Alright – so today we’ve got the honor of introducing you to Kris Binsfeld. We think you’ll enjoy our conversation, we’ve shared it below.

Kris, looking forward to hearing all of your stories today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When people hear “scaling,” they often think of growth in numbers, but for me, scaling has been about growth in intention, quality, and experience.

In the beginning, I was cautious. I worked with more affordable materials because I was still learning and didn’t want the fear of making a mistake to hold me back. But as my skills grew, so did my confidence—and that’s when everything started to shift.

As I introduced permanent jewelry into my business, I made a very intentional decision to elevate the quality of everything I offered. I invested in the highest quality materials available, advanced my training, and committed to refining my craft. I attended industry events, continued learning, and invested in the equipment needed to create a higher-level experience for my clients.

At the same time, I focused on creating designs that felt different. I didn’t want to offer what everyone else was offering. I began developing unique elements—like my handmade permanent bangles—which, at the time, weren’t widely available in this space. That allowed me to offer something truly distinctive while still staying rooted in quality and craftsmanship.

Scaling also meant expanding the experience for my clients. I’ve worked hard to curate a selection that feels elevated, intentional, and full of options—so each person can create something that feels like their own.

As demand grew, one of the biggest shifts came with building a team. If I’m honest, that part didn’t come easily at first. There was a level of fear in handing over something I care so deeply about—trusting others to represent my work, my clients, and the experience I had worked so hard to create.

But what I’ve learned is that growth requires trust. Trusting myself, trusting the people I bring into my business, and allowing them to step into that responsibility. Looking back, I realize that hesitation was one of the only things that could have held me back.

Today, I’m incredibly grateful for my team. They allow us to serve more clients, take on larger events, and still provide the level of care and connection that means so much to me. Scaling my business didn’t mean losing the personal experience—it meant building the right support so we could expand it.

Looking back, scaling wasn’t one big moment—it was a series of decisions to continually raise my standards. In my work, in my materials, in my offerings, and in how I show up for my clients.

And perhaps most importantly, learning to trust myself along the way.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My love for jewelry started long before this became a business. When I was younger, I would buy jewelry and rework it into something that felt more like me—reshaping and repurposing pieces into designs that reflected my own style. That early creativity naturally grew into creating my own designs from the ground up.

Over the years, my jewelry has truly grown alongside me. What started as a passion evolved into incredible opportunities, including having jewelry lines sold nationally through art licensing with two different companies. I’ve also created collections that were sold wholesale in boutiques, which gave me a deeper understanding of both the creative and business side of the industry.

During the years my kids were involved in high school sports, I was always creating—bringing my tools with me and working wherever I could. Whether I was in the stands or waiting between games, jewelry was always part of my day. It was something I never set down, and that consistency played a big role in shaping what my business is today.

My background is rooted in metalsmithing, and I still use those traditional techniques—hammering, forming, soldering, and shaping elements with intention. Over time, my work naturally evolved into what I now specialize in: handmade permanent jewelry and custom designs created alongside my clients.

What I offer goes beyond jewelry. We create an experience. Whether someone is coming in for a permanent bracelet, a custom bangle, or a deeply personal design, the process is collaborative. We’re not just choosing something beautiful—we’re creating something that represents a moment, a person, or a feeling they want to carry with them every day.

Many of my clients come to me to mark something meaningful—relationships, milestones, healing, faith, or family. I’ve had the honor of creating designs using elements from wedding dresses, heirlooms, and deeply personal pieces that hold significant meaning. We’ve watched mothers and daughters, best friends, and couples sit together and create something that becomes part of their everyday life. Those moments are what make this work so special to me.

That experience extends far beyond the studio. We joyfully take part in bridal showers, bachelorette parties, wedding mornings with the bridal party, and birthday celebrations. We also love popping up at boutiques, wineries, breweries, and seasonal events, and are excited to be part of several music festivals this summer. Each setting brings a different kind of energy, but the heart of what we do always stays the same.

At the same time, I’ve been intentional about creating space for one-on-one appointments. We offer permanent jewelry appointments, custom wedding jewelry consultations, and reweld appointments to ensure our clients always have a place to come back to.

It’s incredibly important to me that if someone ever needs to have their jewelry removed, they can return to have it rewelded or refitted as soon as possible, at no additional charge—so they always feel taken care of.

