Today we’d like to introduce you to Shanay Ulett.
Hi Shanay, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey as an entrepreneur started back in 2023 with Pot of Creations, which initially launched as an Etsy shop specializing in custom bridal wear and matching bridesmaid shirts. While I loved the creative process, my true passion always pulled me back to jewelry—something I’ve felt deeply connected to since childhood.
Growing up, however, wearing jewelry was always a challenge. Most pieces would severely irritate my skin, leading to uncomfortable reactions and noticeable discoloration. I knew I couldn’t be the only one facing this struggle. That experience birthed a new vision: to create a line of stylish, high-quality, and minimalist jewelry that is completely waterproof, tarnish-resistant, and gentle on sensitive skin so people can wear their favorite pieces with confidence every day.
As a multi-brand founder, I am also the mind behind Keep Calm Naturals, a skincare brand dedicated to gentle, everyday wellness. Running both businesses has allowed me to wear every hat, which is from sourcing products and shaping brand identity to managing my own social media content, analytics, and digital marketing strategies.
To back my passion with strong strategic execution, I recently earned my Bachelor of Science in Organizational Management with a concentration in Applied Business Analytics. Combining my hands-on experience in digital marketing and e-commerce with data analytics allows me to truly understand my audience, optimize operations, and build brands that last.
Today, as I prepare for the official re-launch of Pot of Creations in early 2027, my goal remains simple: to blend thoughtful design, data-driven strategy, and personal experience to create products that make people feel confident, comfortable, and effortlessly stylish.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I launched Keep Calm Naturals in 2020 at the height of the pandemic, offering facial tools like Jade rollers and Gua Shas. With people spending more time at home and investing heavily in self-care, the demand was high, revenue was flowing, and the business was growing. But as the world reopened and people returned to their normal routines and travel, sales naturally began to decline.
After researching market trends, I realized I wasn’t alone—many e-commerce founders were navigating the exact same shift. Rather than forcing a model that no longer fit the changing climate, I made a strategic decision to pause operations. I used that break as a dedicated season to study market shifts, monitor emerging beauty trends, explore how technology like AI is reshaping consumer behavior, and dive deep into brand strategy.
That pause was transformative. It gave me the clarity to pivot toward a space I’ve been passionate about since childhood: jewelry. I saw a thriving market, but more importantly, I saw a gap I could uniquely fill. Drawing from my own struggles with sensitive skin, I founded Pot of Creations with a refined approach—combining my passion and product knowledge to deliver high-quality, tarnish-resistant, waterproof pieces that solve a real problem.
The road hasn’t been linear, but every roadblock taught me how to read the market, lean into data, and build with long-term resilience. Taking a step back wasn’t a defeat—it was the groundwork for building something stronger, more authentic, and built to last.
As you know, we’re big fans of Potofcreations. For our readers who might not be as familiar what can you tell them about the brand?
What We Do & What We Specialize In
At Pot of Creations, we specialize in thoughtfully curated, minimalist jewelry designed for everyday wear. Our core focus is simple: offering stunning, everyday pieces—from elevated essentials to timeless statement items—that are 100% waterproof, tarnish-resistant, and completely hypoallergenic.
What Sets Us Apart
What truly sets Pot of Creations apart is that our foundation is built on real personal experience. For anyone with sensitive skin, finding jewelry that doesn’t cause irritation, green marks, or discoloration can feel impossible. Many pieces on the market either sacrifice quality for price or carry an astronomical markup.
We bridge that gap. We utilize high-performance, durable materials designed to withstand daily life—whether you’re working out, showering, swimming, or running errands without losing their shine or irritating your skin.
What We Are Most Proud Of (Brand-Wise)
What we are most proud of is our commitment to problem-solving design paired with data-driven strategy. Pot of Creations didn’t just happen overnight; it evolved from years of studying market trends, testing product durability, and understanding consumer needs. We pride ourselves on offering jewelry that combines minimalist aesthetic beauty with absolute reliability, giving our customers peace of mind every time they put a piece on.
What We Want Readers to Know
We want readers to know that Pot of Creations is more than just an accessory line—it’s a brand built on authenticity, resilience, and function. As we gear up for our official brand launch in early 2027, we are excited to offer high-quality, long-lasting pieces that let you express your personal style effortlessly, comfortably, and without compromise.
Any advice for finding a mentor or networking in general?
When it comes to networking and finding a mentor, my perspective is a bit non-traditional: mentorship doesn’t always have to come in the form of a one-on-one coffee chat with a single individual. In today’s world, platforms like Instagram, YouTube, and AI have become my greatest mentors.
Whenever I hit a roadblock, want to master a new skill, or need fresh inspiration, I turn to digital platforms. Instagram and YouTube offer an incredible, accessible wealth of real-time knowledge shared by creators and industry experts who are actively doing the work. From watching how experienced brand owners navigate market shifts to learning new digital marketing strategies step-by-step, these channels have given me an endless library of free resources.
Alongside visual content, AI has transformed the way I refine my ideas. It acts as a digital sounding board which helps me analyze trends, brainstorm ways to stand out in a crowded market, and elevate every detail of my business.
For me, networking and mentorship are about being a perpetual student of your environment. By leveraging the tools and communities available online, I’ve been able to build a customized system of guidance that keeps me adaptable, innovative, and constantly growing.
Contact Info:
- Instagram: https://www.instagram.com/potofcreations
