Susan Mosquera
of My Forever Child

a jewelry business success story

© by Susan Mosquera; all rights reserved

Artisan Susan Mosquera of My Forever Child struggled to find her way in the handcrafted jewelry industry. Here is the inspirational story of how she finally found her calling and passion after the greatest loss of all - her child.

My third child, Matthew Kristopher, was stillborn in July 2002.

Two weeks before he was due to be born, a complete placental abruption took his life and nearly my own. With quick acting doctors and numerous blood transfusions, I was able to pull through, but without my precious baby.

We left the hospital with empty arms and broken hearts. My life was forever changed. It was a long journey of soul searching, coping and dealing with adversities, and personal triumphs, which brought me to where I am now.

In my mourning, I scoured stores, catalogs, and the internet, but found that there was barely anything specifically for child loss. So I set about to create my own unique keepsake mementos, remembrance jewelry and sympathy gifts to comfort those touched by the death of a Child, no matter what age - miscarriage, stillbirth, pregnancy loss, newborn baby, infant, older child and adult loss. My memorial tokens are not just for the mothers, but for fathers, grandparents, and siblings as well. Relatives and friends also desire a tangible reminder to keep the memories alive.

Often times we do not express our feelings to others, so we keep our sadness and grief inside. I create pendants, pins, bracelets, necklaces, charms, suncatchers, key chains, bookmarks and zipper pulls with symbolic elements that can help express on the outside what you feel on the inside. Jewelry is one of the most treasured and personal possessions we can own. Wearing or displaying an item from the My Forever Child collection is a heartfelt way to acknowledge, remember, and honor a baby or child who has touched your life, but gone too soon.

1) How did you get involved in the jewelry industry?

I have been fascinated by gemstones and jewelry design since I was a young child. But we didn’t have any family, friends, or contacts in the jewelry industry, so I never knew that it was something I could pursue.

I studied accounting and economics in college. I met my husband in accounting class, and we married the year after graduation. At the time, I worked at a Big 6 accounting firm in New York City. It was only a couple of blocks from the Diamond District on 47th street. On my lunch breaks, I would window shop or hang out in the library of the Gemological Institute of America (GIA). I was intrigued by gemstones and wanted to learn more.

I affectionately refer to myself as a “CPA-dropout”. I had passed two parts of the CPA exam, but while studying for the other two parts, I realized that I had no interest in becoming a CPA and didn’t want to waste my time on something I knew was not for me. So I didn’t take the rest of the test, and enrolled in GIA’s Distance Education program instead. I would do the course work at home and completed the three, week-long extension classes at GIA in NYC.

There I received intensive hands on training with real stones. It took me four times to pass the final exam. It is an identification and grading exam on 20 colored stones and diamonds which has to be 100% correct in order to pass! The entire five-part education took me five years to complete, and I received my Graduate Gemologist degree in February 2001.

2) Are you a self-taught jewelry artist, or have you taken jewelry making workshops or classes?

I started making my own jewelry in 1999 while pregnant with my daughter. I wanted to be able to stay at home with my two kids and make a living doing something I enjoyed.

Back then, there wasn’t the same easy access to instruction books and magazines like there is now. I got a loan from my parents, bought some tools and supplies and taught myself how to make wire wrapped and beaded gemstone jewelry. It was certainly a learning curve and took me several years to figure out my own way of properly constructing pieces. I really wanted to take jewelry making classes, but didn’t have the time or money.

Five months after losing Matthew, my husband had open heart surgery to fix a defective aortic valve he was born with. The grief and stress had taken its toll on his heart, and his condition worsened rapidly. Once he was on the mend, I decided that I needed to do something to take my mind off my sorrow and pain.

So I enrolled in basic metalsmithing classes at the Art League of Long Island (ALLI). As I spent time with other upbeat creative women and learning things that I always wanted to, I could feel myself start to heal. I was hooked and I knew I would be. There I took various jewelry making classes, including enameling and precious metal clay. I stopped while pregnant with my subsequent son and jumped back in when he was two months old. To learn other techniques that they didn’t offer at ALLI, I traveled to New York City to take classes in Basic Goldsmithing and Wax Carving at the 92nd St Y, and Design and Rendering at Studio Jewelers. Once I felt I had sufficient skills, I set up my own small studio at home.

3) Had you previously sold your handcrafted jewelry, before starting My Forever Child?

