Alright – so today we’ve got the honor of introducing you to Joelle Benvenuto. We think you’ll enjoy our conversation, we’ve shared it below.
Joelle, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Well, well, well – it’s your resident adventurer and total autodidact speaking! I may not be a professional jewelry maker, but that’s never stopped me before. In fact, I prefer to do things my own way – call me an anarchist if you will.
When it comes to my approach to jewelry making, I’m all about following my inspiration and experimenting with different techniques. I’m not interested in sticking to the status quo – I want to create something new and exciting. That’s why I like to think of jewelry as wearables rather than just fine jewelry. It’s all about adding a little something extra to your outfit.
And you know what? Other people seem to be into it too! People around me were constantly asking where they could buy my pieces, so I figured, why not make it a business? That’s how my jewelry line came to be. Who knew being an autodidact could be so lucrative?
The process it self is pretty simple….First, for me, the energy to create comes with traveling. I’m the type of woman who needs to change perspectives to open my mind. I like to feel estranged; it triggers my inspiration and my appreciation for differences.
I then become an open well, filling up with ideas of all sorts. At some point, it becomes overwhelming, and the only way to release the pressure is to create.
Then comes the second phase: the experimental one. It involves a very visual but also tactile research process. I use the computer to create visual ideas with pieces of elements I’ve brought back from my traveling experiences. Photos are the essence of my inspiration: photos of architecture, art, shopping, food, colors, and textures, but also people’s style and behavior.
I draw with vector tools and create collages to develop concepts. I also write words, mostly adjectives, to capture my visions. The words have to resonate with the visual aspects.
The third phase is making. It’s the most thrilling because it can fail so many times, and I struggled to make my vision possible. It takes a lot of time investigating the material side, buying the tools you think you need, trying ideas, failing, starting over, and so on until finally, you get something that works.
What was intriguing to me was the polymer clay movement. It’s fun to see that everybody’s trying it and doing very different things with it. But I didn’t want to use the same medium. I wanted something more versatile, conventional, edgy, and unseen before.
So the Paracord material is interesting to me because, first, it comes in a lot of colors, and I love the idea of combining colors.
I also knew I wanted to do long necklaces, but I liked the necklaces to be part of the outfit, to be integrated into the outfit to become the signature of the outfit. It’s not just the final touch; it’s the central touch. You pick the clothes that will go with the necklace, not the other way around.
That’s why the Paracord was great because it’s a nylon-based texture that looks like fabric.
The last part was testing it and then letting it evolve because you are never really done. Once you start having one piece, you can create a collection.
Joelle, 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?
I’m Joelle Benvenuto, a Belgian-Italian designer born in Brussels. I have a background in photography and video editing and have worked in the digital industry for 30 years. For the past two decades, I’ve been living in the San Francisco Bay Area, where I work as a user experience professional for large high-tech companies.
In 2019, I decided to pursue my passion for modern fashion, minimalist lines, and comfortable design by launching my own brand, “FuturisNow.” I created the LINEA collection, which includes necklaces, earrings, bracelets, rings, and brooches. My goal was to complement simplistic and minimalist outfits by accentuating the silhouette’s lines with geometric shapes and bright, contrasting colors.
The pieces in the LINEA collection are made with galvanized wires, metal balls, nylon cords, and silver, oxidized brass, or platinum gold fixtures, giving you the option to customize your jewelry. I offer an extensive range of colors and shapes, inviting you to engage in the creative process and make your dream piece a reality. I hope you’ll check out my collection and find something that speaks to you!
How’d you build such a strong reputation within your market?
Building a strong reputation in your market involves working on several aspects. Firstly, creating something unique and innovative is crucial. Secondly, it’s important to be recognized for your work by established authorities in your domain. While I’m still in the process of establishing my reputation, I’d like to share some of the breakthroughs I’ve had and how they came about.
Recently, the curator of the Whitney Museum of American Art Store contacted me on social media. After two months of working with them, my work was exhibited and sold in the museum store, which was a great success.
Leveraging these successes to propagate your brand name or artist name is also key. It involves branching out and exposing yourself or your work to many relevant channels such as other museums and boutiques. Recently, I’ve had new opportunities to collaborate with other artists, share my artistic practice, and support each other.
How do you keep in touch with clients and foster brand loyalty?
Another way to foster brand loyalty is to create a strong social media presence. Engage with your followers by posting regularly and responding to their comments and messages. Use social media to showcase behind-the-scenes glimpses of your creative process and the inspiration behind your designs. This personal touch can help build a connection with your audience and keep them interested in your brand.
Offering promotions or exclusive discounts to your loyal customers can also help keep them coming back. Consider creating a loyalty program that rewards customers for their repeat business. This can incentivize them to continue purchasing from your brand and feel valued as a customer.
Lastly, providing excellent customer service is essential for building brand loyalty. Respond promptly to customer inquiries and concerns, and go above and beyond to ensure they are satisfied with their purchase. This can help create a positive experience for customers and encourage them to recommend your brand to others.
Contact Info:
- Website: https://www.futurisnowshop.com/
- Instagram: https://www.instagram.com/futurisnowshop/
- Facebook: https://www.facebook.com/FuturisNow/
Image Credits
Joelle Benvenuto, Audra Miller, Diane Rose