CEO, Alex Mayr-Gracik of Sabika Jewelry

To provide beauty, joy and opportunity – every day to everyone – we focus on our 3 foundational values: care, creativity and community. We make this commitment to our Customers, Stylists, Home Office Team and the communities in which we work, live and play, to create an experience of SabikaJOY.  https://sabika-jewelry.com/

Episode Transcript

(00:05):
And welcome inn. This is theCEOs You Should Know podcast. Let's say
hello to Alex Mara Grasik. Thankyou for joining me, Thanks for having
me. So tell us everything weneed to know about Sabeika. All right,
So long story, but I'll tryto sum it up. My mom,
Karen founded Sobeka about twenty three yearsago at the age of fifty during

(00:26):
a time of need for our family. So she founded it as a company
by women for women, and weare a jewelry company, so all of
our jewelry is handcrafted in Austria andGermany by female artisans. That was very
important to her, that how thejewelry is made and who it's made by,

(00:46):
and just empowering women from every partof the process. And yeah,
we sell through independent stylists, sothat was another big important aspect of the
business for my mom of need forher and our family, but she wanted
to provide an opportunity for other womenas well. So the opportunity as a

(01:07):
stylist is that you can sell ourjewelry, have fun, bringing joy to
your friends and family beautiful products thatyou know, make them feel beautiful.
So yeah, that's kind of ina nutshell who we are and who we
still are to this day. It'sstill the same mission that my mom founded

(01:30):
with. So yeah, whenever Isee a Sabika piece, it's almost like
it's a very signal. It's almosthas a Sobeka look to it. Yes,
has it always been that case?You know? Very early on?
It's interesting, we started with stretchbracelets. I'm actually wearing one of our
stretch bracelets now, which were moreglass and you know, a little bit

(01:52):
of crystal. But what we're reallyknown for now, I think is that
sparkle. Our chokers, our Subikachokers have been come like a staple for
most people that recognize our jewelry.And we always said that it is the
light switch to a woman's beauty,not the source, but the spark.
So yeah, we love to sparkle, We love to shine. We love

(02:13):
to see our customers shine. Togive us the history of Sobeka, go
back, you know, from thevery beginning your family. Tell us about
your family? Sure, So,okay, how far back do I go?
The very very beginning, So myparents, I grew up in a
very entrepreneurial family. When actually goingback even further, my older sister and

(02:34):
I so I'm the middle child ofthree sisters. Lots of fun. My
poor dad, no, he lovesit. So my older sister and I
were born in Brazil. My parentslived there for a few years. They
had immigrated there from Austria. Theymoved back to Austria and when I was
four, my dad was working fora company that in Austria that moved him

(02:54):
to Pittsburgh. And my mom hadgrown up moving around like twenty three times,
and when we landed in Pittsburgh,they were actually going to move us
back again, and my mom said, no, we're not moving, We're
staying put in Pittsburgh. And youknow, obviously I'm so glad they chose
Pittsburgh. I love Pittsburgh. I'mand Pittsburgh girl through and through. And

(03:16):
my parents started their own marketing consultingcompany. So my dad actually started on
his own and he was working withcompanies from Europe. He would research the
US market for them and to helpthem get introduced into the US market.
So there's always this bridge growing upfor US between Austria and Pittsburgh and the

(03:38):
US. So it was a veryunique way to grow up. Also,
like when you're in an entrepreneurial family, it's business talk twenty four to seven,
you know, at the dinner tableon vacations. I don't think I
ever remember my dad not being likeby the pool or wherever we were at,
exactly without his life top, alwaysreadily available. My mom was definitely

(04:03):
I would say both my parents arecreative, but my mom was really more
the creative, the artist. Shebefore she joined my dad in marketing consulting,
she actually started her own business ofimage consulting. This was I think
before you know in the I thinkmid late nineties, early two thousands,

(04:23):
when you had all these makeover showsand all that. She kind of was
a pioneer in that. In hercommunity. She had about three hundred clients
at one point. So what shewould do is meet with women from mostly
women from all walks of life,everything from you know, your stay at
home mom, to executives to Ithink even a few in public service.

