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The Journey of a Mother-Son Duo Behind a Thriving Jewelry Business April 03, 2023 (0 comments)

Tammy Nelson and Son

New York, NY--Tammy Nelson dreamed of becoming a professional dancer when she was a little girl. Her mother's unwavering belief in her instilled a sense of fearlessness and drive that later inspired her to create a fidget ring brand with her son, Jake. Today, their side business ranks No. 478 on the 2022 Inc. 5000 list of fastest-growing companies.

[Image via Conquering]

After her mother's passing in 2010, Tammy sought to spread empowerment through a line of motivational-quote keychains. A report states that in 2018, she and Jake began brainstorming an interactive product that would impact users daily. They decided on fidget rings, designing a 3D prototype and eventually perfecting the ring's satisfying clicking mechanism.

Launching in January 2020, the duo succeeded on TikTok, experiencing multiple viral moments that significantly boosted sales. Balancing her day job as a marketing executive with the thriving side business, Tammy continues to work closely with her son, expanding their reach through various marketing channels and retail outlets.

The journey has provided a fulfilling business venture and an opportunity for Tammy and Jake to strengthen their mother-son bond while making a difference in people's lives. Managing the delicate balance between their personal relationship and business partnership has been a learning experience, but the rewards have been immeasurable.

Together, they have built a loyal customer base, expanded their marketing efforts to include email, SMS, Pinterest, YouTube, and Google ads, and ventured into retail. These strategic moves have allowed them to plan inventory and staffing better, ensuring the sustainability of their growing jewelry business.

Working on their brand, CONQUERing, during nights and weekends, Tammy remains passionate about the venture while maintaining her full-time marketing executive position at an Inc. 5000 insurance company. She considers collaborating with her son on this project as one of her greatest joys, as it has brought them closer together while working towards a common, fulfilling goal.

Their journey inspires others, showcasing the power of unwavering determination, family support, and creative collaboration in turning a dream into a thriving, successful business.

Read the entire report here.

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