00:05
Serena Reynolds
Hi, welcome to Fearless and Flawed. I’m Serena. I’m the owner of Conceptive marketing and design company and this is my friend, this is Sarah.

00:15
Sara Ferrer
Obviously. I don’t know my cue for when to introduce myself. I am a small business consultant and we are delighted today on the podcast to have our my friend and my fellow entrepreneur, Jackie Cohen. She is the owner of Jack and Jewelz. And just to give a little blurb about Jack and Jules, it is a jewelry line that offers lead and nickel free jewelry for young girls, teens and adults. And Jackie’s inspiration stems from her beautiful daughter, which we will learn more about.

00:46
Jackie Cohen
So thank you, Sash, for having me on. I feel honored that you asked. So I have always had a love and passion for jewelry. And after college I was a finance major. I moved to New York City to go to school for gemology because I wanted to get into the diamond business and the jewelry business. So I went to school for gemology and I was working for, you know, 20 years in the diamond district in New York City as a gemologist and a private jeweler for diamonds and colored stones, emeralds, ruby, sapphires, pearls. And I. So I sold very bespoke high end jewelry. I would do wedding bands, engagement rings, all that stuff. And I’d always get these calls from clients of mine and they said, hey Jackie, my daughter’s ears got infected.

01:33
Jackie Cohen
I need something for her, but I don’t want to spend a fortune because I sell diamond jewelry. So I get these calls all the time. And sometimes I would like make their kids like little, you know, diamond earrings or whatever. And then over Covid, my daughter wanted to design jewelry. So she, we started doing that. We got ordered pearls, beads, and all the stuff from Amazon for her to make and you know, to keep her busy during lockdown. And then it kind of was like a aha moment that I was like, you know what? We need to do this, you know, this hypoallergenic jewelry thing because no one’s doing it. And I researched it. So. And also at the same time, my daughter was 8 at the time and she has juvenile rheumatoid arthritis. So what happened was that she started talking about it.

02:29
Jackie Cohen
She never really spoke about it. She just had to go through the motions of we would get these monthly infusions at the hospital every month and she’d have to get shots and you know, it was a lot. So she started talking about and she’d say, mommy, my friends don’t really know what I go through. And so anyway, when I said we’d start this jewelry line, and I told her we would donate to juvenile rheumatoid arthritis. And she was just beaming. And it really gave her that voice of what she goes through. And so anyway, we came up with the name over Covid, Jack and Jules, like, right when were in lockdown. I got the Instagram and I got the email, the Internet address. So then we started.

03:17
Jackie Cohen
And so then how I started this is I sold locally, and I would give my line to stores on consignment. I would do trunk shows. And I was. I really have. I found out what sold and what didn’t, and I tweaked the line, and then eventually I needed to take it, you know, nationally. So I created a line sheet, and I started selling wholesale to stores all across the country. And that’s kind of where I’m at now. Building my brand, building the name recognition. And, you know, I want Jack and Jules to be the trusted source for all kids, you know, that need hypoallergenic earrings. Because I always say, it’s not a want, it’s a need. All parents need hypoallergenic earrings because their kids get.

04:18
Jackie Cohen
Their ears get infected because of, you know, not very good quality, you know, things that they’re putting in their bodies, in their ears. So, yeah, so that’s the story in true mom fashion.

04:32
Sara Ferrer
I like, this is. You’re like, hey, my daughter wanted to do this. I’ll find a way to do it. Like, if that’s not the power of a mom, it’s like, we’re going to do this. Like, I. I hear this a lot when I talk to other, you know, business owners, entrepreneurs, people, you know, women who have started great things. It’s like, what. What was your reason why? Because my daughter wanted to do something that could give back. That is awesome. And you. You kind of told us this story in, like, a minute or two of, like, going from zero to a hundred, and you’ve made it seem so. So effortless. But take me back to, like, the first.

05:11
Sara Ferrer
The very first month, two months, three months, where you come up with the name you get, you know, the Instagram, the social media handles, but we’re talking sourcing the product. Product design, pricing. What the heck is a price? Is a price sheet or a line sheet? So many people are like, what does that even mean? How do you figure out what to do first? And then do you have help? Walk us through the early days.

05:38
Jackie Cohen
So what happened was, so I told my friends, you know, what I was doing, and Then a girlfriend of mine was like, I want you to talk to my friend. They have stores, so they have a chain of stores. So I actually was so lucky that I aligned with them because I worked closely with the buyers. And a line sheet. So the buyer said, I need a line sheet. And I was like, well, what is that? So I looked it up, you know, and I was really lucky that I was in with this store because I was able to test what worked and what didn’t. And they were very open to me, you know, selecting the assortments that went to the stores. And I did trunk shows.

06:25
Jackie Cohen
They were super open to me doing trunk shows at all their different locations in Connecticut, New York City, in the Hamptons. So that was a real gift because I was able to test the market while making sales. So that was great. So that’s really how I got my brand off. And then local stores. You know, to be honest, a lot of women gave me the shop. So, you know, women want to help women. And so I was really lucky that, you know, I. I always say, you know, strong women and confident women help each other out. And those are the kind of people that you want to surround yourself with, because when you’re strong and confident, you’re, you know, you’re not threatened by other women. You want to empower them. So I was lucky. In that case, you know, to start this.

07:14
Sara Ferrer
I’m loving what we’re, like, shaking our head, like, yes. Put that in a quote. Blasted. That’s a sound. Like, that’s an Instagram.

07:25
Jackie Cohen
Like, that’s an Instagram. We get it. We get it.

07:28
Sara Ferrer
That’s my tagline. Like, this is great. Tell me, like, so, Jewel, what was her kind of role in this? Was she like the product person? Was she the eye for design? What role did she play, your daughter?

