Can you tell us about your business? What are you doing exactly?

Hello! My name is Cindy Kuo, founder and designer under my brand “Tree Craft Diary”. I do handcrafted jewelry made of stones and crystals which I mostly sell online – local and international. By utilising one of the earth materials – natural gemstone, Tree Craft Diary emphasizes their natural characteristics, embraces the fusion of fashion and nature, thus, creatively crafts them with unique attributes to create jewelry with a story.

Website |

Fan Page | Tree Craft Diary

Instagram | Tree Craft Diary  

How did you come up with your business idea?  

Well it was actually begun from my passion to handmade things, art and craft ever since I can remember. I was graduated as a product designer and worked in this field, until four years ago (in 2012), I decided to step forward and focus on making jewelry accessories for unique seekers. I love to see people enjoy my creations and proud wearing them. Moreover, there’s a unique story behind every piece of gemstone. They have energy and meaning, which become the reason why I choose stones as the main material.


How did you raise money to fund your business?

I used my own savings when I just started my small business. Didn’t worry much about losing money or how much I’ve spent, I kept doing on what I feel right. Month after month, the sales improved and got steady revenue, which eventually all the initial funds are covered and now turned into profits.

What was the biggest challenge with running your business?

For me, the biggest challenge is not having enough time to do all the things I have in mind. I am a fast worker. Sometimes the ideas are over flowing and too many things I want to try and do immediately, but need to postpone due to the lack of time.

How do you promote your products/services?

I sell mostly via online on my website:, Etsy and through Instagram for local based customers. I promote my products daily through social media, such as: Instagram, Facebook, Twitter, Tumblr and Pinterest. Not only posting my own products but also sharing something knowledgeable, tips and facts about gemstones.

What advice do you have for someone looking to start their own business?

My advice is don’t wait until your idea is “perfect” to start a business. Brainstorm the overall idea, trust your gut, take the first step, work hard – really hard, and everything will go smoothly.