Today we’d like to introduce you to Tubanur Atak.
Hi Tubanur, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Hello, I am Tubanur, Co-Founder of Jasel Jewelry. I was born and raised in Turkey, came to the States for my MBA/Master’s degree then life made me stay here. I have always been passionate about Jewelry, especially how you can customize your whole personality by simply accessorizing it a certain way. I am a creator and I absolutely enjoy creating looks that are personalized and custom made, making sure it fits with my mood and compliment it. Instead of changing the clothes, I was creating a different look with different jewelry pieces. That is how I created a special bond with jewelry, feeling like each jewelry piece was giving me an identity and I to it. When I came to the States, I could not afford high-quality jewelry.
My friends loved what I was wearing all the time, asking where I got them from, but my answers were always the same, I got my accessory either from Turkey or Europe. Then I started to think, why not create a brand that is a highly affordable, accessible, and unique quality product. And then to introduce the idea to the United States market, so people like me, who have an immense love for jewelry, can be benefited from it. This is how Jasel was born. My sister, who lives in Turkey and I came together and started to think about this idea. We always wanted to work together but our careers were so different. She is a CPA and manages the supply, operations, and expenses, and I am concentrating on branding, sales, and marketing.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Our biggest challenge was building trust. Our biggest difference in the market is keeping the high-quality products with the lowest prices. We are absolutely confident that we will never sacrifice quality. We would like our customers to buy 3-4 pieces instead of one single piece, so they can create their custom look. Giving this message to our target market was challenging at first. People think that when they pay more, they will get higher quality. This is not always correct. When I did blind testing with our products versus 3-4 times more expensive brands ‘products, people selected our products most of the time. Since we are an e-commerce business, it was just hard to communicate with our audience directly or not be able to hear their feedback right away. Then, we decided to be in the field. Joined many pop-up shop events and talked to our customers, making sure they heard our story and tested our products. It was a very slow and challenging process but it worked out. We have so many remaining customers now that they are so happy with their experience and they always support us.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am a creator, I have always been. My work at Jasel is to create custom collections for our customers in each season that they can wear comfortably, fashionably, and affordably. My work also includes listening to our customers, their expectations, feedback, reviews, and making sure they are satisfied with their experience. I do the same effort for our jewelry artists as well. We would like to be their voice with Jasel and my responsibility is to share their stories and making sure that they are heard. It is my priority because at the end of the day, our ultimate goal is to create a sustainable platform that many people can get an advantage from, especially the next generation. We believe that we may not change the world right away, however, if we all help people around us that would change the world eventually.
Is there anything else you’d like to share with our readers?
I just want to introduce you to Jasel and who we are. Jasel has a very special meaning; originated from Hebrew, Jas- and -el are two words; meaning gracious and strong; just like women. Throughout my life, in all these years, I have connected with countless women from all around the world, listened to their stories, and talked about their challenges and opportunities. Every woman has a different story which makes them strong but also gracious; that is why we wanted have given each Jasel piece a unique woman name that gives our pieces a unique identity. Jasel represents women’s empowerment. We are partnering with women jewelry artists around the world, making sure we support each other. As a result, we are giving back to the community to support girls’ education to help make a difference. We just launched the brand last Fall, however in a short period, I must say we have already started to make a difference in people’s lives. We are now expanding our product line to men’s collection with all high-quality pieces coming with two years guarantee. Our goal is to keep expanding our product line with the most amazing, unique designs from all around the world.
Pricing:
- Necklaces: $20-$48
- Bracelets: $18-$37
- Cuffs: $17.5-$25
- Earrings: $14-$32
- Men Collection: $35-$75
Contact Info:
- Email: support@jaseljewelry.com
- Website: https://jaseljewelry.com/
- Instagram: instagram.com/jaseljewelry/
- Facebook: https://www.facebook.com/jaseljewelry
Image Credits:
Personal Photo: Alli Embers (www.alliembersphotography.com)
Model Photos: Abby Rosita (www.arosita.com)
