It Was Never About Money. It Will Never Be.

A young Amy Astaraee, in the early days of Brax, examining a diamond ring.

Recently, I was reading The Art of Living by Thích Nhất Hạnh, and a chapter on desperate goals versus inspired goals stopped me in my tracks.

In the book, he explains that desperate goals are driven by fear, insecurity, or the need to prove something. They’re about chasing validation, status, or money, and even when achieved, they leave us empty.

By contrast, inspired goals come from within. They are born from passion, creativity, and love. They fill you with energy rather than drain you, and they give your struggles meaning because they are aligned with your heart.

That made me reflect on my own journey. The choices I made that worked, the ones that didn’t, and what truly guided me.

I realized something: almost every decision that shaped my life and career came from inspired goals.

They weren’t about money.

They were about passion.

People sometimes judge me and think that every move I make is about making more money. But the truth is, money has never been my motivation. My heart has always been in art, beauty, and design. And I’ve learned not to care what others think, because I know why I do what I do, and that is enough.

When I opened my first jewelry booth, I had just turned down a job that would have paid me a comfortable salary every month. But that path wasn’t my dream. My dream was to create jewelry, and to share beauty.

For five years, I worked at the jewelry mart. Then, I took another leap — opening my Newport Beach store. Again, it wasn’t about money. It was about seeing my vision come to life, even through the struggles and challenges.

Later, I dreamed of something even bigger. I imagined a luxury store with a piano, a dining table, and a fireplace, a place where people could experience warmth, beauty, and community. That dream became my Laguna Niguel store. The journey was full of obstacles, but I kept going because the goal wasn’t about profit. It was about making my dream real.

Brax Jewelers Showroom in Laguna Niguel, California

And now, I have another dream: scaling Brax to the next level. Not because I want more money. But because I feel a responsibility, to all my staff who have stood by me, believed in me, and worked tirelessly to make Brax what it is today. Their loyalty inspires me every day. Because they have believed in me so deeply, I feel it is my duty to grow Brax so I can provide better for them and give them the opportunities they deserve.

But even bigger than that, I feel a responsibility to something greater than my stores. I believe my reason in this world is to help give confidence to those who cannot find it, and to help them discover their way. Through the Brax Girl Foundation, I’ve been able to support college students and help orphan girls, and partnered with other nonprofits, but my dream is to do so much more.

That is why I continue to grow.

That is why I won’t stop.

Because scaling Brax isn’t just about a bigger business. It’s about a bigger purpose. A chance to reach more people, to empower more women, and to leave behind a legacy that is about so much more than jewelry.

Have I had desperate goals? Yes. And when I chased them, they quickly faded, because I knew they weren’t real. But my inspired goals, the ones born from passion, vision, and responsibility, those are the ones that carried me here.

I am so blessed and grateful for this journey. And I promise, I will keep dreaming, keep building, and keep making those who believe in me proud.