Fiery orange-red carnelian stones and shimmering labradorite flowers dangle from a bright gold chain. Smooth purple Brazil super seven stones laced with golden citrine shape an elegant bracelet, and black onyx beads create a layered necklace. Together, these unique creations showcase the vibrant work of jewelry business owner Anna Luo. 

Luo sells handmade, beaded jewelry crafted from natural gemstones in her business, Analemma8. She aims to instill a certain spiritual energy in customers through each collection.

“We created a unique product in the market that is also very meaningful,” Luo said. “We also introduced gemstones to people internationally. For example, in China, the jewelry is usually jade or diamond, and people don’t come in contact with colorful natural rocks or gemstones. We help create a new and unique choice for our customers.”

Luo founded Analemma8 with a tech UI designer friend who ran a handmade jewelry Etsy store. Leveraging their complementary skills and backgrounds, they became business partners and built the brand together. One of their first and most crucial tasks was choosing a name that encapsulated their goal. 

“Analemma is a word used in astronomy when talking about the sun and its different locations,” Luo said. “When you look at it over a year, it will trace like a figure eight. Because we made jewelry from the Earth, which is just one planet in our solar system, we thought this word was beautiful. The name reflected what we were going to do and even our spirit.”

Before opening her jewelry business, Luo created fashion and beauty content on YouTube, but after several years in the fast-paced digital industry, she wanted to try a different path that aligned more closely with her lifestyle. 

“I needed some change and adjustment, and I was very interested in business,” Luo said. “I wanted to do my own brand because I always recommended all kinds of brands to my audience. So, I thought, why not have my own brand?”

Luo’s interest in fashion first sparked her affinity for natural jewelry. During college, she pursued this passion and studied gemology, gaining a background in gemstone appraisal. Coupled with her experience in content creation, Luo had a unique foundation for her business. She approached building her store with both an analytic and creative lens that allowed her to understand the market. 

In each of her collections, she aims to connect with customers through jewelry that evokes various spiritual ideas like ambition, longevity and harmony.

“In our first collection, we used the moonstone and sunstone,” Luo said. “The moon has the meaning of raising the spirit, and the sun gives positive energy — they balance each other. The goal of our brand is that when people wear our accessories, they not only look good, but they are also given confidence and spiritual inspiration.”

As she navigated the many complexities of launching a jewelry business, Luo juggled tasks from legal paperwork to creative ideation and marketing. She saw the most personal growth through creativity during the publicity stage. Though she had videography experience as a content creator, she had to learn the ins and outs of product photography. 

“When you run a company, you need to handle many types of work,” Luo said. “I had to learn many new things and just keep trying. One thing I needed to do was take product photos because for selling online, the photo is very critical. It needs to be beautiful and attractive, so I also did the modeling myself, and then I shared some photos to introduce my brand to my audience.”

Beyond business achievements, Luo treasures the achievements in her own development, as she has learned to adapt quickly to obstacles. 

“What I am most proud of is my personal growth,” Luo said. “We are just at the beginning, but I already see how I approach experiences differently. I learn from other brands about how to keep building my business. I gained a lot more knowledge from starting a business compared to the years before. Feeling like I can still learn even many years after finishing school is so amazing.”

Reflecting on her transition from a content creator to a business owner, Luo values the work-life balance in her new role. She developed a healthier relationship with her work now that she has more control over the products she creates. 

“When I was a creator, I needed to open myself to the public and make content that other people wanted to watch,” Luo said. “But now, my achievement and fulfillment come from my customers and their enjoyment of my jewelry. I feel dopamine from their happiness, which is now much better for my mental health.”

Luo encourages aspiring entrepreneurs to embrace the learning process. Ten years ago, she never would have imagined the business she now runs today, but she now recognizes her success came from her ability to explore, try new endeavors and grow from challenges. 

“If you like something, just do it,” Luo said. “Even if you fail, that’s not a bad thing. I opened a small shop before my jewelry business that didn’t do well, but I don’t regret it because I learned from it. Twenty years later, when you look back, you will always be grateful for your experiences.”