We had the good fortune of connecting with Selena Chiang and we’ve shared our conversation below.

Hi Selena, what do you attribute your success to?
The success of Tomo Charms really comes down to two foundational pillars: customization and community.

I’ve always loved making customized gifts for friends and family. What moves me most is transforming a person’s individual tastes into a one-of-a-kind item that carries meaning. I’ve watched customers craft Mother’s Day gifts with intention, create keepsakes for a sister graduating in Italy, and make matching pieces with best friends. Because every component is personally chosen, every finished piece tells its own unique story and that is so meaningful to me.

The second pillar is community. I love being out in San Diego, meeting fellow creatives, supporting other small businesses, and creating spaces where people can gather and slow down. That’s why workshops are central to what I do. I love that it offers a rare space for people to slow down, put their phones away, and focus on working with their hands. I see many leave with a new friend to connect with in the future, or feel more joyful and connected with themselves afterward.

As I continue partnering with local organizations, keeping customization and intentional connection at the heart of Tomo Charms is important to me.

Hands working on jewelry with pliers, beads, and jewelry tools on a table, with jewelry pieces and supplies around.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I’ve always been drawn to making. Growing up, I’d spend hours scrapbooking: cutting family photos, creating collages, and assembling albums for my loved ones. I created a family memory book documenting my parents’ and grandparents’ immigration journey to the US. I felt like a memory collector! That impulse to create for others evolved over the years. More recently, I was designing custom calligraphy paintings featuring friends’ names in Chinese, Japanese, and Korean. For me, the joy has always been in the intentionality of the making process.

When I started Tomo Charms, it felt like a natural continuation of that lifetime of making. My vision was to create a space where people could design personalized accessories that celebrate their individual style through my curated collection of vintage-inspired charms. It’s always so fun seeing which pieces people are drawn to. Alongside pop-ups and markets where I put together the final product, I focus mainly on workshops where people can do it themselves. These are spaces where folks gather, slow down, and create something tactile and meaningful with their hands. Recently, I’ve expanded into knot-tying, an ancient craft deeply rooted in Asian culture. Hand-tied knotted accessories have become a fun exploration of functional art, and I’m excited to host workshops on paracording in the future.

The journey hasn’t been without its challenges. As a recovering perfectionist with a Type-A personality, learning to navigate the unpredictability of business ownership was a major adjustment. The biggest lesson I’ve learned is that perfection isn’t the goal and that letting go can also mean gaining more. Although these days as a business owner bring more challenges and learning curves than my 9-5 job, I’m grateful for the opportunities to grow and experience new things. When things get overwhelming, I lean heavily into my five-year practice of mindfulness and yoga to settle back into the present moment and find clarity for the next step. It is amazing what a few deep breaths can do for the mind and body. I also find support through the incredible local community here, including fellow creatives and entrepreneurs (shout out Sabrina from Golden Guide), business mentors, and professional groups like Small Business Development Center (SBDC) and Asian Business Association of San Diego (ABASD). Those relationships remind me I’m not doing this alone.

Decorative hand-shaped jewelry holder with earrings and charms, set against green leafy background, on wooden tray.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I love this question! Here’s how I’d show my best friend the best of San Diego.
Favorite stores: Joon in North Park, Home Ec in Kensington, Timshel Shop in University Heights, and AYI in South Park (all independently-owned gems)
Bars: Part Time Lover and Bar Kamon (two Japanese-inspired speakeasies with delicious craft cocktails and immaculate vibes)
Places to visit: Japanese Friendship Garden for a peaceful stroll, Gliderport in La Jolla for sunset views, Libélula Books & Co in Barrio Logan to browse new reads and support local artists, and Three Sisters hike for a good workout.
Coffee: Kubo Coffee, OOO Community, and Kaphe Muna for specialty coffee and matcha. They pop-up all over San Diego, which makes it fun and accessible.

Close-up of hands holding a small object, with a colorful background and a bracelet on the wrist.

Who else deserves some credit and recognition?
I’d love to shout out my cousin crew. Growing up, whenever we visited each other, we’d spend hours crafting together: scrapbooking, making Perler beads, and all kinds of fun ’90s DIY projects. Looking back, I truly believe those early afternoons sparked a lifelong creative fire in all of us. Several of us are still pursuing creative ventures today! I’m so grateful for those nostalgic, worry-free afternoons of pure imagination and silly fun.

Instagram: https://www.instagram.com/tomocharms

Display of jewelry and accessories on a table with organized compartments, hanging earrings, and decorative items, viewed from above.

Group of women sitting at a table with drinks and snacks, woman standing and talking, in a room with white brick wall

Young woman standing behind a table with jewelry and charms at an outdoor market stall under a canopy.

Two women look at jewelry displayed on a table outdoors, with people walking in the background.

Hand holding a green paracord knot with a blurred indoor background of people and tables.

Hand holding a tray with five beaded necklaces, a vase of colorful flowers, and books on a table, outdoors.

Image Credits
Two photos are shot by Lexie (www.instagram.com/shotbylexie). All others are mine.

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