UBC MBA helped this alum turn jewelry collection into small business success

Celia Yang, founder of By The Sun Collective, was a pre-optometry student at UBC when she discovered a passion for one-of-a-kind fine jewelry. Inspired to pursue a new career path, the UBC MBA (MBA ’20) alum used the skills she learned at the UBC Sauder School of Business to transform a personal collection of individualistic jewelry into an online business with a global following.

Discovering a passion

In 2014, Yang was a fourth-year biology student at UBC planning to pursue optometry school.  It was at a market in the former Student Union Building at UBC that she stumbled upon something that changed the course of her life. Among the vendors selling pottery and other artisanal goods, she came across two unique turquoise rings. 

“I knew nothing about rings or jewelry at this point, but it just really called out to me,” recalls Yang. “I chatted with the vendor, and they showed me a whole jewelry community on Instagram. That's when I started following people that share this appreciation for jewelry, and I fell in love with it.”

Building a Community

As Yang began sharing her treasures on Instagram, a community organically formed around her. By The Sun Collective emerged as a curation of fine antique jewelry from around the globe that grew into an online business. 

While her subsequent journey into the world of vintage jewelry was new to her, her instinct to pivot to become an entrepreneur felt more familiar to Yang.

"My dad was an entrepreneur," explains Yang. "I saw that growing up. Instead of seeing my parents work 9-to-5 jobs, it was entrepreneurship and always having business ideas. So, I think it came to me naturally." 

By The Sun blends Yang's fascination with jewelry, her exposure to cultural festivals in her native Beijing, and her parents’ entrepreneurial spirit. The brand became a conduit for connecting people with the beauty of history, culture, and craftsmanship that jewelry embodies. 

“I love that it connects us to part of history, there's that emotional connection that really makes something more than a piece of jewelry,” says Yang.

After completing her biology degree, Yang faced a pivotal crossroads. Despite her plan to attend optometry school, she couldn’t bring herself to hit “send” on her application. Increasingly, she found herself drawn to her burgeoning jewelry venture. She turned to her parents for advice.

“We decided that if I'm really passionate about this business, that I want to do it right,” she says. “That's when I decided to apply for my MBA.”

Yang says her MBA provided the business skills that complemented her entrepreneurial inclinations, allowing her to take By The Sun’s following to the next level.

"Before UBC Sauder, I felt like everything I was doing was shooting arrows in the dark," she explained. "It was such a huge difference. After graduating, I knew how to come up with a plan to get to my target." 

This shift from intuitive entrepreneurship to informed business planning marked a turning point for By The Sun. Yang's ability to define target markets, formulate effective messaging, and strategize her business approach empowered her to take confident steps toward her goals. 

Growing a brand with global impact

Today, By The Sun has a loyal customer base in Canada, USA, Australia, Japan, and Hong Kong. Yang's vision extends beyond the business itself; she hopes to create a scholarship for students looking to pursue cultural arts—a way of preserving and honoring the artistry that resonates so deeply with her. 

As Yang continues to nurture By The Sun, she hopes to amplify the communal experience of appreciating the unique beauty and stories embodied within each piece of wearable art.

“People really appreciate the collection,” she says. “They light up when we talk about the quality and the history of these pieces, and it really is a great way to connect with the community.”