I did my first craft fair when my daughter was two months old and was still nursing. I did several craft fairs over the next few months, and still laugh about the places I had to pump breast milk - in my van, behind an auditorium stage, in an old castle!

While I did well at craft fairs, I didn’t like being away from my family all day on weekends. Plus I had to rely on my mom or best friend to help me out at shows. The steady money wasn’t a reality for me and a few months later I stopped selling jewelry and started selling Tupperware. I wanted to learn skills that would help me to do home jewelry shows.

Well, the opposite happened. I became so engrossed in my new career, even recruited a few people, and earned the free company car. But, I burned out in a couple of years and was spending even less time at home than before. I also realized that I didn’t truly like direct selling and developed a fear of it.

I loved making things, but hated the selling aspect. So I tried to sell my jewelry through local shops. I would have anxiety attacks just calling a store to see if they were interested in viewing my pieces. When I finally got up the courage to speak to them, several times I was told that they already had purchased all of their inventory at the wholesale trade shows and didn’t usually buy from local people, especially if they “cold called” just by showing up with a case full of stuff. Many wanted a press kit with pictures before making an appointment with me.

I also did a couple of open house jewelry shows at my own home. I spent a long time setting up and displaying my jewelry. I sent out postcards to friends and neighbors. There was only a lukewarm turnout, and a few items sold.

Later on I was able to connect with a start-up gift shop that focused on handmade goods. To my delight, they took all of the pieces I brought on consignment. It was a good way for me to have my work on display without me personally selling it. Several necklaces, earrings, and bracelets sold over a few months, but then it fizzled out as the store purchased more of their own inventory and my consigned jewelry was moved to less obvious locations. I eventually took the rest of my products out.

I’d start and stop making jewelry whenever I felt the urge, but no longer actively sold it. I continued to work part time in accounting and bookkeeping to help pay the bills.

4) Do you sell your child loss keepsake line exclusively via your website, or do you also sell through shops, galleries, shows, or other venues?

Right now, I only sell through my website and I have a couple of wholesale accounts. Since everything is handmade and personalized to the customer’s order, it would be difficult to create the exact same pieces for other venues or craft shows.

I am currently working on a wholesale line that I can more easily sell to hospital gift shops, catalogs, and other online retailers. I want to be able to reach out and raise awareness to a larger audience. However, it is very expensive to have items created for you as well as the promotional material that goes with it. I’m reinvesting money from my regular sales to finance my growth.

5) Your pieces are well thought out, and do an excellent job of filling the needs of a specific customer niche. What do you do to prevent anyone from copying your original designs and ideas?

Especially with the internet, it is too easy to see and emulate what others are doing. So, on my Home page and About Us page, I have a Copyright notice asking people to not lurk on my site solely for ideas, and not copy anything without my permission. On the bottom of every page, I have a statement “All product designs are copyrighted-do not reproduce or copy in any way”. I have my name on every picture so that if it is copied somehow, at least I have my copyright claim on it. It may be overkill, but I don’t think the majority of people realize that just because something’s on the internet doesn’t mean you’re allowed to copy or reproduce it.

I have a Baby Footprint Charm that I created on my own and have professionally manufactured for me. I have the US Copyright certificate on that piece and all design variations using that piece. The registration number is posted on my site.

6) Do you continually come up with new designs to offer, or does your product line stay mainly unchanged?

I am constantly thinking of new ideas and love the design process. I actually create a lot of new products by listening to my customers and custom-making pieces that are special to them. I let them know that if there is something that they’d like, but don’t already see on my site, to email me to discuss.

I started out by forming a focus group of women from my support groups. I emailed them a survey to ask what types of symbols and jewelry pieces would be important to them in their grief and healing. I’d email them sample pictures and ask for their feedback. I still consult with a small focus group when I want additional opinions.

I am always looking for new charms and findings to add to my product line. I have over 200 products listed, so customers can find at least something that will bring them some emotional comfort, is fashionable to wear, and will be a treasured keepsake for years to come.

I also still take custom orders for my gemstone jewelry. Recently I made a 10-year anniversary bracelet for a friend to give his wife, bridesmaid necklace and earring sets, and a bracelet that was on display at the Member’s Exhibition at ALLI.

7) How has the design process changed for you going from fashion jewelry to memorial jewelry?

