Suzy Sogoyan followed her father’s footsteps, but she has since stepped boldly onto her own path. At the young age of 16, Suzy got involved in her father’s jewelry business. She’s taking it on now with a passion for people.
Suzy Sogoyan, a business owner of IceLink, has taken jewelry to the next level. The jewelry is stunning. It ranges from dainty gold bands studded with diamonds amidst unique designs to big and beautiful with bold gemstones. The watches the father-daughter duo design also speak for themselves: from multiple faces on individual pieces to faces with gears and maps set in the background. These are pieces both high-end celebrities and everyday people wear. Alongside her father, she designs jewelry with a purpose and meaning.
Suzy Sogoyan is in this business for connection. She loves people: “My intention for IceLink isn’t just for my love and passion for jewelry and watches, it’s for creating with purpose and using my skill and craft to connect with others.” Suzy said. Her Instagram may just say it all. Her followers trust her. Some of which she calls “the Suzy squad”. These are women Suzy says are “young, fabulous, and chic–these are hard-working ladies who know their self-worth…always striving to become better versions of themselves.”
Suzy Sogoyan grew up watching her father, Andy Sogoyan. He had an entrepreneurial spirit she was moved by. They both got interested in creating jewelry at the young age of 16. While their passion was the same, their experiences with success have been different. “As a woman in a male-dominated industry, I was often underestimated and went through challenging obstacles to prove myself.” Suzy said. With her father’s wishes, she decided to be fearless and even designed a bracelet that stands for fearlessness: a leather bracelet with a lioness. It empowers the wearer and reminds them to stay strong.
Suzy Sogyan’s strength is the foundation of her business. IceLink’s solid brand is evidence of it. “Success is good and consistent branding. A brand book is KEY.” Suzy said. She takes the time to define beliefs and values and identify the strengths and weaknesses of the business. She strives to create a brand story, set a tone, design a (company) look, and more. Any potential customer can see and feel what the company is all about upon entering their store or visiting their website: creating connection.
Both Suzy and Andy take the time to humanize their business. They take the time to donate to charity, and they do business in a real way. They’re transparent and communicative. Throughout the purchase process, Suzy and Andy stay in touch with the customer via email and text. They send them photos and keep them updated. At IceLink, they believe trust is a two-way street which is why they take recommendations and feedback. IceLink is a family business, and anyone who wears IceLink is also family in their book. Suzy says so by her personal and authentic business model.
