We recently connected with Lori Cali and have shared our conversation below.

Lori , thanks for taking the time to share your stories with us today 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.

The idea for my business came to life during a visit to see my daughter, Carson, in Nashville. We had this fun plan to get matching bracelets as a way to bond, but despite our best efforts, we couldn’t get an appointment for an entire year! It became this ongoing joke between us, but also a bit frustrating because it was something we really wanted to do together. That’s when it hit me—if we were so eager to find a way to symbolize our connection, others probably were too. I started thinking about how special it would be to create a way for people to celebrate their relationships in a more lasting and meaningful way.
Back home in California, I couldn’t shake the idea. I kept thinking, “If Carson and I are this excited about it, surely other people would love it too.” And that’s where the logic came in—friendship bracelets have always been a cherished way to express closeness, but I wanted to take it a step further. Permanent jewelry felt like the perfect evolution, offering something that wasn’t just pretty but also meaningful and lasting. It wasn’t just about filling a gap in the market; it was about offering a unique way for people to bond with their loved ones.
The more I thought about it, the more excited I got. I knew this was a worthwhile endeavor because it wasn’t just about selling jewelry; it was about creating an experience, a memory that people could carry with them every day.
What really set my heart on fire was the idea that I wasn’t just offering another product; I was offering a way to deepen connections and celebrate relationships in a way that’s both stylish and significant. It felt like I was solving a problem—not just the logistical challenge of getting matching bracelets, but the deeper need for connection and the desire to hold onto moments that matter. The uniqueness of permanent jewelry, combined with the personal touch of naming each piece after a beloved place, made me believe that this was something truly special, something people would love and appreciate as much as I did.

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?

Absolutely! My journey into the world of permanent jewelry began in a rather unexpected way. I’ve always been passionate about creating meaningful connections, and that’s what ultimately led me to start my own business. It all started during a visit to my daughter, Carson, in Nashville. We had this idea to get matching bracelets as a symbol of our bond, but we couldn’t get an appointment despite trying for a year! That experience sparked something in me—I realized that if we were so eager to find a way to celebrate our relationship, others might be too. And that’s how I decided to launch my permanent jewelry business in California.
I specialize in creating custom, permanent bracelets that symbolize connection and lasting memories. What sets my work apart is the personal touch—I name each bracelet after a California town that holds special memories for me. This isn’t just jewelry; it’s a way to carry a piece of your story, your relationships, and your favorite memories with you every day. My pieces are designed to be a modern evolution of the friendship bracelet, offering something stylish yet deeply meaningful.
The main problem I solve for my clients is the desire to find a unique and lasting way to celebrate their relationships. Whether it’s between friends, family members, or partners, my jewelry provides a tangible, permanent symbol of connection. I’ve found that people are really drawn to the idea of something that isn’t just beautiful but also has a deeper significance. It’s more than just an accessory; it’s a memory, a bond, a moment in time captured in a piece of jewelry.

How’d you build such a strong reputation within your market?

Building a reputation within my market has been a combination of several key factors. First and foremost, authenticity has played a huge role. From the beginning, I focused on creating products that were not just beautiful but also deeply meaningful. My commitment to offering permanent jewelry that symbolizes connection and cherished memories resonated with people. Customers could see that I wasn’t just selling jewelry; I was offering a way to celebrate and honor their relationships in a lasting way. This authenticity helped build trust and set my brand apart from others.
Another major factor has been word-of-mouth and customer experiences. When people feel an emotional connection to what they’re buying, they naturally want to share that with others. My customers have been my biggest advocates, spreading the word about their positive experiences and the special meaning behind their jewelry. Personal referrals and genuine testimonials have been incredibly powerful in building my reputation.
Quality and attention to detail have also been crucial. I take great pride in ensuring that each piece is crafted with care and precision. From the materials I choose to the process of creating and linking the bracelets, I’m meticulous about delivering a product that not only looks good but lasts. This commitment to quality has helped build credibility and reinforce the value of my brand.
Lastly, my ability to connect with my customers on a personal level has been a significant factor. Whether it’s through social media, in-person interactions, or customized services, I’ve made it a priority to listen to my customers, understand their needs, and make them feel valued. This customer-centric approach has helped build strong, lasting relationships, which in turn has contributed to my reputation in the market.
Overall, I believe my reputation has grown because I’m genuinely passionate about what I do, and that passion comes through in every aspect of my business—from the products I create to the way I engage with my customers.

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

Staying connected with my clients and fostering brand loyalty is a top priority for me, and I use a few key strategies to ensure that my customers feel valued and engaged.
1. Personalized Communication: I believe that personalized communication is key to building strong relationships. Whether it’s through direct messages on social media, emails or thank-you notes, I make an effort to reach out to clients individually. I love hearing their stories about the special meaning behind their bracelets, and I often respond personally to let them know how much their support means to me. This level of attention helps create a bond that goes beyond just a business transaction.
2. Social Media Engagement: Social media has been an invaluable tool for keeping in touch with clients. I actively engage with my followers by sharing behind-the-scenes content, showcasing new designs, and celebrating customer stories. I encourage clients to share photos of themselves wearing their jewelry and tag my brand, which not only helps spread the word but also creates a sense of community.

Contact Info:

• Website: https://linkedbylcali.glossgenius.com
• Instagram: linked_bylcali

Image Credits

Ryan Vincent Photography and PhotosbyT