Love these online jewels

In a virtual space overwhelmed by online stores, one Canadian site is carving out a not-so-quiet presence. Postmedia caught up with Shut Up I Love This founder and creator Sunny Shum to learn more. What is Shut Up I Love This?

Shut Up I Love This (shutupilovethis.com) is a fashion jewelry and accessories e-boutique. I specialize in jewelry but I also carry handbags, tech accessories and some beauty products. How did you come up with that name?

I wanted something quirky and fun. I don’t really take myself too seriously most times. “Shut up I love this” just seemed to be a phrase that a lot of women (including myself) say when they find something they love. What motivated you to start an online boutique?

I’ve worked as a buyer for more than six years on a corporate level and have been involved in all facets of the fashion business. Starting up an online store was a “passion” project. I wanted to combine everything I love about accessories with commerce. What’s new for the upcoming season?

I really hate talking about trends sometimes because I really think jewelry and accessory choices come down to true individual personal style. But I can say one thing for sure, the colour gold will continue to be a main metal and tech accessories will continue to grow as a category. Who is your main market?

My client base is mainly women who want fashionable, trend-right jewelry and accessories at moderate price points.

I have something for the entire family, literally. I have fun hair ties and mobile cases for the young daughter, fashionable trendy statement pieces for your fashionista girlfriend and dainty gold necklaces for the mom.

Men come to me as well, desperately seeking gift-giving ideas for their ladies What inspires you?

My friends. I have a great group of girlfriends that are all so different from one another. Every time I see something I’m thinking about carrying for the store, I think to myself which of my friends would like it.

I’m also constantly glued to style blogs with a mix of retail and business news blogs. I can’t seem to get myself away from my phone. But it is the best way to keep up to date with trends and business news. The online space, as I am figuring out, is one that changes quickly. What types of brands do you carry?

The majority are Canadian. I also have lines from New York and Los Angeles. What’s the price point of your boutique?

About $50 to $200. If there was one jewelry piece you could own in the entire world, what would it be?

I hope one day in the very near future I will own an engagement ring and wedding band from my boyfriend!