07:42
Jackie Cohen
I mean, she has a lot of opinions, and she would say, mom, I think we should do this or I think we should do that, or, like, I don’t like that, you know, but what I really love about this is that she’s my business partner, and I feel like as a mother and a daughter, you know, you want to. You want to send your kids off with skills. So for me, I’m teaching her how to be an entrepreneur, and she comes to trunk shows with me. I took her to a trade show this summer, and she blew me away. So, I mean, that’s really, like, the beauty and goal behind this is to really empower her and hopefully build this company so she’s going to have something to step into. You know, well, she’s already started.

08:26
Jackie Cohen
I mean, she’s not going to step into it in 10 years. But, you know, that’s like, I real. And I really do see a vision that there. So also, good businesses are not born because someone just wanted to do something. There needs to be a need. You have to fill a void. And so I really do believe that, you know, there isn’t a go to source. And I talk to parents all the time and I’m constantly picking people’s brains, like, oh, if you have to get your daughter a gift for her graduation, what’d you get? I’ll say, like, how much did you spend? You know, where’d you go? And they. And so. And a lot of times they’re like, you know, you’re right. There’s nothing out there like this.

09:07
Jackie Cohen
So I was doing a trunk show in New York City and this mother came up to me and she said, you know, your line is brilliant because when you want to get something, a nice gift for a child, you go into a jewelry store and you try to just get the cheapest thing there. So. And I actually did the same thing for my niece when it was her, I think, first communion, I was in Connecticut and I was like, shoot, I need like a silver cross because I didn’t have time to make it. You know, we’re always last minute. So I literally went into a jewelry store and bought the cheapest thing there and still paid too much, you know, so I was like, I was that person.

09:50
Jackie Cohen
So now I have crosses because people need crosses for first communion and baptism and all that stuff. So, yeah, there’s not a real trusted go to source out there. Well, now there is Jack and Jules. But, you know, I’m just trying to, you know, trying to get, you know, the brand awareness, you know, so people know because, you know, when they buy it, parents will buy it again and again. It’s great. It’s a great price for gifts. And oh, also the key in the beginning was I knew I wanted the box to be just as special from as what’s inside of it. So the packaging to me was super important because you want like my little purple box. It’s just an elevated gift, you know, it’s like, wow. You know, I felt like there was.

10:42
Jackie Cohen
I don’t know if I can say names, but there was like a very cheap store that’s in every mall, and then there’s a very expensive line that comes in a blue box and there’s nothing really in between, like a go to so that was how this line was born.

10:58
Sara Ferrer
We’re all going to Google the blue box jewelry line, by the way. We’re all going to be like, who is she talking about? We’re going to Google it.

11:04
Serena Reynolds
Oh, I’m going to guess if it’s that pricey.

11:06
Jackie Cohen
Oh, well.

11:07
Sara Ferrer
Well, is it? Is it? I mean, I’m hearing blue. I can, you can leave.

11:11
Serena Reynolds
I can only think of one blue, right?

11:15
Jackie Cohen
And even for dad, dads never know what to get their daughters. So I mean, like a little pendant from here is like, it’s like a no brainer. You know, these retail for $50. Like no brainer.

11:29
Serena Reynolds
So as a money wait, I have done that. I have gone out and I have bought jewelry and flowers for my daughter as a, as a boost for her for something, whether it’s her birthday or whether she’s done something good. It’s jewelry and flowers. I treat her like a little adult. She is now an adult. But, and it’s lovely.

11:49
Jackie Cohen
And, and they love getting something special, right? It makes them feel special, gives them confidence, you know, something to take care of because it’s nice to teach them to take care of your nice things when they’re young. And if they live it’s not the end of the world. You know, that’s the great thing also about my life is that it’s not very expensive. Like a, like a mother will call me and she’ll say, I need another pair of those earrings. My daughter lost it.

12:19
Sara Ferrer
She’s freaking out. You know, she’s so upset.

12:22
Jackie Cohen
It’s like, I got it, like I need it. You know, it’s great. So. And you know, it’s not. You have to get mad at your kids for losing it because it’s not that expensive, but it’s good quality. So. And that’s the important thing, right?

12:38
Sara Ferrer
Oh, go on.

12:39
Serena Reynolds
Oh, I was gonna write about the nickel and lead free side of things. So to me, that would be for earrings, pierced ears and stuff like that. Is there a, is there other advantages to these free men?

12:55
Jackie Cohen
There is. And so the great thing is all my pendants and bracelets are extendable. So they all have like a 2 inch extender so they can grow with them. And so they could clip it shorter or longer. And then the beauty, I always say the sleeper stellar is it’s great for all ages. So, you know, moms buy it for their friends, you know, a little smiley pendant, a pick me up, you Know, for all ages. It’s a great gift.

13:25
Sara Ferrer
I realize the value of nickel and lead free because you don’t realize kind of what that means until you get like, I had a ring that my skin, almost like a little rash is that. That’s like, what happens, right? It kind of becomes, like, irritated. And especially more common in young skin. Like young developing skin. Or is it just common across the board, that irritation?

13:52
Jackie Cohen
It’s common across the board. It’s. Yeah. I mean, it happens to adults, too. But you maybe don’t hear as much from adults because they’ve already solved the problem. They know what works and what doesn’t. And they were higher quality, you know, products and, you know, but for kids, you know, a lot of times parents don’t want to spend a lot because they’re like, oh, she’s going to lose them. I don’t want to spend a lot.

14:13
Sara Ferrer
So.

14:13
Jackie Cohen
And then they try and then they’re faced with a problem. And even my sales reps, I was in Las Vegas and my sales team there was, I mean, she told me my daughter had to get her ears pierced three times. We’d close them up, re Pierce them. I mean, everyone has these stories. I say, every mother has these war stories. And then also it’s a great. My line is great for gift giving and for grandparents, because grandparents always want to buy their grandkids really nice gifts, you know, some of those by a bunch of it, you know, multiples. And they love the line. And then for birthday gifts, it’s great. I. And what I would hear. So my first line was that my Madison collection, the ones here in the purple boxes, that was my first line.