I used to make one-of-a-kind necklaces, bracelets, and earrings. I would jump from trend to trend, trying to find a big hit that would make a lot of money, which never happened. One time I impulsively bought $450 worth of gem beads, and then I freaked out. I still needed to buy findings and other parts to complete the pieces. I scrambled to make and sell the finished products, many of which stayed in my inventory for a while.

That experience was a much needed wakeup call for me. I now feel more like a designer, planning out my projects and buying only what I need. If I’m testing out a new style, I’ll only buy enough to make a few pieces and then reorder if I need to. I don’t keep a lot of miscellaneous beads and findings in stock anymore.

8) Your pieces are handmade upon order, and many of your designs involve customization. Do you have any tips for streamlining and handling the made-upon-order and custom jewelry process?

I really enjoy the made-to-order system I have. Everything is created to reflect the customer’s own personal story, from birthstone crystal colors and charms to size and engraving. I offer a lot of products that use different techniques - metalsmithing, wire wrapping, beading, pmc, engraving. This keeps me from getting bored.

But to streamline production, I group my orders according to which process I’ll be working on, so the change of tools and techniques is minimized.

9) Do you tend to have repeat customers in your niche - and if so, how do you encourage repeat purchases?

I have had a lot of repeat customers, a pretty loyal following. They love seeing the new things I come up with. Many buy gifts for their husbands, mothers, or friends that have suffered losses.

I have a Wish List feature that they can log into, and save products they’d like to remember but aren’t ready to purchase yet. I also have a monthly newsletter in which I randomly select a newsletter subscriber to receive a free gift and another one to receive a 20% off coupon. I keep my newsletter short, just highlighting new products, specials, book reviews, and anything newsworthy.

I also have my “Birthday Club” in which they can have their beloved child listed in my newsletter and homepage during their birthday month. They in turn receive a $5 coupon and free shipping to be used during that month. A few customers will take advantage of this coupon, but I think they’re just glad their child’s being publicly acknowledged and not forgotten.

10) You also use your jewelry business to make a positive difference in the world, by promoting research and awareness of child loss prevention. Can you tell us how you approach this aspect of your business, and how you choose the organizations you support?

While I love creating items of remembrance and comfort in times of loss, I hate that the loss occurred in the first place. I have heard terrible and tragic stories from my customers, there are so many ways that a child can die at any age. It truly breaks my heart and honestly, I grieve for them. It’s important for me to make a difference somehow.

I donate money from my sales to high quality organizations committed to child advocacy and the prevention of future loss. I recently became a “Hero of Hope” of Jewelers for Children, which donates to five large, reputable charities specifically for children. I can’t just pick one organization to give to. There are so many worthy causes, and I want to help them all a little bit.

Eventually I’d like to start my own foundation and be able to donate my pieces to memory box programs for newly bereaved parents. I also want to raise money for research, testing, and education of thrombophilia, the blood clotting disorder that took my son’s and niece’s lives.

11) Do you handle all aspects of your business yourself, or do you have help - such as with your jewelry production, photography, website, packaging, filling orders, etc.?

I’m a "do it all" kind of gal! Everything is done by me, but I do use outside companies for my website design, charm casting, and the wholesale line I’m working on. My husband takes care of my monthly bookkeeping and taxes.

Eventually I want to expand and that’s when I’ll need to hire others. So far I’m able to handle everything by myself, but there can be crunch times when I put in a lot of hours to fulfill orders.

12) Your business has taken off very quickly. To what to you attribute your rapid success?

I offer unique designs that are customised and personalized, nicely packaged and affordably priced to give as gifts. I include poetry cards with comforting sympathy poems. I have quick turnaround times, attentive customer service, and offer rush processing and express shipping for funeral and memorial services.

I started the website as a testing ground to see if there was any real interest in my niche. I was pleasantly surprised that orders did start to come in, although it was slow at first. When I was laid off of my last accounting job, and looking for new employment, I started building up the business. Word of mouth has also helped a lot.

13) How many hours do you put into My Forever Child in an average week?

That’s a question my husband’s been asking me for months!! I usually spend two full days and a couple of part time days fulfilling orders. I spend a lot of time taking photos, updating my website, handling paperwork, answering emails, ordering supplies, going to the post office, doing research, marketing, and making new contacts. Then when I’m not doing those things, I’m thinking about what else I can do, my mind is always racing.

