Focus on What’s in Front of You: Interview with Kristy Cullinane, Co-Founder of Plum Diamonds
I recently went one-on-one with Kristy Cullinane, co-founder of Plum Diamonds.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Kristy: My experience has been diverse by design. I initially followed my passion for jewelry and worked at a local jeweler in my hometown, which exposed me to fabrication, gemstones, and sales; as well as the basics of running a business. After college, I pursued a job at a global jewelry brand, where I developed valuable skills in sourcing and product development.
I was not always in jewelry. One notable experience I had outside of the industry was at a Fortune 500 on an eCommerce pilot project. Despite taking a pay cut and accepting a lower job title, I gained valuable experience. I believe that balancing small and large company perspectives has been critical for my personal and professional growth. Both environments offer unique opportunities for creativity and effectiveness.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Kristy: I paid attention to what was happening in front of me, which was that couples getting engaged were choosing lab-grown diamond engagement rings more and more often. I watched engagement ring sales go from 0% in lab diamonds and increase to 75% lab diamonds in just a few years, working in downtown Chicago. While my friends in Michigan and in other less urban parts of the country still didn’t know much about lab diamonds, I just knew the market was going to grow like crazy.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Kristy: Watch what people are doing. Of course, businesses with brand-new technologies may not have this luxury and will need to go out on a limb. The rest of us should watch and learn from what people are actually doing.
Testing new ideas is hard. You really can’t listen to friends and family, unless they’re your target market. Do everything you can to interact with actual customers in your market.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Kristy: You have to focus and be very disciplined. There’s so much that needs to happen in the beginning stages, and chances are good that the founder is involved in most of it. Don’t waste time on things that don’t matter; otherwise, you’ll just be constantly treading water and not moving forward.
My other advice is to be prepared to take the time to educate yourself when wading into a new area that’s imperative to growth. When adding a new tool, vendor, or partner, try to get a deep understanding of what you can expect.
Adam: What are your best sales and marketing tips?
Kristy: We’ve had to get personal and social with our strategy. Even though we’re in e-commerce, we often work with clients directly because people like working with people, especially on high-ticket items. And if we’re not working with them directly, we’re putting ourselves out there on social media. I don’t know how you could outsource either of these elements very effectively, especially in the beginning.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Kristy: I’d tell aspiring leaders to set their feelings and egos aside. Use your energy to focus on what makes your team tick, and on what you can do to support them so they perform at their highest levels.
Effective leaders are ready for adversity at all times, and when it inevitably comes, good leaders do not let it destroy progress. They figure out how to absorb every challenge and come out the other end in a better place, somehow.
Adam: What is your best advice on building, leading, and managing teams?
Kristy: Hire for attitude and lead by example. Then, I think regular, organized communication and prioritization is key: who’s responsible for what and when? What’s the most important thing for the business today, this week, this quarter?
What are everyone’s goals and how are they going to achieve them?
Figure out those questions and constantly revisit them, so everyone is clear and moving in the same direction.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Kristy:
If you’re serious about nurturing a successful team, check your feelings at the door.
It takes time to build great things, so prepare mentally and physically for a marathon.
Enjoy and celebrate the milestones along the way.
Adam: What is the single best piece of advice you have ever received?
Kristy: Focus on what’s in front of you.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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