um, not everybody, because I've seen some that are just getting after it, which I super admire, but some, so many, are very to failure, or what other people will think of them?
Speaker 2:Yes.
Speaker 1:Like, hey, if they try something, they only did it for six months or a year. Now they're moving on to something else, but that's the time to do it.
Speaker 2:Right, it is, and I think you have to be prepared as an entrepreneur. You have to be prepared to fail. I mean, you're going to, you have to. That's just part of it, and so, and really, what? What I think is failing is not trying. I mean, if you, if you have a bad spend on something I mean I heard of a young lady one time to do all of my Instagram and marketing and it was a bad spend. You know, it was $800 a month for three months. I was committed and it was a bad spend. So you have to be prepared to make decisions that you're going to have to learn the hard way and then other times you're going to nail it, so, um, but you have to have that mindset and not be afraid of that.
Speaker 1:That's just an opportunity to learn and grow. So how do you think you came up with that mindset? How'd you develop that? Um self-education books.
Speaker 2:Um audio yeah, um, I learned early on because I was homeless at 18 um, that I was going to spend my time with intelligent people that were smarter than I was right, so, um, I've. I learned, probably from my father at a young age you need to know your strengths and weaknesses for all things at a young age in business, in relationships. So I self-diagnosed and asked people that knew me what my strengths and weaknesses were, and then I went from there. So I knew what my weaknesses were, so I would spend time with people that were stronger in those areas, and then I spent time with people that were strong encouragers. So if they could see the strength in you, they would water it, you know, and, um, and that served me well and I think that's the same principle today and I think it will always be that way. So, um, but you can't be afraid to admit that where your weaknesses are as well, and I was never afraid of that at all no, that's great.
Speaker 1:I I think that's super valuable. Um, I had a thought there and I forgot I can relate to that what it is yeah, um, surrounding yourself with good people like that's just. You know it's. Your mom and dad said you need to hang out with a better crowd. You know from being a little kid you could have been and the kids are getting in trouble. Or you can bend with the smart kids.
Speaker 1:You can be wherever you choose yes um, and I think you know they often. Another quote your net worth is your network and who you're hanging out with you're the average five people you surround yourself with and just yeah, and don't be afraid to ask questions.
Speaker 2:I think early on I was a little intimidated If I ask this question, they're going to realize that I don't have the answer. Well, that's the whole point, you know, and people very successful, strong, independent business people are more than willing to share how they got where they got. I mean, you know, I mean there's a story behind each one and there's valuable lessons to learn from, and I think that those people are more than willing to to share their story and encourage you and help you that way. So I would always say ask a lot of, do not don't ever be intimidated to ask questions. That was valuable.
Speaker 1:Oh, absolutely yeah, because you're going to always not know the answer. Otherwise, right, yeah, always ask questions, you'll just look far more foolish. I always recommend I mentor a few people and it's always just ask away Right and ask again if you forget.
Speaker 2:It's okay.
Speaker 1:Yeah, if you can get through that that. You know. I call it the ego being in the way by not asking right or just trying to work it through yourself. You'll just get so much farther, so much faster. I agree 100 so any you know, habits, routines that you kind of um you found helpful over the years.
Speaker 2:I do a lot of reading, yeah, so I do, um, like you, a lot of, uh, entrepreneurial books, uh, anything that will just encourage you to take the next step. Why not you? What was the one? Um, jim Rohn, yeah, remember that back in the day. Yeah, oh yeah, Jim Rohn, jim Rohn, remember that back in the day? Yeah, jim Rohn, jim Rohn, he's still. His podcasts are just still so encouraging and wise, so why not you?
Speaker 2:It takes one person to make a difference. Why not you? And what if you go like I did? You know, I started a new business model for me that would work really well for me and my clients and putting them first. And what does that look like? So, when I started that, I didn't know anybody who was doing it. So, just the courage to put your dreams and your desires in motion. And I didn't have any financial help either. You know, a lot of young people are so blessed to have family and college, education and money and parents. I didn't have any of that. It was. You need to figure this out, and um, and so I did.
