Community Spark

Golden Gal adds shine to community

By Paul Natinsky

The fine jewelry industry has long been dominated by men—from those who mine and cut the stones to those who own the factories and showrooms. Even on the retail side, men have historically steered the buying decisions. Delaina Yatoma is working to rewrite that story, one customer at a time.

As a Chaldean woman and entrepreneur, Yatoma represents two groups that have been historically underrepresented in the industry. Through her business, Golden Gal Fine Jewelry, she’s doing more than selling precious stones and metals—she’s building a brand rooted in trust, connection, and community.

“Historically, jewelry purchasing has been controlled by men,” Yatoma said. “From ownership of the diamond supply chain, factories, and wholesalers—it’s mostly men.” But she’s here to flip the script on luxury jewelry with exquisite designs and one-of-a-kind collections that represent faith, sentiment and personalized style.

Building From the Ground Up

Yatoma’s journey into jewelry began when most of her peers were still figuring out high school. At 15, she began her career in the fine jewelry industry, as a key asset in a family-owned jewelry store. Learning the ropes from diamond wholesaling to assisting private clientle wasn’t a typical teenage job. She wasn’t just answering phones or filing invoices—she was building a business from the ground up, managing vendor relations, mastering value-based selling & diving headfirst into the language of gold purities, diamond cuts, clarity, and color grading. Yatoma learned early on that honest handshakes, knowledge, and passion are what truly build a lasting legacy.

After that, Yatoma pursued a traditional business education. She attended Wayne State University’s Mike Ilitch School of Business, where she earned her bachelor’s degree in business administration with honors. While there, she served as vice president of the Global Supply Chain Management Association, gaining insight into logistics and operations—an essential skill set for anyone running a product-based business.

“My original plan was to graduate and take a corporate job,” she said. “I didn’t know how to tie my artistic talent into that career path.” It wasn’t until she was deep into both worlds—creative and strategic—that she realized she didn’t have to choose.

A Leap of Faith

By her senior year at Wayne State, Yatoma was already building a promising business résumé. She was working at Corewell Health (then Beaumont Health), analyzing supply chains for the hospital’s surgical departments. She received offers to stay on full time after graduation, but her heart was elsewhere.

She wanted to create something of her own—something that combined her business acumen, her creative instincts, and her Chaldean heritage.

“I dreamt of a destination where families and women are understood and comfortable—a place to embrace their individuality, receive honest service, and celebrate life’s meaningful moments,” said Delaina. So she took the leap and her fine jewelry brand was born. In 2022, she launched Golden Gal Fine Jewelry online. The experience was educational, but not entirely successful.

Her real education, she said, came from a veteran jewelry designer—someone who had spent decades designing pieces for international fashion houses like Louis Vuitton and John Hardy. Under his mentorship, she developed a keen eye for craftsmanship and the creative flair that would eventually define her own collection. She had this rare opportunity to be mentored by someone who had nothing left to prove in the industry, but everything to teach.

“I learned very quickly that selling fine jewelry to someone who’s never met you before is difficult,” she said. Jewelry is deeply personal—it’s often tied to life’s biggest moments. People want to trust the person they’re buying from.

Recognizing the need for in-person connection, Yatoma pivoted again. In 2023, she signed a lease at 4301 Orchard Lake Road, Suite #165 in Crosswinds Mall, a charming outdoor shopping plaza in West Bloomfield, and opened the doors of Golden Gal Fine Jewelry in February 2024.

Navigating a Volatile Market

Running a fine jewelry business in today’s economy is not without its hurdles. One of the biggest challenges Yatoma faces is the rising cost of raw materials—particularly gold.

Over the past year, gold prices have surged to historic highs, recently topping $3,200 an ounce. That’s a steep climb from the $1,800–$2,000 range where gold hovered for years. With inflation, global instability, and increased investment in gold as a hedge, prices have become unpredictable.

“It’s increased at a rate we’ve never seen before,” she said. “Right now, a lot of my revenue is going back into inventory, because if gold hits $4,000 an ounce and I don’t have enough product, that could put me out of business.”

Complicating matters further, many of her clients prefer imported gold from places like Italy and Kuwait, which is subject to 10-20 percent tariffs. The rate is reassessed every 90 days, meaning importers face constant uncertainty.

“As a business owner, the rising costs worry me,” says Delaina. “But I’m committed to maintaining my reasonable pricing model—offering fine jewelry that’s crafted with care and priced honestly. I won’t sacrifice quality, but I’m doing everything I can to ensure my customers get the best prices possible.”

As of April, Yatoma was waiting on nearly $60,000 worth of merchandise that had been held up in customs as officials reviewed her tariff rate.

“I ordered that jewelry in February, and now I have no idea what the final cost will be,” she said. “That’s hard when you’re planning for things like Mother’s Day or graduation season.”

Creating a Community Hub

Now, more than a year into her storefront journey, Yatoma wears many hats: founder, designer, stylist—and, as she puts it, “boss.” She also serves as the public face of her brand, building relationships with customers both in-store and online.

Golden Gal operates as a full-service fine jewelry boutique. The store is open five days a week—12 p.m. to 7 p.m. on Mondays and 10 a.m. to 5 p.m. Wednesday through Saturday—and offers everything from watch battery replacements to custom-designed engagement rings. It’s also a trusted spot for families seeking ear piercings for children or milestone gifts for weddings, anniversaries, and graduations.

They’re a one-stop shop, but with a personal touch. Her customers seem to appreciate that. Many tell her they feel more comfortable discussing their tastes and budgets with her than they did at larger retailers. It’s about establishing that level of comfort and trust.

The Power of Social Media

In addition to her storefront, Yatoma is growing an online following. Golden Gal’s Instagram account has nearly 3,500 followers, and she’s posted close to 1,000 times. Her content is a mix of style inspiration, behind-the-scenes glimpses, customer stories, and personal reflections.

“My Instagram is very intentional,” she said. “It’s relaxed and real—sometimes silly. That’s me. I want people to know who I am before they even step into the store. Social media gives me a chance to start that relationship early.”

She plans to eventually relaunch her e-commerce platform, but only after establishing a stronger foundation and brand loyalty through in-person engagement.

Looking Ahead with Intention

Despite the market’s volatility, Yatoma is focused on growth—measured, deliberate growth. She has no plans to franchise or scale up at a rapid pace. Instead, she hopes to build Golden Gal into a brand that thrives on trust, artistry, and personalized service.

“My ambition for the Golden Gal brand isn’t about having a dozen locations,” she said. “I really enjoy the intimacy of the work. I could see a second store, possibly in California—since I already serve a lot of clients there—but I want to keep it community-centered.”

In the meantime, she’s focused on her position not only as a business owner, but as a role model for other Chaldean women and aspiring entrepreneurs. She wants people to know it’s possible to lead with heart, to build something that reflects who you are and the community you come from.

Gold has stood the test of time—prized throughout history for its beauty, value, and meaning. Delaina takes pride in selling real gold jewelry; it embodies long lasting value through its intrinsic worth as a precious metal, but also has sentimental significance as a symbol of legacy, love, and life’s most cherished moments.