How I Bring In $4.8 Million A Year Selling Jewelry In NYC | On The Side

When Al Sandimirova came to the U.S. from Russia in 2009, they took a job making $4 an hour at a gold refinery in New York City's Diamond District. To make extra money, they began designing and selling their own jewelry online. In the first year, they brought in $165,000. Since then, Sandimirova has grown their side hustle, which is called Automic Gold, into a $4.8 million business that designs jewelry marketed to the LGBTQ+ community.
Produced by: Zach Green
Senior Managing Producer: Sam Rega
Camera: Liam Mays, Gene Woo Kim
Animators: Elham Ataeiazar, Gene Woo Kim
Reporter: Megan Saur
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How I Bring In $4.8 Million A Year Selling Jewelry In NYC | On The Side

[@Ovprksdnw]

What an inspiring, resilient person! I applaud Al's courage and determination to grow despite the hardships they've faced. Way to go!

[@adammorra3813]

Thanks so much love!

[@RandomUser25122]

This isn’t niche marketing, it’s passion marketing. Fantastic attitude, too. I love it! 👏🏾

[@harveyspecter1855]

It's only marketing. The jewellery isn't that special. But she's rightly marketed it has jewellery for the lgbtq. Very smart. This is something that probably wouldn't work in other countries as much though. Very happy for her. She's got talent.

[@akirebara]

Imagine being sooooo malnourished that your bones can't handle your weight anymore & just start to disintegrate. I'm so proud of the person they've become, despite the hardship and bigotry they went through.

[@vladbunescu6921]

maybe donnt get to that stage

[@sunnyrays2281]

Love this so much! Super genuine. What a great way to make the world better. I wish this company continued success!

[@Venture85]

$165K-$4.8M is tremendously good 👍 , keep doing a good job, the achievement alone is inspiring

[@charlene6306]

They will succeed because of their passion and authenticity. They were an inclusive brand for day one. So inspiring

[@AxeTheSingaporean]

Company pays $762k in salary. Including her $128k. Employs 15 people and 2 part time. So her employees average $42k?

[@joeswanson733]

you're not going to make it big working for anyone. she said she wants to build a better system than capitalism where people work less and make more money ... you have to have a in demand skill to be paid xyz.. if you have no skill you don't get paid any remarkable sums of money period. forget economic system it's just logic. if there are 100 people that can do what you do.. .why would I pay you more than what that other person would accept for payment.

[@meowmeow1stgen668]

That’s a good wage in the states!

[@marypac4882]

I totally LOVED this video. Finally, you are showing the numbers that totally make sense and the life story (of a very BRAVE person!) that is both honest and appealing.

[@actionforanimals4862]

I love Al's philosophy. It's pro-worker, anti-capitalist, and LGBT+ friendly.

[@GODOFLIQUOR]

She’s making 6 figures lmao she isn’t “anti capitalist”

[@actionforanimals4862]

@@GODOFLIQUOR Low 6 figures, dude.

[@Katherineee829]

I have several pieces from here! They were my favorite local shop at the soho flea market. Love seeing their story and growth

[@XOAliciaMarie]

I'm a feminine woman and even I like neutral / minimalist jewlery. Nothing too feminine or floral, more modern / simple / minimalist, so its not just about gender identification. It's about whatever style we like as a person.

[@MerrilDiniz]

Love their clarity, vision, and philosophy - birth of a bold brand 💝 A story of thrival

[@Sonny1065LV]

Al is clearly a cut above as a human being, what a resilient and thoughtful person to work for. Probably my favorite success story here so far.

[@BottomAndre]

Well done Al. Such an inspiration and light in the world. Wishing you continued success.

[@editorjohn8803]

Good people who've gone through hardship and are still after acquiring money and power are the most inspirational

[@JohnS-er7jh]

Regarding the beginning of the video, where the jewelry customers talked about mistreatment from other store employees. I never understood the mentality of people who's job is serving others and they have an attitude toward paying customers (unless the customer is rude first, there is no excuse). I stopped going to Starbucks (not because of the prices, but a lot of the employees just have an attitude and then they have the audacity to expect a tip, for serving coffee, they even added a Second tip cup (one when you pay, and another when you pickup your coffee). If you think working at Starbucks is hard work, then you have had limited exposure to really tough jobs, try being a package sorter in a dusty warehouse.

[@Startupsandsushi]

Jaw dropping beauty. Both her jewelry and herself. Can’t even 👏🏼👏🏼👏🏼

[@10-OSwords]

That is crazy how a company of it looks like about 15 folks can bring in that much $. But also seems odd that net profit is hugely lower than income. Material cost, fees & salaries must be a big chunk in the jewelry business.

[@user-lu6si3kg1d]

If you don’t have investors you don’t actually want a lot of net profit as you just get severely taxed on it. So instead you up all your costs to have a low end of year net profit :)

[@okiedokie2557]

they literally broke it down expense by expense. why do you sound confused

[@Nandakumarweb]

The advertising companies make more money than her net profit... Thats how challenging being a small business nowadays.