Speaker 1:So let's get into that a little bit. How did that start? So your first clients you went out on your own. You actually, I mean, did you reach out to prior clients that you worked with in retail? You know how did you get started?
Speaker 2:So my husband at the time he worked for a large national food brokerage company and so and he was in sales, regional sales, so he had a lot of contacts and um, so that's kind of how it started. I learned early on I was going to start. Well, this is a trial and error thing that happened to me early in my career. I, um, I would get, let's say, 500,000, which really isn't a lot of money in jewelry, and I'd have a briefcase and I would have a party and invite all of these women and have hors d'oeuvres and um cocktails and all the things. And what I realized is most women are not going to spend more than $150 unless they check with her husband. So then I knew I need to figure out how I can get closer to the men and so I befriended the women which I just love, women anyways and kind of got their style, their heart. I asked a lot of questions about what they were wearing, what they did when they got their engagement ring, just got to know them. And then when we would go to work events, then I would talk to the husband and I said you know, I think she'd love a pair of diamond earrings. She doesn't have that in her jewelry portfolio and, um, she mentioned that she really liked mine. So if, if you're ever thinking about it, give me a call and I'll, I'll set you up. So that's how I you know. That's how I learned that I needed to um you, to get to know the women and then talk to the men and say so. That's really my business model too.
Speaker 2:I have a lot. I have 150 new engagement clients annually now. That's all referral-based business, but I still I just think it's wonderful when you get to know a woman and know what her jewelry portfolio is and what she wants. Maybe she has been married for 30 years and she would love to have her ring refreshed. She doesn't know how her husband would feel about that. So then I can just kind of stand in the gap and kind of feel both of them out and make some soft suggestions. So I do a lot of that prospecting with how I can interject in, help in some way, shape or form.
Speaker 2:Oftentimes it's a state jewelry. You know the parent just died and they don't know what's real and what isn't. You know, I might spend two or three hours trying to help someone go through all of that and that's. That's an emotional two or three hours. You know it's tough and but it's wonderful at the same time and I'm able to help them and educate them and um and not charge for my time. I know a few jewelers here in town charge 200 an hour for that. You know I don't do that yeah, I think it's.
Speaker 1:I mean, I don't know anybody else that does what you do in the way that you do it to me. It's. It's a really cool niche market and I think there is a lot of, as a man, like uncertainty with what my wife would want for jewelry. It's, you know, you kind of want it to be a surprise sometimes, um, but you also want it to be what they like, because they'd hate and I think that keeps people from you know, buying jewelry sometimes because you don't have any idea and you don't want to make the wrong mistake, and I wish I would have had this one if you, if you got me this and like, when it's jewelry you don't, it's not like it's easy to take back, at least in my mind, yeah, um, that's a really good point and I'm um see, that's what I like to do, because I sometimes I just have to tell um the men you just have to trust me with this.
Speaker 2:Now you trust me, I'm telling you she is going to love this and it's going to fit right in with her everyday life. You know um, some of the women that do a lot of black tie events, you know um they're, they might like different pieces to put on for those things. I mean, just every family husband, wife is just unique situation and I like to figure that out. Help them figure it out, for sure.
Speaker 1:So I think that you know, I guess that's from a business side. It's another tailored lessons, Like you're yes, you're tailoring everything to exactly what your client wants, um, based on all kinds of information gathering. So I think, I think that's, you know, kind of riches and the niches comes back and you're not you're necessarily rich or anything but the.
Speaker 1:The value um in terms of the riches is really so much value in that I think um getting to know and you're bringing a unique skill set like. There's not that many people um that have the depth of knowledge and the personal um personal interaction and can dig deep. It's just every time you've met people we had a little um shindig here, yes, a while back and it's just like you kind of get to the point pretty quickly but also in a casual way.
