Female Founder - Subikksha Balaje
Goldstories: Gold Jewelry Worn Everyday Crafted to Last Generations
Gold jewelry is part of my DNA. If you ask anyone if South Asian origin, they would probably tell you something similar. We have grown up in families that marked moments and occasions with the purchase of gold jewelry. I never understood it or cared for it when I was younger to be honest. I refused to wear most of the pieces my parents asked me to wear because it didn’t feel cool or modern. As a kid, I was in my own world of fun clothes, costume jewelry and jelly slippers. But in the last 10 years, thankfully with a refined taste and a better understanding of value, I have been really getting into fine jewelry. And with the growing number of incredible brands that create beautiful wearable pieces, it has really made the transition to gold jewelry that much easier.
Let’s also be clear, when I say gold jewelry, I mean 14K gold or higher. None of this vermeil, plated or filled - mainly because I have yet to purchase a piece that lasted beyond a few months when it was less than 14K. These days I have a running wishlist of fine jewelry that I want to buy, should an occasion arise - push present, mother’s day, my birthday, my daughter’s birthday (😅 I’ll give it to her when she is older!), a good day at work - you get the gist. And I am always looking to discover new brands. Bonus points if there is an incredible founder behind the design.
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Enter Goldstories. I discovered the brand recently when I was invited by the Moderne PR team to a press breakfast to celebrate womanhood and the unveiling of their Goldstories collection designed in partnership with artist Dev Heyrana. And what a wonderful event it was. I had the chance to meet so many incredible women and enjoy some delicious food at TAROCCO. But most importantly, I had the chance to meet Subikksha, founder and CEO, and learn about her incredible brand Goldstories. As Subikksha spoke about the inspiration behind her brand, I heard a story that I could relate to on such a personal level.
Not only is her brand built on incredible ethos (as you know all the brands featured in this newsletter are), her designs are also unique and incredible. Taking inspiration from our traditional South Asian (especially South Indian) designs, Subikksha has spun up a line of modern pieces that wear well, tell a story and stand out in the crowded fine jewelry landscape. The Dangle Square Ring reminded me of a piece my grandmother had but it’s really The Rani Cuff Ring is the one that has a HOLD on me (and now on my wishlist).
In a sea of dainty fine jewelry, Goldstories pieces have heft and feel substantial when worn. To me, they pair so well with our daily clothes, whether it's jeans and a t-shirt or a dress. These accessories do the bulk of the talking without being loud. It would be hard for you to wear a piece from the collection and not have people stop and ask you about it. They are meticulously designed and handcrafted locally in San Francisco, avoiding wasteful mass production. The brand also prioritizes sustainability, by ethically sourcing gemstones and incorporate recycled gold into their creations.
Goldstorie’s new collection with Bay Area artist Dev Heyrana is also nothing short of stunning. Seeing the two of them speak with an abundance of passion and love that went into creating this collection makes wearing the pieces that much more special. I instantly added the gifted Mini Flora Sagrada Pendant to my everyday stack and love the way it glistens and pairs with my other pieces.
With my current jewelry search being all about the ear cuff, I am hoping to get a custom piece made with Subikksha’s help through her brand 🤞🏽(and you can create custom pieces with her too!). And if you are still in search of the perfect thoughtful Mother’s day gift, you can see the Goldstories collection pop-up at Kiehl’s store on Fillmore st in San Francisco!
Jewelry that you wear every day tends to be a celebration of those special moments in your life. When you can wear pieces that are meaningful and designed with exceptional quality and story, it makes them even more special. Read on to learn more about Subikksha’s journey that has led her to build this impeccable jewelry brand and let me know which pieces you are eyeing!
Can you share a little bit about your background?
I'm Subikksha Balaje, CEO and designer of Goldstories, a limited-run fine jewelry brand. Originally from India, I migrated to the United States. After over a decade in tech, I transitioned into the realm of jewelry design. Now, as a mother raising two, my passion lies in crafting pieces that commemorate the everyday experiences of life. Goldstories is my endeavor to create contemporary heirlooms that resonate with the beauty of life's moments.
What made you want to launch Goldstories?
After over a decade in the tech industry, I craved a more personal and creative outlet. It was the pandemic and I was pregnant with my first baby, I found myself drawn to the idea of crafting something meaningful. Creating goldstories was my way of finding beauty in the midst of all the chaos.
What do you feel makes Goldstories unique?
Goldstories stands out for its unique designs, offered in limited runs, ensuring exclusivity for our customers. Our dedication to crafting pieces that celebrate every moment, whether big, small, or in between, sets us apart. Each piece is meticulously crafted with care and attention to detail, making them future heirlooms that hold sentimental value for generations. Additionally, we prioritize ethical practices in both crafting and sourcing, ensuring that our customers can feel good about the origin of their jewelry.
What is something you wish other entrepreneurs in your field knew or understood about the industry?
As a newcomer to the jewelry industry, there's much I'm discovering, but one thing I wish fellow entrepreneurs understood is the importance of authenticity and staying true to one's values. It's not just about creating beautiful pieces; it's about building a brand that genuinely reflects who you are and what you stand for.
What is something you wish your consumers knew or understood about your industry?
I've been fortunate to have customers who appreciate the uniqueness of our pieces and understand the value of craftsmanship that lasts a lifetime. While we've had the privilege of serving such thoughtful individuals, I believe there's still a vast audience yet to discover the enduring value of solid gold jewelry. As we continue to reach out to new consumers, we hope to share the beauty and significance of owning pieces that stand the test of time.
Can you share a little about any exciting launches coming up for Goldstories?
Yes! At Goldstories, we're thrilled about our recent launches and collaborations. Our most recent spring drop, the Rani collection, is an homage to everyday queens, celebrating the strength and beauty of women in all their forms. Additionally, we're excited to announce our collaboration with artist Dev Heyrana on our Flora Sagrada collection featuring her signature poppy motifs. This collaboration merges fine jewelry with artistry, resulting in pieces that are both stunning and meaningful.
Where can consumers learn more about you/Goldstories?
In addition to our website, consumers can also learn more about Goldstories by following us on Instagram and TikTok. We regularly share behind-the-scenes glimpses, discussions about our pieces, and engaging content that gives our audience a deeper understanding of who we are and what we stand for.
Thanks for sharing! That’s so brave making the jump from tech to launching a jewelery brand! Love the designs and feeling inspired.