15:03
Jackie Cohen
And then my second line, because I would hear from clients, they’d say, hey, Jackie, I love your stuff, but I don’t really want to spend 40, $50 for birthday gifts. They wanted to spend like 20 or 30. So I created the Smiley collection, which is, it’s the same quality. It just doesn’t have the Kubrick zirconias in the jewelry. So then I created a lower price point. Yeah, and you have, I would say, like, you have to listen to your customer, what they want, and, you know, they’ll tell you. And sales show, you know, what works and what doesn’t. So. So then that’s how I came up with that. The second line, which is doing really well.

15:42
Sara Ferrer
Oh, that’s. Tell me like when you. Because you and I have spoken a lot even before this podcast, and I always feel like you just exude this Confidence, you’re a go getter. You get it done right, but you get it done because there’s always a series of trial. It’s a trial and error process. Like, hey, this didn’t work out. What’s next? So in your journey, just walk us through some of those things that didn’t work out. What didn’t work out? How did you handle it? What was a risk you took that you thought would work, that didn’t work and more so how did you get over that hump? Because it’s so easy to be defeated, especially in the beginning, because you’re like, is this working? Is this not working?

16:22
Sara Ferrer
Walk us on some of those examples of like, I tried this didn’t work, or this was a risk that paid off or didn’t.

16:31
Jackie Cohen
So I think first in general with business, you can’t have an ego if you’re going to be successful. You have to just accept like defeat sometimes, like that didn’t work or like, sometimes you would do a trunk show and like no one walks in the door. You know, you’re like, oh God. But you leave and then you go to the next one and then it’s, you know, it’s loaded with people. So it’s like you have to ride the, it’s like surfing a wave. You know, some waves are great, some days are good, some days aren’t. You know, some days you have waves, some days you don’t. But I think with business you kind of just have to, you know, feel the market.

17:13
Jackie Cohen
You know, for instance, over Covid I, this was kind of like a pivot move too, because people weren’t going out, they weren’t buying expensive jewelry. You know, I would sell, you know, really important necklaces for people that were having weddings or for their children. You know, they’re having like big parties for their kids, you know, and they bought mitzvahs. I would sell, you know, major necklaces and bracelets. Those parties weren’t happening, so I had to pivot. And so, you know, less expensive items I’m selling. And then I’ve learned that with kids, it’s, people are always having kids. It’s non cyclical. You know, it doesn’t matter how bad the market is, they still need, you know, gifts for their kids and type one hearings.

18:00
Jackie Cohen
So that’s also super important when, you know, in business, I think is learning, you know, what’s going to, you know, the test of time. So, and then today’s challenge is like.

18:19
Sara Ferrer
No, listen, you take it wherever you want to Take it. But it’s. Yeah, I think the, from the outside, I think so often we see people’s successes and those are the things we highlight naturally. Right. Like, you’re not going to lead off in a business meeting with, like, here’s what didn’t work, and here are the nights that I was really defeated. You’re going to be like, this is what’s working, and that’s great. I think you have to wear that mask because you have to be your own best friend and your own best believer. But, like, I also think there’s that other side, especially from a woman’s lens, that we bring to the table for better or for worse.

18:52
Sara Ferrer
Sometimes with multitasking or certain expectations we have or certain emotions we might bring to the table, that can sometimes lead us, you know, lead us into defeat or sometimes can cause moments where we realize things are not working. And so you touched on it. But I always like to hear, like, we always figure it out ultimately, because that’s what we do. Right. But yeah, what, you know, if there was anything else that you’re like, maybe even distribution. I know for myself, when I was looking for people to distribute it, retailers, sales reps, it was a lot of trial and error.

19:31
Jackie Cohen
Yes, yes. It’s a lot of trial and error. And I think, you know, I, I, you know, you hire people and you have to do your homework because if you’re, you know, I, I’ve learned, like, when you pay someone to do something, you have to have it like a, in a contract, have goals. And if they don’t want to be accountable for certain goals and contracts, then you shouldn’t sign that. You shouldn’t hire those people if they don’t want to put their goal, the goals in writing. I think, you know, I’ve had some relationships, work relationships I had to end because they didn’t do what they said they were going to do. And, you know, I think that’s it. I think, you know, if people say they’re going to do something and they don’t, you have to get rid of them.

20:23
Jackie Cohen
Because you can’t work with people that you can’t trust that aren’t going to be accountable, you know, when. And hey, here’s the thing also, I think with women and confident people, you know, we all make mistakes. We all make mistakes. Stuff happens all, you know, all the time. But if you are accountable, that’s one thing. But if you’re not accountable, then, you know, you have to Piece off. So, yes, I had to end relationships. And with sales reps, you know, some people get your brand and some people don’t. You know, some people get jewelry, Some people don’t. You know, I think having, you know, someone that has a passion for your line is very important because they can sell it. When they know there’s a need, they can sell it.

21:11
Jackie Cohen
But if they don’t get it, you know, there’s not a hundred of me around that can sell this all over the country or globally. So you have to find people, you know, you can’t do everything. Also, I think in, you know, in business, you have to farm things, Some things out. Like, it’s not possible. You can’t do everything. But I do think as a business owner, and you know this, if you want something done right, you kind of need to do it yourself. So it’s hard. It’s hard. It’s a juggle. You know, it’s.

21:41
Sara Ferrer
I feel like Serena, who you are, if Serena’s like, she likes things done a certain way. Yes, she’s good at what she does. So. But then you also know you need to delegate. I’m the same way, but it’s. Where do you delegate? Like. Like, I know I have to do this, but I don’t want it a certain way. But I also know there can’t be two of me. Like, when you say that, I’m just thinking about, like, when you create greatness. And again, I have a long working relationship with Serena. I can’t replicate her when we work together, I couldn’t replicate Serena. So I was like, I need you to, like, be on every call because you are. You are the vision.

