Entrepreneur Spotlight: STONEnyc Founder Crystal Whalum on Managing an Online Boutique
“I know there are women who don’t necessarily want to wear the Basketball Wives earrings, because they’ve seen them on TV and on everybody else. Even though they’re fabulous, some people just want to make their own statement,” said Crystal Whalum, founder of online jewelry and accessory boutique STONEnyc.
With a mission that seeks to empower women to embrace a style that is uniquely theirs, Whalum spends her time scouting jewelry from independent designers that are above all, different. Showcasing jewelry and accessories of limited availability; STONEnyc’s specialty is statement pieces.
“I began to meet different designers and I’d see people on the street that would ask, ‘Where did you get that fabulous piece?’ A lot of the time I would go to indie markets and find designers,” said Whalum.
“That’s where I got the idea of featuring independent designers. Through research and taking my time everything came together. It took me a little over a year to get things together to launch.”
The Look of a Launch
Acting on a push, given by her husband, Whalum launched in 2010. Prior to STONEnyc she worked as a PR and marketing professional creating campaigns for the Food Network. The idea of opening a boutique, Whalum says, was something that was always in the back of her mind.