If there was a podcast, this would be episode two in our 920 Women in Business series! A few weeks back I took a trip over to Danielle’s home studio to check out all she does behind-the-scenes in her jewelry business. I absolutely love the simply, yet elegant pieces she creates. It was a joy to watch her passionately work and chat about what it’s like to be a business owner and a mom.

Who does your business serve?

At DELLA Jewelry, we serve all women but mainly aim to serve the “real life” ladies, as we say, because that’s how we view ourselves! We have piles of laundry, and less than perfect Instagram feeds and can’t always afford the new clothes or jewelry. So, we aim to be as affordable as possible while handcrafting our pieces to be stylish AND fit your everyday, practical life.

What is your business motto?

We want to help women feel as beautiful as they indeed are! We want every woman to feel confident in who she UNIQUELY is because she has her beauty that no one else has and if we can create something to accentuate that, help her feel that, then we are happy campers!

What is/are a common question/s people ask when they are looking to work with/book you - or about your services?

The most common question we get is about the materials we use and if our pieces are nickel-free...which they are! I (Danielle) have incredibly sensitive skin, so creating pieces that wouldn’t irritate my skin (or anyone else’s) was essential to us.

Are there any misconceptions about your field/product/area of expertise? If so how do you educate people about them?

The biggest misconception we face is surrounding our polymer clay jewelry. Many people hear the word “clay” and think “heavy.” And that’s not the case! All of our jewelry is lightweight, and our clay pieces are the lightest! We spend a lot of time sharing about this and proper jewelry care on our social media.

Tell me a favorite client story.

A customer recently contacted me to create something unique for a mom who had lost several babies. She commissioned a piece that represented each of these mom’s children, and after receiving it, the mom reached out to us to share a bit more of her story and just how special the necklace was to her. She cried when she received it, and we cried when we learned that we got to make something so special for her!

Who are you looking to attract/serve more?

Anyone who is looking to build their jewelry collection! Whether it be boutiques looking to carry a local, handmade line in their store or a new mom looking for something to represent her baby. We’re here for it all!

For the person who wants to start small - what would you offer them?

If you don’t want to build a “collection” or aren’t the person who wants to “match their earrings to their outfit,” I’d recommend starting small with one particular piece that can “go with everything.” Our initial necklaces are a great place to start.

For the person who wants to go all in - what would you reccommend?

Become a DELLA Jewelry Brand Rep 😉 We have a brand rep program where you can earn free jewelry and get the “first look” of anything we put out, and this is great if you’re really into jewelry and would like several pieces!

What led you to start your business?

I’ve always loved jewelry and working with my hands. As a little girl, I had vast cases of beads and remembered making a beaded watch for my mom’s birthday one year! Once I graduated college and found myself with a little extra time on my hands and a heaping amount of student debt, I found my way back to beading. But I thought it was only going to be for Christmas gifts! It wasn’t until a local business saw some of our pieces and asked us to be part of a show they were hosting that I thought, “oh, this could be a thing!” And it was the connection with people as they shopped and other vendors that I loved so much that pushed us to make it “a thing” and keep going! And now, it’s what allows me to stay home with my daughter. Something that was once just a dream!

What unique life experiences do you bring to your business?

Oh my. So much. But I think currently we’ve been leaning into two things. First, our “MAMA” line and specifically our rainbow MAMA pieces because of my miscarriage and it’s connected us to so many moms who have felt the same pain and allowed them to not only share their story but honor their babe(s) and carry them with them every day. Second, my daughter was born with Down syndrome, so we have a “Lucky Few” line for moms of babies with Ds, and the proceeds go to our local Down syndrome association. This one, too, has brought so many moms and their stories across my workbench, and I’m forever grateful. Every time I get an order for either one of these pieces, I cry because it’s so personal.

What advice would you give your younger self?

You don’t have to be everything for everyone! Figure out who you are and what you want to do, and it’s okay that you do “only” that. I spread myself too thin for a long time, trying to fill every request out there rather than figuring out and doing just what I’m good at.

What advice would you give another business owner?

What you’re doing is unique and wonderful and different from other business owners, so don’t worry about “the competition” and connect with other business owners! The friendships and connections we’ve made with other business owners (yes, even other jewelry makers) are some of the very best and most rewarding. It’s like a super fun club where we all watch out for each other and help each other grow! ☺️