We had the good fortune of connecting with Kelly Tourgeman and we’ve shared our conversation below.

Hi Kelly, how do you think about risk?
If you were to ask all of my friends if I was a risk-taker, they would probably say no, however, they would be wrong. I don’t sky-dive or bungee jump, but I go all in when it comes to realize my ideas. Risk one, why not pursue a Master’s Degree in English and a Pilates instructor certification at the same time? Yes, done. Risk two, why answer an email from a chiropractor that wanted me to start a Pilates studio in his practice? Yes, done. Why buy my own building for my own Pilates space when I had a two year old baby? Yes, done. Why did I decide that a chronic illness (MS) would not limit me? Well, ask me on any given day and I may give you a different answer, but I did start yet another business–an online and retail jewelry business, with me as the designer, seller and discerning buyer of vintage gems.

Perhaps, risk is not quite the correct word for my life and/or career journey. I just don’t give up and sometimes that puts me in risky situations. And to dispense some real, more practical advice, financial success is not a given. It is hard work to own any business, but if you love what you do (and in my case, be my own boss, no dress code (barefoot is the best!), and bring my dog to work), it can happen. Surround yourself with mentors, never stop learning (I just took a class about SEO, marketing, etc.), and sometimes just throw it all up to the universe. Ask me about that time I needed a whopping grand to pay my Pilates studio rent, and I had 2 bucks in my bank account. I was frantic, but somehow, someway, I scored two major cash paying clients. Karma, good fortune, who knows? It all worked out.

Alright, so let’s move onto what keeps you busy professionally?
It is 2025! Reset, renew, resolve–RECYCLE! I work with gemstones in my jewelry designs, but in the past few years I have wanted to branch out into metals: sterling silver, 14K gold, rose gold. I started to source supplies and thought what I am doing? Increase my supply budget? Maybe not, I am not independently wealthy. . .Then I thought about what do I wear regularly, which are tons of vintage chains and bracelets, some of which I have had since I was in high school. I also thought about, slow fashion, green fashion, eco-style, you know, all of those hashtags. Or perhaps, you do not. Baseline definition is recycyle or repurpose what we have, don’t dump reusable items in landfills, and source supplies locally so that there is less of a energy impact. So, I am now not only selling vintage jewelry, but also incorporating all kinds of antique bits and pieces into my designs. I have had a great reception from this new approach. I think most of my customers enjoy wearing an item that it is not produced en-masse, and has a history and story to tell (which if I can, I will provide for my customers).

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I am a born and raised Los Angeles native, and will never leave. LA is the best! There is so much to see and do, and eat and drink, and people to watch and meet. I could write a whole book on the best places to visit, but I will spare you. One day, one place–Topanga Canyon–it rocks! So that said, visit “Topanga Rocks.” It is an amazing boutique with huge grounds in the canyon. Explore and check out awesome Hindu sculptures, massive raw gemstones, gorgeous boho jewelry and a Buddhist walking path alongside a natural waterfall and pond. Worked up a thirst? Grab a coffee, tea or smoothie from “Topanga Living Cafe.” Hanging out here is like being in a treehouse–spectacular views of the canyon! Once refreshed, there are so many cute stores that sell local arts & crafts, and you can even tye-die your own t-shirt at “Flower Power Topanga,” a flower shop and apothecary. Take a stroll and unwind; the Canyon truly brings the peace and love. The grand finale Is dinner (or lunch, or brunch, or hey, tie the knot here, it is always wedding season!) at “The Inn of the Seventh Ray.” The restaurant is iconic; known for its creekside dining, twinkly lights, delicious organic food, and the most romantic vibes. Definitely go, and do not miss the Black Bread Grilled Cheese Sandwich!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Oh wow, big question. I cannot dedicate my “shoutout” to just one mentor, there are too many in my wonderful life. I guess I will start at the beginning–my Dad. I was a Daddy’s girl, but somehow in the turmoil of teenage years and then working at his business during college, we butted heads. Big time! As I grew up, I truly began to value the lessons he (and my mom for that matter!) instilled in me. Perhaps not the most important lesson, but relevant to this interview, is as a business person, as a salesperson, always be personable and personal with your customers. Remember your client’s name. Duh!! OK, remember your client’s partner’s or kid’s names, birthdays, hometowns, vacations, etc. Maybe even their favorite food or restaurant! Basically, listen, and don’t lose making a potential longtime customer (or turning that customer into a friend) by just hitting hard with the sales pitch. With online sales this can be potentially more difficult then in person. Automated email marketing, you know, sending that “Happy Birthday, here’s your discount code!” message is a start, but not too genuine. Online blogging may be a way to start to a “conversation” and have a more personal relationship with customers as well as social media posts that invite two-way communication. That said, I have met some amazing mentors online: fellow small business owners, fashion designers, and photographers who are just one DM a way to give me advice.

Website: https://www.violettigershop.com

Instagram: https://www.instagram.com/violettigershop

Facebook: https://www.facebook.com/violettigershop

Other: hello@violettigershop.com

Image Credits
Product Photos: Violet Tiger
Model Photos: erikabiermanphotography.com

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.