EP338 The Structure That Helps You Reach Your Goals with Joel Ingwaldson

EP338_Blog Featured image template.

One of the biggest reasons that creative businesses fail is because they aren’t structured and they don’t have a systematic way to grow their company.

And even though they might have gotten some success and sales traction just doing all the things and putting themselves out there. What ends up happening is eventually they end backtracking because they don’t have the internal structure in their business to set themselves up for success. 

So if you are struggling as a creative to get more traction in your business with your jewelry brand or your product business, you are going to love this interview with Joel Ingwaldson.

Download the show notes here

The Veteran

Joel has been in the jewelry industry for over 25 years. She worked in different aspects of the jewelry industry, from managing retail stores, a bridal store and learning all the back end of manufacturing, designing, and connecting with retail customers. 

She was the area manager for Pomellato where she worked for the president of MaxMara United States. Her career took off while she dug in and sunk deep into the corporate world. 

Joel is very experienced in selling, growing, and developing the sales team. She has tried different aspects like diamond wholesaling, cash and carry shows and has given shows around the country for various companies. 

Leaving Corporate

She traveled a lot and did everything at a fast pace in the corporate world until she had a health scare. 

Joel had a very clean lifestyle, so she knew that what she was suffering from was not a physical thing but more like an emotional thing. 

She needed alignment because somewhere in her life was off. 

She tried to figure out what it was and began her healing journey. 


So, Joel took time off from work because of surgeries, but she rediscovered jewelry designing again in the process. 

She started putting things together and contacted people she knew in manufacturing. 

Joel also had a new iPhone during this time, so she took pictures of her pieces and posted them. She was surprised people were asking about her jewelry pieces, and before she knew it, she started her own jewelry brand. 


Joel had pure excitement in her first three years. She was doing her own thing, making her own money and crushing it! 

But slowly, her business started to dwindle, and she realized she was running it like the Wild Wild West. 

She had no structure or foundation to sustain it and was just shooting from her hip all the time. 

She became tired, and when COVID hit, her business was almost taken down because she was mostly doing pop-ups and in-person events. 

Joel was humbled, and she knew she wanted to have a sustainable business and a laid-out plan. 

She initially ignored Flourish and Thrive because she thought she knew what she was doing. 

But after COVID, she couldn’t access her dream clients, and her website was not performing. 

She was frustrated and was clueless about what she needed to do.

Scoop the Cream and Implement

When Joel finally enrolled in Laying the Foundation (LTF) and accessed the Diamond Insider’s (DI) community, she just zipped it up, listened to all modules, and scooped the cream.

Joel said there was too much information, and she couldn’t take it all in. 

So whatever resonated, she’d scoop it, implement, scoop again and implement.

She finally found a structure for her jewelry business through LTF. She also learned how to make quarterly goals and implement them properly. She learned to slow down, reel things in, let them sink in, and clearly see what she wanted. 

She took small bites of information, scooped the cream, and plugged them into her business.


Through LTF, the DI community, and the coaches, Joel found support, and she says it is priceless. 

She also enjoyed lifting other team members and bouncing ideas off within the community and her coaches. She’s no longer trying to figure it all out on her own. 

Eventually, Joel’s business went from being bootstrapped to an increase of 380% for the year, and her website sales were up 54% for the year. She’s also passed her stretch goal a lot faster, and she’s now growing her signature collection. 

Joel says she is experienced and knows a lot about the jewelry industry, but she’s still growing and learning. 

Joel feels there is so much to learn, and she will just let time and space catch up. 

Listen to the full episode above to hear Joel’s inspiring journey from corporate leader to full-time jewelry entrepreneur. Discover how she scoops the cream from the torrent of information and then implements them effectively to her business.

xo, Tracy


Follow Joel on Instagram!

Darshan Sacred Jewelry

Top 5 Traits of a 6-Figure Jewelry Brand Masterclass

Laying the Foundation Program

The Desired Brand Effect

More Resources for Jewelry Designers



Listen on Apple Podcasts!