![A black-and-white photo of Shahla Karimi, Founder of Shahla Karimi Jewelry, standing in front of a baby grand piano and holdling a small dog. Shahla is a young woman with long dark hair wearing a dark-colored sweater and smiling for the camera.](https://uschamber-co.imgix.net/https%3A%2F%2Fs3.us-east-1.amazonaws.com%2Fco-assets%2Fassets%2Fimages%2FShahla-Karimi.png?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.556&fp-y=0.3088&h=415&q=80&w=622&s=ac8485302c9799a7c10033ee2ccfda3a)
If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask an expert about how she used AI to thrive in the consumer goods industry.
In this edition of “Ask the Board,” we feature Shahla Karimi, Founder of Shahla Karimi Jewelry, a luxury jewelry brand based in New York City. She uses AI to take her business to the next level and is excited to share her insights with other entrepreneurs and small business owners.
Running a bespoke jewelry business is no small feat. Between designing products, managing a team, and keeping up with customer expectations, there’s always a lot on my plate. Over the years, I’ve leaned heavily on AI to make my operations more efficient, foster creativity, and ultimately save time. Here’s how I use AI to keep things running smoothly—and how you can do the same for your business.
Streamline operations
Automation is a lifesaver for me. Tools like QuickBooks handle payroll, track expenses, and generate forecasting reports, so I can focus on decision-making rather than number-crunching. QuickBooks has been integral to my business and I’d recommend the platform to any company or business owner! On the production side, I’ve built a custom system that feeds orders into Monday.com for tracking and uses AI to generate purchase orders for sourcing. This system keeps everything moving seamlessly and gives my team more time to focus on creative work.
Communicate smarter
Email can be overwhelming, but Superhuman has changed the game for me. It’s an email client designed for speed and focus, with features like AI-powered triaging, reminders, and advanced search. I also use ChatGPT constantly—about 30–40 times a day—for everything from drafting emails to generating marketing ideas. These tools allow me to communicate efficiently without sacrificing the personal touch.
Get a better understanding of customers
Knowing my customers is critical to designing pieces they’ll love. I use Norby and Zigpoll to gather feedback and analyze customer behavior. These platforms make it easy to see what’s working and what needs improvement, helping me tailor my collections to meet customer expectations.
[AI is] not just about saving time—it’s about unlocking creativity, improving customer experiences, and empowering my team to do their best work.
Shahla Karimi, Founder of Shahla Karimi Jewelry
Unleash creativity
AI isn’t just for operations—it’s a key part of my creative process too. I use DALL·E to visualize ideas, Photoshop and Canva for editing, and text-to-3DM CAD tools to create custom jewelry designs. AI helps me think outside the box and refine concepts faster than ever before, making it an invaluable collaborator.
Personalize the shopping experience
I’m exploring ways to make my website feel more personal for every customer. AI can help create a unique browsing experience, using customer behavior to suggest products they’re most likely to love. It’s an exciting way to make shopping with us feel even more special.
Empower my team
AI isn’t just something I use—it’s something I’ve encouraged my entire team to adopt. From automating tasks to brainstorming solutions, tools like Calendly, QuickBooks, and ChatGPT help us all work more efficiently. By integrating AI into our workflows, we’re able to spend less time on repetitive tasks and more time on what matters.
Stay informed
When I need quick, reliable information, I turn to tools like Perplexity. It’s great for getting real-time insights with credible sources, which helps me make smarter decisions and adapt quickly to changing circumstances.
AI has completely transformed the way I work. It’s not just about saving time—it’s about unlocking creativity, improving customer experiences, and empowering my team to do their best work. If you’re a small business owner, I’d say this: Don’t hesitate to lean on AI. It’s like having an extra set of hands (or an extra brain) to help you tackle the challenges of running a business.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.