True and Constant

When Whitney “Whit” Erler (Colorado Mesa) received a ‘build-your-ownbusiness-with-$10’ assignment for her entrepreneurship class, she decided to lean into a beloved childhood hobby of hers. Whit elaborates, “My mom and I have been making jewelry together since I was a kid, so I decided to base my project on that.” Whit invested her $10 into jewelry-making materials and made a handful of anklets, turning her profits into more supplies for anklets to meet the assignment’s requirements. Little did she know that demand for her jewelry would boom beyond her wildest dreams. And most of the demand came from her Eta Tau sisters and other sorority members on campus. Whit landed an A on her assignment, prompting her to develop a more official business and marketing plan, mission statement and website. On November 21, 2022, she released the 2.0 version of her jewelry business, RISA, into the world. Within the first five hours of launching, RISA brought in more than $1,000 in revenue sales. Stunned by this, Whit reminisces, “I remember having to turn my phone off during my gym session because the Shopify notifications went off every couple of minutes, which was quite distracting (in the best way!).” The Crescent sat down with this young startup owner to talk about all things RISA.

CAN YOU BREAKDOWN THE JOURNEY FROM TURNING YOUR SCHOOL PROJECT INTO RISA?

There were a lot of moving parts that came together to create RISA. The first, and most critical step, was a gift I received from my late grandmother. It was her gold class ring from high school. I wanted to change out all my silver jewelry to gold once I received her ring, but real gold was far too expensive for my college student budget and the affordable jewelry I was buying from big-name stores tarnished so fast, which was frustrating. I realized then that I could utilize my experience in the jewelry arena to offer affordable yet quality gold-plated and gold-filled jewelry that lasts significantly longer than what’s already out there.

HOW DID YOU NAVIGATE THE EARLY STAGES OF RISA'S DEVELOPMENT AND WHAT ROLE DID YOUR SUPPORT NETWORK PLAY?

I had a lot of Gamma Phis help me in the early stages of business. Eta Tau’s former president and current president (my twin and Little) played crucial roles in fulfilling and packaging orders with me. My photographer, Nicole (@nicoleannmedia), helped run the business while I was on a trip to Thailand and did an amazing job! These women were some of my biggest supports, and I couldn’t be more thankful for them.

WHAT IS RISA'S MISSION? HOW DOES THIS SEPARATE RISA FROM ITS COMPETITION?

The mission of RISA is jewelry that inspires joy. I think that’s what a lot of people, particularly young women like college students, want out of life: more joy, more fulfillment, more laughter, more friendships, more goodness. This unique mission separates RISA from its competitors. Plus, people want to support small businesses. I think doing so helps us feel connected to something, like a community. And that’s what I’ve built here: the RISA fam!

WHAT’S THE MEANING BEHIND YOUR BUSINESS’ NAME?

While sitting on the beach in Florida watching a sunrise by myself, I was daydreaming about what I wanted this company to become and the values I wanted it to encompass. I kept picturing people laughing. So, I decided then I would name it RISA, meaning ‘laughter’ in Spanish. I really wanted my brand to act as a reminder to look for all the good in this world.

What are some significant challenges you have faced as a young entrepreneur, and how have you overcome those obstacles?       

My main challenge has always been time management. When I started RISA, I juggled 15 credit hours, a leadership position within my chapter, two jobs and workouts six days a week, all coupled with homework, friendships and weekly chores. Time was scarce, but RISA remained a priority. Last May, amid graduation, moving, a new relationship and family visits, I neglected RISA and watched my business suffer. It taught me the importance of dedication. Like a child, RISA needs nurturing, feeding and genuine care to thrive. To prevent burnout, I keep it enjoyable, pivoting when necessary. Treating RISA like a business, not just a hobby, is vital, but it's also something I genuinely love and find fulfilling. If it stops filling my cup, I know I can pivot.  

What are some customers’ favorites?    

The Golden Huggie Hoops, Check Me Out Checkered Huggie Hoops, the custom initial necklaces and, for Gamma Phi Beta sisters everywhere, the Carnation Necklace!   

How is operating your own business meaningful or fulfilling?   

RISA brings so much fulfillment and meaning to my life. Its mission and vision are ideals that I get to keep in mind daily while running the business. RISA has helped me get through some really challenging times, like losing my grandparents, and it has proven to me that I can do hard things and that no dream is too big if I put my mind to achieving it.  

Any advice you’d give to young entrepreneurs?   

Just start! Find people who you look up to in business and ask for help. There are so many resources online from people who have done it and want to help you succeed. I believe in you! 

Join the RISA Fam at RisaJewelry.Shop and follow @risajewelry on Instagram.