22:14
Serena Reynolds
And that’s something I’m trying to get away from in my own business, is it’s not being the pinnacle of everything. And it’s tough. It’s not always as straightforward. And it’s really empowering to hear that other people have these problems and find solutions for it. And it’s okay to let go occasionally, isn’t it? It’s okay for your sales rep not to get your product and for you to find another sales rep. It’s fine.

22:44
Jackie Cohen
Absolutely.

22:45
Sara Ferrer
Absolutely. And something I know you’ve done really well, Jackie, which you especially being new to, like, wholesale. You mentioned trade shows, sales reps. Those are all things to get into, like, retail and to get your brand out there. You mentioned something really pivotal, which is like, knowing when to cut the cord and doing it sooner rather than later. Because that idea that I think sometimes it’s like I’ll give you another try. Oh, you didn’t really understand.

23:09
Jackie Cohen
Let’s.

23:10
Sara Ferrer
Let’s extend it out another three to six months. But what I’m hearing is you just ultimately then just start to get resentful and angry because you knew it wasn’t. It’s like dating, you know, by the second date, if it’s really going to go anywhere, but you’re like, oh, they were. They were nice enough. And then by the fourth date, you’re like, this is a total waste of my time. You’re annoyed at yourself for. For not going with your gut or your. Your gut instincts. So how much of your business does instinct and gut play? How much of a role does that inner feeling play in your decision making?

23:45
Jackie Cohen
Oh, I think it’s everything. I think as a. I keep going back to, like, being a woman because I think as a woman, you really have to trust your gut and stay true to who you are and your brand and not listen to other people and to tell you what you should be doing, you know, I mean, hey, look, it’s important to listen to smart people and to know when to take their advice and, you know, when it’s good advice and solid and when it’s not. You know, I’ve had men tell me. Like, I. I remember he told me, like, you know, mushrooms are really hot. Like, you should have, like, a mushroom, you know, pulley case. And I’m like, okay, that’s the weirdest thing I’ve ever heard, you know?

24:30
Sara Ferrer
Who told you that? Wait, who.

24:32
Jackie Cohen
Who said this?

24:33
Sara Ferrer
Like, like, you don’t say names, but, like a colleague, a business associate.

24:38
Jackie Cohen
A sales rep that wanted to, like, help me create my line. Okay. He was like, oh, you should. You should do mushrooms. And I’m like, hello? Okay, so anyway, yeah. Why.

24:53
Serena Reynolds
What you said at the beginning is you have to stay true to your brand. That’s what it is.

25:01
Jackie Cohen
If I would have listened to him and done that, I mean, that’s who I am. So, you know, that’s not what I’m trying to sell. I’m not trying to sell mushrooms. You know what I mean?

25:12
Sara Ferrer
I see it now, like, low key. I kind of want to see Jack and Jules mushroom, limited edition. Like, and I’m going to buy the whole stock just to say I did.

25:21
Jackie Cohen
It was just so, like, random and, like, you know, he wanted me, like, not to sell my smiley boxes and my. These cute crown boxes, but that was his take. I’m like, okay, well, you know, that’s not the market I’m serving Right now. So. Okay. But, you know, I just think in general, you have to stay true to yourself and. And what you think customers will want, you know, and what you. And also, I think your brand needs to represent, like, yourself, you know, and, like, not hear the noise, because there’s always going to be noise of what people think you should be doing, you know, or what you should be. So I think it’s. That’s important.

26:05
Jackie Cohen
And I think a lot of times, you know, like, men people, no one would go up to a man and say, like, no, you need to be doing this, you know, But a woman, they think they can tell us what to do sometimes. So I think it’s important to surround yourself with, like, again, I say, like, confident and smart people, because confident and smart people give you good advice, good, sound advice, and they respect your intellect, you know, and that’s important.

26:40
Sara Ferrer
Yeah, no, absolutely. And then you started this in Covid. During COVID right? And then going to create shows. Where are we at with, like, I’m hearing all this. I’m like, okay, she’s like, scaling. She’s doing it. What is all this work? Where is it taken? The company, whether it’s number of stores, whether it’s, you know, channels that you’re selling on, where. Where has all this work, you know.

27:03
Jackie Cohen
Blossom, like, is it really happening? Is it happening? You know, every day I’m like, oh, you never know what tomorrow brings. Well, even, like, as an opportunity entrepreneur, you know, you speak to other entrepreneurs and it’s always. It’s very natural that you have, like, you know, freak out now and then, you know, it’s like, you know, summer can be, like, slow, but there’s trade shows going on. And then you’re like, it’s funny. Around September, I’ve been. I’ve been working, you know, for 20 something years, and every September comes around and it’s like, go back to school, you know, And I think, like, what am I doing? Okay, it’s a new year, you know, I need to revamp and do this and do that, like, is what I’m doing working, you know, and so it’s like reassessing.

27:48
Jackie Cohen
So, you know, when I feel that, like, freak out then. And then it’s like, just keep the course, you know, because it’s working. No, even yesterday I was like, I don’t know. I don’t know if this is where. And then I got orders to cut came through, you know, like from a trade show, because the orders usually come in a little bit after trade shows. So Then I was thinking, oh, that trade show, you know, was a way like whatever it was. But yeah, I got orders. So, you know, you just have to like, stay calm and stay the course.

