Art and Jewels from Colombia has been around for twenty years
by Steven Seedo
PARAMARIBO — “I don’t have to choose between my two passions. I am grateful that I can experience them both. They can strengthen each other,” says Liliana Arias the True Time. For her, radio, television and entrepreneurship go hand in hand. She presents every first Sunday of the month ABCTV the Latin American music program ‘El Son Caliente’ and can be heard every Tuesday evening on Radio ABC. In addition to her work in the media, Arias is at the helm of her company Art and Jewels from Colombia, which celebrates its twentieth anniversary this year.
Arias: “To be honest, both are a great passion for me. After all these years, radio and television are really in my blood, but that also applies to my entrepreneurship. Of course, running your own business requires a lot of time and attention. There are times when you have to set priorities and plan well. That doesn’t always work out well. Sometimes you forget things, fall behind schedule and suddenly have to catch up.”
“After twenty years of entrepreneurship, what I still find magical is that there is a story behind every product”
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The experience she has gained as a presenter also serves her well in her company. “You can reach people, inform them and make them enthusiastic through radio. As an entrepreneur, you can also use this to draw attention to your products or your brand. Nowadays this goes beyond just radio. With social media, you can, for example, make videos, present new collections and communicate directly with your customers.”
From her work in the media, she has learned how important communication is and how to convey a message in an appealing way. She applies this knowledge every day in her company. “You can have a great message, but it’s all about how you convey it. As an entrepreneur you not only have to sell products, but above all build a bond with your customers.”
Recognition and trust
Arias says her fame as a radio host has helped grow her business. “People not only become familiar with your face, but also with your voice and personality. Some want to speak Spanish with me, others want to go to Colombia with me. Some listeners have also become customers. I find that very special.”
However, according to her, fame is not enough to make a company successful. “You have to offer good service, deliver quality and ensure that customers go home with a good feeling. I think that combination has been important for the growth of my company.”
After twenty years of entrepreneurship, Arias still gets great satisfaction from the personal stories behind her products. For her, a piece of jewelry, bag or pair of shoes is often more than just a purchase. “What I still find magical after twenty years of entrepreneurship is that there is a story behind every product. Sometimes someone buys a gift to surprise a dear colleague. Other times someone wants to make a friend abroad happy. Or someone receives their first salary and decides to give themselves something nice as a gift.”
When customers come back later and tell them what their gift meant to someone, she realizes that her work is also part of special moments in the lives of others. “You don’t just sell a product. You are part of a special moment in someone’s life. After twenty years of Art and Jewels from Colombia, I have heard countless of those stories.”
Keeping both passions
Although her business is now an important part of her life, Arias is not considering leaving the media behind completely. According to her, radio and television are inextricably linked to who she is. “I have worked there with passion for so many years that it is difficult to imagine letting it go completely. At the same time, Art and Jewels from Colombia has been an important part of my life for twenty years. I have seen the company grow and have put a lot of time, love and energy into it.”
As long as her passion and energy allow it, she wants to continue combining both activities. According to her, her current distribution clearly reflects where her attention is mainly focused. “I am currently 70 percent entrepreneur and 30 percent active in the media. As an entrepreneur you are always busy, but my work in the media allows me to combine those activities well and find a nice balance.”
