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

Hi Alfonso, we’d love to hear more about how you thought about starting your own business?
My journey in founding The Real Jewelry Company was fueled by a blend of personal passion and a deep sense of purpose. At the core, my vision was to establish a legacy for my children, something enduring and significant that would not only secure their future but also serve as a testament to the power of perseverance and innovation. Moreover, as an African-American entrepreneur, it was paramount for me to stand as a beacon of inspiration for young boys who see themselves in me. I wanted to demonstrate that with dedication and strategic thinking, one can ascend the heights of the business world, irrespective of their background.

Furthermore, the inception of The Real Jewelry Company was also driven by my desire to diversify my income streams. In an ever-evolving economic landscape, it’s crucial to build robust and resilient financial foundations. However, beyond these practical considerations, my business represents a commitment to ethical practices and social responsibility. We specialize in fine and demi-fine jewelry, particularly championing moissanite and lab-grown diamonds. This choice not only aligns with our goal of offering cost-effective luxury options but also reflects our dedication to sustainability and ethical sourcing – a cornerstone of our brand’s philosophy. In essence, The Real Jewelry Company is more than a business; it’s a conduit for change, inspiration, and enduring value.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
The path to where The Real Jewelry Company stands today has been anything but easy. Despite the often inflated sense of success portrayed on social media, the reality is fraught with real struggles and learning experiences. One of the core challenges in the fine jewelry sector, especially given our focus on customer service, is managing expectations around the time and care that goes into crafting each piece. To address this, we’ve implemented a sophisticated Customer Relationship Management (CRM) system with integrated triggers, keeping our clients informed throughout the various stages of production. This not only enhances transparency but also builds trust and understanding.

What truly sets us apart is our commitment to luxury, not just in the product but in the experience and education we provide. We recognize that we’re not creating jewelry for everyone; our target is a discerning clientele who values informed decisions. This is why education about gemstones, particularly lab-grown diamonds and moissanite, is integral to our client interactions. We’re not just selling a product; we’re imparting knowledge that empowers our customers to spend wisely.

Moreover, as The Real Jewelry Company, we’re positioned uniquely in the hip-hop jewelry niche. While hip-hop culture has propelled this style into the mainstream, the faces behind these jewelry brands, especially store owners, seldom reflect the diversity of the culture itself. As a black-owned and veteran-owned business, I am proud to represent a change in this narrative. I’m not looking to replace those who conduct good business; rather, I aspire to add a new dimension to the industry. We’re here to show that a black jeweler can own 100% of a high-quality, respected brand. We’re here not just to participate but to excel and set new standards.

In summary, The Real Jewelry Company is more than just a brand; it’s a symbol of quality, education, and representation. Our journey has been filled with learning curves, but each challenge has only strengthened our resolve to offer something exceptional. I want the world to know that we’re here to make a statement, not just in jewelry but in the broader narrative of entrepreneurship and representation.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
“If my best friend were visiting Norfolk, I’d make sure they experience the essence of our vibrant city. Our week-long adventure would be a blend of local culture, history, and, of course, some incredible food.

On Monday, we’d start with a tour of the military base. As a veteran, I find it truly impressive to see the day-to-day operations and the dedication of our service members. We’d also arrange a ship tour to get a real feel for Navy life. The day would wrap up with an exciting basketball game at Old Dominion University.

Tuesday’s plan would be indulging in the best tacos in town at El Callejon Tacos, followed by a visit to the Nauticus and Battleship Wisconsin. It’s a perfect way to dive into the maritime history of Norfolk.

Midweek, Wednesday, is all about enjoying the Upstate New York flavors at The Dirty Buffalo. I happen to be born and raised in Rochester, NY so to me, their wing night is legendary – half-priced wings that are arguably the best in the city.

On Thursday, we’d explore the surrounding areas, including Virginia Beach. Town Center has a plethora of dining options, but we’d specifically go for a fish fry at Keagan’s Irish Pub. The night would continue at Croc’s 19th Street Bistro, a great spot for socializing.

Friday would be dedicated to shopping at local stores like Pursuit, MADE in Norfolk, and The Lockerroom. The evening would be about supporting local hip-hop talent at events like The Way Up Series by VA producer T-Rifik or Puff N Mic sessions by the talented artist Marv.P, who even name-dropped me in his song ‘No More.’

Saturday would bring us to Hair of The Dog on Granby St for a hearty meal, followed by shopping at Selden Market, known for local businesses scaling up their operations. We’d end our day at The Republic for a vibrant night out.

Finally, Sunday would be a relaxed day with brunch and a day party at Canvas, famous for its fried chicken and a wide range of designer drinks.

This itinerary not only showcases the variety and richness of the culture but also underlines the city’s dynamic energy and diverse offerings. It’s a week filled with good food, great company, and a real unique experience.

Who else deserves some credit and recognition?
In this incredible journey of establishing and growing The Real Jewelry Company, I must first and foremost give honor to God. It’s through His grace that I’ve found the strength and guidance to harness my talents and pursue my dreams. This entire venture is a testament to the blessings I’ve received, and it’s a privilege to use these gifts in a meaningful and impactful way.

I would be remiss not to mention my first business mentor, Daryl Kingston, also known as Daryl YG. Joining a network marketing business under his mentorship was a pivotal moment for me. Daryl was instrumental in reshaping my mindset about generating income through individual effort and entrepreneurship. His guidance sparked a transformative journey, leading me to explore the insights of motivational authors like Les Brown and Jim Rohn. Additionally, ‘The Psychology of Money’ was a significant read that deepened my understanding of the true value of money and the impact of financial decisions.

However, the backbone of my success and perseverance has always been my family. The unwavering support of my wife and children, my mother, brother, sister, and other family members, has been a constant source of strength and motivation. They are not just my support system; they are an integral part of this venture’s soul. Every milestone we achieve at The Real Jewelry Company is a collective victory, a shared joy with those who have stood by me through thick and thin.

In essence, while the brand story of The Real Jewelry Company is mine, it’s also a narrative woven with the support, wisdom, and love of many. I’m forever grateful to each one of them and dedicate this shoutout to their unyielding belief in me and our collective vision

Website: www.therealjewelrycompany.com

Instagram: https://www.instagram.com/zoe.tha.jeweler/

Linkedin: https://www.linkedin.com/in/alfonso-evans/

Facebook: https://www.facebook.com/alfonso.z.evans

Youtube: https://www.youtube.com/channel/UCrq0Z2alMf800_TniZWDAsw

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