28:21
Sara Ferrer
I think that’s such a. From talking to other female entrepreneurs. I think that is very much a woman thing where like again, just like differences in like, oh, am I doing this right? Oh, you know, like, I’m not really sure if this working. Even if the numbers are going up and it’s definitely working. There’s always a little bit of where I want to be and I don’t want to overhype myself or over versus I’ve heard from more male entrepreneurs. It’s more of like, oh, I’m going to get there because I’m showing up and I’m doing it. So you better. There’s zero doubt. I’m going to sell you the dream and I’m going to talk dream versus that. I think as women sometimes we undersell ourselves, to be quite honest.

28:57
Jackie Cohen
I’m not.

28:57
Sara Ferrer
You just. I’m not really sure if it’s working. I’ve seen you at trade shows. It you’re out there, you have reps, right? But like, I’m not sure if it’s working. I wonder if that’s something that. Wow, wow. It always fuels us to keep going because there’s always that little bit of doubt. There was that little bit of like, am I doing this right? Oh, I gotta improve that. Like, does that fuel you? Does that encourage you to always kind of better or does that cripple you in terms of like, am I.

29:24
Jackie Cohen
It fuels me to do better. And I think again, I’ve talked to a lot of smart, very smart people, entrepreneurs and you know, if you don’t have that doubt, then you’re just, then you’re probably doing something wrong because having the doubt and am I, Is this working? You know, when you have your own money invested and you know, you, you make every dollar count and go far, you know, you make. What is it? How to make a dollar and fifteen cents. Like, you know, that’s what you do as an entrepreneur. And I think sometimes when people get all this like funding and they’re spending, then, you know, it’s spending on like stuff that, you know. I actually have a friend of mine that start.

30:11
Jackie Cohen
Has a company and she’s very smart and he hired this guy to be like a, you know, a manager or something like that. And he like paid to wrap a car in. No. A rental car. No, he paid like $15,000 for some rental car or something. And she was like saw the bills and she’s like, you could buy a car for that.

30:39
Sara Ferrer
Like, that’s ridiculous.

30:39
Jackie Cohen
And she fired him because she was like, he’s making bad decisions and throwing money away. You know, he doesn’t get it, you know, so. And he was begging for his job. But like, you gotta cut the cord when people are. Oh, and another thing is like, if people are costing you money, not making you money, like it’s not a good relationship, you know, it’s. They should be cash positive on that employee.

31:09
Sara Ferrer
Well said. Yeah, well said. What, what, what take on that?

31:15
Serena Reynolds
I don’t know where to go. I mean, I’m a wrapped car, right?

31:21
Sara Ferrer
You’re still stuck at the $15,000. Yeah, yeah.

31:24
Serena Reynolds
On the wrapped car advertise.

31:27
Jackie Cohen
It’s a liquor brand. So it was to advertise liquor.

31:31
Sara Ferrer
Yes.

31:31
Jackie Cohen
And she started this from nothing, this brand. And she doesn’t very bad. But she hired, she again, she’s a mother. She can’t do everything. She hired someone and then she was going through all the numbers. And you know, I also very, I know a lot of very wealthy people, they know where their money goes. They know what, anything, everything costs and what they spend on this and they’ll squeeze you. And I’ve been in the diamond business for all this time, so all my clients are very successful wealthy people. And I saw they do not spend frivolously. Very smart people don’t spend frivolously. And to hold on to that, their money, you know, it’s one thing to make it, but it’s another thing to hold on to it, you know, so.

32:19
Jackie Cohen
And that’s also where I think, like a lot of businesses kind of fail because they kind of get scaled too fast and too big and, you know, they spend too much. And so I think it’s like kind of like a dance, you know, where to invest. And even like with trade shows, I’m juggling, you know, which ones. I can’t do them all. You know, I have to choose which ones I think are going to be a higher return than others.

32:48
Sara Ferrer
Right, right. After doing, after really getting your feet wet in this, you’re out there. You have, you’ve expanded your line. You’re going to these shows. If you could talk to your younger self, you’re, you know, two, three, four years ago when you’re just starting. There’s so many lessons you’ve learned. But like, what’s that one piece of advice that you would be like, okay, just starting off Jackie, she’s a little green in this whole entry. What’s the one piece of advice you would give her, knowing what you know now?

33:16
Jackie Cohen
Well, I should have gone to these trade shows before I did anything if I wanted to get into the wholesale business, you know, but. And I. I didn’t. Well, I got to say they weren’t really happening because it was Covid. So they just started getting back into it. So I kind of technically really couldn’t do it, but I wished I could have, like, now, yes, 100% go to these trade shows because I needed to get rep groups to sell my line and to really scale it. And so I hired this team that, you know, sold me the moon and the stars. And I didn’t quite get that to align me with different sales reps and kind of take my line more nationally and get it into different, you know, chains of stores and this and that.

34:09
Jackie Cohen
You know, I paid them and they didn’t quite deliver on everything they said they were going to. But so, you know, I think now I would have gone to all the trade shows and not hire them because I didn’t really need them. Now, I know they told me that they needed me. I was told, you have to have this person to take your line, you know, to the next level. So I, you know, signed the check and, you know, hired them, which I didn’t really get that big of a return on my investment as much as I should have, you know, so I have mixed feelings about that. Tell. I would say, do your homework? You know, and I would say, talk to. If you’re going to hire someone, say, I want to speak to some of your clients.

34:58
Jackie Cohen
Like, I should have done that. And I didn’t do that. I should have got on the. On the phone and said, hey, I want to see, you know, I want to, like, you know, talk to them. And I. I didn’t do that. But because, you know, people say the moon in the stars and you think you can do it alone.

35:15
Sara Ferrer
Right, right. That’s happens more often than people think. Everyone kind of has that. They said they could do a, B and C and, like, they don’t.

35:28
Jackie Cohen
That’s why. And I’ve heard that a lot to do with, like, you know, online marketing. I know a lot of people that have hired, like, people online marketing, and they just don’t do anything. They say, oh, I’m going to get you all this following and this and that, Right?

