Meet the Gen Z entrepreneur who started her crystal business at 19

Previously a marketing student who professes that she “enjoys logic and working hard” (we’ll get to that later), Cheryl Chia started Cheru Crystals in September 2021 when she was just 19 after developing an obsession with crystals. Since then, the Gen-Z entrepreneur now does weekly live sales on her TikTok and even does customised bracelets which are handmade.

But beyond the starter pack of precious stones like amethyst, citrine, lapis lazuli, and rose quartz, Chia also offers less common ones like black rutile (the stone of protection!), lepidolite (the stone of compassion!), and even cacoxenite (the stone of ascension!).

For those, however, who don’t buy into the “mindful objects” point of view about crystal jewellery, Chia doesn’t mind. Instead, she believes that they can just look at it as “a pretty rock on your wrist” (as she frequently looks towards social media trends to create new pieces) although some of her customers eventually become engaged with the idea of using them to manifest their many whims. And for the rest who fall on the opposite end of the cynicism spectrum, Chia works with 61 different kinds of crytals to create some zen in our lives.

Here, Chia takes us through her working habits — the good and bad, and how she stays creative — the power of crystal jewellery and what she considers the perfect work-life balance. 

On starting the business

Like many others, I became obsessed with crystals during the COVID-19 lockdown and wanted to get my hands on some, but shipping took too long. My dissatisfaction with several purchases eventually led me to source my own! Initially, the goal with Cheru Crystals was simply to have fun by selling pieces on TikTok Shop, making videos and seeing how it would go. However, this hobby unexpectedly evolved into my full-time job.

In Singapore, I believe I’ve helped change the perception that crystal bracelets are “old-fashioned” and that wearing them implies a religious affiliation— sometimes, all you want is just a pretty rock on your wrist! My future goals for Cheru Crystals are a bit of a secret, but one aspiration I can share is to become a renowned brand in Southeast Asia and beyond. It’s a long journey ahead! 

On working well with others

When I created Cheru Crystals, I never had a “tribe” and often felt alone, facing every challenge myself. It wasn’t easy, but I found support in people I admired, like Steven Bartlett, through his book Diary of a CEO and various podcasts on YouTube. They provided me with stoic and rational advice that resonated with my emotional struggles, helping me feel less isolated. My parents also offered valuable emotional support throughout this journey.

When it comes to hiring people, I’d advise seeking to understand before trying to be understood. Everyone has different values and experiences that shape who they are, much like dating. If trying to work well with someone doesn’t work out, there are always others to consider—sometimes, finding the right fit is easier than you think. It’s also important to create a space for clear communication! 

On being creative

I typically use Google Calendar or a physical planner to keep track of my dayto-day tasks, swapping between them based on my needs. For me, being creative means experimenting with something new that I’ve never done before. However, I also recognise that being too experimental can lead my shop to become extremely niche, which isn’t my goal.

While there are only so many ways to think outside the box, everyone has their own style; what one person finds appealing might not resonate with another. I’m not always actively thinking about creative ideas; instead, I often do so subconsciously. 

Whenever I see something visually appealing—something I can easily identify because I believe I have good taste—my brain automatically snaps a mental picture to see how I can apply those visual elements to my bracelets.

On good & bad working habits

A good habit I’ve recently learned is getting sufficient sleep, although an even better one would be going to bed at the same time each night and waking up extremely early. Unfortunately, my work schedule makes that difficult. But this year, I’ve made a point to get eight hours of sleep each night, and I’ve noticed a significant improvement in my focus and mood. I’ve also started exercising, and it’s been amazing!

A bad habit I had to unlearn was scrolling on TikTok late at night and justifying it as “work.” While it’s true that staying up to date with trends is important and TikTok is a key platform for marketing, I realised that I often use it to decompress or distract myself when I’m stressed.

However, this habit leads to more anxiety, as it pulls me into a never-ending cycle of videos that not only reduce my attention span but also contribute to what’s often called “brain rot.” In reality, only about three to five per cent of the content is genuinely beneficial. Unfortunately, this habit has become widespread, especially among Gen Z and Gen Alpha, and it’s really damaging to our brains. Sometimes, it’s better to sit in silence and reflect than to keep scrolling on TikTok.

