Today we’d like to introduce you to Aneth Lusardi.
Aneth, we appreciate you taking the time to share your story with us today. Where does your story begin?
When my oldest daughter left for college, and my youngest was halfway through high school, I found myself at a crossroads. After years of raising my girls and dedicating much of myself to motherhood, I knew I was entering a new season of my life. I kept asking myself, “what’s next?”, and with that question came a very simple answer: create. I decided to make jewelry, right from my living room, and that’s pretty much how Grain of Sand (GOS) was born: myself, the desire to create, and a passion for sharing my designs with others. Through the early years, I hosted several trunk shows right in my home, inviting almost everyone I knew, and with time, I established a loyal clientele through friends, family, and word of mouth.
It may come as a surprise, but GOS actually began as primarily wholesale. For the first 6 years, the majority of my clients were a diverse blend of local, national, and international boutique owners who would place wholesale orders for their businesses year-round.
Fast forward to 2020, and as businesses around the world began closing at the height of COVID-19, my wholesale orders started getting canceled left and right. As I received yet another cancelation, I found myself at a crossroads. I could either close my business as well and wait until things started picking back up, or find another avenue for my business to continue growing. I started making jewelry pieces that I knew people would still want to wear even during quarantine and called the collection “Essentials”. Then, I decided to transition my business plan to one of retail and began selling directly to the consumer via Instagram. I opened up a GOS business account, began snapping photos, added plain text with the price, and tapped “post”. Unexpectedly, my brand began growing online, and by the end of 2020, I opened my first retail storefront almost 3 times the size of my wholesale showroom.
The decision to expand into the retail space, although daunting, allowed GOS to grow, reach a diverse audience, and be loved by so many customers, both in Miami and throughout the country. I think when faced with that “fight or flight” scenario, I chose the former. I pressed on, without overthinking, and showed up everyday because I believed in my business and what it could offer. My decision to pivot my business structure ultimately led me to where I am today, requiring perseverance, faith, and hard work to see it through.
Alongside my small team of women, I have since moved into a larger 1800 sq. foot storefront in Miami, FL and have expanded my services to both wholesale and retail, while also venturing into the digital space and expansion of the online business through the launch of our website.
We’ve had the opportunity of being featured in local Miami newspapers/magazines, Miami SWIM WEEK, and NBC’s The Today Show, and we know this is only the beginning!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I’m a firm believer that the things worth having and accomplishing will bring their respective challenges, Like we’ve all heard, nothing worth having comes easily. These challenges are meant to help us grow, evolve, and become better versions of ourselves, and I think any entrepreneur reading this can relate to the fact that owning your own business is a full-time job. You have 0 days off. Even if you are not physically at work, your mind, your emotions—they’re invested in the journey you’ve embarked on.
The global pandemic, as I had mentioned previously, was definitely one of those “fight or flight” moments that reset the entire trajectory of my business. I believe its those pressure points, when you have no other choice but to find a way forward, that really test your resilience.
When you’ve been in a specific industry for a long time, you can experience that tug-of-war, that push and pull between playing it safe or taking risks. I would say this is an ongoing challenge I continue to face and overcome, with my new designs, collections, events, creative direction, and so on. Learning to find that balance between staying true to my brand and GOS’ core pillars, while also being adventurous within the fashion space—it’s a beautiful dance.
Through the challenges, I have learned one big thing: don’t compare yourself to anyone. The minute you begin to look next to you, you start to lose focus on what’s in front of you. My progress is not their progress, and my pace is not their pace. We all have different races to run. Some might be running a marathon and others might be running a 400 meter dash. If I know one thing, it’s that both races are run at completely different paces. Comparison is the thief of joy and will immediately begin to make you feel like you aren’t doing enough, which is a lie. There is room for everyone in this space, and we all have traits and qualities that make us different, and we must embrace them.
Can you tell our readers more about what you do and what you think sets you apart from others?
As the founder and jewelry designer of Grain of Sand, creating for me is part of my daily routine. Even if I’m not physically in my office, in-store, or in front of my workshop handmaking my pieces, I find myself mentally creating the next design and putting together looks to execute those designs.
Designing the jewelry is my favorite thing to do, especially when I design pieces that are versatile and can be worn multiple ways. Because our jewelry is handcrafted, we don’t mass produce anything. All of our pieces are released in limited quantities, and once we sell out, we move on to creating the next design. As a result, we are constantly releasing new pieces and evolving in our creativity. I believe this is what sets me and my business apart from others. GOS gives customers the opportunity to own pieces that not everyone will have. That sense of individuality empowers our customers to feel unique when wearing our one-of-a-kind jewelry.
I am most proud of the small, close-knit team of women I have by my side. They keep me inspired constantly, and I love that we have cultivated a healthy and encouraging environment where we can come together as a team, bounce ideas off one another, and create some beautiful pieces together as a result. Sustaining and growing GOS takes a village. Very rarely, if ever, has one accomplished something alone.
Aside from my support system and team of strong women, I believe that my small habits and daily routine contribute to where I am today professionally. I wake up early every day before work and dedicate a moment to myself, where I can pray, journal, and get in the right mindset for my day. Structure and balance help me stay organized and avoid burnout or feeling overwhelmed (which is still a daily struggle). Challenges, whether big or small, will always pop up. Although I might not have complete control over the setbacks that I face at times, I do have control over how I can react to them. This shift in perspective has helped me overcome both personal and professional challenges. It’s not always easy, but thinking something is happening “for” me instead of “to” me has helped me handle situations in a much calmer, and healthier way.
Do you any memories from childhood that you can share with us?
I was born and raised in Ecuador, spend my teen through adult years in Miami, and my early thirties in Margarita Island, off the coast of Venezuela. My childhood had a constant: the ocean. The ocean is my favorite memory. To this day, it brings me great peace and inspiration. It’s where I feel at home and like the purest version of myself.
Pricing:
- $39.90
- $59.90
- $79.90
- $99.90
- $129.90+
Contact Info:
- Website: https://grainofsandbyaneth.com
- Instagram: https://instagram.com/grainofsandbyaneth
- Facebook: https://facebook.com/grainofsandbyaneth
- Other: https://tiktok.com/@grainofsandbyaneth