(04:50):
So she she recognized influence before influencers, before we knew that term before she
did. You're absolutely right, yeah, And she so she loves people.
She loves connecting with people. Ithink that's who I got that from.
I love it too. So shewould take women and kind of help them,

(05:12):
help them discover their own unique style. So she had a very specific
look. She still does if yousee her on our website or if you've
seen her around, she's definitely aniconic woman in her style. But what
she loved to do is help othersunlock their own version of their you know,
their own unique style. So shedid that for a while. Then
she went into the fashion industry someconsulting work with my dad for some fabric

(05:39):
mills. She ended her career inkind of consulting her in the fashion industry.
There, you know, she hadworked with designers like Calvin Klein,
Donna Karen with their team with BananaRepublic, bringing fabrics from Europe into the
US market, and so it wasreally beautiful, interesting work. And at

(06:00):
the end of her career she actuallywas a minority partner in an all male
business and they were doing made tomeasure men's shirts and that project unfortunately fell
apart. And what she realized throughthat experience, I think that's where we
learn our biggest lessons is in youknow, our failures are those tough times.

(06:20):
My dad had a different project hewas working on his business failed as
well around the same time, soboth of them learned a lot in that
period, and my mom knew shewanted to start a company buy women for
women where she had a voice,where she felt empowered. So you know,
when I look back at their lifeand our life, it's like all

(06:42):
these little pieces just came together toreally help us with what we grew in
Sibika. So she was interested infashion, which is you know, it's
for a jewelry is somewhat close tothat, yes, but she could have
gone into maybe fashion clothing or somethinglike that, but she chose jewelry.

(07:03):
Why is that? So here's where, like again I think fate and serendipity.
I'm going to go back a littlebit too. So when my personal
story or background, I was aballerina. I was a pre professional ballerina.
That was my first passion. Wantedto dance. In high school,

(07:24):
was diagnosed with ostriporosis, which issuper rare at sixteen. I'm in some
sports medical journal, So that basicallyended my early career. And in high
school I had to sign up forsomething to fill my schedule because I'd gone
to ballet half the day. SoI took a jewelry making class and I

(07:47):
loved it, but never in mymind did I think, Okay, this
could be my career. So fastforward a few years, my mom meets
Sabina. So the name Sibika actuallycomes from Sabina and Karen, and they
met in Austria through my dad andSabina and her family. They still make
our jewelry today. Well, Sabina'sretired now, but her daughter took over

(08:09):
the business. And you know whenall of that came together. When my
mom met Sabina, my dad wasinvolved. I had kind of come into
the picture too, because I wasstudying fashion design at the time over in
Austria and Vienna. And so mydad gave me a call and said,
hey, I want you to meetthis woman, Sabina. I think she
and your mom, I think there'ssomething there. So my mom's a straight

(08:35):
shooter, she's going to give itto you like it is. So when
she first met Sabina, after someyou know, convincing on my dad and
myself, it's part, she metSabina and she said, just you know,
I'm not a jewelry person. Soto your point, she had been
in fashion, jewelry was adjacent,but not really her thing. But the

(08:56):
rest of the conversation, my momcould not stop staring at Sabina cross necklace.
So by the end of the conversation, she's like, you know what,
let's give this a try. Somy mom picked some pieces, started
with some stretch bracelets and a fewother things, and brought them back to
Pittsburgh, showed them to some boutiques. You know, I was trying to
figure out how could she sell thisbeautiful product, and also how do you

(09:22):
make it more kind of americanized rightsfor the American lifestyle, because there are
some differences in style in European styleand US style and Pittsburgh. Let's face
it, is a fashion forward,but you made it accessible, yes,
to Pittsburgh's exactly. And I meanthat's what We've always been a little bit
of misfits or renegades, I guess, you know, always coloring outside the

(09:46):
box a little bit. So Ilove that people are still to this day
kind of surprised that we're based inPittsburgh. Again, I love Pittsburgh.
I've grown up here. I loveit. I love the people, the
culture. So I love that we'rea fashion brand in Pittsburgh. Yeah,
so when did you get involved?So I was basically there from the beginning,

