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!

[RandomUser]

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

[akirebara]

Imagine being 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.

[charlene]

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

[sunnyrays]

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

[AxeTheSingaporean]

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

[Venture]

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

[marypac]

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.

[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.

[Katherineee]

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

[SonnyLV]

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.

[MerrilDiniz]

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

[editorjohn]

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

[actionforanimals]

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

[BottomAndre]

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

[JohnS-erjh]

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.

[Nash]

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

[oohbabybloo]

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

[candyv]

What an incredible person. Deeply inspired, thank you.

[-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.