In this episode, we’re joined by Jonathan, CEO of Sunstone, and one of the driving forces behind the permanent jewelry industry and the creation of PJX. With 17 years at Sunstone and a background in micro-welding technology, Jonathan has played a major role in innovating the tools, systems, and standards that helped turn permanent jewelry from an idea into a real, scalable business model.

We talk about how Sunstone was first approached with the idea of welding chains onto wrists and how that concept quickly turned into a full-blown market. With the right products, engineers, and vision, Sunstone was ready to take it on, helping shape permanent jewelry into a legitimate industry. Some of Sunstone’s technology has even been featured on Shark Tank, showing just how deep their innovation runs.

Johnathan shares the heart behind PJX and why it was created—not as a trend, but as a long-term investment in the industry. PJX was built to drive growth, education, confidence, and connection, while creating a space where business owners can learn, collaborate, and thrive together. The mission is simple: there’s room for everyone to succeed, and the industry grows when artists grow.

We dive deep into the power of connection, why permanent jewelry is about so much more than a product, and how experience-based businesses continue to thrive because people crave meaning, conversation, and human connection. PJX isn’t just an event, it’s transformational. It’s where you invest in yourself, your business, your growth, and your confidence, all while being surrounded by people who truly understand the journey.

This episode is about vision, leadership, community, and building something that lasts. Because when you invest in yourself, you’re not just growing a business, you’re building a future.

Ep 65 Jonathan_GLP_FINAL

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Jonathan Young: growth.

So if you're building a business that shines as bright as your stacks, you're in the right place. Let's link up and make some magic.

Jen Thyrion: Hey there. Did you know that we offer handmade permanent jewelry supplies? Go to goldie link supplies.com to view our beautiful chains, connectors, Bengals, and more, including our non-permanent stretchy bracelets that are available to you for wholesale. Everything is created by our tribe of mama makers.

If you wanna level up your business with handmade supplies, not made by a machine, but made by hand with love, then check it out@goldielinksupplies.com. Now onto the show.

Jonathan Young: This is an amazing conversation. I had one-on-one in person with Jonathan, the

Jen Thyrion: CEO of Sunstone. I traveled to Utah in June, so this is actually a chat that happened about six months ago.

But as we gear up for PJX this year, I felt this was so important to finally share because we talk a lot about the value of PJX, the intentions behind PJX permanent jewelry industry as a whole, and really just the backstory of sunstone. I hope you enjoy this convo. Okay, I'm sitting here in person actually with Jonathan.

I just got in permission to call him JYJY.

Jonathan Young: Yes, of course. All my friends. Call me

Jen Thyrion: Jay. Okay. Yeah. Okay, so tell us, let's take it away and let's just tell us who you are and tell us about yourself.

Jen Thyrion: Yeah,

Jonathan Young: we're based here in Utah, which we're so glad that you came all the way over here. It's, I hope you've enjoyed your time here.

Jen Thyrion: It's beautiful,

Jonathan Young: but. Sunstone was developed about 20 years ago, and our whole background is micro welding technologies. That's what we do. So you look at anything that's in space, you look at almost any automobile, you look at any Fortune 100 company that uses any form of technology that's getting smaller.

They use our technology as what they do. So we're really proud of. What we've accomplished over the years in micro welding, we've innovated a lot of products. We've brought a lot of things to the marketplace. And then several years ago, we were the force behind developing permanent jewelry as an actual viable business opportunity.

And that's been a really fun thing that we get to do.

Jen Thyrion: Yeah,

Jen Thyrion: yeah.

Jonathan Young: Work with those guys. We'll keep 'em locked away. Don't let 'em out very often.

But, uh, yeah. We have eight or so engineers. They're incredible. Awesome. They're the people behind a lot of the things that we do. They're on site, they're on staff.

Jen Thyrion: Yeah.

Jonathan Young: And they just develop these incredible technologies. It's really rewarding for me personally.

Jen Thyrion: Yeah.

Jonathan Young: To be part of a lot of like really.

Stable industry. Mm-hmm. But also a lot of emerging industries.

Jen Thyrion: Yeah.

Jonathan Young: We've had several of our clients featured on things like Shark Tank, for example. Cool. Just cool. Coming up with like really interesting.

Jen Thyrion: Ooh, do

Jonathan Young: you have a

Jen Thyrion: story? I love Shark

Jonathan Young: Tank. Yeah. Like I think the name of the product is called like Julie's, where.

They develop this coffee bean that is, that has a unique formula inside it. They fill it up with that, they close it, and then they weld it shut. With our technology and what it's designed to do, it goes into the coffee mug,

Jen Thyrion: okay?

Oh, cool. Okay. So they were featured on there. They got picked up, but they use our technology to develop.

Jen Thyrion: That's

Jonathan Young: awesome. Something very emerging and very cool. Mm-hmm. And so we are involved with a lot of really fun, cool industries.

Jen Thyrion: That's awesome.

Jonathan Young: Permanent jewelry has just been an absolute blast.

Jen Thyrion: Has it taken you by surprise, permanent jewelry?

It

Jonathan Young: has.

Jen Thyrion: Do you remember when you first heard it?

Jonathan Young: I did, yeah. Okay. So we, we were involved with Cat bird from day one. Love Cat. So Cat Bird. Started this trend or started the idea, the concept of it. Mm-hmm. And they came to us, they said, Hey, this is what we'd like to do as weld around somebody's wrist. And we're like, okay, that's an interesting idea, but yeah, we can help you do that.

Sure. So we developed a process for doing that and then when other people saw it, it started going more into the trend area where a lot of people are like, wait, I'd like to do that. Mm-hmm. Now it's turned into as fabulous women entrepreneurial. Juggernaut. Creating a lot of people with the freedom and opportunity to do things they wanna do.