[@watchdealer11]

1.4% net margin😬 they really need to improve profitability if they want this to be sustainable. I like some of their designs. Best of luck

[@imthexman]

Misleading title " How I Bring In $4.8 Million A Year" she only made $128,450 a year, minute 8:00, and her company in 2021made profits of only $65, 902.

[@MementoVivere.]

I’m always about lifting people up especially being a black non-binary person trying to grow myself and those around me. I have had HORRIBLE experiences with Automic Gold. The jewelry is made very poorly and the customer service I received was outlandish. This is after buying 4 purchases because I wanted to badly to support. Just putting this out there so no one waste their money the way I did.

[@eyeswideopen7777]

Why horrible

[@eyeswideopen7777]

I saw their jewellery in website. Its very basic. Alot of skinny rings but yet she's still flourishing

[@MementoVivere.]

@@eyeswideopen7777 the customer service was really bad. My partner was in LOVE with the brand and I really like it too. Their jewelry expands really bad and doesn’t hold the shape of the ring. We had a bracelet just completely break no friction decently loose on the wrist. The links had separated. Then with one broken item we figured with it broken we would send it in (1 month after buying). They recommended they repair and not replace- awesome we sent it in. We had to pay for shipping and after it being fixed it shortly broke again. A very expensive ring was lost due to loosening after being fitting for a few weeks. The entire time customer support just kept saying oh well, it’s our fault, and that it’s great quality so that won’t happen. Just the lack of owning up to a crappy product by someone who was willing to try $1000 worth of times.

[@eyeswideopen7777]

@@MementoVivere. their product is really standard

[@user-fn9os7gp4w]

Their jewelry may be very skinny and easy to break and stuff, but the prices they charge are really low also. Low Price means more maintenance...or basically, when you pay such little for solid gold jewelry, you ought to take good care of it for it to last a lifetime. Also, you're buying from someone new in the business, so you should always consider that. I buy things on Etsy, and I know there may be issues down the line with specific products as I am not buying from Multi-National Corporations with a lot of money for research and development. But the joy of not buying from Multi-National Corporations is worth it all to me.

[@candyv4921]

What an incredible person. Deeply inspired, thank you.

[@Nash0303]

I'm in tears of sadness for what she went through and joy for what she has become now!

[@ruits3060]

Al is not 'she'. You must please use 'they' and 'them' for them here!. That is the only pronoun meant for them! We all start learning somewhere, this is your point...

[@skinnykneega9511]

@@ruits3060 No

[@alisonm3700]

Good for them! A person's first job is very important! It shapes your life

[@style_icon997]

I guess one lesson when it comes to starting your own business is to make something you would wear or use! THANK YOU AL!

[@oohbabybloo]

They will succeed because they are business savvy. I like the idea of bonus pay when meeting profit expectations.

[@kellyjohnally7880]

A great story. All the best to them and their team.

[@mrki731]

Incredible story. Hard working woman that does good in society through her company. Thanks for sharing inspiring stories with good people.

[@HS-dn5uu]

Bravo! I love your story and wish you the best of luck for the rest of your journey

[@olivierdols5556]

luna needs a raise

[@thomasreedy4751]

I thought they said they make 120k and not 4.8 million.

[@nicolemuse1164]

4.8 million in sales

[@CP-ke5pr]

I loveeee their jewelry. I got my daughter a piece for her birthday

[@primetime.collections]

prime example of folks buying the brand (what they stand for, etc) first, product second. Very inspiring - I feel on the NYS tax hurting profits lol

[@FinancialShinanigan]

Should move out of NYC to save on rent and taxes

[@lenaprice6239]

How did she get access to hundreds of pieces of gold jewelry to melt down and sell? hmmm

[@sunnyg9166]

I love the big boss , main security 😂😂❤❤

[@ProsperParabu]

I really love this story. Very Beautiful, Wonderful & Inspiring!!! Creativity, Combined with Humanity & Best Business Practices is Refreshing.

[@sneezediamonds]

WOW! Al, you are an inspiration. ✨💎✨

[@goodenergi]

loved this video! wish all the best success to al

[@bcrumbs937]

What an amazing story, person, and company.

[@maximusdecimusmeridius5438]

I don't see how the jewelry is LGBTQ besides the models who wear it. Talk about marketing

[@Azayas1807]

Like they said in the video, most jewelry skews too much to the masculine or feminine side. Their jewelry is meant to fit neither of those boxes.

[@maximusdecimusmeridius5438]

@@Azayas1807 the design looks no different than what's out there except for models

[@Azayas1807]

@@maximusdecimusmeridius5438 I'll agree that not all of their pieces are different but some are things that are less likely to be chosen by straight, cis ppl like the transgender symbol. They also work on custom jewelry which feels safer when you know the person belongs to the community when you are LGBTQ

[@SUL-2000]

Yes agree

[@countessstevens63]

Soooo amazing. Wow

[@emmanuelharbor2350]

Very inspiring and honest individual.

[@missk1880]

An amazing young human!

[@Love_Help]

I’m watching from Uzbekistan 🇺🇿 We proud of you 👍 ❤

[@quatreunhuit]

"Get woke, go br--" Wait a minute!