35:42
Sara Ferrer
Yeah. And that’s like everyone’s selling energy. I mean, it’s the old saying, if it sounds too good to be true, then it probably is. Is not legit. But yet somehow, when we’re understand my pain point, you’re gonna get me in a thousand stores overnight. And so it’s. It’s kind of weeding out the bs, but also kind of using common sense when you really think about it, right. You take a step back and you’re like, common sense to a degree that, like, if someone’s over promising something too soon in a relationship, they usually fall short of it, right?

36:16
Jackie Cohen
Yes. Yes. Why you should believe half of what someone says.

36:20
Sara Ferrer
Yeah, that’s. That’s savvy, right? What did they say? Believe half of what you hear and nothing that you see. Whatever the hell that phrase is.

36:29
Jackie Cohen
Don’t. I mean, I think I always think, like always. I like to under promise and over deliver. Oh, good. Say, hey, we lost you.

36:39
Serena Reynolds
I know, I know. Talk about real here. Complete and drop.

36:44
Sara Ferrer
Did it record or should we.

36:47
Serena Reynolds
No, you’re still recording.

36:49
Jackie Cohen
Oh, good.

36:50
Sara Ferrer
We’re just keeping it rolling. We. We were just touching on. If it’s too good to be true. It probably is. Jackie, let me ask you something. So every. Every podcast, what we do, we like to kind of always keeping. Keep the ball rolling from, you know, female business woman, entrepreneur, powerful female energy. I always like to. We always like to ask our guests what a question is that we should ask for our next guest. And last week I had interviewed Serena, and Serena had posed the question to you without knowing it was going to be you. Where do you see yourself in 10 years? And so where do you see yourself.

37:29
Serena Reynolds
To see yourself in 10 years?

37:31
Sara Ferrer
Yes.

37:32
Jackie Cohen
Yeah. Okay. I hate questions like this because you never know what the future holds. You know, you say, they say when you plan, God laughs. So, you know, I don’t know.

37:44
Serena Reynolds
We’re always striving to craft in our own future. So this is.

37:50
Jackie Cohen
I mean, I’m hoping like, you know, in 10 years this brand is national or global and that Jack and Jules is the go to trust and source for, you know, all kids hypoallergenic jewelry. You know, when you want to get an elevated gift. I. I hope we’re the that instinct that people say, oh, Jack of Jules. So that’s the goal for 10 years.

38:17
Sara Ferrer
Is Jules running it? Is Jewel running it?

38:20
Jackie Cohen
Yeah. We’re tired.

38:22
Sara Ferrer
You’re tired. She’s running a roll reversal. She’s doing all. All the work. And they’re going, yay, nay, yay.

38:30
Jackie Cohen
You can?

38:33
Sara Ferrer
Yes.

38:34
Jackie Cohen
No, actually, I love to work, and I’ve always loved working and the thrill of the deal and making money. I think, I think I’ll always be working. My dad, like, he, I mean, he could be retired and he’s going to work till, you know, time’s up. I, I think that when you have that spirit, you know, you just, you want to keep busy and keep, like, creating, I think.

39:01
Serena Reynolds
Do you think that’s one of the reasons why you’re an entrepreneur, just because of that? Because you always want to be striving for something else, something better, something more?

39:11
Jackie Cohen
Yeah, I think. Yeah. For greatness, you know, I mean, I think it’s great. It’s so fulfilled feeling to make something out of nothing. And I was even taught at a very young age it’s important to work for something and feel that sense of accomplishment. Because if someone just hands you something, life is empty and you feel really fulfilled when you’ve built something and you say, hey, I did this. This is my legacy. You know, I, I think that’s important rather than, you know, just, you know, being a housewife or something. Yeah, it’s kind of. I was never, you know, cut from that cloth. Life would be so simple if it had.

40:03
Sara Ferrer
Yes, yes, it would. Yes, it would indeed. But then again, to your point, too, you’d be unfulfilled because you are a worker beef.

40:09
Jackie Cohen
Like that.

40:10
Sara Ferrer
We’re all worker bees. It’s like that push and pull of like, I have to get stuff done. But then also, like, I have to get stuff done.

40:18
Jackie Cohen
That’s just. Exactly, exactly. And I like to be challenged. And I’m so. And I like to be surrounded by really dynamic people. And so all my friends are, you know, they’re all entrepreneurs or, like, they’re like the top of their game, whether they’re like attorneys or, you know, doctors or, you know, I have a lot of really intelligent, smart people that I like to surround myself with that are all doing really cool, interesting things. You know, it’s not like, well, I’ll go to dinner with friends and we’ll talk about business and like, what’s going on in the world? And not like, oh, you know, I bought this handbag. You know, that’s not at all what. The conversations that go on with my girlfriends and I.

41:13
Jackie Cohen
And I think, like, when you surround yourself with, like, good people, it makes you want to better, you know.

41:19
Sara Ferrer
And you’re in. You’re in Miami. Right? So, like, that’s Also super refreshing. I. I’ve been to Miami a couple times. I always feel like Miami is kind of where you go, you have fun, you party, you lay poolside. So, like, this is kind of the different angle too. If it’s like you’re meeting, you’re having your fun, I’m sure you’re enjoying all the splendors of what Miami could be. But it also sounds like the best. Of course. But you’re balancing that out too, it sounds like, with like really creative, ambitious, driven people too. You’re having your cake. And you’re also making sure that you’re surrounding yourself with intellectual, I mean, exactly.

41:54
Jackie Cohen
You know, and I have to say Miami right now is, I would have to say it’s the most relevant city now, I think globally, because everyone interesting is moving here. I mean, I was in New York City for many years and in Connecticut now. I decided to move back to Miami. I grew up down here, but Miami is a different place now. It’s not a party town. It is. I mean, it really. There’s so many intelligent people here. It’s. I mean, it’s pretty amazing. I mean, Jeff Bezos lives like around the corner from me. I mean, I’m not in his neighborhood, but I mean, he does live like five minutes from me. Brady, Dell, they’re all Secura. No, but I mean, there’s also, I mean, Ken Griffin, all these, you know, hedge fund guys and private equity. I mean, they’re all here. It’s.

