Meet Saheima Jewelry
FOUNDED BY
THE INTERVIEW
Written by Boston Women’s Market & Sandra Jones
BWM: Can you tell us a bit about what led you to begin your journey with your business? Was there an aha! Moment?
Sandra Jones: My story with Saheima is deeply connected to my own life journey. From a very young age, I dreamed of starting my own business, but I never felt ready. I came from a very humble family — as we say in Colombia, from low-income backgrounds — and I had to start working as a child to help my family. When I finished high school, I didn’t have the opportunity to pursue a professional career, so I depended on my own effort and a basic salary to get by. For this reason, even though I always wanted to create something of my own, I felt I lacked the knowledge, experience, and especially the courage to take the leap on my own.
That courage came unexpectedly one day while I was on the bus heading to the company where I had been working for over ten years as a craft instructor, teaching wirework and jewelry techniques, and also handling sales. That day, without a notebook to write on, I began playing in my mind with the initials of my full name: Sandra Helena Higuita Machado. I started combining them mentally: SA – HE – HI – MA. Suddenly, a name emerged that thrilled me: Saheima.
I immediately loved its strength and musicality. It sounded unique, full of identity and purpose… and it even had an Arabic touch that resonated with my roots —my great-grandmother was Spanish-Arab— and my fascination with that culture. Later, I researched and discovered that Saheima is a variant of the Arabic name Shaima/Shaymaa, which means “one who has a mark of beauty”* and is often associated with good luck. I felt that everything aligned. It was as if life was confirming that this name had destiny.
The excitement was so profound that I resigned from my job that very same day. That was my true *“aha” moment: realizing that the time had come to believe in myself, even without having everything figured out. I started giving private classes, designing my first pieces, and building my path step by step.
Three months later, I participated in my first artisan fair for women entrepreneurs, where I presented an original wirework collection with pearls, natural gemstones, Swarovski crystals, and bronze findings plated in 24k gold. The centerpiece design was a *Tree of Life pendant*, symbolizing the beginning of my own growth. The reception was so warm that this event opened doors to many others, marking the start of a journey that years later would lead me to open my own store, showcase my brand in Miami, and be selected as a jewelry artist at the Qatar International Art Festival.
This journey, which began from humility, discipline, and a long-held dream, ultimately led me to become the founder of my own creative world: Saheima Jewelry
BWM: How have you continued to manage the growth of the company, while also finding time and ways to invest in yourself?
Sandra: Managing the growth of Saheima Jewelry has been a continuous learning process and a conscious balancing act. Running a luxury artisanal jewelry brand requires creativity, design, leadership, planning, and strategy, all while staying deeply connected to the purpose of my business.
Recently, having arrived in the United States and newly married to my husband, a U.S. citizen, I have discovered a beautiful balance between my married life, my work, and my business. His unconditional support, respect, and trust in my abilities as a woman entrepreneur motivate me every day to keep moving forward. He inspires me, gives me strength, and accompanies me enthusiastically on this journey, encouraging me to always seek new opportunities to take my brand to the next level and to grow both personally and professionally. He is a wonderful man who admires me for who I am and what I do, and his presence turns every challenge into momentum to move forward with joy and determination.
I have learned to delegate and trust a strong team, including skilled artisans working with me in my workshop in Cali under permanent contracts, and to manage my time to invest in myself. I dedicate moments to study new trends, explore other artistic disciplines, travel, and take care of my physical and emotional well-being.
I constantly push myself not to stagnate, to keep moving forward, and to grow both as a person and as an entrepreneur, maintaining a clear vision: to expand my brand, continuously improve, and face the challenges of life and business with determination. This balance allows me to make conscious decisions, preserve the quality and authenticity of my work, and confidently move toward new horizons.
BWM: Our Members are often just beginning to grow their business, and many are interested in learning from other successful businesswomen. What key pieces of insight have you learned from launching your business?
Sandra: Launching Saheima Jewelry has taught me many lessons that I consider essential for any entrepreneur:
Trust your intuition: From the name of my brand to every design and business decision, listening to my inner voice has been key. Intuition, combined with consistent effort and learning, guides you toward real opportunities.
