Top 5 Tips for Couples in Business Together

David Alan & Helena Krodel of DAVID ALAN Fine Jewelry: 5 Things We Wish We Had Known As A Couple Doing Business Together

An Interview With Doug Noll for AUTHORITY MAGAZINE.

Embarking on a business venture is challenging, but doing so with your significant other brings a unique set of dynamics. While many couples find great success and fulfillment in this arrangement, they will inevitably encounter unforeseen difficulties that can test both their professional and personal relationships. From communication hurdles to balancing work-life harmony, the journey of couples in business together is filled with both triumphs and trials. As a part of this series, I had the pleasure of interviewing David Alan & Helena Krodel of DAVID ALAN Jewelry.

• Master Jeweler, Designer, Owner DAVID ALAN

He’s been called, The Jewelry Whisperer” and “The Picky Guy,” both compliments when you are a master jeweler. “Millimeters are miles,” declares David Alan, master jeweler, designer, and owner of his namesake fine jewelry atelier, DAVID ALAN.

David is a Renaissance man with many artistic talents, including training as an architect, painter, sculptor, furniture designer, and Lego master. Today, all creative roads lead back to his life’s work: fine jewelry design and fabrication.

Since its inception, David Alan has become NYC’s premier custom fine jewelry maker, making Custom, Not Customary, fine jewelry for private clients. His atelier in the heart of Midtown Manhattan has become known for producing modern classic designs featuring irreverent twists.

• HELENA KRODEL

Jewelry Expert, Brand Strategist, Owner DAVID ALAN

Deemed the “total package” by her industry comrades, Krodel is a brand strategist, seasoned publicist, and fine jewelry expert who has built brands and businesses during her expansive communications work in fine jewelry and fashion for over 20 years. Today, Krodel co-owns David Alan, the Custom, Not Customary NYC fine jewelry atelier with her life and business partner, master fine jeweler, designer, and co-owner David Alan.

Krodel was the powerhouse spokesperson for Jewelry Information Center (JIC), the consumer education arm of Jewelers of America (JA) — the national trade association for businesses and organizations serving the American fine jewelry marketplace. As Director of Media and Special Events and later while directing several fine jewelry and fashion PR agencies, she was instrumental in stimulating consumer desire for fine jewelry and watches through her work with media and securing unmatched press placements for her clients.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to go into business as a couple?

Hello! Thank you so much for having us!

We are Helena Krodel and David Alan of DAVID ALAN.

DAVID ALAN is the premier custom fine jewelry atelier in New York City, making Custom, Not Customary, fine jewelry for private clients. David is called “The Jewelry Whisperer” since he has an uncanny ability to translate people’s love and life stories into fine jewelry talismans.

When we met, we had separate careers in the fine jewelry industry. David was (and still is) a master jeweler and designer. His business was evolving from jewelry contractor to luxury private jeweler.

I (Helena) was the United States fine jewelry industry spokesperson at the retail trade association Jewelers of America. The PR arm of that business was called Jewelry Information Center. We promoted the fine jewelry industry and mentored fine jewelry designers. My partner and I were teaching a seminar about branding oneself. David was one of our students.

David recounts the story of how we met here: https://vimeo.com/913875880/8c4fd1ad8d?share=copy#t=0

After we married and had our daughter, we decided to join forces. I felt it was time to help grow and scale the DAVID ALAN business. David is the most prolific designer AND the best technical jeweler I have ever met, and the time had come to amplify and promote.

Can you share the most interesting story that happened to both of you since being in business together?

Yes! When we began working together, I dreamed of landing a story about DAVID ALAN in The New York Times. With a PR and brand strategy background, I knew I had a fair amount of work cut out for me before I could pitch a story about David. We put our heads down and began working in the business and on the business.

When 2024 arrived, I knew this was the year. I made my dream board and placed The New York Times logo in the center, alongside important things I planned on manifesting in business. On May 17th, our dream came true. DAVID ALAN was featured.

Can you share a story about the funniest mistake you made when you were first starting?

Can you tell us what lesson you learned from that?

In the beginning, we had zero boundaries around work hours. We are both workaholics, so it was a free-for-all. He would ask me questions while I was racing around in the morning, getting a child and small animal ready for the day. Some nights, I would talk to him when he arrived home at 10 p.m., bleary-eyed.

David very quickly set the ground rules!

1. No work talk in our bedroom, the sanctuary.
2. No talking about work when you don’t have the other person’s undivided attention (like early in the morning or late at night).

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

Yes! We will be eternally grateful for a beautiful human being named Cindy Edelstein.