(10:09):
But having grown up in an entrepreneurialfamily, you know, it was
like the last thing that I wantedto do in my mind. You know.
It's like you're I was starting outas a fashion designer, and growing
up, I was like, ohmy gosh, just being in business with
your family, that's it's a lot. So it's kind of ironic, right,
But I was there basically from thebeginning, and I would help my

(10:31):
mom with some of the design work. So again, that kind of tied
me back to my experience in highschool, where I was, you know,
doing jewelry design and you know,got a couple of little awards for
that too. And I think Ialways loved pushing myself a little bit further.
That comes from my dance. It'sa little bit of that competitive ness

(10:52):
too, So yeah, I lovedjust helping her out. But officially I
came back to Pittsburgh in two thousandand five, so my mom started in
two thousand and one, so Iwas three or four years past exactly when
she started the company. Yeah,but when did you because not only are
you CEO and president, but you'realso head designer. Do you still get
involved with the design. Oh yeah, definitely. And so are you an

(11:16):
at heart I am, I wouldsay yes, yes, you know,
an artist designer. Like I've alwayskind of gone back and forth with that
label, I guess or concept.So for me, I love creating.
I love creating with my hands.I love but not creating for the sake
of just creating. It's for thesake of connecting with people. And it's

(11:37):
my love language. You know.This is really what I feel I can
contribute to the world is to hopefullymake beautiful things that bring people joy and
love really at the end of theday. So yeah, it's interesting when
people, you know, I've hadfriends and colleagues where it is a bit

(12:01):
unique to be a creative and abusiness person. Although I think business is
pure creativity. I agree, right, I was like, like, I
wouldn't put like Karen, and obviouslyyour you have the art art inside you.
But Conrad, your father, whenit comes to marketing, you have
to be creative. You've got totake that creativity and take something that is

(12:24):
creative and sell it to somebody creativelyexactly, And that's exactly what your company
has been able to accomplish. Yes, it's so true. And I think,
you know, creativity is problem solvingand you're doing that every single day.
So I really try to foster andnurture that within our organization as well.
Is you know, creativity is oneof our kind of pillars, and

(12:46):
I see that in all aspects ofthe business. When you see somebody wearing
a as Abeak apiece, yeah,and they find out that you're yes,
you're the name behind the brand.What what are their responses? I love
it, I love you know.Just usually I'll start with a little compliment,

(13:07):
Oh, I like your subika.Sometimes they recognize me, Oftentimes they
don't, so it's it's really interesting. It's just oh, you know,
it's like their face lights up andthat smile that you know that is sparked
and so I love that. Ilove that, And you know, it's
they have a very personal story aroundhow they found sabika or the piece they

(13:31):
chose. And that's what I thinkis so special about jewelry. It really
is. It's so personal. It'slike almost like a time capsule that you
wear. Right, So you wearthis piece to an interview or I'll probably
remember what I wore to this interviewor you know, to a graduation,
a wedding, So I think jewelryis something just so personal and magical in

(13:56):
that way. Do you remember thefirst piece you design that I actually do?
What was this? It's so funny, very different than kind of what
we're known for with the sparkle.It was actually a pressed metal piece and
it was like an elongated oval.It had like one bead. I still
it's totally in my mind. Itwas like an antique silver and a copper

(14:18):
chain. So, yeah, thatwas the very first piece. I still
remember it. Did you ever meetanybody who wore it? You know?
That's funny? Yes, I did. Yeah. And what was their response?
Did you go up and go yeah? I decided that. I don't
think I told him it was myvery first piece, but I definitely complimented
them on it. That's cute.That's very cute. All right, So

(14:41):
tell us about the rest of them, because you have two other sisters.
I do so. My older sister, she was in the business for quite
some time, and then about Iwant to say, gosh, I think
since COVID, I have like noconcept of time. But let's I think
about eight nine years ago she steppedout of the business. My younger sister

(15:03):
stepped in, and family business istough, you know, it's it's definitely
there are a lot of strong personalities. You know, when I saw myself
back then, it took me along time to realize that I could be
a quiet leader and still be astrong leader. You know, you think
about leadership and you think about veryoutspoken, very loud, kind of bold,

(15:26):
and that's just you know, myboldness is is a little different.
It's through my design and in mycreativity. So my older sister was really
the one that was kind of alittle bit more positioned to take over,
but it was it was a challengefor our family at that time, and
everyone decided that it was time topart ways. My younger sister, she's

(15:50):
actively in the business. She isthe VP of sales and marketing. And
again, you know family dynamics.You know, you've got the sister dynas,
So you just have to know whento put that hat on, when
to take it off. Yeah,and my parents are still part of the
advisory board, so it's always smoothsaved. Oh yes, absolutely not.