That's extremely motivating for us. Yeah. To be behind that.

Jonathan Young: And yeah, it took me by surprise in the sense that it's a great concept that took off, but. We were ready. Like we had the right product. We have the right engineering background. Yeah. And the ability to adapt to it very quickly. And so it's been a really fun part of the world

Jen Thyrion: and I didn't think about it, but you definitely do have, you have such a wide variety of like customers basically.

I mean especially now, the permanent jewelry, like

Jonathan Young: Yeah.

Jen Thyrion: These trends, jewelry trends. And before, I'm assuming most of your customer base prior might have been more, was it jewelers and things though? Yeah, I mean it was all across the board, right? It was

Jonathan Young: across the board, yeah. So like, it's interesting, like we had three main nuggets.

You have. Engineers. Yeah. And they definitely think very differently than women entrepreneurs.

Jen Thyrion: Yes.

Jonathan Young: And so you have that kind of personality, right?

Jen Thyrion: Yes.

Jonathan Young: And so you're marketing to them and you're using laser technologies and high frequency inverter technologies and all of these crazy things. They wanna know every little thing about it.

Jen Thyrion: Okay.

Jonathan Young: And, and then dental applications, like dental apps.

And so those were the markets that exist. In fact, the unbranded welder, that's all it is. It's actually a dental welder. That's, that's why it has like chrome, crow, vault. Yes. All these crazy dental metals. But it's designed for dental, not for permanent jewelry.

Jen Thyrion: That's

Jonathan Young: why. But we, that's why we know about them because we're in the dental community as well.

Jen Thyrion: Okay.

Jonathan Young: Yeah.

Jen Thyrion: Yes. And it's just cool to know that it's all made like right here. Yeah. That's what's so cool. Like

Jonathan Young: Yeah, we're a hundred percent made in the USA.

Jen Thyrion: Yeah.

Jonathan Young: But it's not just being made like you, you can go tour our facility. I hope we'll take you there tomorrow. Yeah. But you can tour our facility.

It's a beautiful facility where we have American made USA made. Yes. Um, but it's even more than that. It's designed and engineered in the USA as well.

Jen Thyrion: That's awesome.

Jonathan Young: And so everything is done here. Mm-hmm. We get parts from all over the world. So there's those challenges too. But we do all of the engineering, the designing, the testing, right.

Jen Thyrion: Yeah. So let's talk PJX, 'cause we're about a, I can't believe it's already been over a month since PJX.

What was the inspiration behind the first one and why did you guys even just think to even start PJX?

Jonathan Young: I'm so glad you asked. So, yeah. A few years ago, I was sitting there and I'd heard things going on in the marketplace. We were really growing and things were going great in the perial side, but there wasn't this, it was just a lot of women just go getters some of the pillars out there.

Jen Thyrion: Yeah.

Jonathan Young: Like you and others that just embraced it and jumped on it and

Jen Thyrion: yeah,

Jonathan Young: that's in the interesting and wonderful personality. But you've gotta be very driven. A lot of people that were like. We're in uncharted territory. Yeah, we're in the wild west. We're trying to figure some things out, but I was sitting there one day and I was like, oh my goodness, I'm tired of hearing the word trend.

Jen Thyrion: Uhhuh,

Jonathan Young: and I said. How can Sunstone, instead of just being a passive participant and a supporter, which we are, and we will always be, how can we help drive

Jen Thyrion: Yeah.

Jonathan Young: This industry?

Jen Thyrion: Yeah.

Jonathan Young: And create an environment where people get together, large tent, get together, plan, learn from, and get to know all the different players there.

When you're in the marketplace, it's like any treasure. There's a lot of competitors in the same space. That's great. Mm-hmm. Again, let's compete, but let's bring all of those together so that everybody can put their best foot forward.

Jen Thyrion: Yeah.

Jonathan Young: And they can buy like sunstone. We offer chain and we offer those kinds of things, and we have for a long time, but we're not known as chain.

Jen Thyrion: Yeah.

We want to drop. Mm-hmm. And show the world that we're gonna, we're gonna grow this thing. Yeah. And we're not a trend. Yeah. I refuse to believe we're a trend. No, and that's come true.

Jen Thyrion: I think so too. Yeah.

Jonathan Young: I think you'll continue to see growth. I think you'll also. One thing that we also wanna do is create an environment where women can get together and celebrate with each other their successes.

And that's why I think the vibe at PJX is so unique.

Jen Thyrion: Yeah.

Jonathan Young: It is not like a transactional trade show.

Jen Thyrion: Yeah.

Jonathan Young: Where where you just go and, okay, I checked that off. It's. Transformational. Yeah, for sure. Like you go there and you have experiences with everybody.

Jen Thyrion: Yeah.

Jonathan Young: And you leave motivated and excited and you have answers to questions and you have inspiration on things that you wanna get involved with.

Jen Thyrion: though.

Jonathan Young: I should, and I don't mind. But it's not about me.

Jen Thyrion: Yeah. Yeah.

Jonathan Young: I don't want it to be, I don't want that to be like my legacy. I wanna be as part of this amazing experience and have that abundance mentality.

Jen Thyrion: Yeah.

Jonathan Young: And recognize the true pioneers.

Jen Thyrion: Yeah.

Jonathan Young: That developed this. Am I so proud of being part of that story?

Oh my goodness. Oh my gosh. I

Jen Thyrion: was

Jonathan Young: gonna

Jen Thyrion: say, what a, yeah.

Jonathan Young: Love it. I love it. It motivates me. And to be one small part of that's all. That's what sunstone is.

