We caught up with the brilliant and insightful Desiree Fedalen a few weeks ago and have shared our conversation below.
Desiree, thanks for joining us, excited to have you contributing your stories and insights. We’ve all been there before where things are tight financially and we start asking ourselves in the small/simple joys like a cup of coffee is worth it. Have you had an experience like this and if so how did you think about this sort of spending?
In harder economic times; high quality jewelry can be a wonderful investment both financially, and emotionally. Finer jewelry, especially high-quality custom pieces, not only last a lifetime, but generations. Pieces are cherished in this life and the next, through memories and stories related to pieces when passed down. Gold and gemstones are also a prudent and sound investment when money markets fluctuate. As the dollar loses value, gems and gold hold value better especially long term. Regarding the emotional element, jewelry can add a lot of joy in your life in good times and bad. In harder times, a piece of jewelry can manifest feelings of love and empathy and let someone feel special and see the beauty in things. I make the joke, “jewelry therapy is real,” but I sincerely feel that way from firsthand experiences.
Desiree, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My name is Desiree, and I wear many hats… literally. I am an 8th grade math and science teacher, have three children under 10, married 16 years to my husband, and jewelry designer out of Downtown, LA. I am a fitness lover, including distance trail running, weight training, tennis, and Pilates. My family has a history in the jewelry business, from Europe to New York, to Los Angeles. Jewelry has always been a part of my family heritage. My grandmother was a sculptor, performer, painter and jewelry designer. She did many shows, and hosted jewelry making classes and had a shop out of her little home in Mar Vista. My grandfather was known for having one of the most incredible and ornate bolo tie collections from all over the world; and specifically, a special artist who would fly to him from Denver, CO. From my grandparents, I was given some incredible estate pieces that I started redesigning in my young 20s. I would always receive compliments for my jewelry’s uniqueness and beauty, and everyone wanted to know where they could get my pieces. I love to incorporate semi-precious stones with finer gems and mix gold tones. I have been teaching for 11 years, but my actual business blossomed in COVID when schools were shut down. I was so distressed from the experience; but my dreams grew more and more, and I started taking steps with my business little by slowly. I had the support and blessing of my wholesaler, who originally had connections to my husband’s family and where I did all my jewelry starting with my engagement ring. All my pieces are designed and crafted by hand in downtown LA with local artists. My network of metalsmiths and gem dealers continues to grow more and more, as I keep developing professional relationships with the wonderful artists of downtown. It has been a tremendous amount of work, however, seeing the happiness that jewelry and custom pieces brings to people, I absolutely have zero regrets. My kids and students think it’s super cool too :)
Can you tell us about what’s worked well for you in terms of growing your clientele?
My jewelry business, just for today, is still my side hustle. I am a teacher by trade; I have my master’s degree, and cleared credential; however, my side hustle is starting to make more financially than my teaching at this point. With that, my business approach is very simple. I sincerely love jewelry, and the arts, and even more so, seeing people happy. I am very easy to work with. I am a jewelry concierge service, I come to you, and am able to show you products that help guide conversations and designs based off your needs and budgets from the comfort and safety of your home. My favorite part of my job is creating custom pieces from repurposing family heirlooms. It is not as financially lucrative since the individual has the most expensive parts, but I’m not in this for the money, I love seeing jewelry passed down, and being enjoyed by as many people as possible. My business model is small, I do everything out of downtown and my home. My biggest expenses are gas, time, and the financial element of moving high ended merchandise, however, that is very low for a business. I am no pressure with sales and give people wonderful options and time without any pressure to commit. I let people come and go as they need, making the experience with me fun and lighthearted. My clients really appreciate my ability to go with the flow and make the jewelry experience less daunting and overwhelming. I am very quick to hone in on a client’s needs, make jewelry dreams happen, and in great time and price too!
How do you keep in touch with clients and foster brand loyalty?
I give a lot of attention to every customer, appointment, and piece. I always follow up with customers after they have their new piece(s), give prompt updates as pieces are being made, and if there are any issues, quickly rectify them. I am sincerely kind, and not greedy, and value work ethic and honesty as one of my top morals and priorities. People appreciate this, and I am seeing my business flourish from referrals as my reputation for quality and customer service grows.
Contact Info:
- Website: diamondsbydesiree.com
- Instagram: diamondsbydesiree