(16:11):
Who's Mom's favorite this week? Exactly. I had a lot of practice though,
as the middle child, you know, that's you know, the peacemaker,
the mediator, all of that,although I'm learning that that's not always
the thing that everybody needs. Theythey're capable of figuring stuff out themselves.
So when did you take over asCEO president? I took over in I

(16:33):
think it was June twenty eighteen.Okay, yeah, so it's been yeah,
five six years exactly. Was thereanything that you wanted, Yes,
it's something that you wanted to becauseas CEO, you want to put your
stamp definitely on the company. Yeah, what was the first thing that you
was the stamp of alex that thisis the direction I want to take the

(16:53):
company. You know, it's interestingit was an evolution. I don't I
don't think it was like an immediateI knew that I had this precious thing,
right, this this legacy that Iwanted. That was my mission and
still is to continue that legacy thatmy mom started and I was a part
of that start too, So itfelt very just organic that that change.

(17:18):
I would say, this stamp thatI have tried or hopefully have succeeded in
is modernizing certain elements of the business. So we went from a purely in
person sales process. So we calledthem parties where you could primarily like primarily

(17:40):
only shop through a stylist, whichis really how we want you to shop
is through a stylist. But itwas an in person experience, so touching
the jewelry, trying it on.When COVID hit, which was you know,
I just felt like I had finallygotten my my footing a little bit,
and then the wheels went off theworld exactly. And so that actually
for us to kind of expedite somethings that we had been talking about doing,

(18:06):
so going a little more virtual,going online, doing a lot more
social selling, so using social mediamore for that sales process. And I'm
very proud of our team and ourstylists. Covid surprised all of us.
I didn't know if anybody was goingto be interested in buying jewelry at that

(18:26):
point, right, the whole worldwas falling apart, but people really found
joy in it, and that wasthe beauty of it. You know,
we were able to We got somany beautiful messages from people about how a
little thing like a piece of sibikahelped them through a tough time. Well,
that was a time where we spentmore time at home. Yes,

(18:48):
and we spent a lot more timeon social media and your jewelry sparkles,
so it's going to sparkle on youknow, like instant gram and things like
that, so it's going to spreadlike wild. So did you see and
it did? Yeah, it was. It was very surprising, very grateful
to our community for that. Andyeah, you know, like on a

(19:11):
zoom call people it made them feelyeah, just a little bit better putting
it on and sparkling in front oftheir colleagues. So it was it was
awesome. So your mother kind ofstarted the company two thousand and one,
you said, yes, and it'salready kind of achieved legendary status. Oh,
thank you, It really has becauseit's very notable and very noticeable.

(19:33):
Yes, and then you took over. Were you cognizant of you know,
this is a company that really establisheda certain quality. Yes, yes,
definitely. So the quality is soimportant and that's something that we pride ourselves
in. You know. Our pricepoint shows that too, which can be
a little bit difficult for stylists startingout or a new customer seeing our products

(19:56):
because everything is handmade in hand craftedin Austria and Germany. So we have
two manufacturers and that you know,Europe has the highest standards of materials that
are allowed to be used environmentally friendlyprocesses, so everything has to really it's
it's expensive right to be to beable to have that quality. And also

(20:21):
how our artisans are paid, youknow, that was something that was really
important for my mom. Coming fromthe fashion industry. She had a lot
of experience of seeing how some youknow, in the Far East we were
treated and how fashion is produced.And it's really cool to see this younger
generation kind of being a lot moreaware of the value of how how products

(20:45):
are made, the ethics behind it. So we've always had that from day
one, and but yeah, sothe quality still is extremely important to us.
The story we're still producing with thesame manufacturers and their family businesses too,
so that's really beautiful to see kindof their generations come up as well

