WESST Pop-up Shop Spotlight: Minu Jewels

By Lorena Schott | October 9, 2022

After a two-year hiatus, WESST is excited to host the 5th annual pop-up shop  (Oct. 14th 11a-4p, 609 Broadway Blvd NE) where you can shop locally and find unique Made in New Mexico products and gifts. Over the next few weeks, we would like to introduce you to a few of our vendors to give everyone a preview of their products and the opportunity to learn about their entrepreneurial journey.  We hope you enjoy!


Introducing Christina Candelaria – Minu Jewels

Where did the “big idea” for your business come from? 

My aunt in Egypt was making jewelry and she was my inspiration.  I would design with her and bring to the US and people would just come up to me asking where I got my jewelry and it started from there.

What was your key driving force to become an entrepreneur? 

Once I got into an accessories showroom in New York City, that took my business to another level and pushed me to create a brand.

What obstacles did you face while creating your business and how did you overcome them? 

I never worked in retail and never worked in jewelry business so I’m self-taught and had to learn quick.

How do you market your business? Which tactics have been most successful? 

We do market on Facebook, Instagram, and other platforms and we’ve been fortunate that major retailers/stores contact us directly to work with them.

How do you stand out from your competitors? 

Our style is influenced by the Mediterranean and the Egyptian culture, so we do stand out with our use of color/stones/metals and calligraphy.

Would you do anything differently if you could start your business over again? If so, what? 

I don’t know if I would have done anything differently at this point.

What advice do you have for other people who want to start their own business? 

Really do your homework.  So much to learn and not just from making a product but behind the scenes with running a business that you may not realize.

What do you do when you’re not working? 

I’m always on the go and travel quite a bit.  Like to explore new places and spend time with my family and friends.

To view the list of vendors who will be showcasing their items, or to get more information, please visit the WESST Event Page.

About the Author


Lorena Schott

Lorena Schott is a native New Mexican that brings a wealth of experience to the WESST team. Before joining WESST in 2009, she worked for Intel where she was acknowledged for her establishment of Intel’s centralized on-line system, rewarding and recognizing employees worldwide.

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