Speaker 2:So it's just like you kind of get to the point pretty quickly, but also in a casual way, so it's non-threatening.
Speaker 1:Yes, I don't know.
Speaker 2:That's what I try to do. Yeah, yeah for sure. And you know. Another thing is you know, the 20s and 30s buying engagement rings is it's important to me, because I didn't have anyone help me do this when I was in my 20s is to maximize their spending. That's very important to me. So if they have $7,000 to spend, I will save them more than I make every time and I'm going to maximize every penny and educate them along the way, and I try to think of absolutely everything so they can enjoy the process. So they're not shouldn't be a nervous experience. It should be so much fun. They're just about ready to embark on one of the most incredible seasons of their life. So I, of course there's a jewelry box. I have a jewelry pouch in case they're going to propose on the beach and he needs to put the ring in his pocket. She doesn't know what's in there. Jewelry cleaner appraisal for insurance purposes.
Speaker 2:I mean just a nice beautiful presentation. And you know, if the ring he says I don't know a ring size, well, I have these really nice sizing wraps that I can put. I give to him, say, put this in your pocket when you propose it's too big, we'll just wrap it around and then we'll size it later. So I just try to think of everything so they can just enjoy the process, which, um, and they do enjoy the process too. They always say you know, you've made it easy for me. This has been wonderful that's my goal.
Speaker 1:That's awesome. I had none of that I. When I proposed 25 years ago you know I was in California I went to the jewelry district. They helped, had a great gal helped me pick something out, but I did not like all the little things like that, like the ring size and, um, the pouch, like there's just so many of the little details yes. I didn't have and I was, it was. It's a super nervous time for the yeah, it is the guy, it is um, and you don't want to make mistake.
Speaker 1:Um, right, it's the most. You don't know how to fix it either. Right, I know.
Speaker 2:And now with cell phones and social media. So I can, like people our age, when you say I want to buy her a diamond tennis bracelet, but I kind of don't know what style, I can go on and look and see what does she wear every day, you know, what does her lifestyle look like, and then give you three or four suggestions. I think she'd really like this, this and this. And then, for um, the younger generation, you know, for engagement rings, they basically have pictures. They've discussed this through and through. So, um, you know, and then if they have questions from there, we can go from there and do some modifications and everything. But there's a nice base to start from and I think it's a benefit for the guys too, because you're not leading blindly right? So when you went in, you didn't have a picture of what you wanted. No, nothing.
Speaker 1:There's no social media, there's no pictures.
Speaker 2:Right, you had a verbal description perhaps, and that was about it. So it's a little easier in that respect today as well. Plus our um, you know we work with a lot of kid kid imaging now. So the design teams, you know we can create a beautiful piece and do the modifications. I can do that on my end before I present the renderings the client to approve um, so that's wonderful. Back in the day when I started the jeweler bench, jeweler had to sit down with a big block of wax and a verbal description or a hand sketch, which wasn't very good, and sometimes you'd have to do three or four different models in wax form, which could take a month before you land on what she wanted. So everything's a little bit easier today when it comes to custom design.
Speaker 1:Yeah, that's crazy. Yeah, I just don't know any people doing that, though, like to that level, so anyway, so I think we can probably wrap up here Okay, you know, how can people find you? I guess that's what's the best way for people to reach out.
Speaker 2:Sure, I have a website, michellecrumbackjewelrycom, and I also have Instagram, michelle crumback jewelrycom. Um, and I also have instagram, michelle crumback jewelry facebook. I mean, if you just type in my first and last name, it'll all come up and, um, I always tell everyone my phone number's in there. Don't be afraid just to text me, open the conversation, ask me some questions. I'm going to ask you some questions and, um, we'll make friends and go from there awesome.
Speaker 1:Well, appreciate you coming in. Thank Thank you for having me Great.
Speaker 2:Thank you, thanks Thanks.
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