I asked Ely to share some of her advice.
Question: Why jewelry?
Answer: I was the manager of a high-end women’s clothing store, and there was a little bead shop around the corner I would poke around in during my lunch hour. I taught myself how to wire wrap and started playing around with making jewelry in my spare time. When the company I worked for liquidated, I launched my business as a way to get out of the grind of retail life and be home for my son.
Q: Say I have a great antique piece for you to work with. Walk me through what happens in your studio after I hand it over.
A: I would talk to you about what style of jewelry you were interested in and show you a few mock up ideas of where I see the piece headed. Then, I would either hunt through my own stash (I have tons of vintage jewelry boxes in my studio that remain open and full to the brim at all times so I can see what I’m working with) or start searching for the right elements to complete the piece.
I tend to make a few different design ideas and send them off to the client before I begin actually assembling the piece. Once it’s approved, I get to weaving it together.
Q: You have a gift for telling stories with each piece of jewelry. How did that start?
A: I would love to tell you how the pieces speak to me and tell me their story, that there is a reason each little salvaged treasure gets placed in its spot, weaving tales of love lost and regained . . . but you might think I’m a bit loony.
Well, they do, or at least I tell myself stories as I piece them together because I am a hopeless romantic (or bitter cynic depending on the story or day.)
Q: Breakdown a typical day.
A: There is no such thing. One day I’ll be designing, the next shooting photos, editing them and updating the shop. Other days, I’m out scavenging for treasure or plotting out the next fashion show.
Q: Where do you get your inspiration?
A: Everywhere. I’ll hear a song and need to create something that captures that emotion or I’ll be upset and it will spill over into my work (enter the Hot Mess series).
Advice for newbies? Where should they start if they want to sell online?
A: My number one advice? Make what you love and want to wear. My first venture into online selling was through Etsy. It is very user friendly and for someone who had no computer knowledge whatsoever I was able to set up shop in less than a day.
Q: Setting appropriate pricing is always a challenge for designers. What’s your advice?
A: Pay yourself! You determine what your jewelry is worth. If you tell people your earrings are worth $5, then that is what the customer will pay. If you tell them your earrings are worth $50 and tell them why, then that is what they will accept and pay.
Also, when pricing, make sure you really are paying yourself for your time, covering your costs, including all the fees associated with doing business and making money if you should decide to wholesale your work.
Q: How important is marketing?
A: Marketing is the most important part of my job. I can make the most sparkling wonderful jewelry in the world, but if no one is looking at it, then what is the point? Get found!
Q: And you’re a mom. Any advice out there for other moms who also are creative and want to start a small business?
A: Don’t be afraid of failure. Take baby steps, and cut yourself some slack. Being a mom is a full-time job on top of whatever other jobs you also are working. I do a ton of my work when my son goes to sleep. The main reason I work for myself is so I can set my schedule and be home for my little guy.