By Julie Young
Susan Goldstein is the owner and creator of Boog’s Bracelets. Goldstein created Boog’s Bracelets in 2009 after her mother was diagnosed with pancreatic cancer. Goldstein’s mother passed away, but the bracelets stayed. Goldstein says her mother was the matriarch of the family, a truly genuine and positive figure in the family’s lives. When her mother was still ill, Goldstein understood that there was a very short window where she could honor her mother, so she used the time making bracelets to show her love and support. She made the bracelets from gray wire and added purple beads and Swarovski crystals. Goldstein said she chose purple because it symbolizes pancreatic cancer. These pancreatic cancer bracelets that Goldstein made were first given to close relatives and friends of her mother’s. She uses her bracelets to spread awareness, with part of the profits going towards cancer organizations. However, the cancer bracelets soon turned into a gorgeous fashion statement too. Goldstein explained, “A woman told me to think about who I want my dream client to be, and the women at craft shows were not the dream clients because they were bargaining to bring the prices down.”
Goldstein said when she hears of people who have been diagnosed with cancer, she will send them a special bracelet or multiple bracelets in their honor. She expressed that when people are diagnosed with cancer, they are often unsure how to tell close family and friends. Her bracelets are a meaningful way of honoring the person, spreading awareness, and shows that she cares. Goldstein stated she would be more than happy to design a bracelet for any other cause as well.
Goldstein participated in the Pan Mass Challenge (PMC) last August in honor of parents, relatives, and friends she lost to cancer. Five years after losing her mother, and three and a half years after her father’s passing, she participated in the PMC again. Inspired by the PMC, she created the “Bike Bracelets.” Each bracelet is a different color, resembling different cancers.
Goldstein said the difficulty of starting a business in retail is and making your brand a household name. She stated, “Every step of the way has been a challenge,” from making bracelets people do not like, to people trying to barter the price of her bracelets and people not purchasing her bracelets at all. She notices it becoming harder to continue to make the business grow with these obstacles. “You need to have money to make money. It’s difficult competing with larger bracelet companies,” Goldstein said. However, her ultimate goal is to grow her business through an e-commerce site, own a studio or shop, or host trunk shows. She is looking forward to furthering her business and making these wonderful bracelets well known, and as extraordinary as ever.