We recently connected with Fraley Lashlee and have shared our conversation below.

Fraley, thanks for taking the time to share your stories with us today Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?

One of the nicest things I do for every customer is something simple but meaningful. Every Fraypearls piece is made by hand to order, and each one goes out with a handwritten note.

I want people to know there’s an actual human behind their purchase. Someone who smiled when their order came in, hand crafted their piece, and then wrote them a note before sending it off.

It’s such a small gesture, but it makes a difference. Customers have told me it feels like receiving a gift from a friend, not just a package in the mail. That personal touch lets them know they’re seen, appreciated, and part of the Fraypearls story.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As a female, you were probably given your first piece of jewelry way before you could form that memory. Maybe it was when your mom took you to get your ears pierced as a toddler, or maybe it was a piece of costume jewelry to play dress up. Whenever that moment was, jewelry has been part of your life since the beginning.

Fraypearls was born from that same love! I started making jewelry in high school as a creative outlet, and over the past decade, it’s grown alongside me as I went to college, became an travel ICU nurse during the pandemic, and eventually settled in Charleston, SC. Today, Fraypearls offers handmade freshwater pearl jewelry for every occasion: bridal parties, vacations, gifts, and even our newest line, “Shift Ready Jewelry,” designed specifically for healthcare workers.

What sets us apart is the personal connection. I share the behind the scenes of my life and business, meet customers at in person events, and aim to make every piece feel like part of their story. I’m proud that Fraypearls has become a dependable brand my customers return to for life’s milestones. I want people to know that every piece is made with care, creativity, and a little bit of my own story woven in.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Fraypearls is the story of how my side hustle is this close to becoming my full time gig (if I ever decide to hang up my scrubs)!

I started making jewelry back in high school before heading to The University of Tennessee. At first, it was just a creative hobby, but word got out. Before I knew it, my little craft had turned into something bigger than I could have imagined.
Over the past ten years, I’ve gone to nursing school, worked as an ICU nurse, and traveled across the U.S. during the pandemic all while growing my business on the side. When I moved to Charleston, SC two years ago, I decided it was time to take Fraypearls seriously. I poured myself into it, which allowed me to cut back to part-time at the hospital.

People always ask when I’ll leave nursing behind, but honestly? Working in the ICU has become my escape from the business world. This is the opposite of how it used to be. Nursing has created a foundation that has allowed me to grow and build my business into what it is today. This leads me into the next question of how I have built brand loyalty.

How do you keep in touch with clients and foster brand loyalty?

These days, it’s not enough just to have a storefront or a website because people want to see YOU.. They want the behind the scenes, day in the life, and raw moments. So I asked myself: What sets me apart from the rest of the jewelry world?

Well, I’m also an ICU nurse! Over the past year, I’ve leaned into that dual identity and launched a line called “Shift Ready Jewelry” that consists of pieces designed with healthcare workers in mind. It’s resonated with my audience because it’s personal and true to who I am: part nurse, part pearl! Nursing has opened many doors for me, and I want to give back by speaking to nursing students on the adventures that could lie ahead of them in this field.

I also make it a priority to put a face to the brand. I show up on socials, share real life moments, and am constantly meeting people at in-person events. I enjoy putting names to faces, swapping stories, and building genuine connections. That personal connection is what keeps customers coming back and cheering for Fraypearls.

Contact Info:

• Website: https://www.fraypearls.com
• Instagram: @fraypearls
• Facebook: Fraypearls
• Other: socials: @fraypearls

Image Credits

Olivia Ballinger photography
Rachel May photography