We were lucky to catch up with Dana Spanierman recently and have shared our conversation below.

Dana, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

I origI originally launched my business with a different name for my jewelry line when I first began designing jewelry. I changed the business name to LEEBA in 2014.

In 2014, my family met in Sedona as we are spread out across the country. It was a celebration of my mother’s birthday. While on a jeep tour amidst the red rocks, thinking of and discussing our family history, it hit me! The name of the company had to be changed to LEEBA to honor my grandmother on my mother’s side. Throughout my childhood, Libby, my grandmother owned a women’s clothing boutique in Florida by the name of LEEBA. I remember admiring all of the clothing and jewelry that my grandmother purchased for the store. My family and I reminisced on the red rocks of Sedona and when I returned home to California, I rebranded my business. LEEBA means beloved or loved one. That’s how I remember my grandmother and her legacy lives on in my jewelry line.

Dana, 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?

My name is Dana Spanierman and for the last two plus decades I have resided in Santa Cruz, CA. Originally from The East Coast, I found my home in California and love it out here. I love to travel and meet people from all over the world. I have lived overseas after college but returned home for graduate school.

After several years of working corporate jobs, I decided to drive across country and settle in California. I realized that many stores in Santa Cruz were locally owned and the community was comprised of many artists. As a young child, I loved visiting my grandmother in Florida and spending the day with her while she worked at the women’s clothing store that she owned. I always had a passion for fashion and jewelry and with the fortunate experience of travel, I combined these two passions. I love the beach and tended to travel and live in beachside locations. I decided to merge these two loves into a business venture: ocean inspired sterling silver jewelry. I combine exotic shells from all over the world into elegant and timeless hand crafted sterling silver settings. The line appeals to all women of all ages.

Many of the shells used in the jewelry line have significant meanings and healing powers. Each piece is special and no two are alike. I take pride in each piece and offer replacement pieces if a customer is not fully satisfied. LEEBA is a woman owned small business.

How did you put together the initial capital you needed to start your business?

I had always wanted to be a business owner but I never had enough capital to do so. As a world traveler, I wanted to be my own boss and to create my own schedule. After several trips overseas both solo and with friends, I decided my next trip had to be a business venture.

I was determined to start a business featuring ocean inspired sterling silver jewelry. I took a leap of faith and a cash advance from my credit card and set out to find a reputable shell and stone shop and several silversmiths with whom I could work with to design my collection. I felt brave and hopeful that this new venture would succeed. Viola! It did! Within the first year of business, the cash advance was paid off and I was working towards building more capital to expand my business.

I encourage everyone to follow their dreams and find their success!

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I am fortunate to have very loyal customers. It is because I stand behind my product and will replace anything that is damaged or broken with no questions asked. My customers can contact me via phone, text, email, social media or in person. I always respond immediately to any questions or concerns my customers might have. I enjoy having personal interactions with my customers and although I have not met everyone face to face, I have had lengthy phone conversations with several customers.They not only want to discuss the jewelry line but they generally care about me and my business as I care about them. It fills me with so much joy when I see customers order over and over again from the website. I also send out email promotions to offer discounts to my customer base. I believe the quality of the product begins with those who are behind the scenes.

Contact Info:

• Website: https://loveleeba.com/
• Instagram: https://www.instagram.com/leebasantacruz/
• Facebook: https://www.facebook.com/loveleebajewelry