Jen Thyrion: Yeah. Oh no, I love that you created it. Honestly, this industry is relatively new, right? It's very new. Yeah. So a lot of people coming into this have no business experience or no experience whatsoever.

Whereas there might be other welders created, but you guys have such a background and knowledge of that, that you're able to even just offer that. That alone is pretty valuable. Coming to PJX.

Jonathan Young: Yeah,

Jen Thyrion: just having that.

Jonathan Young: I think some people like there. There are others and there's gonna be others. Yeah, and that's okay.

We want the big tent. Type approach to today. Mm-hmm. And we're confident in our technology. We want people to try it. Go try the other welders out there. Mm-hmm. Promise you ours is different. Yeah. The reason why 20 years speaks for itself.

Jen Thyrion: Yes. Yes.

Jonathan Young: Our nearest competitor 14 months.

Jen Thyrion: Yeah.

Jonathan Young: 18 months. That's not a long time.

Jen Thyrion: Yeah.

Jonathan Young: You haven't paid the price to really understand it on it's 'cause you outsource to someone else to build it for you. Doesn't mean that you understand how that technology's really gonna be a benefit to other people, but we don't mind try it out. Yeah. Yeah. There's a lot of others out there. Yeah.

However. I, instead of looking at it as a trend, to me, I look at it, this is an emerging market

Jen Thyrion: completely.

Jonathan Young: This is an emerging business.

Jen Thyrion: Agreed.

Absolutely. There's safety aspects of it. There's, this is technology, it's sensitive technology.

Jen Thyrion: Yeah.

Jonathan Young: And there are best practices to using sensitive technology

Jen Thyrion: for sure.

Jonathan Young: Like frankly, you really don't wanna use a welder designed for the dental community. That's welding things that need to withhold a extreme amount of pressure for a very simple weld.

Jen Thyrion: Yeah.

Jonathan Young: You want the precision that comes from that simple. Mm-hmm. Well, you don't wanna mix it up with something else. And so even though you can find something cheaper, is it the most professional approach to what people really need? And the other thing is that we wanna provide is confidence.

Jen Thyrion: Yes. Yeah.

Jonathan Young: We wanna give you the technology so you never have to worry about it.

And if there ever is an issuance, sometimes those things happen. We're a phone call away.

Jen Thyrion: Yeah.

Jonathan Young: We have programs. We'll get you up and running. We want you, we want your business thriving. We don't want you worried about. Your welder working. Right? Right. Or having issues. When you're at a show, we're your partner.

Jen Thyrion: I love that.

I always tell this story, but the PJX last year, there was a local permanent jeweler I was speaking to, and she had another welder. And of course I always talk about your welders and, you know, thank you. And so I, but I convinced her to go to PJX and she ended up purchasing your welders. And since then, her business has really blown too, but blown up like in a good way.

Yeah. Blown up.

Jonathan Young: Yeah.

Jen Thyrion: Because I think she, she definitely had limitations and she also realized that she was like. I didn't even know what I was doing. I realized when we went to PJXI talked to so many welders with the classes. She's, it was amazing. I feel like we went from like zero to 10 in our welding and permanent jewelry and everything when we left there.

And I was like, thank God. 'cause she ended up purchasing your welders and now she just has the other welder as kinda like a side in case something

Jonathan Young: happens. Yeah.

Nothing. Correct. Because sometimes you'll see something you don't even realize. You think you're doing the same thing that they're training, but you develop your own way and then you do it with somebody in person and you're like, oh my gosh. Like actually. I was doing it in this way, it was so much easier.

So that's why, not only welding techniques, but just being in person in general. When I say there's so many amazing, again, like business, like groups and I belong to so many online masterminds and things like that, but I've always, this just benefited so much from anything in person. The actual connection, which is why I'm like even here because I'm an in person person.

I just believe in that. So I think that you gain so much more knowledge and. Just the connection you make with other permanent jewelers. That's invaluable too. I can't say that enough. We always have such a good time. We leave on a high from PJX 'cause this community is so amazing. They really are. And all the women that we meet and they come, it's just, it's so good to connect and gain inspiration ideas from each other.

Jonathan Young: technology's awesome. Yeah. And we should embrace it and use it and everything. It can become efficient and it can save time and it can do a lot of great things. But when you're really looking at building something, what's more important?

Efficiencies or cie?

Jen Thyrion: Yeah,

Jonathan Young: and sometimes meeting somebody and being hands-on. Changes the entire texture and dynamic of the relationship.

Jen Thyrion: Yeah.

Jonathan Young: So for example, I can explain the mechanics of welding and there is a mechanic, there's a mechanics of the welding.

Jen Thyrion: Yeah.

Jonathan Young: The tip pulls back. The spark comes off, does everything.

But there's other elements like for example, geometry. What angle do you approach the welding? Sometimes you can think you're doing everything right, but if your geometry is slightly off, instead of coming at the right angle, you're gonna ski the electrode to cross it. It's gonna stick. You're gonna feel frustrated.

Jen Thyrion: Right?

Jonathan Young: And then all of a sudden the light bulb goes off. And then you have the muscle memory associated with.

That mentorship in that connection, yes, it is worth the trip to have in person

Jen Thyrion: agreed

Jonathan Young: connection with other people. Look at it this way too. This business is really about connection. When you're welding next to somebody's skin, it, it's very intimate. It's very similar to a tattoo. You guys are in each other's space.

Yes. You're having a conversation.

Jen Thyrion: Yep.

Jonathan Young: You're getting to know them. It, you're connecting with people

Jen Thyrion: completely.

