Editor’s Note
**Editor’s Note:** Destiny Díaz turned a family pandemic-era bet into Joyas Dety, a thriving online jewelry and accessories business. From silver and gold-plated pieces to perfumes and gifts, her venture reflects entrepreneurial growth and a commitment to offering variety under one roof.
What began as a family bet during the peak of the pandemic has become the main entrepreneurial venture of Destiny Díaz. In 2021, she created Joyas Dety, an online store dedicated to the commercialization of jewelry and accessories, a business that, she assures, has allowed her to grow both personally and professionally.
In an interview with elDinero, the Marketing student explained that her venture brings together a wide variety of products, including silver accessories, gold-plated and rhodium-plated pieces, Pandora-style items, handbags, perfumes, makeup, and other gift articles.
Díaz explained that the initiative arose from her mother’s recommendation during the pandemic, at a time when starting a business seemed like an uncommon decision. However, she assured that the bet paid off, and today the project helps finance her university studies.
She is currently studying Marketing and believes that the knowledge acquired in her degree has strengthened the management of the business.
Unlike other artisanal ventures, Díaz indicated that her business model is based on the resale of products. In addition to Joyas Dety, she manages a second online store, Sport Díaz, dedicated to selling sports jerseys for men.
According to her explanation, both businesses have peak demand seasons. In the case of jewelry, sales increase mainly in December and February, while sports jerseys see higher movement during events like the FIFA World Cup.
Nevertheless, she noted that sales are maintained throughout the rest of the year thanks to a client base seeking gifts and details for various occasions.
The entrepreneur also highlighted the support she receives from her family. She explained that her mother, brother, and grandmother collaborate with the business, especially when she has to attend classes or participate in academic activities.
For the moment, the venture operates only virtually and complements its commercial presence by participating in bazaars, especially those organized by APEC University.
As a next step, Díaz aspires to expand her brand’s presence in other commercial spaces, including bazaars in the Colonial Zone and shopping plazas, with the aim of further strengthening her business.