Eve Gay is making strides in the fine jewelry industry with her business STONED. Her company was founded during the pandemic, while she was a senior at Pepperdine University. She has a passion for fine jewelry and creates designs that are timeless, luxurious, and innovative to accommodate to the tastes of the modern man or woman. This business displays innovation by impressing upon the customer that all stones are put through a rigorous process to ensure that they come from an ethical background. She also separates herself from other jewelry businesses by ensuring that the quality of her jewelry will stand the test of time and can become family heirlooms passed down from generation to generation. By adding the familial aspect to her jewelry, Eve creates a story within her product. People love products with a story. STONED represents deep family ties, and that is the type of story that appeals to her target demographic. Her website states that each piece is not just a high-quality, luxury piece of jewelry, but it represents the living legacy of those who wore it before you. Initially, Eve found that she was at a disadvantage in the fine jewelry industry seeing as she is not a generational jeweler and has no background in jewelry. She combatted this disadvantage by utilizing social media to seek out more experienced experts and asking for help. She found a mentor who has since given her advice and influenced her business. One of her obvious strengths is social media, so she took that and ran with it, growing her business immensely through her social media platforms.