Suzy Sogoyan is creating a path to success. She has followed her father’s footsteps, but only to a point. Now she steps fearlessly into her own as a leader in business. She’s doing things a little differently–making business personal, as it should be.
Suzy Sogoyan, a business owner, runs IceLink. IceLink is a jewelry store and company that her father, Andy Sogoyan founded. They have an impeccable line of jewelry. The collection includes dainty gold bands studded with diamonds amidst unique designs and big and beautiful pieces with bold gemstones. The watches speak for themselves. One is a sleek black with six identical faces on it and others have faces with gears or maps set in the background. This exquisite line is for the everyday person, and it even catches the eye of celebrities.
Suzy Sogoyan’s jewelry at IceLink is defined by her brand. “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. Connecting with folks is what she loves. You can see it on her Instagram. She has many followers, and even a community of women called “the Suzy squad”. This group of women are “young, fabulous, and chic–these are hard-working ladies who know their self-worth…always striving to become better versions of themselves.” Suzy said.
Suzy Sogoyan is a model for other women. “As a woman in a male-dominated industry, I was often underestimated and went through challenging obstacles to prove myself.” Suzy said. She always listened to her father’s advice in challenging situations. He instilled in her to live life without fear, so she did. She even designed a bracelet that stands for fearlessness: a leather bracelet with a lioness. The Suzy squad strives for fearlessness, too.
Fearlessness is represented in her jewelry and it translates into a solid foundation for her business. “Success is good and consistent branding. A brand book is KEY.” Suzy said. Suzy has dedicated time to imperative factors of a business like defining beliefs and values and identifying the strengths and weaknesses of the business. She has created a brand story, set a tone, designed a (company) look, and so much more. What she has developed in thinking about these aspects of her business is a company that stands out from the rest.
She has created a company that makes lasting connections. Suzy Sogoyan ensures that they donate to charities and that they treat customers with love and care. Everyone at IceLink supports transparency in communication with customers. They send email and picture updates throughout the purchase process. Suzy even wants to create a two-way street with her business by encouraging feedback and recommendations. Suzy and Andy run a family business and that feeling of family permeates into the company, and out to its customers.