Jonathan Young: Why not? Invest in your business. Mm-hmm. Which is completely tax write off. It's a small investment to connect with other people and gain a greater sense of empathy for how they approach this business.

Jen Thyrion: Yeah.

Jen Thyrion: Yeah.

Jonathan Young: It can be something to look forward to, to plan around. Have a little fun too. Oh my goodness. I know. Have some fun. Exactly. You've been working so hard. Have some fun. Let your hair down. Just enjoy being with people that get you.

Jen Thyrion: Yeah.

Jonathan Young: And then guess what? You're ready to go back after it.

Jen Thyrion: Yes. So

Jonathan Young: the benefits associated with Pjx

Jen Thyrion: I know

Jonathan Young: are innumerable.

Jen Thyrion: I know. That's why I keep talking so much about it. 'cause there's so much and a lot of women, we're all from all walks. Some are moms that have kids at home. Even just getting out of your kind of comfort zone at home and getting out there, even if you have to go alone, I think is actually the best thing you can do, to be honest.

Sure. Anytime I've gone alone, I forces me to get outta my comfort zone 'cause I have to, rather than rely on the person I'm with to just stay comfortable because that in itself of getting out of your every day. It just opens up your mind. I feel like a little bit. You're just open to new things and whether or not you wanna do something technical or learn or connect.

Because as we know at beginning of this, yes, you got trained online, but we're all shopping online too. We never can see these products like in person.

Jonathan Young: Yes.

Jen Thyrion: So not only can you weld in person and get that experience, there wasn't much training when I started anyway, but that was my challenge. Oh my gosh.

And I realize, and now that I treat other women, I'm like. They catch on so fast because I'm able to communicate those things. Yeah, correct. Because even I talked to Dave previously about doing 26 gauge how people struggle with that.

Jonathan Young: Yeah.

Jen Thyrion: And I feel like so much of that is angle, to be honest. It is. Right.

It's so much of it and it's pressure and it's so, I'm like, I can now communicate that we're, in the beginning I if I would've gone and maybe someone could watch me do it and say, oh yeah, try this. How many months I would save of being so frustrated. Yeah. Not being able to constantly throwing away jump rings.

Jonathan Young: many girls did you hug when you were there?

Jen Thyrion: Other

Jonathan Young: professionals?

Jen Thyrion: Yeah. Countless.

Jonathan Young: Yeah. And just seeing people there. There's something about being intentional about your business

Jen Thyrion: completely.

Jonathan Young: This is an opportunity to take a step back and be intentional and do something for you to invest in your business. And I promise I have never had anybody say that it wasn't worth it.

Jen Thyrion: Yeah,

Jonathan Young: it pays off an absolute dividend. You can write it all off. You can learn more about tax stuff. We're even gonna have those kinds of people there. Like every aspect of your business can be there. Yeah,

Jen Thyrion: yeah.

Jonathan Young: We have, next year we're looking at having like even lawyers that do trademarks and all those kinds of things, they're on their dime just to say, here's how you could do this, or here's the kind of forms you need, or whatever.

Jen Thyrion: Absolutely. And every year you might come with a dip.

Dip, you would come with a different objective. But I know I came across plenty of women that were like. Oh yeah. This hour of this class, the importance is going into shopping. We don't really wanna be in a class right now, we just to shop. Good. Okay. That's what you, everyone's gonna have different, again, intentions or motivations behind coming or what they're looking for.

'cause right away when you guys announced it, I'm like, yep, no brainer, because I know how important it is. To learn as much as you can to again, get outta your comfort zone to go in person. I knew that was gonna scale me faster than anything, and there's nothing else out there that is just permanent jewelry specific.

And I also know how important that is to get like niche down business help. Because when I had a boutique, it was like I would go to business conferences and it would be like general business, which you can benefit from. Sure. But no one's speaking your language.

Jonathan Young: Understand?

Jen Thyrion: Yes. Yes.

Jonathan Young: Like the legal team, we wanna have there for again exact, and this is just one.

Teeny, tiny, small. It may not apply it to everybody, but it's sure. They're gonna be ones that understand permanent jewelry. Yes. And what it means to be welding around and what your concerns with what about the age of the person, or how do I have parents do this? Or how is clicking a button like this gonna be good enough?

Jen Thyrion: Yeah.

Jonathan Young: And you're in a place, in a safe place to do understand your industry or how do you wanna market yourself? Yeah. Get really good marketing behind good, knowledgeable marketing on the challenges associated with. Getting people directly to see you in your space and what you're accomplishing and how to scale that and grow that.

Jen Thyrion: Yeah.

Jonathan Young: PJX is, in my opinion, absolutely essential. Yeah. For those who really wanna take this business seriously.

Jen Thyrion: Okay. Real talk for a second. Running a business can feel overwhelming. The content marketing, social media decisions, it's a lot. That's exactly why I created Golden. Society. It's a space where permanent jewelers can get real support, education and tools like quarterly photos and video done for you.

See you soon.

Jonathan Young: Yeah, and those who wanna take this business seriously. Six figure year income is very easy to obtain very quickly, but you do have to pay a price. It's not a side hustle. It is an investment. You are working hard, but it is such rewarding work.

Jen Thyrion: Yes,

Jonathan Young: and it's possible. And I think PJX gives you an opportunity to evaluate where you're at, where you wanna go.

Mm-hmm. How you're gonna get there.

Jen Thyrion: Yeah.

Jonathan Young: You don't get that by reading blogs or looking at a video or seeing a 32nd clip of somebody having fun getting premature.

Jen Thyrion: Yeah, I know. And I think that's what's a little bit more difficult because we are in the day and age I you say that where we feel like we have all the knowledge at our fingertips because you can go on YouTube and find a video.

