Jewelry Designer Jennifer Meyer On Entrepreneurship, Personalized Jewelry, And Family
The designer, Jennifer Meyer
Jennifer Meyer’s gorgeous and delicate jewelry lets clients mix and match different pieces to create a personalized jewelry wardrobe that is as unique as they are. She offers petite pieces that are perfect for stacking and layering, and each piece tells a story. There are evil eye pendants for protection; pendants with symbols of good luck, including horseshoes and four-leaf clovers; and countless ways to personalize pieces with engravings or initials. Meyer speaks to Forbes about the personal inspiration behind her newest collection, launching her business, and navigating COVID-19.
A bracelet from the Edith collection
Your new Edith collection is named in tribute to your grandmother, Edith. Was she an inspiration in starting your own jewelry line? What other things inspired you to do so?
My grandma, Edith, was one of the greatest inspirations in my life, both personally and professionally. She was an incredibly talented artist who shared her creativity with me from a young age and was a driving force in the launch of my jewelry line. She was beyond talented and had the greatest attitude and outlook on life — so full of love! I am fortunate to have many strong, inspirational, dynamic women in my life, and they all played a huge role in the foundation of my company.
A model wears the new collection
How did you launch your line? What were some of the obstacles that you encountered and how did you overcome them?
I started my company with no previous experience in jewelry, or business for that matter! I pounded the pavement, learned as I went, and I feel so lucky to have received mentorship from some truly remarkable people. Yes, there were and continue to be many bumps in the road…from recessions to the closure of major accounts, to you name it! I do my best to learn as much as I can from each and surround myself with a strong team that helps to lift me up and persevere. I believe you have to keep looking forward, and stay committed and excited!
What changes have you seen in your business this year with COVID-19?
This time has definitely been a challenge… As a very collaborative team, it has been difficult to be apart. We have spent a lot of time learning to adapt and stay connected.
We have found that, in the absence of the ability to take special trips or have big graduation, birthday parties, or events, special moments are being marked with sentimental gifts like jewelry. We have seen an increase in customers looking for personalized pieces, or items that symbolize luck and healing. Also, I think people have realized diamonds even go with sweats.
Hearts are a recurring motif in her collections
What advice would you give to small business owners struggling during this time?
Seek all of the advice that you can and support each other within your network. Try to pivot in a unique way that connects with your audience. When COVID-19 first hit, we thought everyone could use a little luck and created a hoodie for a few friends with our signature good luck motif. We were blown away by the social media response and now the sweatshirts regularly sell out on our website.
Use social media as much as possible to promote yourself and get your products out there. Ask friends to do the same for you, if they are willing. I have found that, during this time, everyone really wants to help each other.
What makes your line unique in comparison to other jewelry lines?
I design for the inspiring, stylish women I meet every day. I try not to look around or be distracted by what other people are creating. I make jewelry that I want to keep for years to come and I really love what I do!
The designer’s iconic Good Luck necklace includes seven good luck symbols
Does Jennifer Meyer Collection have a specific message that you want to share with the world?
At the core of my brand are symbols of love and luck, so the message is to be loving and open to receiving lots of good luck!
What has been your pinch-me moment since being in the industry?
Being runner-up in the CFDA Vogue Fashion Fund and everything that came along with that process was a special time in my life. Seeing a full page of myself and my jewelry in Vogue was definitely a pinch me moment! There have been many incredible and surreal instances along the way, but that was pretty unforgettable.
The petite diamond-set Edith earrings go with anything, even sweats!
How did you build such a strong social media platform?
Social media is such an amazingly powerful tool to connect with those that like and wear your designs. I choose to use my Instagram as a hybrid of my business and personal account and try to keep it as authentic as I possibly can. I find that people want to relate to me just as much as they do the brand and I love that. I’m not always great at it, but I try to do my best.