We’re excited to introduce you to the always interesting and insightful Ashley Berman. We hope you’ll enjoy our conversation with Ashley below.
Alright, Ashley thanks for taking the time to share your stories and insights with us today. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.
My job as an artist is to evoke emotion and create pieces that have meaning. Whether I’m working with recycled heirlooms or engagement rings, I know when I feel like I’ve done a good job because there are always tears at the table, be it tears of joy, celebration, or remembrance.
Recently I had a client come to me with four generations of diamonds from her family: after speaking with her and learning what she had in mind, I created a gorgeous stack of 4 individual rings that could be worn together. What made this so special for my client was that this collection of rings showcased a lineage of women who came before her: each diamond represented a story rich with love, loss, celebration, hardship, and bountiful success. This process wasn’t simply about creating beautiful pieces of jewelry, it was about intentionally forging a blend of human experiences, for my client to wear with wisdom and understanding.
This was a success story for me because of the depth of the meaning behind the pieces themselves: here was a woman in the middle of her life seeking to honor those who came before her. It sparked in me the desire to continue to pave the way for my own daughters, and to continue to imbue each piece I create with intention and clear symbolism.
Ashley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
The pieces I create are not only crafted from gold and precious gems, but are imbued with the deeper meaning that each of these materials inherently represents. I’ve long said that it’s my job to turn dreams into reality – for me, that process isn’t solely dependent on my 20+ years in business. I work best when I can evoke emotion from jewelry, turning my dreams into a wearable piece of art, reflective of individual style and of the embodiment of personal history.
My career began while I was studying at the University of Colorado at Boulder, when I launched my own jewelry line and started selling my designs to local boutiques. It soon became clear that I had an eye for detail, a penchant for meaningful symbolism, and an excitement that stemmed from creating unique pieces. I knew I wanted to take the next step and learn more; this led me to move to San Francisco to attend the renowned Revere Academy, where I studied diligently, graduating from a master symposium course.
My first job in San Francisco was as a goldsmith apprentice in San Francisco’s Pacific Heights neighborhood at Eric Trabert Goldsmiths. My days were spent learning the ins and outs of goldsmithing, and my nights were spent working on my own jewelry line, sketching designs full of meaning and crafting an array of ethereal amulets, buttery gold stackable rings, and glittering, poetically-designed earrings. My designs caught the attention of major retailers, and when my collection was ready it launched in over 170 worldwide, selling in stores such as Bloomingdale’s, Wilkes Bashford, Gumps, and Fred Seigel.
I spent over a decade selling in major retail stores before I decided to pivot my business towards the clients themselves. I found myself drawing the most inspiration from individual stories and the deep meaning found in between connection and creation. This led to a business based in creating bespoke pieces for my clients: some of my favorite pieces include Ronnie Lott’s Hall of Fame Charm that I transformed into a beautiful bespoke charm necklace for his wife, an angel wing necklace worn by Catherine Heigel in one of her movies, and a set of wedding rings that I designed for my aunt using my great grandmother’s diamonds – I loved being able to work on a design that was so close to my family.
My time as a trained goldsmith has proved to be invaluable – I find that I am able to blend my knowledge of the inner workings of jewelry with an innate sense of design. In addition, the network I’ve had the pleasure of cultivating for 20+ years has rendered Ashley Morgan Designs a sought-after source for creating works of art. The process of creating truly bespoke pieces usually starts with sourcing the best quality gemstone. Recently, I was able to source a 5.57 carat marquise-shaped fancy light yellow-brown diamond from the Argyle mine in northwestern Australia – a stone that was formed over a billion years ago. The value of this stone has increased 20% after 30 days of purchasing.
I’ve also worked to source exquisitely-colored burmese rubies, lavender star sapphires (my favorite!) complete with the telltale inner star that marks them as so wonderfully unique. I’ve resurfaced and polished a 5 carat sapphire to render it looking brand new, and I’ve hand-picked an array of columbian emeralds that ranged from fresh green to deep emerald. I’m currently working with a natural tanzanite that weighs in at over 35 carats, and has an incredibly unique cut; I’m creating an ombre baroque pattern around the bezel that mirrors a baroque curtain in my client’s family room.
My job isn’t only to be a trusted source for my clients, but to create incredible objects for people so that they can get specialized, expert one-on-one attention while simultaneously getting a peek into the world of gemology. My custom designs are intended for individuals who wish to express their own unique spirit and beauty. By focusing on the needs of each individual instead of the needs of the many, I am able to eschew fleeting trends, and draw inspiration from my clients’ stories, traditions, and cultures, as well as the natural world, to create personalized designs of the highest quality.
What’s a lesson you had to unlearn and what’s the backstory?
When I work with the right client, the results are exceptional. My business is centered on creating luxury, high-end, bespoke pieces of art, and I pride myself on the fact that the pieces I create are heritage pieces that will be treasured for generations to come. I dedicate my time to curating the highest quality gemstones and crafting items rich with tangible beauty. Working with me means clients experience a personalized process where my expert eye and singular design sensibility ensures they receive pieces that reflect my goldsmithing expertise and their impeccable sense of taste.
In the early years of my business, I operated under the belief that everyone could be a potential client. This mindset led me to take on projects that didn’t align with my expertise or the Ashley Morgan brand. I had to unlearn the idea that I needed to work with everyone and instead focus on clients who truly understand my vision for curating beautiful stones and creating generational pieces. By focusing on clients who appreciate and value my approach, I am able to deliver not just beautiful jewelry, but pieces that are meaningful and crafted to last generations.
Can you tell us about a time you’ve had to pivot?
As was the case for most businesses, the onset of the pandemic ushered in a significant pivot in my business model. For over 20 years, I had built my brand by working closely with retail stores, enjoying the collaborative relationships and the broad exposure they provided while simultaneously working with individual clientele on a case-by-case basis.
However, the pandemic upended this dynamic, with many retail partners closing their doors temporarily. Faced with this new reality, I pivoted my business towards a direct-to-client approach. This shift was daunting but necessary; I wholeheartedly embraced digital tools and platforms, setting up virtual consultations while enhancing my online presence to connect with clients more directly. This pivot allowed me to maintain the personal touch that has been so important to my business, and despite the physical distance I found that I was still able to tailor each piece to the client’s individual story and needs.
This transition was not without its challenges, but it ultimately strengthened my business, deepening my relationships with clients and reaffirming the core values of my brand: creating meaningful, bespoke jewelry that carries personal significance. This experience taught me the importance of adaptability and resilience in the face of unforeseen challenges, and it has been a crucial step in the evolution of Ashley Morgan Designs.
The result of this evolution is the opening of my own store in Ross, California. This has long been a dream of mine, and to my delight this atelier has been a wonderful success. My studio walls are adorned with the works of local artists, and I use the space to meet privately with clientele and work directly with them as we bring their gem-studded dreams to life.
Contact Info:
- Website: www.ashleymorgandesigns.com
- Instagram: @ashleymorgandesigns
- Facebook: https://www.facebook.com/AshleyMorganJewelry/
- Linkedin: https://www.linkedin.com/company/ashley-morgan-designs/
- Twitter: @amdesigns
- Yelp: https://www.yelp.com/biz/ashley-morgan-designs-san-francisco
Image Credits
Photos by Jennifer Kneeland West and Sophia Mavrides