And then I finally invested speaking of investing. And that's why if someone is not maybe in business before, they might not understand like a price tag of buying maybe a thousand dollars ticket to go to a a conference might seem crazy. But I was part of a business mastermind where I paid over 20 grand that year to be part of, and that changed my life.

You know what I mean? And even the women I met. Being in a room with maybe if you're just starting and you know that you're in a room with other women that are making six figures a month possibly doing this right. It shows what's possible too. And I think that's why it's, there's so many aspects. It's hard to even put into words because that mastermind, I always say this, I know I was the dumbest person in the room.

Jonathan Young: That's contagious. People wanna do that, but I'll tell you if anything, we haven't made money on PJX.

Jen Thyrion: Okay?

Jonathan Young: We haven't. Our goal is to keep the cost down as low as we can, but it does cost money to create a venue.

Jen Thyrion: Yes.

Jonathan Young: And to have those experiences that are there. Yeah. And so our goal is to keep the cost down.

Yes, there's an investment. Mm-hmm. Some years it's been $700. Some years is like this, last year was like four or $500, but oftentimes foods included. You have so many things, like when you really look at what. Is there, it's designed to keep you there so that you can focus on investing in your business.

Our promise is we will keep the tickets as low as we can.

Jen Thyrion: Sure. '

Jonathan Young: cause our goal is, but it's funny 'cause like you go to a sporting event, we just got done doing the NBA finals. You go to a sporting event, people pay. Sometimes for lower bowl three, $400 a ticket. Anyways, I know the hotdog is 15 bucks itself and it's What do you really have for it?

It's like we're giving you two and a half days for the price of just one of those tickets.

Jen Thyrion: No, it's wild. It's, you can put in these things in perspective all the time. You're talking to permanent jewelers too, who most likely. We'll be like, would get so frustrated with someone coming up to him being like, whoa, your prices are too high.

It's like, we know our markup, we know our profit margins when it comes to this. We put it in perspective how many bracelets you truly need to do in order to get, say it even is a thousand dollars. Like yes,

Jonathan Young: correct.

Jen Thyrion: You know what I mean?

Jonathan Young: Could also, you could easily justify it. Mm-hmm. You look at it, right?

Jen Thyrion: Yes.

Jonathan Young: But if you can also talk yourself outta, if you look at it wrong. And so what is it really that you. Want to accomplish.

It's not about spending that money just now. Right? I think we, we are focusing on that so much versus I do a lot of things that make decisions in my business that I know will only benefit me. It might not benefit. Fit me right now by putting money in my pocket, but I know it's going to help me to bring money in my pocket.

Jonathan Young: It's an investment.

Jen Thyrion: It's an investment. And that's why I think investing in yourself is what is the smartest thing you can do in business. And I think if someone's newer business has ever done it, it seems wild. It seems like why, what? Go to this thing. And I'm gonna also, I'm gonna be spending money on these products since all these chain too.

So I'm maybe here, I'm gonna walk out with the door, spending my. I don't even know if I wanna share how much money I spent at, we had a competition. I have a little permanent jewelry membership and love the women in there. They're amazing. We are like, oh gosh, I'll just share it. Okay. So I spent 13,000 and so one of the girls in my group, she was like, I added it up and her husband came with her, such a supporter.

Yeah. But having said that, this is also too, what's so hard. Yes. You were to spend a little bit of money not to spend 13,000, but. I kept saying to women who I was just coming across, 'cause they were like, oh my God, I spent so much money. I'm like, don't think about that. Think about how much money you're going to make though.

Jonathan Young: Exactly.

Jen Thyrion: Right. It's ah, you know,

Jonathan Young: what does that say? But what does that 13,000 translate to in profits?

Jen Thyrion: Exactly.

Jonathan Young: And so for me it's, Hey, you go start an ice cream store, you've gotta buy all the ingredient and the ice cream. You gotta buy the machines to do the ice cream.

Jen Thyrion: Yeah.

Jonathan Young: And you gotta maintain that purchase.

Jen Thyrion: Yes.

Jonathan Young: Coming to PJX you find the latest designs, you can talk to everybody that you wanna talk to. Mm-hmm. And you leave having a clear. Version of your voice. Yes. Like you, you can hone your voice.

Jen Thyrion: Yeah.

Jonathan Young: Also while you're there. Yeah. So all the benefits come together. It's synergy. And that's the name of the game in business.

Yeah. Important compared to like even my boutique, this I did prior. You're buying product. You're having to like, you have to buy that and wait to resell it. That's the nature of that business. Yeah. Whereas I bought this welder. Yes. It's a little investment and now with the price of gold, of course it's a little higher than when I started, but in the end, you can make that investment back.

You safely could still get started by just a few grand, you know what, what I mean? Safely, absolutely. Safely. And that to start a business with, just like spending say $4,000 to start a business is right, and the amount of money you can make Yes. Is ridiculous. Right? Like when you think about it, like it's wild.

Even if you tried it and decided you didn't wanna do anymore, you could still do a few good events and make your money back. Yep. And then.

Sell through that.

Jen Thyrion: Yeah.

Jonathan Young: That's what you've just covered your entire cost. Yeah. Now everything going forward for the rest of your life is great. Like what other business can you really do that again? Ice cream. You start an ice cream business, yes. You're gonna spend 20, $30,000 just on the ice cream

Jen Thyrion: machine.

Machine. Exactly.

Jonathan Young: And then you've gotta power it. Yes. And then you've gotta maintain it.

Jen Thyrion: Yes.

Jonathan Young: What's the maintenance like in this? Sharpen your electrode every few minutes. I know. There's nothing else you have to take out and clean and really go crazy on. It's really simple. And it's been designed to be simple.

