By Jessica Sachariason

Sophie Croydon, GIA Diamonds Graduate and Jewelry Business Management diploma holder, presented "GIA Student to Boss," held at the Institute's Carlsbad campus. Photo by Robert Weldon/GIA

Sophie Croydon's number-one message to GIA students is this: know exactly what you want before you set out to achieve it.

That's exactly what she did when she transitioned from a successful marketing and advertising career in London to running her family's jewelry business.

After her father approached her about succeeding him, she recognized the opportunity to become a leader in a fascinating industry and looked forward to refreshing her family's company with innovative ideas.

"It's imperative to identify exactly what professional goals you want to achieve," she told students on June 4 when she visited GIA's Carlsbad campus.

Croydon made her decision and signed up for an intensive year of training and education at GIA's world headquarters, where she earned her Graduate Diamonds and Jewelry Business Management diplomas in 2005.

She has since become a managing director of two family-owned businesses. Winsor Bishop, a leading independent jeweler established in 1834, is based in Norwich, England. Winsor Bishop's private client business, Adoreum, is based in London and provides personal service for individuals considered "cash rich and time poor." Adoreum employees will travel to a client's residence, private jet or vacation home to bring them an assortment of jewelry to choose from.

Croydon is a fifth-generation jeweler and the first female managing director in 150 years. She manages a staff of more than 20 and oversees the daily operations at both companies. She said she faced challenges in the succession process.

"I worked especially hard to prove myself coming into a director's role as a family member," Croydon said. "I had to earn the right to be a part of this business and industry."

She was involved with her family's business while she studied at GIA, often participating in conference calls from Carlsbad. She also sought extensive training with a jeweler in Ireland to understand all aspects of the industry.

"My experience at GIA was extraordinary," Croydon said. "In addition to learning lessons in education, ethics, finance and marketing, I developed strong bonds with classmates and educators that played a significant role in my professional success. I've operated and conducted business with many of my past classmates. The relationships I made at GIA are absolutely priceless."

Dr. David McKinney, associate professor for the School of Business, said Croydon is a "very special" GIA alumna.

"She has confidence and passion that make her a true winner and success story."

Sophie Croydon's Managerial Tips

• Establish clear communication channels and identify the goals you want to achieve.
• Be knowledgeable about all aspects of the business, including administration, finance, marketing and sales.
• Hire qualified, knowledgeable individuals who have a passion for the industry.
• Pay the very best salaries you are able to offer to ensure you have the highest quality team members.
• Reward and celebrate hard work to keep up morale.
• Know your team and give them ownership.
• Identify and embrace your strengths and weaknesses.
• Observe, listen and learn.