Be a Diamond in a World of Coal: Melissa Velarde’s Lifestory

• Hailing from Lima, Peru, Melissa Velarde had a rough childhood coping with the life of Chicago.
• This life allowed her to be a financially independent woman from a very young age.
• Melissa was a single teen mother and almost a parent to her younger brother too, making her responsible, committed, and a really hard worker.
• The jewelry venture was an opportunity that she turned around with her flair for innovation. She runs her own diamond and fine jewelry business now and encourages more women like her to join it.
• Melissa believes that balance is the key to success. She is also a beacon of strength as she always keeps working until success is achieved.

1. Can you tell us about your childhood and what values shaped who you are today?

My name is Melissa Velarde, and I was born and raised in Lima, Peru. Growing up in Lima shaped much of who I am today. Though I’ve lived in Chicago for 30 years, I’m still deeply connected to my Latin roots. The values instilled in me from a young age are inseparable from who I am.

I had a strong father figure who taught me to be independent and take care of myself. My family relationships were very close. My grandmother, mother, and aunts played significant roles in my upbringing. My childhood was filled with beautiful memories, supported by a loving community and a great school system, where I was taught by nuns. I still cherish the friendships I made in school, and every time I return to Peru, it feels like coming home to my network of loved ones.

However, everything changed when I was 14 or 15. My brother and I moved to the United States, specifically Chicago, and this time we stayed for good. We came without our parents, which was incredibly difficult. I felt detached from the close-knit community I had left behind in Peru—my friends, family, and everything familiar.

Adjusting to life in the U.S. was confusing. Not only was I dealing with the absence of my parents, but the education system was also very different. While I had been ahead in school in Peru, I was placed two years behind here. This added to my uncertainty as a teenager. My younger brother, who was just a year younger than me, was also trying to adapt.

To cope, I started working at the age of 15. It was both challenging and rewarding. I enjoyed being able to share what I earned with my brother and cousin. But the public school environment in Chicago was tough—it was not the best system and was filled with issues like drugs. Thanks to the values my father and my early education instilled in me, I was able to navigate these challenges.

In 1993, at the age of 18, I became pregnant during my first year of college. The relationship with my daughter’s father quickly became abusive—both physically and verbally. Drawing on the lessons from my upbringing, I realized I had to choose both my daughter and myself. I decided to end the relationship and focus on being a strong, independent single mother.

My teenage years were challenging, as I had to become a parent not only for my daughter but also, at times, for myself. Despite everything, those years taught me resilience, self-love, and the strength to move forward.

2. Your career journey in the jewelry industry is remarkable. Could you share how you first got started, and what inspired you to pursue this path and ask about challenges?

I don’t know if this is the answer you’d expect, but I got into the jewelry industry by chance. As a young kid, I always imagined myself becoming a diplomat, lawyer, or politician. However, when I moved to the United States, everything in my life changed. After having my daughter, Rachel, I knew I had to provide for her.

At the time, her father’s family was involved in the jewelry business. One of his uncles called me and said, “There’s a position available with a diamond dealer.” Rachel was just a couple of months old, but I didn’t hesitate. I took the opportunity because I needed to provide for my daughter.

That first opportunity opened many more doors for me. I met an amazing mentor named Larry, who became like a father figure. He taught me everything about the jewelry industry—from crafting pieces to understanding gemstones and diamonds. Back then, we didn’t have the advanced technology we have today, so creativity was key. I was only 19 and knew very little, but I’ve always been a creative person, and my passion quickly grew.

As I gained experience, I transitioned into sales while continuing my education. About four years ago, my partner and I decided to start our own business. With his corporate background and my experience in the diamond industry, we created a company where we could make a difference.

One of the biggest challenges I’ve faced is being a woman in a male-dominated industry, especially as a Latina. There are very few women, and even fewer Latina women, working as diamond dealers. While the jewelry business itself has more representation, what we do—primarily as diamond dealers—is unique.

We’re also currently working on expanding into the B2C space, hoping to create meaningful change within our community.

3. If you could go back and do one thing differently in your career, what would it be, and why?

If I had to do something differently in my career—or even in my life—it’s hard to say. Everything I’ve learned throughout my journey in this industry, from the people I’ve worked with to the experiences I’ve had, has shaped me. I take it all to heart. It’s been a beautiful journey.

Life is full of ups and downs, but if we only focus on the negatives, we’d want to change so many things. However, when I reflect on the positives and the lessons I’ve gained from every experience—even the challenging ones—I feel incredibly grateful.

I wouldn’t change anything because every step brought me here. The ability to make changes starts now, especially now that I’m an entrepreneur. I have the opportunity to shape the industry in a way that empowers women, supports others, and builds something meaningful.

One of my goals is to create a brand that’s not only about jewelry but also about self-expression. Jewelry can be a reflection of milestones or special moments in life, and I want to make that luxury more accessible. Our motto is “luxury within reach.”

I want people to be able to celebrate their milestones with something meaningful and valuable, without feeling it’s out of reach. Even simple pieces can carry deep sentimental value—they’re all legacy pieces.

4. Your work requires a blend of creativity and business acumen. How would you describe your leadership style, and how has it evolved?

Before I became an entrepreneur, I was an employee with a consistent role focused on making sales. At that time, I was primarily motivated by the financial rewards of my work. Now, as a leader and entrepreneur, my outlook has completely shifted. My focus is on serving the people who work with me and building a healthy, supportive community. We’re also striving to make things more accessible for everyone, and that mindset shapes my leadership style.

