“Former Actress and Spirituality Influencer Agnese Zeltiņa Announces Closure of Successful Jewelry Business”

Former actress, now spirituality influencer and entrepreneur Agnese Zeltiņa announced the closing of her jewelry business last week – the “Soulstones” store will operate until the middle of May, and then that’s it. In a live broadcast on “Instagram”, Zeltiņa explained the reasons for the decision to close, as she herself says, the commercially quite successful concern.

She made the decision to close the store after working in the jewelry business for about nine years. The basis of the decision was not long-term unprofitability, but the fact that Latvian women were not averse to bold ideas, that is, during the store’s existence, the most popular items were simple ornaments – a ball and a clasp.

“For many years, I encountered the fact that bold ideas are too bright for my clients in Latvia,” says Zeltiņa and adds that, for example, the leather chokers with stones from the “Tanzania” collection have been sold very little, although Zeltiņa herself sells these works very highly valued and had already managed to make four new collections, but the customers did not need the news. “I can’t take ten years worth of bracelets, bracelets, bracelets anymore,” she gushes.

Also, the fact that jewelry making became a widespread hobby for ladies has not benefited the business. “At the price level of semi-precious stones and mass market, I was one of the first. There was still cheap China and expensive jewelry, which always has been and always will be. And suddenly there were ladies everywhere making something very similar to my jewelry. I’m not interested in doing what they’re starting to do everyone,” she says. In nine years, Zeltiņa has created 80 collections, but customers still buy the most banal little things the best.

According to Zeltina, the “Soulstones” store has generally been doing well; a particularly profitable time was from 2016 to 2018, and it went well until 2020. In good times, the shop sold 1,000 units a month, says Zeltiņa. During the pandemic, when the store was not working and only the website was working, the turnover of the website increased sevenfold.

“Jewelry is not a basic necessity product. The jewelry business is very affected by seasonality: January and September are quiet months, everyone needs gifts in December. My brand has never been a “perpetual discount”, the prices of stones and fittings have increased by 40%. I cannot raise prices because then people just won’t buy.”

Last week, the magazine “Kas Jauns” reported that the Zeltinas company has a tax debt of 5,000 euros. In a live broadcast on the Internet, the entrepreneur explained that it was old news – the debt had already been paid. “It’s solved. The way out is to earn and pay,” she says of debts.

Zeltiņa informs that the “Soulstones” website will continue to function for some time. The turban, a symbol of pride, has yet to be sold there. However, in general, the entrepreneur has decided to monetize “her experience and knowledge” in the future, no longer accessories of splendor.