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

Alexandra, looking forward to hearing all of your stories today. What sort of legacy are you hoping to build. What do you think people will say about you after you are gone, what do you hope to be remembered for?

On a personal level I hope to be remembered as someone with interesting stories, who was nice to be around. I hope I’ll be remembered as a good friend, a loving mother and partner. I love to talk, but I also love to listen. If you listen more than you talk, you actually learn a thing or two, instead of just hearing yourself say something you obviously already know. I love personal stories and unique memories. It’s all about what you take away from this human experience we all share, but take in from vastly different angles.

I’m a huge collector at heart. As far back as I can remember, I’ve always wanted to commemorate and cherish important people in my life. I quickly found out that sharing a special piece of jewelry, like a friendship bracelet, with someone special, became my way of keeping that person, or memory, close to me. Now as a mother and jewelry designer, I started thinking of ways to bottle up these important people, and memories, in my life using precious metals, and turning them into keepsakes I could cherish forever. It would be a way to keep a piece of my kids with me, wherever I go.

In collaboration with my jeweler, and a lot of trial and error, we came up with our gold portraits, where we essentially take a picture, carve it out in an organic frame, and etch it into 14k gold, preserving that unique memory, and image, forever.
We’ve later elaborated on the idea of these personal keepsakes, and now we also frame little baby teeth in 14k gold nuggets, creating a gem more precious to a mother than a diamond.

We love making these modern heirlooms for our customers, and knowing that we make them happy with our designs, is our raw source of happiness, too.

We did not invent the wheel here. In many cultures, and in various times before ours, there have been jewelers, and artists, creating personal keepsakes for their customers, but we would just like to think that we have made our own little spin on it. As a woman, my jewelry is also highly influenced by the ebb and flow of both victories and defeats on the long road to gender equality and equal opportunity. Jewelry is a great vehicle for not only the sentimental, but it also can speak for you on matters you consider important and critical. The signal value in jewelry, when it comes to identity, history and love, is powerful.

As far as legacy goes on a professional level, I think that it would be nice to not only be remembered for our own designs, but also, and maybe more importantly, the many little pieces of personal, and unique, sentiments we’ve made for our customers.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a Danish American jewelry designer living in Los Angeles, who’s kind of always been steered by whims and beautiful tiny things.

Jewelry has always been extremely important to me. When I lost the prospect of a job, post-maternity leave, because of Covid in 2020, I started thinking of other ways to find employment, and perhaps even dare to pursue a passion instead. I had a background as a copywriter/content creator with an MBA, and I wanted to steer away from the “work from home” with various degrees of separation from clients and consumers. So, I blindly walked around the Jewelry District in Downtown Los Angeles, with just a design idea for a pair of earrings, and no real plan of what, or where, I wanted to take this little project of mine. I just needed to get out of the house, quite honestly.

That day in Downtown I met my jeweler, and we have been partners ever since. I immediately appreciated his kind spirit and attention to detail, and I not only loved how affordable the earrings ended up being, but because I now knew who actually made the earrings for me, I started thinking about how thankful I was for the fact that they came from a man with good energy, and not from a industrial factory overseas.

This was solid gold jewelry, made with love in Downtown LA. Maybe other people than myself would appreciate the same sentiment? – This was the start of The Bold Gold, 14k gold jewelry designs made to order, and my slogan became “Solid Gold For Solid People”.

Now, 2,5 years in, I have learned so much working with my jeweler, and I feel myself creatively grow into what I feel is more and more a source of creativity and true passion of mine. I’m originally from Copenhagen, Denmark, and enjoy organic waves and clean lines, and I think it shows in the jewelry. I guess you could say it’s Danish designs, with the flavor of LA.
When I turned 40 a year and a half ago, I really started wanting to commemorate milestones, especially with my kids, and from that a need for sentimental keepsakes, which launched the idea of the little gold portraits. Now, we make a lot of both customized jewelry and our own designs inspired by nature, bold structures and social issues. It’s all about making modern heirloom pieces that are not only unique, but very personal to you and your own story. I think there’s a longer lasting feeling of happiness with heirloom jewelry that goes deep and personal, for only one person at a time.

Any advice for growing your clientele? What’s been most effective for you?

I think the best tried and true way to grow your clientele is through the way you treat your existing customers. If you’re on top of your costumer service, and you make sure you’re a nice, pleasant part of your customers’ daily interaction, you can get very far. In the business of jewelry we sell feelings and sentiments of love mostly, so the face behind creating those feelings and sentiments have to be nice, warm, understanding and patient. I’ve personally returned a ring to a seller, because I couldn’t shake how impersonal and dismissive the seller was to me when I had questions about the piece. Also, no one wants to feel pressured into buying anything, especially jewelry. All you can do is be ready to answer any questions they may have, and if you never hear from them again, thats ok. They will remember you as a friendly ambassador to your brand, and just that alone can be the reason they will recommend you to their friends, or return at a later time themselves.

Another good strategy is being on top of meeting deadlines. If you get a sense that your product will ship out later than expected, do let your customer know asap. Never wait for a customer to ask you for an update. Often times, the customer does not care waiting an extra couple of days for their product, but they do care about not feeling important enough to be informed about it.
I’m also still very much learning about this myself, so I try to pay a lot of attention to my customer feedback.

We’d love to hear about how you keep in touch with clients.

I think it’s crucial for your brand to be very engaging with both new and existing customers. It’s easy with social media to keep up with core clients, and if your product is something you take a lot of pride in, don’t be afraid to let your consumers know so. On social media, repost, or share, their pictures with your product in it, and pay close attention to what they do with it, and how they use it. Most times, that is how it will be perceived by many others. For an example, I made a couple of name rings for a client, and come to find out, she had gotten the two name rings as friendship rings, one for her, one for her best friend. Now all of a sudden, I had a fun concept for my design. Also, it doesn’t matter how much they’ve put into your bank account, they had faith and trust in you with their money, and when they need another product similar to yours again, they will go with what works for them, and what was ultimately a positive experience.

I have many returning customers, and I let them know how grateful I am that they’ve chosen to come back to me, especially with all the options they have out there. It’s a lot. But, when it comes to purchases from the heart, like shopping for jewelry, there will always be a tendency to go with the personal, the heartfelt, the everlasting.

Contact Info:

• Website: theboldgold.com
• Instagram: theboldgoldjewelry
• Facebook: The Bold Gold