We were lucky to catch up with Jennifer Cervelli recently and have shared our conversation below.

Alright, Jennifer thanks for taking the time to share your stories and insights with us today. What did your parents do right and how has that impacted you in your life and career?

My parents both have supported my ambitions of being an artist since I was a child. They encouraged me by signing me up for extra art classes outside of my daily school classes, as well as paying for my travels as an exchange student to Australia for an environmental program called JEM (Joint Environmental Mission) where I spent 3 weeks in Melbourne staying with a host family. This was a life changing trip for me, and sustainability has been a core value of mine since seeing the beauty on the other side of the world. My parents both supported and visited me many times while away at college at the Savannah College of Art & Design where I studied Metals & Jewelry. My dad would drive his Harley down 12 hours to visit me for the weekend whenever I was feeling homesick.

My mom helped me pack up all my belongings and as hard as it was to say goodbye, she pushed me to follow my dream of moving out west to California despite knowing I would be across the country away form her. She makes a point to come visit me as often as she can whether we meet in Cali, GA, or Colorado and helps me with my photoshoots with my younger sister (who is the official JCJ model since day1). My mom also helps me with designs still to this day when I send her and my sister ideas for their feedback. My mom is definitely one of my biggest cheerleaders, and I wouldn’t be where I am today without her love and guidance through the tough times.

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?

Who Am I?

I’m Jennifer Cervelli, a California-based jewelry designer creating rustic, ethical pieces for eco-conscious free spirits. My handcrafted designs are deeply inspired by adventure, travel, nature, and the incredible California landscapes. Through Jennifer Cervelli Jewelry, I bring together my love for metalsmithing, sustainability, and storytelling—crafting jewelry that embodies both beauty and meaning.

How I Got Into This Industry

I grew up in a small town near Philadelphia, and I’ve been an artist since childhood. My creative journey began early, studying painting, photography, and ceramics, but it was my travels as a JEM (Joint Environmental Mission) exchange student to Australia, Italy, and England that truly shaped my passion for both art and environmentalism.

I fell in love with metalsmithing while attending the Savannah College of Art and Design (SCAD) in Savannah, Georgia, where I earned my BFA in Metals & Jewelry. The beauty of the South influenced many of my first designs, and my countless travels continue to inspire my work today. After graduating in 2007, I worked for several incredible designers in the Bay Area, California, before moving to Fort Collins, Colorado, to focus solely on my own jewelry line. The Rocky Mountains still hold a special place in my heart, influencing my designs alongside my love for the ocean and natural landscapes.

I moved to Los Angeles, California, in 2012, where I currently reside. Each piece is individually handcrafted with love in Hermosa Beach, just a few blocks from the gorgeous Pacific Ocean, alongside my sweet 15-year-old blue heeler, Dasher.

What I Offer

I specialize in:
✨ Fine & Everyday Jewelry – Rustic, yet elegant pieces crafted from recycled sterling silver, solid gold, and ethically sourced gemstones.
✨ Engagement & Wedding Rings – Unique, handcrafted rings designed for those who value ethical elegance.
✨ Custom & Bespoke Jewelry – Personalized designs that reflect individual stories and milestones.
✨ Jewelry Making Workshops – I’m excited to be hosting my first in-person workshops, sharing the art of metalsmithing with fellow jewelry lovers.

The Problems I Solve for My Clients

Many of my clients are looking for meaningful, sustainably made jewelry that aligns with their values. Whether it’s a wedding ring made from recycled gold, a custom design with sentimental significance, or a timeless piece for everyday wear, my mission is to provide quality, ethical craftsmanship that connects to the wearer on a deeper level.

What Sets Me Apart

💎 Sustainability First – As a certified California Green Business, I use only recycled metals, conflict-free gemstones, and sustainable practices.
💎 Handmade with Love – Every piece is meticulously handcrafted in my Hermosa Beach studio, ensuring authenticity and uniqueness.
💎 Inspired by Adventure – My designs are influenced by my travels, from the Rocky Mountains to the California coastline, and beyond.
💎 Women-Owned & Independent – I’m proud to be a woman-owned business, dedicated to small-batch production and ethical artistry.
💎 Jewelry with Meaning – To me, jewelry is not just an accessory—it’s a powerful connection to art, emotion, and personal stories.

What I’m Most Proud Of

I’m incredibly proud to have built a brand that stands for ethics, sustainability, and craftsmanship. Seeing my jewelry become a part of my clients’ most cherished moments is an honor. 

What I Want You to Know

At Jennifer Cervelli Jewelry, I believe in creating jewelry that is beautiful, meaningful, and sustainable. Whether you’re looking for a special heirloom, a gift, or a piece that simply makes you feel good every day, I hope my designs inspire a sense of connection to nature, adventure, and artistry.

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

I think it is such an important, and sometimes missed, asset to your business to build your email list. When I meet clients at shows or events, I have an email sign up sheet. I write monthly newsletters that are to share behind the scenes, upcoming collections, inspiring quotes – to connect with my clients more deeply. I share myself as the brand, because I believe authenticity is the key to brand loyalty.

How do you keep your team’s morale high?

I believe that managing a team in a small business requires fostering a positive, creative, and supportive work environment. When you are working in such close spaces when you are a small team, it is so important so respect each other and keep clear, open communication. Company culture is important to foster, you can buy lunch for the team every Friday or once a month. I remember a job I worked at always gave their employees their birthday off as a paid holiday, and it is something I do to this day.

Contact Info:

• Website: https://jennifercervelli.com
• Instagram: https://www.instagram.com/jennifercervellijewelry
• Youtube: https://www.youtube.com/@jennifercervellijewelry