42:44
Jackie Cohen
It’s amazing. So, I mean, you go at dinner and you like, you see really interesting people out, you know, parties, you know, there’s always someone interested. I just went to an event last night at the Bell harbor shops, and it’s. Which is right around the corner for me and my girlfriend runs the Veronica Beard store there. And I’ve done a trunk. I did a trunk show with them a few months ago and went really great with my line. And they had a showing and they’re doing personal shopping anyway, it’s like, I don’t sell to any stores here in Bell Harbor. So the girl was like, oh my God, I’ll introduce you. Because there’s a children’s clothing line that carries like very high end designers. And so she’s like, oh, I’ll set it up. You can, you know, a meeting with you and her.

43:33
Jackie Cohen
So I mean, that’s great. So. But it’s always, you know, women helping women, you know, it’s so. Yeah, but Miami is It’s. People are doing things here. A lot’s happening. It’s not the same Miami that it used to be.

43:51
Sara Ferrer
I want to be neighbors with Shakira like that.

43:55
Jackie Cohen
Well, I’m not. I’m not neighbors, but they do live.

43:58
Sara Ferrer
It’s all relative. Even if, Listen, within a 50 mile radius, we’re going to say neighbors.

44:03
Jackie Cohen
I know, I know.

44:04
Sara Ferrer
We’re manifesting. We’re manifesting.

44:07
Jackie Cohen
I know. Actually, this restaurant that went to last night, I went one night and then the next night they said Shakira was there and Giselle separately. Like, I’m like, I miss them.

44:21
Sara Ferrer
Kind of leave little Jack and Jewel’s little jewelry boxes, little promotion, right? Like, that’s the type of stuff that actually.

44:27
Jackie Cohen
And Tom Brady just took like 8,000 square feet office space like right downstairs from where I live.

44:35
Sara Ferrer
Jackie, this stay in Miami. We’re all moving to Miami. Serena, get your bags packed.

44:40
Serena Reynolds
Yeah, that packed the. Packed.

44:44
Jackie Cohen
I mean, I love Miami. I love Miami. There’s nowhere else I’d rather live right now. You know, we’ll see what happens in 10 years. But I think, I mean, I love it here.

44:55
Sara Ferrer
Jackie, you’ve sold us. Like, say less. Okay, like. Like we. I thought I was very content in Madrid, but now I’m like, wait, is there a direct flight? Iberia.com. I’m gonna do it. Serena. I’ll spit the layover.

45:09
Serena Reynolds
Just come stop off at Heathrow. Go together.

45:12
Sara Ferrer
Oh, yeah. Correct. Correct. That’s.

45:15
Jackie Cohen
Yeah, actually, it’s the. It’s the greatest thing because I’ll be working away and then I’ll. You know, you just like, need to clear your head. I’ll go for a beach walk in the afternoon.

45:25
Serena Reynolds
It is the dream.

45:28
Jackie Cohen
It’s a dream. It really is. So, you know, I’m. I’ve been here now a year and I will never look back. And. And you know what I And that for? I was worried about moving here for business. If I was taking like a step back, if how it was going to like, affect me running my business and. But it really hasn’t. It’s. It’s only. It’s grown. It’s. It’s. It’s so. It’s good. It’s good.

45:53
Serena Reynolds
Your business was a Covid, baby. So, you know, I mean, it was. I mean, how can it go wrong just moving production and all that stuff.

46:04
Jackie Cohen
You know, things, you know, it’s. It’s. You know, there’s always like a little bit of growing pains if you. If you make a change, but with change there’s growth. That is.

46:14
Sara Ferrer
That is so true. What would you. For our. For our future guests, Let me ask you this. I’ve asked you the question Serena had posed last week. What would you ask, whoever the next guest is, woman in charge, what would you ask? Everything’s on the table. It doesn’t just need to be that. Whatever’s top of mind. What would you ask?

46:36
Jackie Cohen
Well, I always like to just get to the nitty gritty of, you know, when I meet someone really successful and accomplished, I say, like, how did this happen? Like, how did you get to this level? You know? And I just want to know the why and the how behind it, because, I mean, it’s just so inspiring to hear, like, people that have, like, built a big career, you know, and, like, how it all happened, you know?

47:08
Sara Ferrer
Yeah, yeah.

47:09
Jackie Cohen
I like to know everything. So I listen to a great podcast. I listen to religiously. Do you guys listen to Guy Raz? How I built this? Yes, I love how I built this. Love that. Love that. I just want to know, how’d you build it? You know, what happened?

47:26
Sara Ferrer
How’d you build it? Yes, exactly that. I love your question because that is. It’s like a question like, that opens up conversation. Right? Because no one can just be like, well, I just did.

47:40
Jackie Cohen
It’s a whole podcast.

47:42
Sara Ferrer
Right, right, right.

47:43
Serena Reynolds
Taking out questions.

47:44
Sara Ferrer
Yeah, actually, that’s okay.

47:46
Serena Reynolds
Wait, I was gonna say we want to know, too.

47:52
Jackie Cohen
You know what? You know what? Also, he has now, like, a side podcast that he answers questions to people’s. To small business difficulties, their challenges, which we all have supply chain issues, you know, headaches. He talks to people at all levels, and they have supply chain issues, you know, and different hurdles are trying to get over. And he has very smart people on there that they answer their questions, and it’s like an aha moment for. For me too, you know, listening. You learn so much from hearing other people’s stories. So I’ll go on my beach walks and I’ll listen to this, and I’m just, like, getting free business advice.