And so sometimes I think if we're so worried about that upfront, always worried about your costs,

Jen Thyrion: sure.

Jonathan Young: But what's a reasonable rate of return? And you can cover that in as little two or three events.

Jen Thyrion: And truly, I feel like it just, it's also, yeah, it's one thing if you just wanna do this as a side hustle and you're like, but if you wanna it as like a troop business, like you said, that there is just.

You know what I'm saying? It's like anything. It's just. Like it's more valuable to you if something's given to you for free or you pay 10 grand for it, how are you gonna treat it? That's gonna be

Jonathan Young: treating

Jen Thyrion: something completely different.

Jonathan Young: Well, your friends say, Hey, this weekend let's go dancing. We're gonna party.

And you're like, wait, I already have a show booked.

Jen Thyrion: Yeah.

Jonathan Young: I've gotta get a return on this, so I'm gonna maximize this show. Have fun.

Jen Thyrion: Yeah.

Jonathan Young: I'll hit you up next time.

Jen Thyrion: Yeah.

Jonathan Young: But now I'm gonna go and instead make five grand at this event.

Jen Thyrion: Yeah.

Jonathan Young: And now I know I'm a serious business person. Mm-hmm. I come Monday, Tuesday, Wednesday.

Play until your hearts continue. Live your life. Do what you wanna do.

Jen Thyrion: Yeah.

Jonathan Young: This is your ability to write your own check and manage your own time.

Jen Thyrion: Yeah.

Jonathan Young: It's really truly, like you said, it's an investment.

Jen Thyrion: It's an investment. It's funny, you just don't know where things are gonna go. So Ashley, I franchised Goalie links in the beginning and she was my first person that I had a friend I met through living in Vegas and we're very good friends this day.

And now she has four like local accounts. She lives in Missouri. And, and that's what spurred that was PJX, her going to that class. Wow. And now she like studied that for the last two years. So she, not only, she still has permanent jewelry, but she also does SEO now. Wow. So she's, so that it's, that's what I'm saying, it's just.

It's funny how when you open your mind and get outta your comfort zone and try different things, you never know what's gonna happen out of it. Yeah. I don't, she obviously didn't think she was gonna get into something completely different going to PJX. Yeah.

Jonathan Young: But she found her voice.

Jen Thyrion: Yes, for sure.

Jonathan Young: And there's, again, enough to talk about and learn about.

Mm-hmm. And interact in

Jen Thyrion: Yeah.

Jonathan Young: To accomplish that. And again, the vision behind it is drive the market.

Jen Thyrion: Yeah.

Jen Thyrion: Yeah.

Jonathan Young: Like those of us that got behind it early, our goal was to not just be reactionary to something cool.

Jen Thyrion: Yeah.

Jonathan Young: It was to say, let's seize the moment. Let's be intentional about it.

Jen Thyrion: Yeah.

Jonathan Young: And let's create an environment that's not only rewarding, but extremely educational and beneficial.

Jen Thyrion: Yeah.

Jonathan Young: For people that wanna be entrepreneurs.

Jen Thyrion: That's so cool that you guys are like the pivotal part. 'cause really at that point too, when permanent joy, like I said, capper came to you.

Other than the unbranded that's been around, I guess doing, supposed to be doing dental work or

Jonathan Young: something. They, this

Jen Thyrion: was there,

Jonathan Young: they were a copy of a German product that came about the same time we did, but they've been around forever. Mm-hmm. But that's what, they were just a copied version of that, the concept of unbranded.

Jen Thyrion: When you say unbranded, like

Jonathan Young: there's no, when do you hear yourself? Do you buy anything? Unbranded. Okay, so this is my unbranded handbag. I know. Come on. You don't buy. Anything unbranded?

Jen Thyrion: Yeah.

Jonathan Young: Do you buy an unbranded computer? Do you buy an branded car? That's so funny. We

Jen Thyrion: need to

So the whole name says Be careful. Beware. What if something goes bad on the machine? Like it actually harms somebody who, who do you go to get? Support in that situation. Mm-hmm. With Sunstone, we're right here.

Jen Thyrion: Yeah.

Jonathan Young: We're bonded. We have everything. We're insured. We have everything you need.

Jen Thyrion: Right.

Jonathan Young: If something, God forbid happens, you're covered, you're safe.

You're in a good space.

Jen Thyrion: Yeah.

Jonathan Young: Unbranded.

Jen Thyrion: Yeah.

Jonathan Young: The unbranded drives your business. Just even look at what it's been called. So it's almost silly to me. Yeah. And I'm not trying to be dismissive of those that have built a successful business. R And those are some that, that have made it work. You can make it work.

Jen Thyrion: Oh yeah.

Jonathan Young: But. You're missing the point. Get behind the company that also wants to help drive this industry. Get behind something that's greater than, than an unbranded no name product. Right? What's the engine that drives you?

Jen Thyrion: Yeah.

Jonathan Young: And then how do you leverage that for yourself?

Jen Thyrion: Yeah.

Because they don't exist.

Jen Thyrion: That's so funny. Why when you think about it that way. Why? Yeah,

Jonathan Young: why? Why embrace that? Yes. To save a few hundred bucks and we're talking just a few hundred dollars.

Jen Thyrion: I know. That's what's crazy. Like I said, I know. Understand budgets. Trust me, I got Sure. The machine and I don't wanna be

Jonathan Young: dismiss it.

Jen Thyrion: No, I know. Because I got the first machines from you. Of course I was doing a payment plan. I'm not, I I didn't work out the money.

Jonathan Young: Yeah.