I love to have fun and bring humor into the workplace. There’s rarely a day when I’m not cracking jokes—I just hope people don’t take them too seriously! Humor is a big part of who I am, and I think it helps create a positive atmosphere.

As a leader, I prioritize being approachable and supportive. I’m always there to help with questions, and we’ve established systems like orientations and weekly team meetings to ensure everyone feels aligned and supported.

Looking ahead, I want to focus more on contributing to the artistic community and creating opportunities for others. I hope to inspire both young women and men who might see my journey as a source of motivation. My leadership style is about fostering growth, creativity, and inclusivity, and I’m excited to see how it continues to evolve.

5. Running a business like SMI Diamonds must be demanding. How do you balance your personal and professional life, and what’s your favorite way to relax and rejuvenate?

Balancing my personal and professional life is challenging, especially since my business partner is also my life partner. We’re together 24/7, and even when I go out, it often involves business in some way.

For me, balance starts with how I begin my day. I’m a morning person, so I wake up early and take that time for myself. Whether it’s working out, gardening, or reflecting, I dedicate an hour each morning to focus on myself. My spiritual connection is also a big part of maintaining balance—I’m very close to God. People often ask if I pray, and my answer is always, “At least once a day, usually twice, and sometimes three times.”

I also end my day with gratitude, reflecting on what I’ve accomplished and praying. That routine helps me stay grounded.

I also surround myself with beauty, especially through gardening. I love flowers—they bring me peace and joy. There’s something incredibly rewarding about creating something natural and alive. Gardening is my way of reconnecting, especially during overwhelming times in the jewelry business, which is often seasonal. Right now, for example, I’m working almost non-stop, traveling to meet clients, and it can get mentally exhausting. But my connection to spirituality and my hobbies keeps me balanced.

Designing and visual arts are also hobbies of mine. I enjoy anything creative—whether it’s jewelry design or gardening. And yes, I love bonsais!

6. Is there a particular quote, mantra, or book that resonates with you and guides your approach to life and business?

Since I was a little kid, the mantra, “If you fall seven times, get up eight,” has stuck with me. It’s guided me through life. Every time I’ve fallen, I’ve made it a point to get back up. If we focus on the negatives, life feels heavier. Instead, I try to hold onto the positives—for me, that’s my daughter. She’s my North Star, the reason I keep pushing forward.

Fear is always present, but I believe courage comes from perseverance. That mindset has shaped my life. One of my favorite authors, Paulo Coelho, inspires me deeply. The Warrior of the Light is a book I’ve read at least three times, and I always go back to it when I feel discouraged. It reminds me to keep going.

7. On your LinkedIn, you mentioned wanting to bring innovation into your business. What does that look like for you?

Innovation, for me, revolves around what we’re building with our B2C model. It’s about creating accessible jewelry that incorporates modern technology and sustainable designs. For instance, using platforms like TikTok and Instagram for marketing and engaging with a broader audience, and Artificial Intelligence pilots – though AI is very new to me and it’s been a learning curve – I believe it’s becoming more essential for all aspects of the business from creative design to supply chain and inventory management. 

We’re also focusing on empowering communities, particularly women and young people in underserved areas. Here in Chicago, we have such a diverse mix of communities, but many are isolated. I’d love to integrate them and create opportunities for people from all walks of life. For example, we’re exploring an apprenticeship program with a local community college to develop the next generation of jewelers. Apprenticeship programs were very prominent in the last century, I believe sometimes the past can help shape the future.

8. You mentioned wanting to encourage more women to join the diamond industry. How do you plan to do that?

The jewelry industry has more women now, but the diamond sector remains challenging to navigate as a woman. It’s not easy to establish yourself here, but I want to create more opportunities for women to fall in love with this industry the way I have.

Selling a gemstone or a piece of jewelry isn’t just about the item—it’s about being part of someone’s love story. It’s deeply fulfilling, and I’d love to share that experience with others.

Through our B2C initiative, I plan to collaborate with women with various cultural backgrounds to design jewelry lines that represent different identities and integrate diverse communities. It’s hard work, but it’s worth it to bring more inclusivity and representation to this field.

9. How often do you get your hands dirty with designing? Do you ever feel the urge to jump in and create something for someone?

Right now, it’s quite often because it’s a busy season. I love designing, especially when it comes to jewelry for the hands—whether for men or women. For me, jewelry should “dress” you, just like clothing does. It’s not just about wearing it; it’s about how it makes you feel—comfortable, confident, or with that extra spark when you see your piece.

Recently, I designed a wedding band for a doctor in rose gold. It matched his skin tone beautifully and turned out spectacular. I also created an engagement ring for a woman who loves flowers, so I incorporated floral elements into the design.

During this season, I’m working on designs almost every week. It’s hands-on, and I love it.

Yes, I design pieces for my partner, Sharad, that serve as inspiration for several of our male clients. For example, I designed a necklace integrating a couple’s birthstones, a tahitian pearl and a colored gem, with a diamond representing their love and commitment. This was inspired by a ring I designed for Sharad.

Melissa Velarde is a warrior who never breaks down in the face of adversity, rather she has risen like a phoenix from the ashes every time life has knocked her down. Her story of a simple girl caring for her brother in Chicago to being a strong, independent, single mother is a testament to tenacity, commitment and hard work.