Jewelry Designer Blog

• Design Ideas
• Classroom
• Library
• Trade Shows
• Discounts & Policies
• About Us
• Contact Us
• Blog
• FAQ

There are as many avenues into jewelry design as there are jewelry designers. Each story is unique and inspiring. In our first Customer Success Story we’d like you to meet Lezli Goodwin. Lezli is a well known jewelry designer, accomplished modern painter and creative director for Bead World Inc, an Arizona chain of boutique bead stores. Her modern beaded jewelry features metaphysically active gemstones, gorgeous sterling silver findings and exquisite handcrafted techniques. Lezli Goodwin Jewelry and Design is celebrating its tenth year by launching a fabulous new web site this October!

We asked Lezli a series of questions. Here are her answers.

Who is your ideal customer? Who do you make jewelry for?
My client is fun, active and stylish. She probably does yoga, goes out dancing with friends and has an infectious laugh. She’s the kind of gal who would pull you aside at the bar to tell you she loves your dress. She’s reached the point in her life where she can afford really nice things, but wouldn’t wear stuffy, formal jewelry. She prefers sassy, bohemian pieces made with really gorgeous materials. Once I have a really clear image of that woman in my mind, I go to the beads and findings I have on hand. It’s really organic, the way the right combination of materials emerges. At the end of the day, no matter how beautiful it is, it has to be the perfect balance of gorgeous and wearable to make it into my collection.

(psst . . . click on the link below to read more).

Do you have a creative routine? Describe your process.
I’m always amazed when I hear about designers who buy every finding and bead with a particular piece in mind. I’m exactly the opposite. I buy materials that inspire me without a thought as to how I’ll use them. I’m drawn to really gorgeous gemstones, modern sterling silver findings, and unusual chains. When I’m designing, I spread everything out and wait for a combination of materials to start talking to me. All of the creative work happens at my work table, on the fly. It’s alchemical.

Where do you find your inspiration?
I”m really inspired by the women who wear my jewelry. I love being able to create little treasures that enhance their lives. I’m very interested in spirituality, and I bless every piece I make with healing Reiki energy. I also choose metaphysically active gemstones and incorporate a lot of positive symbols and words into my pieces. So many people are out there, living their lives in such loving, open ways. I really like the idea that my jewelry is supporting them as they spread positivity just by being who they are and wearing things they like.

What is one piece of trusted advice you would give to someone just starting their jewelry business?
“Be who you are and not who you’re not.” I think that’s Dr. Suess. Make jewelry you love, and then find the market. Forget about trying to make pieces you think will sell — that’s a recipe for frustration and defeat. There is a market for everything, if it’s made with integrity and passion.

Have you ever experienced designer’s block? How do you get yourself out?
Of course I have! I’ve also suffered from “Dramatic Self-Vicitimization Syndrome” when I’m sure I will NEVER make another sale. When I’m really stuck, I look at other forms of art I find inspiring. I’ll go to a museum, flip through art books, watch great movies. One of my favorite inspirations is watching Project Runway — they are always under so much pressure, but they pull out these amazing pieces of art from the clear blue sky. You see them struggle, but you also see them pull themselves out of disaster. If they can do it, so can I!

What’s your favorite Nina Designs part?
My favorite finding, by far, is the 40mm hoop earring in sterling silver. I can’t even begin to estimate how many of these I have used over the years! I love them.

______________________________________________________________________________________________
Would you like to participate in our Customer Success Stories blog series? We’re hoping to share stories of your explorations and successes in jewelry design. It’s easy. We send you about 25 questions, you choose 5 to answer, and we share them with our readers. It’s inspiring, fun, and motivating. To participate, email me at juanita@ninadesigns.com.