48:36
Serena Reynolds
So I love this. Can I just. I want to ask another question. So I know that we’re coming up on the hour, but I want to know, who do you go to for help? Who’s your go to?

48:45
Jackie Cohen
Oh, my father. He’s my sounding board. I mean, he’s great. You know, my phone. The phone doesn’t get, like, one full ring when I call him. And I mean, he’s talked me through so many bad situations, but he always kind of is like, all right? You deal with it. Like, these are my. You know, these are. This is what I think. And, like, he doesn’t solve my problems for me, you know, but he gives me really sound advice, and then he’ll say all the time. And I tell this to my daughter since I was 10. He would say, learn from my mistakes. Learn. And I, you know, as a kid, as, you know, as a young business, you still make your own mistakes, obviously, but, like, you try to learn from others and not replicate that, you know, I love that.

49:30
Jackie Cohen
I say that to my daughter all the time. Learn from my mistakes. Like, with, you know, different, you know, challenges. I mean, she’s in middle school. I’ll say, don’t do this, don’t do.

49:38
Serena Reynolds
That, you know, but that means you have to be real in front of them. You can’t be this shiny figure that doesn’t get anything wrong. You have to be authentic. You have to be real. They have to see you fail, and they have to see you get back up.

49:51
Jackie Cohen
And I love that’s true. Actually, a girlfriend of mine, she. Her. She does not lie to her kids about anything. And, you know, she doesn’t sugarcoat things. And it’s a very. We were in front of our girls the other day, and they were asking us questions, and my. My friend will not lie to her kids. And my daughter, like, I was put on the spot about something, and I, like, told the truth. You know, what I wanted. I would want my daughter to think, like, you know, a different. You know, another way. But, yeah, and you know what? You’re right. They should see the nitty gritty and, like, that You’ve made mistakes and all of that. Parenting’s tough. It sounds.

50:42
Sara Ferrer
It sounds so, like, that’s. But that’s. That’s unconditional love. You know, who you are, the mistakes you made. I mean, think about it. Your. Your dad’s saying, hey, don’t make mistakes I’ve made, as opposed to, like, I haven’t made any mistakes. But that’s, to Serena’s point, the realness of it, I can love you more because I see you for who you are, not who you think I should see you as, for just your authentic self. And that’s in any capacity. Right? I mean, we’re talking, but I think especially, like, in business, too, like, when you get something wrong, having a retailer or having a manufacturer say, we screwed up. My bad. That was a mistake versus pointing the finger. We could never do that. I feel like that starts to snowball as opposed to, like, we Forgot that shipment. Oh, we forgot that discount.

51:28
Sara Ferrer
Oh, you know, bad product. We’ll take it back. It’s the admitting the mistakes and then using it as a lesson versus I’m perfect.

51:38
Serena Reynolds
People have to make mistakes to learn and grow.

51:41
Jackie Cohen
That’s.

51:42
Serena Reynolds
That’s. That fearless part is it’s about jumping in and.

51:46
Jackie Cohen
Yeah. And you just want.

51:50
Sara Ferrer
That’s true. Deal with the cheap mistakes. Not, you know, not the big ones.

51:55
Jackie Cohen
That.

51:57
Sara Ferrer
Yeah. Serena, you’re laughing a little hard at that. You’re like you. I am feeling.

52:04
Serena Reynolds
But that’s just it. If you’re always progressing, they’re only ever going to be little.

52:09
Jackie Cohen
Yep.

52:09
Serena Reynolds
That’s a good thing.

52:11
Jackie Cohen
That is. Yeah. Yes, exactly.

52:13
Sara Ferrer
Yeah.

52:14
Jackie Cohen
You learn to make that they’re. That them. That they’re smaller, you know, along the line, you know, along the way.

52:21
Serena Reynolds
And the hard part is admitting that it’s a mistake and moving around it and not just trying to soldier on through and throw more and more energy at it when that’s not necessarily going to be the greatest outcome.

52:36
Jackie Cohen
Exactly, Exactly. No, I think having a good sounding board, like someone you can go to, like when you have questions about, you know, contracts or, you know, different moves you’re making to someone to bounce ideas off of, but inevitably, if you’re an entrepreneur, it’s on you. You know, there’s no, like, it’s his fault. You know, it’s like it’s. It falls on your own shoulders. So there. I think, like, when you have a business, you just. You have to be very accountable. And I go back to not having an ego because it’s all, like, taking constructive criticism and, you know, and if something’s not working, you got to change it. And learning when to, like, cut the cord on things, it’s. It’s, you know, I. It.

53:23
Jackie Cohen
Not having an ego in things is so important because I feel like people’s egos get in the way of greatness.

53:31
Sara Ferrer
Before we head out, tell us, where can. Where can we find Jack and Jules? Like, you’ve built this business. You’re. You’re getting it out there. You’re going to the trade shows where. Where can listeners find it?

53:42
Jackie Cohen
Well, I have a website. Jack and Jules.com. It’s Jack and Jules with a Z. And all my. All my stuff is online, and then it’s in stores nationwide. So it should be, you know, in your local toy store, gift store. I have. I have a list, I think listed, but, yeah, go to my website.

54:09
Sara Ferrer
Love that. Jackie, you have been. I’ve, like, I’ve said in the beginning. I’ve talked to you before, and I’ve always. And whenever we talk, I’m like, okay, it’s just a quick question I have, and then it’s like a two hour call. Because I just find that, like, your enthusiasm, your confidence, your story is always very engaging. So thank you for sharing it with Serena and I. I think there’s a lot of lessons you’ve learned along the way, a lot of authenticity that you’ve brought to the table. Thank you. It was wonderful chatting.

54:36
Jackie Cohen
Oh, thanks, guys. This was fun, and I wish you luck with your venture.