Jen Thyrion: I'm not gonna lie to you. I didn't start permanent jewelry. In a very high point in my business, to be honest, because it was after COVID, right? And it was like a lot of things changed with my own personal business.

So I started that way, but I started serious. I knew that for me, I knew I would love, and I'm so happy that I did because it just, that's why I was saying, I think getting back to how amazing that you guys are such, obviously without the machine, you can't do this. So necessary pivotal part of just being able to offer this.

I've cried with people already. People have come to me when I have so many stories. I'm getting chills. Yeah. But that's why I love this industry so much and that's why I think it's not going anywhere. And I'll say that all day long because it's not going, it's not about a trend. It's not about. I always talk about when Scrunchies came back and I was dreading buying scrunchies for my boutique, I'm like, oh my God.

They remember wearing scrunchies when I was in grade school, and now that's a thing, and slap bracelets came back like all this crazy stuff. But that stuff comes and goes. It's fun. Okay. Came back. This is something that's a connection piece, like a tattoo that people come in and get together, memorializing their pets, and she just recently was crying with somebody who came in and was.

And so there's just so many stories, so it's such an amazing. Thing that you guys have made this machine to make that possible. Yeah. You know what I mean? That's really cool.

Jonathan Young: Yeah. And that's what motivates us and makes us excited about what we do. And we hear stories like that all the time and we love to hear 'em.

Jen Thyrion: Yeah,

Jonathan Young: it's And share 'em.

Jen Thyrion: I know. I

Jonathan Young: feel like it's not enough. These are things that are more important than the little bubble gum stuff day night. Those are great too.

Jen Thyrion: Oh yeah.

Jonathan Young: But

Jen Thyrion: it's cute, don't me wrong. It's

Jonathan Young: cute. There's meaningful aspects of what you do. Yeah. That gives your life meaning.

Jen Thyrion: Yeah.

Jonathan Young: More than just.

Build a successful business. Sure. Mm-hmm. We live in a world where money is how it works, right?

Jen Thyrion: Yes.

Jonathan Young: Build a successful business, be the best you can be and enjoy the process. But what's gonna really give you something meaningful

Jen Thyrion: Yes.

Jonathan Young: Is that connection

Jen Thyrion: and but meaning I feel that's why I'm such a true believer.

You know what I mean? It's, and that's why it's like I always say lately, I've been saying like kindness is a strategy because it is. It's a business strategy. I truly feel that way in my own business. That's how I feel like I grew my business and to the point I'm at now is because I'm aware of the connection piece and people are coming back.

For that reason, and that's what's letting like involving this business and offering more items that can be customizable and even offering more experiences in our shop because we see what people are asking for and that. That is what makes this, it's not just, it's an experience bottom line. It's an experience.

It's not just an item. So that's really what it comes down to.

Jonathan Young: And you know what'll be fun is to see what is it gonna be like next year?

Jen Thyrion: I know,

Jonathan Young: what's it gonna be like in five years? What's gonna like in 10 years?

Jen Thyrion: Yeah. Yeah.

Jonathan Young: And. I think that we will continue to see evolution. Mm-hmm. Doing everything.

Jen Thyrion: Yeah.

Jonathan Young: But think of the smartphone. Just the last 10 years, it's dramatically changed.

Jen Thyrion: Yeah.

Jen Thyrion: Agreed.

Jonathan Young: And so anytime we can embrace. Experience based businesses or experience based, adding those things to your business, to your storefront, to what you do, people will remember and they'll come back. Yeah. And they'll wanna reward you for it.

Jen Thyrion: Yes.

Jonathan Young: They'll want to engage with you.

Jen Thyrion: Exactly.

Jonathan Young: They'll want to relive that experience.

They'll want to talk about that experience. Mm-hmm. And it's meaningful. So

Jen Thyrion: yes,

Jonathan Young: it, it's fun. But

Jen Thyrion: no,

Jonathan Young: that's what Sunstone wanted to do, not specifically that we didn't realize how much texture would be. Part of that. Yeah. In the human experience.

Jen Thyrion: Yeah.

Jonathan Young: That's something that surprised us. Mm-hmm.

Jen Thyrion: But

We have. We have Tesla calling us and we have GE calling us. We have all these things. There's, we're very engaged on that industrial side. And it changes lives in a different way too.

Jen Thyrion: Yeah.

Jonathan Young: But we'll never lose focus of something we've helped create.

Jen Thyrion: Yeah.

Jonathan Young: And it's special for us, like

Jen Thyrion: for sure.

Jonathan Young: PJ feels special

Jen Thyrion: to some stuff.

Yeah. Does it seem to be a different industry that you were, like I said, I know you were, had all different types of customers prior to pj. But does it feel that feels different? Oh yeah. Than whole industry absolutely feels very different.

Jonathan Young: Tesla contact is incentives this PO for $50,000. Yeah. And they don't ask for a discount because they don't care.

They want it to do it. Yeah. It's this other industry's like, how do we get the best of the vest? It is completely different industry.

Jen Thyrion: Yes.

Jonathan Young: But it's special for us. Yes. It's worth it for us.

Jen Thyrion: Yeah. Yeah.

Jonathan Young: And yeah, we could just say, we could keep building and we are, we're focusing on those other things too, but.

It'll always be a really important place within what we offer for jewelry.

Jen Thyrion: Yeah.

Jen Thyrion: Yes.

Jonathan Young: Journey for so many.

Jen Thyrion: Yeah. So all, we haven't even talked about PJX next year. We have dates.

July 1st five that we'll announce. Our goal is next year we'll have, so we'll have a few years now at the point that we can announce the dates at the show. Awesome. That is the goal. That's awesome. We wanted to get there this year, but we didn't have enough and we just don't like waiting. Last year we weren't great.

