The story of Rebecca Zhao is a compelling example of how resilience, creativity, and the willingness to take risks can turn a simple idea into a thriving business. But here’s where it gets controversial: Can anyone truly succeed with just a smartphone and a dream? Let’s explore how she transformed her casual hobby into a growing entrepreneurial venture, all while navigating the challenges of college life.
Rebecca Zhao, now a third-year student at Northeastern University, discovered the power of the mantra "Fake it till you make it" early in her journey. Her entrepreneurial spark ignited unexpectedly during her high school years, yet it was a TikTok video with the caption "Packing a fake order until I get a real one" that catapulted her jewelry creations into the viral spotlight. Her small, handcrafted jewelry business, Elixir Jewelry, focuses on earthy-themed accessories—think flowers, mushrooms, and butterflies—that resonate with a wide audience.
Within less than two years, Zhao amassed an impressive following of over 100,000 followers on TikTok, fulfilled more than 1,900 orders, and generated nearly $100,000 in revenue. That’s a remarkable achievement for someone juggling high school and later, college, which naturally slowed her pace. Still, her ambition remains strong: She plans to rebrand and expand her business after graduating, building on the skills she’s acquired through her academic journey.
Reflecting on her experiences, Zhao shared, "Being at Northeastern and seeing how many student entrepreneurs there are, especially in startups like mine, keeps me motivated to continue innovating." She emphasizes that her rapid growth over just a couple of years shows her that with full-time dedication, her business could evolve into something even bigger than she had initially imagined.
Her background is rooted in a typical New Jersey family; her parents are chemists, and she was expected to pursue medicine. However, her creative spirit always pushed her toward making unique accessories. During the COVID-19 pandemic in 2021, while attending school remotely, Zhao noticed a common complaint among young girls: poor-quality fashion jewelry that tarnished or stained skin quickly. That observation became her starting point—she aimed to create more durable jewelry.
Determined, she began experimenting with materials—buying wires, beads, and learning the craft online. She quickly discovered she had a natural talent for jewelry-making. Motivated, she built her website and launched Elixir Jewelry, which she describes as embodying a "grungy cottagecore" aesthetic. Her meticulous research led her to opt for high-quality materials like 18K PVD gold-plated stainless steel, which balances affordability with durability—she even wore her jewelry in the shower to test its resilience!
Initially, Zhao crafted her jewelry by hand—rings, earrings, and bracelets—an often time-consuming process. But as her demand grew, she partnered with manufacturers in China and the U.S. to streamline production based on her designs. Her fluency in Mandarin proved advantageous for sourcing materials and managing these partnerships.
Funding her startup came from her savings earned through part-time jobs, along with support from small-business communities and influencer collaborations. She notes that smaller brands tend to be more willing to offer advice and help, which is a vital resource she took full advantage of, unlike larger companies that are understandably more distant.
In college, Zhao had to pause her jewelry shop temporarily due to academic commitments. Nevertheless, she remains active—selling leftover inventory during breaks and brainstorming new ideas. Her academic focus at Northeastern’s D’Amore-McKim School of Business is on marketing and entrepreneurship, a choice driven by both her creative flair and her innate business mindset.
Her professor, Jen Guillemin, recalls Zhao’s enthusiasm shining through when sharing her jewelry—her excitement palpable when she showed her designs on her phone. Zhao’s entrepreneurial activities provide her with practical skills in product development, marketing, and sales—skills that are highly valuable for future career opportunities.
Zhao’s upcoming co-op in spring involves working with an engineering team to create landing pages for websites—a task that will help her revamp her own jewelry site. She’s already gained experience in basic coding, CAD software, and 3D printing, enabling her to develop more sophisticated prototypes and plan for future upgrades, including working with sustainable materials like real gold.
Currently, she is enrolled in a global social enterprise course, exploring corporate social responsibility and social investment—areas she sees as essential for her future business plans. Her goal is to build a sustainable, socially conscious company that not only turns a profit but also positively impacts communities.
Rebecca Zhao’s story demonstrates that entrepreneurial success can start with a simple idea and grow into a meaningful venture with the right attitude, strategic thinking, and continuous learning. But here’s a thought: Should young entrepreneurs focus more on passion or profitability? And can small, socially responsible businesses truly make a difference in a competitive, fast-changing market? Share your thoughts—do you believe Zhao’s journey is a blueprint for aspiring creators, or are there hidden challenges she might face ahead?