What truly sets Cherish Designs apart is the combination of craftsmanship and experience. With a background in metalsmithing, I’m not simply assembling jewelry—I’m creating each design with intention, using high-quality materials and techniques that are meant to last. At the same time, we’ve built an experience where clients feel comfortable, guided, and part of the process from start to finish.

We also focus on offering designs and elements that aren’t widely available, from handmade permanent bangles and hand-formed details to custom connectors that add meaning and individuality. We want each person to feel like what they’re wearing is uniquely theirs—not something that feels mass-produced or easily replicated.

In many ways, we solve the challenge people often have when it comes to jewelry—they want something meaningful, but don’t always know how to bring that vision to life. We help guide them through that process, making it feel approachable, personal, and even a little bit special in the moment.

We also believe jewelry should come with a sense of care beyond the initial experience. Knowing they can return, be supported, and continue wearing something they love gives our clients confidence and peace of mind.

One of the things I’m most proud of is the connection we’ve built with our clients. So many of them return, bring the people they love, and trust us with moments that matter most to them. That trust is something I never take lightly.

At the heart of it all, our work is about creating something lasting—something that feels as meaningful years from now as it does the day it’s made.

We’d love to hear a story of resilience from your journey.

One of the most meaningful “marketing” moments for me didn’t feel like marketing at all—it felt like being trusted with something deeply personal.

I had a friend reach out to me who wanted to create a bracelet to honor her dad, who had recently been diagnosed with cancer and was in hospice care. She knew his time was limited and wanted something she could hold onto—something that felt like him.

Around that same time, I had been thinking about the idea of taking a hand-drawn heart and transforming it into a wearable design. I shared the idea with her, and she asked her dad to draw a heart for us.

She sent me a photo of his drawing, along with a video of him creating it. Seeing the effort it took him, knowing what he was going through, was incredibly moving. It wasn’t just a drawing—it was a piece of him.

I carefully recreated his heart into a hand-formed element for her bracelet.

We were able to finish it in time for her to show him. He saw it, recognized his drawing, and loved it. That moment is something I’ll never forget—and knowing she now has something she can look at every day, feel connected to him, and truly feel his love is something I don’t take lightly.

Since then, I’ve created similar designs using children’s heart drawings as gifts for mothers and grandmothers, each one holding its own story and meaning.

Experiences like this have shaped how I view my work. It’s not about selling jewelry—it’s about creating something that people feel. When something is that personal and intentional, people connect to it in a way that goes far beyond a transaction.

That connection is what has organically grown my business. It’s built on trust, emotion, and the moments people carry with them long after they leave.

I feel incredibly grateful to be trusted with those stories and to create something that represents love in such a lasting way.

How did you build your audience on social media?

Building my audience on social media has been a very organic and steady process. It hasn’t been about going viral or following a perfect formula—it’s been about showing up consistently and sharing what feels real.

In the beginning, I simply started sharing my work, my process, and the moments happening around my business. Over time, I realized that what people connected with most wasn’t just the jewelry—it was the meaning behind it.

I began sharing more of the stories. The moments between friends, mothers and daughters, and the emotions tied to the designs being created. That shift made a huge difference. It allowed people to feel something, even if they had never met me in person.

Consistency has played a big role in my growth. Continuing to show up, even when it felt slow, helped build trust over time. It’s easy to feel discouraged when growth isn’t immediate, but I’ve found that steady, genuine connection creates something much more lasting.

A large part of my audience growth has also come from real-life interactions. Pop-ups, events, and appointments naturally carry over into social media, where clients share their experiences and bring others into my world. It becomes a very natural extension of the in-person experience.

I also use my platform to support the businesses that support me. Whether I’m popping up in a boutique, winery, or brewery, I make it a priority to highlight and promote the spaces that welcome me in. I truly want their experience inviting me into their business to be a positive one—something that adds value, brings in new faces, and contributes to their success as well.

There are also days when showing up consistently takes time and intention. Sharing these moments and stories isn’t always the easiest or quickest part of the process—but I’ve come to realize how important it is.

The stories behind each design deserve to be told. They’re what give our work its meaning, and they allow others to connect in a deeper way. Taking the time to share them is something I truly value.

If I were to give advice to someone just starting, it would be this: don’t focus on being perfect—focus on being real. Share your process, your why, and the moments that matter. The right people will connect with that.

For me, social media has never just been about growing an audience—it’s been about building a community.

Contact Info:

• Website: https://wwww.krislanae.com
• Instagram: @krislanae
• Facebook: Cherish Designs by Kris Lanae

Image Credits

Erika Hansen Photography