(21:07):
and be able to continue that.What's the most famous person you've seen?
Where? Sobika Gosh all right,the first one that comes to mind this
shout out. Also, my husbandgrew up in Readville. So Sharon Stone,
she wore our Crystal Manhattan choker alot. She loved it, and
she's a pretty cool lady. Soyou were born in Brazil, Yes,

(21:33):
your family's from Austria. You've livedin Europe, yes, but you call
yourself a Pittsburgh girl. Yes,that's that's an odd combination. Yes,
what do we get when we mixBrazil in Europe and Pittsburgh all in one?
It's so funny because you know,on our photo shoots for different campaigns,
we've had different you know, stylistsand photographers and I remember one who

(22:00):
not from Pittsburgh that was like,you know, you've got this interesting mix
of like kind of classy, butthen it's like a little bit what do
you call it, like industrial chicor something. So I think that was
like elwhere boots. I think it'saccessible. It is, Yeah, so
it was. I love. Ilove the mix in Pittsburgh of you have
the roots of you know, artwrest, Steel City, so there's going

(22:22):
to be elements of that, andit is You're right, it's accessible,
it's grounded. So I appreciate havingthat kind of yeah, grounded, real
mix. Yeah. One thing Iknow about Sobika is that you give back
to the community. Let's talk aboutthat. Yes, where did that start
from? My mom? From myparents? Really So my mom has always

(22:45):
been the kind of person like youknow, you you compliment her on a
scarf and before you know it,it's off her neck and it's gifted,
you know. And that that's herlove language too, is gifting and connecting
in that way. So generosity wasalways at the core, and still to
this day, you know, she'llbe out and about and someone recognizes her

(23:07):
and her necklace comes off her neckand it's gifted, and and people are
always so surprised, you know.And for us it's so it's such a
natural thing. You know. Mysisters and I do it as well.
So the generosity being a pillar ofour business and community community is very important
to us, very just in aweof how our community has come together.

(23:33):
We've raised over three million dollars forvarious charities, actually closer to four and
breast cancer was a big focus forus too, being accompanied by Women for
Everyone now but by Women for women. We breast cancer was just very close

(23:57):
to our community. So every Octoberwe do what we call our Pink Party
efforts. We've got our Pink Powercollection, so I get to design pieces
where a portion is donated to wepartner now for the last several years with
BCRF. They're an amazing organization.And then we also choose a lot of
local organizations. So right now inApril, we're raising funds for to fight

(24:22):
against child abuse, to eradicate childabuse, that's the that's the goal.
My mom is actually survivor of childabuse, So that was another you know,
something that is very near and dearto all of us. What's the
organization your work? The organization isFamily Resources. They're amazing. Yeah,
and we have a little collection,so it's a little daisy earrings, a

(24:45):
daisy bracelet, and a daisy pin. So Daisy's were my mom's favorite flower
and as a child, you know, she really loved picking picking daisies.
So they're always an element within ourfundraising collection and for our kids months.
So yeah, and then we alsopartner with other local organizations. We've done

(25:08):
some things with Lending Hearts where we'vehad them in with the kids. They're
a great organization too. They helpfamilies affected by cancer children in particular,
and we had them in for likecreative workshops and little photo shoot. We
also partner with Sojourner House where wego every Christmas and set up a Little

(25:32):
Holiday Shop. They are an organizationthat helps women that are recovering from addiction
and they get to live with theirfamily with their kids, which is really
unique and special. And so welet the kids pick out gifts for their
moms for Christmas and wrap them.So we try to really do what we
can within the community and give backlocally and nationally. So just finishing the

(25:56):
thought with the daisies, Yes,so do a portion of the proceeds of
the daisy go to the organization exactly, So ten percent of the retail goes
to Family Resources. We're also doinga fundraiser with Jaselle Fetterman. It's oh
gosh, I forget the date,but it's coming up right now in April.

(26:18):
There's information on Family Resources website FamilyResources dot org. Alexmargrasik of Subeka
Jewelry and a CEO We Should Know. Thank you so much. This has
been so much fun. Thank youso much. This has been the CEOs
You Should Know podcast showcasing businesses thatare driving our regional economy, part of
iHeartMedia's commitment to the communities we serve. I'm Johnny Heartwell, thank you so

(26:40):
much for listening.