Consistency matters more than talent: Having ideas is not enough; success comes from working day by day with discipline, passion, and patience, learning from every experience.
Growth requires courage: Quitting a stable job, participating in fairs, opening a store, presenting my brand internationally… every step requires stepping out of your comfort zone and believing in yourself.
Your story and authenticity matter: People connect with what is genuine. Sharing who you are and what your brand represents builds lasting connections with clients and collaborators.
A strong team is essential: A business does not grow alone. Having talented, reliable, and committed artisans has been key to maintaining the quality and ethics of my brand.
Learn from failures: Every obstacle is a learning opportunity. A collection that didn’t succeed taught me to listen more carefully to my audience and adjust my offerings without losing my essence.
In short, entrepreneurship requires courage, discipline, resilience, and authenticity. Every challenge is an opportunity to grow and improve, and every achievement is the result of constant effort and passion for what we do.
A phrase that deeply inspires me and guides my philosophy as a woman and entrepreneur is from Robin Sharma:
"There is so much pressure from society to make us want to be a certain way; let's turn off those voices so that we can clearly hear our inner voices, feel confident in our own skins, flaunt our own values and express ourselves."
It reminds me of the importance of trusting my inner voice, being authentic, and running my business in alignment with my values.
BWM: With the business acumen you have now, what's one piece of advice you wish you could tell yourself five years ago?
Sandra: If I could speak to myself five years ago, I would say: trust yourself and your vision from the very beginning. Don’t wait until you feel “perfectly prepared” or have all the answers, because true learning happens as you move forward.
I would remind myself that fear and uncertainty are part of the journey, but they should never stop you. Every mistake, obstacle, and challenge is an opportunity to grow, improve, and reinforce your passion for what you do.
I would also say that surrounding yourself with people who believe in you, support you, and inspire you is just as important as any business strategy. Their encouragement strengthens your confidence and allows you to take bolder steps.
Finally, I would remind myself that authenticity is your greatest asset: never lose the essence of who you are or what your brand represents. Staying true to yourself is what will allow you to create real connections, leave a mark, and build a business that truly reflects you.
BWM: We think the stories of failure are just as important as the stories of success. Can you talk about a time that you failed in an entrepreneurial venture or objective? How did you face and overcome this failure? What was the lesson learned?
Sandra: I feel that, so far, I haven’t truly failed; rather, I have faced challenges that have taught me and made me stronger. Every stage of my journey has been a continuous learning experience, and I see each challenge as a solid step to climb higher.
I have had experiences at fairs and events where the audience did not align with the ideal market for my products. These situations taught me that once you have consolidated your niche and ideal client, you cannot invest energy, time, and resources in every event that comes along. Every event is still an opportunity for growth, to meet new people, and gain experience, but I also learned to filter out those that are not truly favorable for my brand.
Another significant current challenge is the updating and completion of my product catalogs on my websites, both for Colombia and the international market. This is a project I have been working on for some time and have not yet completed, but I see it as a constructive challenge that will allow me to organize and strengthen my digital presence and my brand globally.
In short, every challenge is an opportunity for learning and growth, motivating me to keep moving forward with consistency, discipline, and vision, seeing each experience as a stepping stone toward new achievements.
BWM: Do you have a favorite go-to business tool or resource you can recommend to our members?
Sandra: Yes. My two favorite tools are Google Drive and Trello.
Google Drive, especially Google Sheets, is essential for inventory management and for working in real time with my collaborators in Colombia, allowing me to stay organized and efficient even from afar.
Trello, on the other hand, is my go-to tool for planning collections, organizing tasks, and managing projects in a visual and dynamic way. Together, these tools help me stay clear, organized, and productive in my daily work as an entrepreneur.
GOODS WE LOVE
The Hibiscus Aurora collection was created as a tribute to femininity, gentle strength, and natural beauty that blooms even in challenging environments. The hibiscus flower represents a woman who expresses herself with authenticity, sensitivity, and inner power—delicate in appearance yet deeply resilient. Each piece is designed to reflect a balance between elegance, feminine energy, and a strong connection to nature, inviting the wearer to honor her essence and personal power.
