How Carin Parcel Turned a Pandemic Pause Into a Fine Jewelry Business Built on Craft and Intention

Meet Carin Parcel, founder of Carin Susann Designs Fine Jewelry, a handcrafted fine jewelry business born out of a decade in IP law, years of gemology study with the Gemological Institute of America, and a pandemic that gave her the rare gift of space to figure out what she actually wanted to build. Carin spent ten years practicing law, stepped back to raise her three kids, and quietly kept one foot in the jewelry world the entire time, working as a sales associate, buyer, and designer before finally launching her own design company in 2021.

Five years in, she is still in business and still loving it, which she will be the first to tell you is the accomplishment she is most proud of. Carin creates pieces designed to be worn every day and into evening, for the woman who wants jewelry that moves through her life the way she does: elegantly, without fuss, and built to last.

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Please share a brief introduction and your business:

While practicing IP law out of law school, I studied gemology as a hobby with the Gemological Institute of America. I left law to enter the fine jewelry industry and held roles such as sales associate, buyer, and designer. During the pandemic I chose to launch my own design company to bring clients handcrafted fine jewelry that can be worn every day and into evening or special occasions.

Are you a mamaprenista?

I am. For me it's all about values and priorities. Be clear on those and the integration of work/family will be natural and organic. Everyone's landscape looks different so do not judge yourself against others and how they implement that balance, you do you to the best of your ability with no apologies. Your business and family will be good if you are good. Allow for that flexibility and fluidity I spoke of before.

Take us back to when you launched? What was your marketing strategy?

I had no marketing strategy. I did have branding files, templates, social media and a website, but no structure or systems in place. I started to just talk to people, join networking groups (both in the industry and female founder related) and just lived the business out loud. Once I started seeing people interested in my product and with advice from other entrepreneurs, I started to see the value in a marketing strategy. I'm still in the throes of fleshing that out for my business.

Did you always know you wanted to be an entrepreneur?

Definitely not. Growing up I was under the assumption that the path would be to go to school, learn a trade, and get hired in that industry. It wasn't until later in life I started to pay attention to what other women were doing, creating the work they wanted instead of just trying to get hired to do it. At a certain point in life (and this point is different for everyone) you are able to evaluate who you are and how you will show up. It takes maturity, confidence, and trust in yourself.

What accomplishments are you the most proud of to date in your business?

That I'm still in business 5 years later and still loving it.

What is one thing you wish you had known when you started your Entreprenista journey?

That I am not expected to succeed by myself nor is that the best path to success. And that there are people who care if I succeed and want to help me succeed. I've always known I need "help" but I assumed that the success of my business was solely based on my hard work, motivation, and skills. That may be true for some, but for me it wasn't and isn't. I would have liked to have known that at the beginning because I think it would have felt less scary and less pressure having the knowledge and expectation that others will be part of my journey.

When hiring, what is your go-to interview question?

I hire contractors not employees so I like to ask why they do what they do. Hearing people say out loud why they do the work they are pitching helps me gauge their authenticity and motivation.

What did you do before starting your own business?

I went to law school after graduation and practiced law for 10 years before stepping back to start a family. While practicing law I was studying gemology and turned to that industry after leaving my practice. I've been in the jewelry industry in some capacity since leaving law and launched my design business in 2021.

What made you take the leap to start your own business?

The pandemic was an interesting time of rest for a busy household with 3 kids. Without the everyday demands of carpools, registrations, volunteering, errands, etc. I was able to take time to rediscover what I love about working and specifically working in the fine jewelry industry. Being given the time and space to work through the logistics of starting a business and using both the creative and practical sides of my brain was an opportunity I wanted to take advantage of.

Do you have any recent wins?

Yes, I reached over 1000 followers on Instagram, I grew my email list, and I've put myself out there in networking groups and taken advantage of the support and resources being offered by other intelligent, motivated, and supportive female founders.

What's one app on your phone that you cannot live without?

Notes app. Ideas for designs come to me at the weirdest times and if I don't make a note of it I'm unlikely to recall it later.

Who are your customers?

Typically my customers are female-identifying over the age of 35. Jewelry tends to reach a wide range of audiences because of the varied price points, aesthetic designs, and motivations behind the purchase (a gift, commemorating an event or milestone, treating oneself, celebrations, etc.)

What's your top productivity tip?

Planning & time blocking but with flexibility. Do not over schedule yourself or be rigid. Knowing yourself how you work best (the environment, the systems, etc.) and how you can be efficient is a key characteristic that takes trial and error to learn. So be mindful of planning, stick to time management goals, but allow for mishaps, changes, unexpected challenges and be ok with integrating those into your systems.

What's your favorite business tool?

Workflows by Ronna/Notebooks by Ronna. Ronna Belinky is a productivity coach who helps people integrate flows and systems to manage their to-dos and tasks. As a momaprenista my brain is FLOODED with tasks. Her systems help you take things out of your brain and into manageable processes so that you can actually be efficient, effective, and not forgetful.

What's your approach to work-life balance?

Fluidity and flexibility. I know that I can have the best plans, intentions and efficient systems set up, but nothing will ever fall neatly into those places. Just knowing that gives me the integration because my expectations allow for disappointments, setbacks and at times chaos. When those things inevitably happen, I'm emotionally prepared. I naturally know my priorities and I instinctively tend to them in the order of importance. That system only allows for integration and balance.

How do you avoid burn-out?

Actually the same concept as my productivity tip: allow for flexibility. Know yourself and give yourself the breaks or the distractions you need to refill your tank. Remember it's not all or nothing, living in the gray can be a blessing and the gray can look like taking a break, finding quiet time, having lunch with a friend, seeing a movie randomly during the day. Allow things to not always go as planned because when they do you are susceptible to burnout.

What advice do you have for aspiring Entreprenistas?

Imposter syndrome is real and can be debilitating without you even knowing it. Name it, give it its quick moment, and then dissolve it into the universe and let it go. It has no benefit and no place in your head. So bid it a blunt goodbye.

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Carin's story is a reminder that the most intentional businesses are often built slowly, across multiple chapters, and right on time. We are so glad to have her in the Entreprenista community and cannot wait to see what Carin Susann Designs continues to create.

Want to connect with founders like Carin? Visit Entreprenista League to explore our community and discover more stories of women building businesses that truly matter.