Her Story
About Josette
Josette Shah is a respected jewelry professional whose career in the luxury jewelry industry spans four decades. Since beginning her journey in 1985, she has built an impressive reputation for excellence in jewelry sales, merchandising, design, and client relationships. For the past 14 years, she has served as a jewelry sales specialist at Kern Jewelers in Burlingame, California, where she curates visual merchandising displays and helps clients thoughtfully build and style their personal jewelry collections. Her expertise is supported by Gemological Institute of America (GIA) certifications in diamonds, colored stones, and pearls, along with manufacturer training from many of the world's leading luxury jewelry and watch brands. Although she left high school after the tenth grade, Shah earned her GED, completed college coursework, and credits much of her success to perseverance, continuous learning, and real-world experience.
Throughout her career, Shah has worked across nearly every facet of the jewelry business. She began at Zales Corporation, where she earned recognition for outstanding sales performance before moving into jewelry manufacturing, designing collections and managing business relationships with nationally recognized clients including Avon Corporation and Coldwater Creek. Her background also includes experience in banking, marketing, and consulting, giving her a well-rounded understanding of business development, branding, and customer service. Known for her keen eye for design and ability to connect with clients, Shah combines technical gemological knowledge with a personalized approach that helps customers celebrate life's milestones through meaningful, lasting pieces.
Beyond her professional accomplishments, Shah is deeply committed to giving back to her community. A former member of the Burlingame Downtown Improvement District Board, she has dedicated countless hours to volunteering, particularly in programs that support senior citizens. As a single mother who successfully balanced raising her son while advancing her career, she credits her achievements to her ability to continually reinvent herself in the face of life's challenges. Guided by resilience, authenticity, and a passion for helping others, Josette Shah continues to inspire through her dedication to craftsmanship, lifelong learning, and meaningful human connection.
Her Interview
Ten minutes with Josette
01What do you attribute your success to?
I attribute my success to the ability to reinvent myself through life, taking the highs and the lows, and using skills learned along the way. Raising my son as a single mom while building a career is a major accomplishment. I call it acting like Madonna, reinventing yourself along the way.
02What advice would you give to young women entering your industry?
Treat every customer like they're coming into your living room. Welcome them with kindness. Be observant and listen carefully because customers may not know what they want but if you listen you can figure it out. Get product knowledge even if your company doesn't train you - find it yourself and stay current.
03What values are most important to you in your work and personal life?
Kindness, observation, genuine curiosity, and making everyone feel welcomed, heard, and valued. Staying positive and bringing good energy every day. Being helpful in the community beyond the workplace.
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