We caught up with the brilliant and insightful Danielle Morgan a few weeks ago and have shared our conversation below.

Danielle, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I decided to launch my line back in 2017. Prior to that I had on and off played around with jewelry making. Going back to 2017 I made the decision to return to what I loved doing as a business. I started with material I had left over from my playing around years, and I made everything myself. I knew if I was going to turn this into a business it was going to take a lot more then making a few necklaces. Fortunately, I had a lot of help along the way. After I had enough pieces pulled together my niece modeled for me and my photographer friend took pictures. I was then able to set up my website and social media accounts myself, (this was very challenging for me as I was not tech savvy) and took me weeks to finish. This was my starting point where I was able to do what I call a soft launch as it was not grandiose!

Danielle, 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 love for jewelry and design started at a young age going through my grandmother’s jewelry box. When I was a little girl my grandmother would always bring out her jewelry for me to look through, and tell me about all the pieces my grandfather had designed for her. As I grew older into a young adult my love for jewelry and art was still there. My friend had started making jewelry herself, and it inspired me to learn.

My mother-in-law who was an artist taught me all the basics of jewelry making, how to wire wrap, etc. I later went on to take more advance classes at the bench. I now have talented goldsmiths and setters that bring my designs to life.

My fine jewelry collection is made with 14k and 18k gold. I spend hours seeking out beautiful stones to make each piece special. Aside from our one-of-a-kind pieces we now offer collections with birthstones and diamonds that can be reordered.

We also take many custom orders. I put a lot of love into my pieces because I love what I do, and I think people are attracted to that. My customers like working with me on custom orders because I’m very personable, I spend a lot of time in communication with them to go over every detail.

It is important to me to create quality pieces that are beautiful and can be worn everyday. I want to make something that people will keep and cherish. I believe fine jewelry is sustainable, your not going to throw away a piece of fine jewelry. If you get tired of it you can recycle and recreate. Our brand keeps with sustainability making one piece at a time in Los Angeles.

You can find my brand at boutique stores and hotels, my website and special events throughout the year.

How did you build your audience on social media?

Building an audience on social media has been a bit challenging for me, especially since I’m not someone that likes to take pictures or videos of myself. However, I do regularly post, and I have worked with influencers and actors in the US and England that will post for my brand. Working with other brands that have strong followings has helped me tremendously. I would strongly suggest doing that. I would also strongly suggest if you aren’t like me in being camera shy to go for it and make your self personable on social media. It will help your brand.

What’s been the best source of new clients for you?

I would have to say pop-up events have been a great help to me. As I don’t have my own storefront, being at a live event where the customers get to engage with me is always a beneficial experience. At events the customers get to ask questions, take a card, take pictures and revisit at a later date or reorder.

Contact Info:

• Website: www.daniellemorganjewelry.com
• Instagram: @daniellemorganjewelry
• Facebook: Daniellemorganjewelry
• Linkedin: Danielle Morgan Jewelry
• Youtube: Danielle Morgan Jewelry collection

Image Credits
Catherine Burch Aguilar