Blog / ENTREPRENEURSHIP / Everyday Lux / Lux Life

Meet Tini Lux Founder and CEO, Jackie Burke

6/3/2021 — By Britanny Murray

The Lux Life is all about living your best life and feeling like your best self, it's a reminder to take a step back and admire the Lux Life that you're living on a daily basis. While the Lux Life focuses on empowering and inspiring women, Lux Women aims to highlight the power of female entrepreneurship.There are so many moving parts that go into starting your own business and our goal is to acknowledge and celebrate the success of women and their businesses.

Meet Tini Lux Founder and CEO, Jackie Burke.

Tini Lux was designed specifically for people with metal allergies and sensitive ears. Jackie Burke founded the company in 2017 after she grew tired of her frustrations with not being able to wear trendy everyday earrings due to a metal contact allergy she had developed over the years. All Tini Lux earrings are made with medical grade titanium, one of the few inert metals that does not react with the body. By creating stylish, guaranteed hypoallergenic earrings that will not cause painful reactions and are safe for sensitive ears, Tini Lux is giving everyone the opportunity to be able to express themselves through jewelry.

Find out more about where Jackie gains inspiration for Tini Lux and advice for those looking to start their own business.

Social Media Handles:

https://www.instagram.com/tiniluxjewelry

https://www.instagram.com/jackie_burke

https://www.linkedin.com/in/jacquelineburke

How do you generate new business ideas?

I love going for a walk and listening to business podcasts or audiobooks. I find it super helpful to hear from other founders and creatives, even if they are in totally different industries, because it always sparks new ideas for my business.

How has starting your own company impacted your life?

It has really put me on a totally different path in life. I started my career in engineering and was climbing the ladder and had a pretty clear career path. Now, I am building the ladder as I go. I no longer have the rigidity of working for a corporation, but on the flip side, it has been way more challenging to have complete flexibility. There is no one to tell me what to do, so I have to make all of the decisions and take all of the blame if something goes wrong. That being said, it has been the coolest challenge I've ever had. I wake up everyday and am so excited to get to work on my business. It is a passion and an obsession and really doesn't feel like work to me at all.

What advice would you give to someone starting a business?

Start small and super niche and provide amazing customer service. Tini Lux is still very niche, we are hyper focused on creating great earrings for people with sensitive ears. But even within that niche, we have narrowed our styles down to great, everyday jewelry staples. Being hyper focused and ALWAYS doing whatever you can to improve your customers' experience will take you far.

What do you think the key to successful branding is?

Consistency, authenticity, and emotion. Consistency is super important, because you want your customer to recognize you on every channel. Authenticity is important because it is just too difficult to build a brand around a facade or something you don't really believe in. And finally, customers have to feel some sort of emotional connection to your brand. If your branding is not making your customers feel anything, then it's going to be difficult to move them to follow what you are doing.

What has been the most satisfying moment since starting your business?

My favorite part of owning my business is ALWAYS when customers reach out to say they had a good experience with our earrings. I received a DM from a customer thanking us for making earrings that her daughter could wear in her senior photos and to her high school graduation. Previously she hadn't been able to wear earrings and was so happy to be able to wear them for those special moments in her life. She even sent us some senior photos.