We were lucky to catch up with Lori Ann Friedman recently and have shared our conversation below.

Lori Ann, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

My love of jewelry began at an early age. My mother was a collector of vintage and antique jewelry and often she would take me with her on appointments. Her influence and passion inspired me to create my first capsule collection using intricately detailed antique ivory pieces that I repurposed. Over the years, my appreciation for jewelry had grown and in 2017, I launched my first collection at the JANY Show and was honored to be the recipient of the Mort Abelson New Designer of the Year award.
Four months prior to the launch, I worked long hours sketching ideas for the new collection. My vision was to create a collection that revolved around mixing and layering colored gemstones. Influenced by my hobby as a watercolorist, I began experimenting with colors in compelling ways. I found in juxtaposing the unexpected, the natural beauty of the gems were enhanced. Opals and moonstones were often used in pairings with other exclusively cut vibrant gems.
This design concept of layering gems that included my signature “line over stone” detail became the face of my brand.

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?

Design has always been my passion and I’m grateful to translate it into my art form to share with others. Formally, a graphic designer and creative director, my love of jewelry and passion for gemstones are what lead me to pursue a career in jewelry design.

All my collections are designed from the heart with recurring themes that celebrate life. Each theme honors the essence of women with heartfelt messages to inspire and empower. The design process always begins with a meaningful message, something relevant and emotive that women can relate to. I carefully select gemstone combinations that play into the meaning. As a lover of gemstones, I am drawn to the way certain gemstones respond to light with unusual combinations that work their way into the story. Each collection is thoughtfully designed and curated, offering many styling possibilities that are casually elegant and great for every day.

Building trust with a client is very important to me. It takes time, and through good customer service, I’ve created loyal and trusting clients. My goal is for every client to have a positive experience. I enjoy speaking with my clients, whether it be providing additional information, answering questions, addressing concerns or working on a custom order. As a jewelry designer, the highest compliment is a satisfied customer.

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

In 2020, I launched a new website, credit to Jewelry Designer Consultant, Faith Marcus. It was a pivotal move that propelled my business and online sales. I was proud to have a beautiful platform for my jewelry.

It was also a difficult time. In February 2020, my husband was hospitalized with undiagnosed Covid. After being in ICU and at home with an IV for two months, he fully recovered. This had a profound impact on my life and what mattered most. Life is fragile and family and friends mean everything. It’s not always easy achieving balance, but this experience heightened my awareness of the importance in taking time for yourself and loved ones every day.

…and then there was light…

Born out of Covid, the Reflections collection offered light, hope and positive energy. Diamond slices were a great source of light and inspiration for this collection. Like tiny mirrors, they bring light in the world reflecting all that surrounds them. This meaningful collection is a personal reminder that we have the power to shine in a world that is sometimes filled with uncertainty.
It was an honor to win the INSTORE Grand Prize Award in 2021 for my diamond slice earrings from the Reflections collection.

Any insights you can share with us about how you built up your social media presence?

Building an audience on social media is a gradual process that requires time, thought and patience. Knowing who your audience is and speaking directly to them is very important. Authenticity plays a major role, that means being true to who you are and using your own voice to convey messages. Emotional engagement is the best way to keep your audience interested. This can be achieved by posting emotive videos and stylized photos that draw your viewer in on a visceral level. Brand consistency is also very important. People are interested in you and the content you present that has personal meaning relevant to your brand.

Contact Info:

• Website: https://loriannjewelry.com/
• Instagram: @loriannjewelry
• Facebook: Loriann Jewelry

Image Credits
Model Photographer – Jon Doucette Model- Tess Gleasson Product Photographer- LenFlash Photography