Tips From TV Host Turned Jewelry Entrepreneur

I recently went one on one with Tal Man, Israeli TV personality turned founder of TALIA Jewelry.

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? 

Tal: I started my career as a successful television hostess and model, but my dearest grandmother was persistent in my going to college or “getting a diploma” as she would say. Out of my love and respect for her, I attended an Art, Design, and Technology school, where upon graduation I fell in love with Jewelry design, which led to my current passion. Before founding Talia, I had a studio for One of a kind Jewelry, and after meeting customers, I saw the need for involvement in the creative process. My partner in life, Ronen and I thought of a unique and new concept that would enable customers to do just that. Our inspiration came from Lego blocks. Very similar to the concept of the familiar toy, where you can buy parts to your taste and design them to become the jewel of your dreams or buy a predefined set that changes with you every day, you dismantle and create from those charms a different piece of jewelry. Every day is full of challenges, but our biggest challenge was to create something that doesn't exist and still meets the need and desire for potential customers.

Adam: How did you come up with your business idea? 

Tal: I believe that style is a matter of individuality, a true celebration of a woman's self-expression. Talia's concept stems from our need as human beings and especially as women to renew. Regardless of what I purchase, I eventually get used to it, and the initial thrill of something new is over. The endless number of combinations a customer can put together from 5 charms of Talia is what I believe sets us apart. Moreover, by adding another charm, once in a while, the number of jewelry one can create increases exponentially. Which brings me to my next point, which is the need to be unique. Unlike other consumer products, jewelry has great personal and emotional significance. It represents us; it is a continuation of our personality, and therefore, it must be unique - just like us while embracing our customers' individuality, creativity, vision, and self-expression. One last significant point is the change that we as women make during the day - between career and home, an event or party, between a desire to be extravagant and modest. Our modular jewelry can be combined in a multitude of ways, allowing the wearer to create a look to match any mood or style.

Adam: What advice do you have for others on how to come up with great ideas? 

Tal: Don't give up! Try to cater to what people need and want. In order to succeed you need to surround yourself with the right people. There is little room for error when you're building a team. Building a team is challenging, and it’s important to understand the difference between hiring a person for the job and building a team who believes in you and what you’re doing.

Adam: How do you attract customers to a new business? What are your best sales and marketing tips? 

Tal: Be unique, be real, be yourself, and try to meet market needs.

Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea? 

Tal: I'm a woman with a strong gut feeling. I just knew it felt right, and I knew that it's worth fighting for. Ronen and I took a big gamble. At one point we both left everything we had done before and devoted ourselves to Talia, we knew that there was something here that was innovative and would be a success. We had our fears, but the faith was much higher. Putting our fears aside, we jumped into turbulent waters and started to swim, slowly gaining recognition both from customers and the industry. I have achieved many goals and highs in life but never enjoyed them in real-time. I think the satisfaction and understanding that something significant was happening was when the email started to get filled with business proposals, people who heard about us and wanted to collaborate with us. When we raised our first round when we saw our costumers playing, creating, and returning to expend their Talia collection. 

Adam: What are your best tips on product differentiation?

Tal: Just be the best version of yourself. Focus on what you do best while looking for simplicity. Make it pure and simple. The challenge we faced was to create a mechanism that enables modularity without using tools, prior knowledge or, heaven forbid, magnets. The simplicity of Talia's collections are on the verge of necessity, something that is sought after, and yet something innovative and groundbreaking.

Adam: How has your media background helped you as an entrepreneur? 

Tal: My background has helped me with my confidence to convey our story and vision to investors as well as selling our product to the customers and press.

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? 

Tal: Encouraging creativity and initiatives is the way breakthroughs begin.

Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?

Tal: Neutralize the fears of the "unpleasant" or what will someone say ... If you do not try, you will never succeed. If the dream is too far away, set a sequence of mini-goals - real and possible goals on the way to the ultimate goal. You can combine parenting and your career.I have two daughters whom I love with all my heart and are the world to me. My work requires me to travel a lot, to work at irregular hours, and not to be at home much. Over the years, I learned that quantity is less important than quality. I take advantage of every minute that I am at home to be with my daughters, to play with them to laugh with them, and share them in my life and in my career.When my daughter says to me, "Mom, I'm proud of you, you are fulfilling your dream," I realize how true it is. When parents are happy with their careers, their children are inspired. With every "no" you grow. Find creative ways - if someone closed a door to you - knock on the window. When someone tells me no, I refuse to listen - I continue with more motivation. Do not despair of negative answers - the definite response will eventually come. At the start of Talia, we heard a lot of "no’s" but when the first "yes" arrives, things start to unfold.

Adam: What is the single best piece of advice you have ever received?

Tal: Don't give up.