Meet the Founders

Kelly Bozigian, 32, and her husband Colt Bozigian run Coastal Caviar, a handmade jewelry business based in Boston, Massachusetts. After Kelly departed from her role as an associate creative director at TJX Companies to focus on Coastal Caviar, the couple quickly turned a vacation inspiration into a thriving venture.

The Birth of a Business Idea

The concept for Coastal Caviar emerged during a beach outing in June 2023. Frustrated by the lack of charm necklace options available online, Kelly articulated her vision: an interactive website where customers could personalize their jewelry in real time. This idea led to the creation of Coastal Caviar and its innovative charm builder feature.

Reflecting on the importance of addressing market needs, Kelly noted, “People always say that the best businesses arise out of solving a problem.” This philosophy became integral to their entrepreneurial journey.

Initial Steps to Launch

Taking immediate action, Kelly secured a domain name and began developing the website upon returning home from the beach. She emphasizes the importance of acting on ideas, noting, “For a lot of people, taking action behind an idea is the hardest part.” Their quick start was fueled by Kelly’s decisive nature, which set the groundwork for their burgeoning business.

Key Resources for Growth

Utilizing platforms like Upwork played a significant role in Coastal Caviar’s development, particularly in creating their specialized website. Kelly advises aspiring entrepreneurs to seek out talented individuals for aspects they may not excel at personally, stating, “If you’re not an expert in something, outsource it.”

Learning from Challenges

As with any business, Coastal Caviar faced hurdles along the way. A significant misstep occurred when the company rushed a new product launch to coincide with an influencer’s endorsement, ultimately compromising product quality. Kelly expressed regret over this decision, emphasizing the disruption caused to their customer trust.

Revenue Insights

Launched in January 2024, Coastal Caviar experienced impressive early success, generating over $100,000 in sales within the first month, largely attributed to a viral TikTok moment. The engaging content shared on social media allowed them to establish a strong customer base rapidly. Within six months, the venture reached $1 million in sales, and within a year, they surpassed $2 million.

Commitment and Community

Kelly dedicates around 12 hours daily to the business, underscoring the demanding nature of entrepreneurship. However, she cherishes the connection with the community cultivated through social media, where customers share their stories and experiences with Coastal Caviar products.

“I love sharing our journey on TikTok and connecting with our community through social media,” she said, highlighting the personal connections forged in the process.

Advice for Aspiring Entrepreneurs

Kelly’s key advice for those looking to start their own business is straightforward: “Don’t overthink it when you’re getting started and just put yourself out there.” She encourages future entrepreneurs to embrace action and gain insights from early interactions with the market, emphasizing that many logistical details can be worked out over time.