Alright – so today we’ve got the honor of introducing you to Julia De Souza. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Julia thanks for taking the time to share your stories and insights with 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

My jewelry journey started in 3 different moments in my life. The first time I was in high school, I’m a very crafty person since I can remember, I enjoy making and fixing stuff, my grandmother would send me and my sister gifts from Brazil and one of those was a jewelry course, lets say like, the videos on CD, to learn how to make specific beading styles and also the beads and all the tools, I took all of this, made a bunch of pieces and open a store at like 13 yo. I was randomly selling, didn’t really have an idea on making it big, just was enjoying making the pieces and selling to other kids, during the school vacations.
The second time I was in college and was very into the same things, making my accessories, clothing, designing things I wanted to make, and I started an accessories brand. This time I was already 18, I was making polymer clay and resin pieces, first it was all my friends buying them, then I started selling at stores that would contact me, I was still in college doing architecture school, so it was kinda tricky to have the two things, I had a lot of press for my age, so I hired a friend to help me make the pieces. So while doing all of this, comes stage 3, I decided I needed to learn how to make Real Real Jewelry, so I could Up my business, so I quit Architecture at 25 (supposedly for just 6 months), moved to NY, went to jewelry school and never went back to architecture, which I know made my parents really upset, my excuse was I was making money and paying for my own stuff.
It’s definitely been a struggle some times, I learned everything on the way, talking to store owners, other designers, I did take some business courses in several occasions to learn how to do my numbers right, but im not into that, I just want to know how it works, but its not my specialty.
For me has never that hard to move from idea to launch because I’m not the most perfectionist person, I think being too perfectionist can stop you and delay you, and I don’t even think about that, I do it, then I figure out how to make it better, and only time and practice can make anything better.
I wasn’t really that good at the beginning and that is normal, its ok. Everybody can get good and better If they really care and are into it, and you have the basic skills, and I think the hardest thing for everyone that is more creative than business type, is the business side of course.
I really love making and designing and talking to customers, but the other part is still hard for me, I think I think about it more because I’m in NY and I need to keep going, which is also good.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I got into the jewelry industry by inertia, I think I was just doing my thing, and then ideas came to me because of things I enjoyed or I needed, and pushed me to want to create. I never even thought I wanted to make jewelry in a professional environment until I had the need to do it, to be better and grow. I always enjoy and loved miniature figures and objects, so that definitely makes me like jewelry a lot. I make artisanal, not mass produced jewelry. I develop small collections that I have available for sale on my website, and I also make custom pieces, which I enjoy a lot, bridal jewelry, keepsake pieces, everything you can think of. The relationship I have with my clients, when they come to me to get their first piece from my permanent collection or to get a bespoke piece is very important, I have direct contact with their orders, their ideas, opinions etc, I like to be flexible and adjust to their needs, I know jewelry is not a need, and thats why It makes it extra special when someone decides to swap their time and money for something you made, I dedicate so much time and research to everything I make because I want it to have meaning, and not an obvious one, but something that the person knows and can connect to.
To keep my business small scale allows me to connect and understand more what people want, I don’t like the action of just buying because you can afford it, means nothing, and you end up not cherishing it as much.
I think I feel humble when someone tells me why they like my pieces, how special is to them and /or if they come back for more.
My brand is an expression of everything I read, hear and feel, It’s just the way I express my art and its through my hands, and with noble materials that come from the earth.

How about pivoting – can you share the story of a time you’ve had to pivot?

So as most artist designers, my brand has always been a side job and working at a jewelry company (in my case) my day job.

I think as any industry there’s a lot of bad companies out there that take advantage of makers, I had a lot of bad experiences working in small designer studios where the management is really bad and theres a lot of hidden xenophobia and other problems they just sweep under the rug by hiring people of color or minorities, but keeping them at their “lowest” positions and just a little above minimum wage. I stayed years, because I was scared, I didn’t know how to do it alone in this country.

This is happening in a lot in this companies and it just tarnish you as a creative, and it’s damaging for the whole industry, as a worker you feel like you have nowhere to go, being independent is definitely hard, but the mental peace you get, and the lack of abusive behavior is worth it!

So after about 8 years of working for them I quit, got some better equipment and now work independent and have private clients.

I believe theres some good companies out there but i think as a call to jewelers, we need to unionize and make it a safe and fair environment for all of us.

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

Social Media has definitely help me to get people into my brand and designs. I’m an old millennial but I i grew up being obsessed with internet and talking to people online, I had it all, myspace, tumblr, behance, etc, where I would share my pieces and get opinions back.

We live in a world where you can find brands from every little corner of the planet which is amazing, I like finding and supporting designers and makers when i find something I like. And it has worked out for me too.

But second would be word of mouth, friends of friends or friends recommend me for projects because I’ve been in the industry for a while now, I know all the insides and I work next to people that have a lot of experience in production, casting and problem solving.

Contact Info:

• Website: www.stdesiderata.com
• Instagram: stdesiderata

Image Credits
@Hagop @itsgeremy @lau_gmz