On the power of discipline

I’ve also learned that sometimes it’s important to do things regardless of my mood or whether I like the task, simply because it needs to be done and no one else will do it if I don’t take care of it. One hack I’ve found helpful is to tackle tasks that take five to 10 minutes right away— getting them done and off my list quickly

Consistency is key, even when the task feels like a chore, because showing up and doing the work trains stamina and discipline. The more we practice this, the better we get at it, and naturally, we begin to enjoy it more as we improve. I picked up this mindset from Alex Hormozi, and it’s made a big difference in how I approach tasks.

On a work-life balance

I consider myself a workaholic and am content with a lack of work-life balance. However, I recognise that this balance is subjective—what works for one person may not work for another, and some of us are more willing to sacrifice to reap the rewards of our labour. Although I’m often preoccupied with work and constantly thinking about problems and solutions, when I do spend time with my family, I make a conscious effort to cherish those moments.

I try not to talk too much about work and focus instead on enjoying their company and engaging in meaningful conversations.

On the power of crystals 

When it comes to my crystal jewellery, I’m very sure that what draws my customers in are the designs and the price points. The benefits of wearing crystals are more supplementary—nice to have— but not the primary reason most people purchase mine. While some customers, especially those who are highly spiritual or superstitious, may buy initially for the perceived benefits, I’ve noticed that many come back to ask us more about what the crystals can do.

Over time, they become more engaged with the idea of using crystals to manifest or enhance certain aspects of their lives, although I want to emphasise that crystals are not religious items.

Crystals come from the Earth, and their energies are a result of their hardness and the vibrations they emit. These vibrations, along with the colours, are what give them their perceived benefits. I’m not extremely spiritual, but I’ve noticed a difference in my mood since I started working with crystals.

For someone just starting with crystal jewellery, I recommend bracelets with common crystals like rose quartz, which I wear every day as I enjoy how calm and compassionate it makes me feel and others like green aventurine, clear quartz, or tiger’s eye as they offer light, refreshing energy. 

Some crystals are even said to filter out negative energy, people, or situations in life—though these benefits are often only felt if the person wearing them believes in the crystals’ properties. Without that belief, they’re simply pretty stones!

When I started selling Cheru Crystals, I focused on crystals that I personally liked and was attracted to, especially based on their colours. I wanted to offer pieces that would appeal to customers in the same way they initially appealed to me.

As demand grew, I expanded my offerings to include a wider variety, knowing that different people are drawn to different properties or colours, much like how people shop for clothes based on their style. I also create pieces inspired by popular trends. For example, this year, the coquette trend was big, so we designed pieces to cater to that.

One of our all-time bestsellers has been the tennis bracelet (S$45), with over 300- 400 units sold. We’ve made a conscious decision not to resell the same crystal bracelet designs, so every design remains fresh and new. Because we control our inventory carefully, we never truly know which designs will be bestsellers, but the positive feedback has been a great sign. We’ve had no complaints so far, which is reassuring.

A bracelet that’s a bestseller is the “Cordelia,” which I wear on my left hand. I’ve had this bracelet on so often that it’s become a signature piece for me, frequently shown on my social media. Its popularity has been so high that customers often struggle to place an order due to the limited quantity available.

We only made 40-50 pieces, making it a rare find—like a limited-edition Pokémon card. Several shops have tried to replicate the design, but none have managed to capture its unique appeal.

When it comes to styling them, I usually give recommendations on how to aesthetically stack them rather than focusing on the specific benefits of each stone. For example, pairing a three mm pearl bracelet with a 10mm crystal bracelet can look really nice. 

I believe that everyone has their own sense of style, and while I can guide customers on bead sizing to flatter their wrists, the way they choose to wear their pieces is entirely up to them.

On her perfect day

My perfect day would be spent somewhere tropical with my loved one, reading a book and enjoying a delicious plate of pasta. Unfortunately, I rarely get to experience days like that, but in the meantime, I’m enjoying the small things like eating at cafes or going go-karting. I also love walking or running around Marina Bay Sands early in the morning or soaking in the sky-high views of Singapore at night. The latter two activities are incredibly therapeutic for me.