We waited till October timeframe, which is way too late. So yeah, on July 1st, we are gonna make an announcement. Love it. But I can tell you this, we are focused on Las Vegas again.

Jen Thyrion: Yes.

Jonathan Young: And around the time of. JCK.

Jen Thyrion: Yes.

Jonathan Young: And the reason why there's just so much overlap. Mm-hmm. There's suppliers there. And a lot of people really do enjoy it.

We've heard some that don't love Las Vegas, and I understand that, but the majority actually have fun. Yeah. They enjoy it. And so we're gonna be on the back, back end of JCK after JC K's ended.

Jen Thyrion: Yep.

Jen Thyrion: Awesome.

Hopefully Las Vegas is an easy place destination wise to get in. And that you come ready to party. Love it. And have fun. Love it. And learn and grow and laugh. Yes. Laugh. Laugh.

Jen Thyrion: Yes. That's awesome. I know you already spoke about like I course or having someone doing a course next year and whatnot. So speaking of that, because again, speaking back to like when most of 20, 20, 22, 23 more people, some people are still starting today, but.

Are you looking to basically elevate it every time or kind of be able to satisfy both of those things? Like the beginners? Yeah. And you know the advanced, yeah.

Jonathan Young: We're learning and growing and we wanna continue to make PJXA place that you can. Look for adding to your overall experience that you're providing.

Yeah. And so this could mean, for example, more advanced in jewelry repair.

Jen Thyrion: Yeah,

We didn't wanna do it long term, but we set up in a few mall locations and I can't tell you how many repairs we ended kidding up doing. No kidding. Somebody say, oh, can you fix this, this, this change is broke around my neck. Yes. It's important to me. And I actually have it with me. And I'm like, oh yeah.

Yeah. And I was doing it for free, but they were tipping us and stuff. Yeah. We wanted to understand that. There's a lot of need for repair. Agreed. And so there, there's techniques to repair in different approaches. Mm-hmm. And we have someone like Melissa Muir who

Jen Thyrion: Yes.

Jonathan Young: Is a very pol jeweler that can teach some of these more advanced classes and so

Jen Thyrion: love it.

Jonathan Young: So we can do that. We can do even laser stuff, but also these other experiences that maybe isn't based on sunstone that we wanna add, like mm-hmm. Different bars, right? Yes. Different things like that. Yeah. We're gonna explore those as well. Awesome. Awesome. So we wanna not. Take away from permanent jewelry.

Jen Thyrion: Yes.

Jonathan Young: And then we'll have a more advanced class.

Jen Thyrion: Right.

Jonathan Young: And then maybe some things that'll just be based on having a good time.

Jen Thyrion: True.

Jonathan Young: Sometimes it's just networking. Some of those classes need to be, hey, you're so advanced that you're at a point where really what you wanna do is. Bounce ideas and have more closed door, but laugh and enjoy and how, and share what you're learning and growing and strategies and things like that aren't necessarily to do with welding or techniques, but have to do more with how do you find your voice in this industry.

Yeah. So we'll have some courses like that as well.

Jen Thyrion: That's awesome. Yeah. 'cause I have to say, even just being, uh, how many, however many years I've been in, possess in different ways, but I feel like. Even, there's always something to learn is what I'm trying to say. Sure. Because even if I feel like I have a good grasp on social media, but Wow, I feel like I could learn more about Google or more about networking or how to like book corporate events or There's always something you're usually, it's like you're not never, you never know everything.

I feel like a whole, A lot happened in a year, right? And then the year before I'm like, man, let's just, it's crazy to think. And even when I think, okay, no, I'm good. No, I keep just, you just keep getting better and you keep getting better. And

Jonathan Young: I think there's always things to discover about yourself completely.

And there's things to discover about techniques, and so even if you go thinking, oh, I've been here, it's similar. Look for the things that'll be different.

Jen Thyrion: Exactly.

Jonathan Young: The marketplace will always be evolving and different, and the experiences can be different. And then open yourself up. Maybe don't. Yeah. Or you've been a few years like.

Submit yourself as somebody that wants to teach a specific class. Sure. Like maybe there's something you've really learned that you're ready to share with the world. Don't hide it.

Jen Thyrion: Yeah.

PJX.

Jen Thyrion: Exactly. All right. It's been awesome to chat with you. Yeah. But any, anything else you wanna share before we wrap this up?

Jonathan Young: Just that we're excited to have you here. We're excited to see where you've taken your business. Oh my goodness. Oh, oh,

Jen Thyrion: thank you.

Jonathan Young: That's absolutely incredible. And we heard you were coming.

We were just really excited and hope that anybody that is in Utah.

Jen Thyrion: I know. Just

Jonathan Young: stop by. Please come check out new headquarters.

Jen Thyrion: You're so welcoming. You just walk right in.

Jonathan Young: It's awesome. There's, it's beautiful. It's beautiful and there's much to do. And I know Utah, it's out the middle of the Rocky Mountains, but we hope that anybody feels welcome here at any time.

Jen Thyrion: Yeah. And

Jonathan Young: yeah, set up home, make yourself comfortable. Awesome. Now there's plenty, plenty of space, so, awesome.

Jen Thyrion: Love it.

Jonathan Young: Yeah.

Jen Thyrion: Thank you for your time.

Jonathan Young: Thank you. It's

Jen Thyrion: been awesome. Thank you for what you're doing in this industry. We appreciate it.

Jonathan Young: Thank you so much.

Jen Thyrion: All right. Thank you.

Jonathan Young: Okay. Bye.

Jen Thyrion: Well. How do you feel?

Okay, I will see you next time. Have a golden day.