Every entrepreneur has that moment where they go from “I could maybe…” to “I’m definitely doing this!” For Jackie Cohen, founder of Jack and Jewelz, that moment hit during lockdown, with a little nudge from her daughter. What began as a kitchen-table jewelry project quickly evolved into a national hypoallergenic jewelry brand for girls, teens, and adults. But let’s be clear—Jackie didn’t just waltz into success. She fought for it, learned from it, and grew a brand with grit and zero tolerance for nonsense.
Here’s the down-and-dirty on the lessons Jackie learned along the way, from launching locally to scaling smart, trusting her gut, and creating products that actually solve real-life problems.
1. Spot a Need and Nail Your Niche
If you want to build a brand people can’t get enough of, you need to solve a problem they actually have. For Jackie, that problem was clear. As a private jeweler, she’d often get panicked calls from clients with kids suffering from itchy ear syndrome (aka cheap earring blues). “Hey Jackie, my daughter’s ears got infected. I need something for her, but I don’t want to spend a fortune.” It didn’t take long for Jackie to realize that hypoallergenic, affordable, kid-safe jewelry wasn’t just missing in the market; it was a deserted wasteland. She was ready to change that.
Her insight here is pure gold for any business owner: “Good businesses are not born because someone just wanted to do something. There needs to be a need.” In Jackie’s world, “It’s not a want, it’s a need.” Jack and Jewelz is based on one sharp idea, executed relentlessly. Get clear on your value and why people should care. You’re here to solve a problem, not just look pretty on a shelf.
2. Start Small, Test Big
Launching a product? Don’t try to take over the world on day one. Jackie started locally, showcasing her line at trunk shows, in consignment deals, and through retail partners who were willing to give her brand a shot. And in these early days, she hit the ground, listened hard, and fine-tuned her product with every sale.
“I was able to test what worked and what didn’t,” she says, which helped her understand exactly what her customers wanted. A word to the wise: launch locally, listen like a hawk, and make adjustments before trying to go national. Market research doesn’t have to cost a fortune if you’re hands-on and tuned in. And it’s a hell of a lot better to adjust while you’re small than to be at the mercy of customer reviews when you’re scaling.
3. Network Like Your Business Depends on It (Because It Does)
Here’s the deal: people say it’s all about “who you know,” and for small business owners, that couldn’t be more true. Jackie found a wealth of support in her local network, especially from women entrepreneurs who get the grind. “Strong women and confident women help each other out,” she says. Her business grew because of other female business owners who opened doors, gave her a shot, and didn’t see her as competition.
And this is where the power of collaboration shines—don’t go it alone if you don’t have to. Find people who believe in your brand and want to help you grow it. Partnerships aren’t just a “nice to have”; they’re critical to expanding your reach, building credibility, and getting real-time insights. Jackie’s story shows that leaning into partnerships isn’t just beneficial; it’s a fast track to success.
4. Stay True to Your Brand (Even When the “Experts” Chime In)
Advice is always welcome, but let’s be honest: sometimes it’s brilliant, and sometimes… not so much. Case in point? Jackie once had a sales rep suggest she add mushroom-themed jewelry to her line. (Yep, mushrooms.) Jackie knew instantly this was a hard pass.
“You have to stay true to yourself and what you think customers will want,” she says—and she’s right. Here’s the thing – you know your brand, your market, and your customers better than anyone. Not everyone’s going to get your vision, and that’s okay. Don’t let random advice throw you off course from what you know is best for your brand.
5. Cut the Dead Weight
Nothing stalls a business like the wrong partnerships. Jackie learned fast not to hang onto relationships that weren’t delivering. “If people aren’t making you money, you cut them loose,” she says, refreshingly blunt.
This is non-negotiable advice for any business owner: a bad partner is worse than no partner. Do your homework, set clear expectations, and if they’re not delivering, don’t waste a second showing them the door. Jackie’s been there, and she knows the drill—there’s no room for dead weight.
6. Scale with Purpose—It’s a Marathon, Not a Sprint
Going from local trunk shows to national retail wasn’t easy, but Jackie approached it strategically. She didn’t rush; she chose trade shows selectively and expanded only as it made sense. And Miami turned out to be a networking win, which she didn’t even expect. As she says, “Miami is a different place now… there’s so many intelligent people here.”
Jackie’s approach to growth is a masterclass in scaling purposefully. For all the small biz owners out there, take note: growth is a long game, and sometimes less is more. In Jackie’s case, taking a steady approach meant she could scale Jack and Jewelz without losing sight of her core customers or compromising on product quality.
Build a Brand That Means Something
For Jackie, Jack and Jewelz isn’t just a jewelry line—it’s a family-inspired business rooted in purpose. Her journey from gemologist to business owner is packed with lessons on finding your niche, leveraging partnerships, and learning to pivot when the market demands it.
And perhaps the best lesson Jackie offers to fellow entrepreneurs? “If you don’t have that doubt, then you’re probably doing something wrong.” A little doubt keeps you sharp. And the drive to constantly improve? That’s what makes a brand truly great.