14) What's the biggest challenge you've had in your jewelry business - and how have you overcome it?

FEAR. I didn’t have a lot of confidence in myself in my original jewelry business. Because I never had any formal training and couldn’t draw, I didn’t realized that I had an artist inside. Being self-taught, I struggled for many years with trying out new techniques, discovering my style, and learning how to make items correctly. I feared that I didn’t have enough talent, I didn’t promote my jewelry business properly, and I was afraid to talk to people. Later on, I had fear of success!

Here are a few incredible books that helped me tremendously, and I still reread certain sections when I need encouragement and guidance:

• Fearless Living by Rhonda Britten. I had to learn to face what I feared and work towards steps to overcome them. She’s also a life coach on Starting Over, daytime reality series.

• Self-Promotion For The Creative Person by Lee Silber. Chock full of real life examples and action items. He’s a fun inspirational writer and motivational speaker. Also has a free monthly newsletter and other goal achieving tools and resources.

• Kick Start Your Dream Business by Romanus Wolter, had worksheets and activities which helped me to analyze and determine what I really wanted out of my own business. It laid the proper groundwork before I ventured out in my new business.

• Your Crafts Business, a Legal Guide by Richard Stim, clarified a wide variety of business, legal, and tax issues for the crafter all in one large book.

15) What is the most difficult part of what you’re doing now?

My whole business is dedicated to the loss of a child, which is a horrible and heart-wrenching thing. I get calls within days of the death and the distraught family member or friend is very upset and shaken. I often console them and offer condolences with support and compassion. I know what it’s like to be in that place of raw grief and pain. But I wouldn’t be able to do what I am now if I wasn’t in a stronger emotional and mental state. I believe that my Angel son is a powerful little spirit who guides and inspires me on this path. When I have difficulty creating an item, I pray to the spirit of that child to come help me to make the piece perfect for their mommy.

16) What is the most rewarding aspect of your business?

Being able to help others at an extremely difficult time in their lives. The work I do can be very emotionally draining, and what gets me through is knowing that I’m making a difference to someone. I often get feedback from customers telling me how their special jewelry helps them to grieve their loss and yet feel closer to their son, daughter, or miscarried baby. Many have told me that they never take the piece off! That’s a huge compliment to me.

17) What's the best thing you've ever done for your business?

Being committed to it. In the past, it was easy for me to quit and walk away when things didn’t go as planned. Now I feel that I’m “called” to do this and it is my passion.

Every day I work on some aspect of my business. My motto is “a little bit every day”. A series of small steps can make a big change. I am constantly making new goals and working towards achieving them.

18) How do you balance work at home and family life?

With three kids, husband, mother-in-law, business and a puppy all under one roof, things can get pretty crazy over here!

My older two children are in school during the day, which helps. I started sending my two-year-old son to a playgroup for four hours once or twice a week. This gives me a good block of quiet time to concentrate on production. I fit work in wherever I can throughout the day. Being a WAHM (work-at-home mom), there’s no clear-cut separation between work and home. You’re always “on” and it’s a constant juggling act.

But I focus my attention on the kids when they’re home. I love the flexibility to be a Brownie leader for my daughter, work on projects with my older son, and teach my younger son. I’m available to volunteer to help at school activities a couple of times a month.

My husband and I try to get out by ourselves once in a while to reconnect. I’m lucky that he’s so supportive, applauds my successes and soothes my troubles. We have a strong partnership, share household duties, and are both very involved in our children’s lives.

19) Do you have any other advice for jewelry artists?

Safety is first and foremost. I wear my protective eye goggles whenever I use tools. I’ve injured my fingers with pliers and saws. You definitely don’t want an accident involving your eyes or other body parts! Keep all chemicals, tools, plastic bags, and small parts out of the reach of children. I’ve learned to keep my studio locked since I discovered my toddler could open it and was playing with my stuff.

Believe in yourself and your talents. Keep working at your skills and practicing your techniques. They will become easier and like second nature after a while. It takes time, but turn each mistake into a learning experience. Find your passion and go for it!!

Note from Rena:
Susan, thank you so much for sharing the inspiring journey that has led to the creation of your personalized child loss keepsakes. My Forever Child is filled with so many lovely touches, and you've done a wonderful job of creating products and a website that are thoughtful as well as beautiful.

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