partnerships + friendships over competition with grace nguyen (loupn)
golden guide
building a resilient & connected #aanhpi community / celebrating #aanhpiexcellence anywhere & everywhere
field notes is a personal, behind-the-scenes look at our journey to constantly build and improve golden guide, the largest contextual platform of AANHPI businesses, restaurants, community organizations, and resources.
in this edition of field notes, we're talking to grace nguyen of LOUPN . read below to learn more about her!
how did you come up with your business idea, and how did it start?
I always had a love for jewelry - maybe because I was exposed to it as I'm a third-generation jeweler.
I love how jewelry brightens your mood, gives you confidence, and it can carry personal meaning. As I thought about starting my own business, our stylist, Benjamin Holtrop suggested that we start a men's jewelry brand. He said he's constantly looking for jewelry but always had to shop in the women's section since there are not enough options for men. So we decided to create it!
Now, we still do cater to men primarily, but as women started requesting smaller sizes and more feminine styles, we expanded to serve both men and women, but the focus of serving and highlighting the underserved community remains the same.
tell us a bit about the community/region you’re in—what you love about it, what you wish more folks knew about, etc.
We're based in OC/LA. We recently expanded to NY through Maum Market as well!
The common thread I find in our LOUPN community is, many of us are a part of immigrant families, and looking for a way to express our heritage and feel a sense of belonging while working hard to remain strong and positive. I'm fascinated by the grit and motivation to improve our community!
tell us about a fellow aapi restaurant, business, or community group(s) you’re a fan of. what do they do best? what makes them different?
We're a huge fan of MAUM Market. They have created such a positive community that promotes partnerships over competition, a space for small businesses to come together to not only express and sell their craft but also build friendships and support each other. I see how they're constantly being creative in supporting small businesses and our Asian community. It always feels like coming home when we interact with them.
what advice do you wish someone gave you when starting out your small business or that you think every business owner/maker should know?
For physical products, show your products early on at popup markets. This helps you learn quickly who's attracted to your brand and which products have the potential to help you grow your brand. It's a great way to test, sell, and market your brand.
what is a specific moment or memory has stuck with you on this journey as you build your business?
Launching our latest collection, COMING HOME, was a pivotal moment for me personally. As I worked as a producer in my past careers, I naturally gravitate towards helping other creatives' visions come to life.
But in this collection, it was my time to share my story, representing my heritage and family, and I felt extremely vulnerable. Thankfully, I have a wonderful team of creatives who helped me execute my vision. My two children were also included in the photoshoot, making it a dream come true.
what would your business look like if you had all the time and resources available to you?
I would love to build a physical space where we're not only showcasing our pieces, but where other creatives can come together to collaborate, eat and hang out, and create art!
what is the best way for folks to support you?
Purchasing directly from our online store, or pop-ups, engaging with us on social media, writing reviews, sharing our brand, and giving us direct feedback all help us tremendously!
are you open to collaborating with others? if yes, what types of collaborations would you like to do or be reached out to for?
Yes! We love collaborations! We've launched three product collaborations so far, and would love to continue. We're always looking for people who love our brand and our community, whether it's for creating a collection together, creating content together, or working together to improve our community.
what brands (besides your own) in the gift guide will you be shopping at?
We love gifting An Candles, ELOREA , Halmi , 1587 Sneakers + Canvas & Clay!
discover LOUPN & 300+ other small businesses, makers, and creators on golden guide's first-ever gift guide at aapigiftguide.com
explore & discover more about golden guide: