How a software engineer became a custom fine-jewelry founder. From writing software to setting stones, Aasim Sayani shares how he built Fuse Jewelry—a tech-first, custom fine-jewelry brand focused on safety, intimacy, and community. We dig into the realities of retail jewelry (security, margins, and cash flow), why Aasim left a stable software career, and how he and his wife/co-founder run the business while raising a newborn.We talk custom engagement rings, championship pieces, and the vision for a community makerspace where customers can learn—and even build—parts of their jewelry. Aasim also opens up about bootstrapping (putting years of salary intoFuse), hiring bench jewelers, and experimenting with embedded tech in fine jewelry. In this episode: Leaving “golden handcuffs” for entrepreneurshipSecurity & trust in jewelry retail (for staff, clients, and family) Custom > commodity: why education wins salesManufacturing dreams: from private bench to public makerspace Culture & craft: sourcing stones with heritage & storyCo-founders & marriage: feedback, roles, and letting go Fatherhood, travel, and intentional timeStay connected with #behindthebusiness : 📱 Instagram: https://instagram.com/behindthebiz_pod📱 LinkedIn: https://www.linkedin.com/company/behind-the-business-podcast/

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