She was one of Helena’s best friends in the industry: a true selfless leader and mensch.

She encouraged David to take the seminar Helena was teaching. We credit her for indirectly introducing us. She passed away unexpectedly, but while she was with us, she helped thousands of people throughout her beautiful career. We miss her and thank her every day!

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Most of our readers — in fact, most people — probably don’t have an idea of what it is like as a couple to be in business together. In just a few words can you explain how being in business with your romantic partner is different from other business partnerships?

Being in business together is the absolute best decision we ever made, besides marrying one other. It is incredibly satisfying, insanely hard, but so worth it. The ups, the downs, the twists, the turns are exponentially better when you are in business with your partner.

What are the “myths” that you would like to dispel about being a couple running a business? Can you explain what you mean?

You are not the same person. You will not agree on everything. Keep it classy and work extra hard to be respectful of one other.

When people hear that we do ALL the things together, some say, “I could never work with my lover!” We can’t imagine not working together. We are both passionate about fine jewelry, art, fashion, architecture, and client love stories. Our passions and work blend into one beautiful business.

What are the most common mistakes you have seen couples make when they start out in business together? What can be done to avoid those errors?

Mistake Number One: Fighting like you are at home.

Advice: Fight fair and always behind closed doors. If you have an argument while staff members are watching, you may forgive each other once the fight is over, but others won’t forget.

Mistake Number Two: Don’t criticize your partner in front of others.

Advice: Be careful not to criticize and be quick to praise.

Ok super. Here is the main question of our interview. What are your “Five Things You Wish You Had Known As A Couple Doing Business Together”? If you can, please share a story or an example for each.

1 . You might want to quit.

When things go sideways and you are both dead tired from working all the time, you might want to quit. You have to take the lows to appreciate the highs. It will be worth it in the end.

2 . You will not always agree. Never fight in front of staff or talk poorly about the other person’s shortcomings. In the beginning, we had a few salty exchanges in the middle of our open-air studio. I realized that it left a yucky feeling in the air so we vowed never to fight in the open again.

3 . Allow your partner to make decisions at their own pace.

In business, there are hundreds of decisions that need to be made daily. You automatically have a sounding board when in partnership with your wife/husband. They care as much as you do about making the right decision.

I see everything in black and white. David sees things as shades of ombŕe. He takes longer to make decisions. I tend to be abrupt. Be patient with how your partner navigates through that process.

4 . Make time to be a couple and be romantic.

Owning our own business and home while parenting a little girl and a dog is intense. We even like some of the same hobbies, which include collecting art and shopping, which means we do everything together.

Go on a date! Do something nice for the other person even if mundane. For example, every night David gets me water and places it on my bedside table. It’s small and sweet but makes me feel loved and taken care of. On Sunday mornings, we drink coffee and dream together about what we want to manifest.

5 . Take turns melting down. {WINK} Workloads will shift from day to day. Support each other while the other is in the weeds.

We are near the end of a full gut renovation on our NYC Atelier. David trained to be an architect, so he designed our new space. Managing the renovation has become a second full-time job for David. Managing the household has now become Helena’s second full job. It’s easy to become resentful or compare workloads.

Over the course of the renovation, we have both had meltdowns from managing the delays, money, time, and energy spent building this dream of ours. Just remember the other person is on your side. When you see them about to crack, step in and help!

In your opinion, what are a few ways that couples can ensure they are successful in business with each other? Can you share a story or an example?

Every once in a while, take a full day off from work. Disconnect, practice self-care and return to work rested, refreshed, and renewed.

Practice Gratitude! When you get frustrated, annoyed, or overwhelmed, think about what your life would be like if you didn’t work together.

“If you can’t say anything nice, don’t say anything at all.” This was a mantra that my mother used to say to me when I was a child. Remember you can’t take words back and your relationship may never be the same if you don’t keep it classy. Respect your partner.

You are a couple of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Our family mantra is “DO THE RIGHT THING EVEN WHEN NO ONE IS WATCHING.” We live by this rule and have taught our daughter to do so too.

In today’s world, we are surrounded by self-absorbed and phone-absorbed people. As New Yorkers, sometimes being in a rush takes precedence over helping people.

As a movement, we would challenge people to do the right thing even when no one is watching. Specifically, we would add the request to intentionally do one kind thing or gesture every day. That seemingly small thing can be THE THING that makes someone else’s day, year, or even life!

How can our readers further follow you online?

Thank you! Visit our website, davidalanjewelry.com or check us out on Instagram @davidalanjewelry

Thank you so much for joining us. This was very inspirational.