[@jennazhang4927]

She’s amazing!

[@GoGoHaBin]

This is THE BEST story I've seen on thos channel, to date! But why have I never have of them or their art and just company?! Well, I know, now! Thanks for sharing! ♡♡♡♡♡

[@maurreese]

Congratulations Al!!!!👏🏿👏🏿👏🏿👏🏿

[@whitneybrown4067]

This is Gonna b so Good🔥🔥🔥👍….

[@arfriedman4577]

Many blessings and more success.

[@kendrickwynn1870]

How big is the profit though?

[@LL-ex1gp]

It’s at the end of the video

[@-BarathKumarS]

She only makes $65,000 in profit,i was expecting a lot more...

[@LL-ex1gp]

NYS taxes are ridiculously high

[@momowilliams2218]

Beautiful human being and I look forward to supporting this business❤

[@hassanhassan3021]

Hey I am 30s I need to start this business how I should start from learning to jewelry design

[@jordancohen2355]

What an amazing business!

[@SamLozano]

coming up next: jewelry for robots

[@beks2307]

Круто👍 успехов в развитии и расширении!

[@danbskyguy]

What’s this “they” business. Who is they? The story was only about 1 person.

[@RonSmith472]

How many are they or them? I thought that was more than one person.

[@Azayas1807]

They are 1 person who uses they/them pronouns

[@anoukc6928]

@@Azayas1807 you didn’t get his homophobic comment, right?

[@Azayas1807]

@@anoukc6928 I totally did understand that it's transphobic but chose to educate 😊

[@kellyiannone]

What a great story!

[@dmaskman1973]

I am a jewellery cad designer from India can I get a job

[@jwulf]

This is all sorts of dope!

[@HochgeborenKlown]

Good for them!!

[@isaacengineer2280]

Very nice hustle #weareimmigrant

[@charity2727]

Impressive

[@soulshine2265]

Bravo!

[@mallombellowheresmymoney5966]

33 years old?

[@fenwickc2274]

So she discriminated against straight people ?

[@estebanazcarragasada9386]

Nice

[@keniarosemary]

Wow this is soooo inspiring! 👏🏼

[@iosifyusupov5523]

Молодец 👍

[@eyeswideopen7777]

❤️❤️❤️ she did well for a migrant

[@soysaucetina]

hella bosssss

[@nicoleford4654]

When I heard the word "they" automatically knew this wasn't for me. Don't feel like playing the game of make-believe. 🤥

[@Veryvlada]

Классная вдохновляющая история! Успехов ✊

[@SYDAirlineEnthusiast]

You can’t really design your own jewelry unless you are using real gold.

[@gregorypeterson9]

True Rockstar 👍🏼

[@sedled2829]

Dope

[@vladbunescu6921]

everything wrong with america

[@susannehuber3996]

❤

[@mrki731]

❤❤❤❤❤

[@tomsimpson5317]

So tired hearing about people making millions when Ive been my whole life and poor

[@eyeswideopen7777]

Start doing work

[@tomsimpson5317]

@@eyeswideopen7777 that's the sucky part I'm too old now and blew it when I had the chance. Now I can't think straight

[@eyeswideopen7777]

@@tomsimpson5317 old ppl tend to win in lottery anyway 😅

[@anoukc6928]

She’s not a millionaire. She paid herself a 6 figure salary which isn’t that much when you live in NYC.

[@kabuk9]

woke video

[@bonniegaither3994]

Sounds like a grift to me.

[@lala-cl2gn]

In Russia 🇷🇺 she wouldn’t be able to have that kind of business 😅 so she decided to do something so stupid here 😂😂

[@DA-ug6ox]

How is it stupid? They’re incredibly successful and brave

[@anoukc6928]

Russia isn’t exactly a good place to be free.

[@FairBeautyEssentials]

Huh? As with every other business here in America. This is where everyone comes and get rich. Third World countries cannot thrive or be successful. They all come here to America. America is one of the biggest countries that often gets scammed. Why do you think other countries scam us so much? What you are saying makes absolutely no sense

[@fenwickc2274]

@@DA-ug6ox "successful and brave" we are living in some of the most inclusive times and yet all these people can scream about is being attacked its Ludacris

[@SamFBM]

i think ill take advantage off this and sell to the mentally ill

[@neskhalifafbb]

God bless this woman

[@bobhey4969]

Total bs

[@Akgolf1234]

So she discriminated against straight people ?

[@queenbee4350]

Al probably doesn't have a problem selling to straight people. It's just that the LGBTQ+ community is so underserved, they saw an untapped market and fulfilled a need. Plus if straight people want traditional jewelry options, they have so many places they can go.

[@eyeswideopen7777]

No. Her business marketing is pitching to the others that's not from mainstream

[@Azayas1807]

If a straight person wants to buy from them, I'm sure they'd happily work with them, given they aren't homophobic or transphobic :)

[@anoukc6928]

How stupid are you to think she is discriminating against straight people…anyone can purchase her jewelry.

[@neskhalifafbb]

God bless this woman