We were lucky to catch up with Oya & Idil recently and have shared our conversation below.
Oya & Idil , thanks for joining us, excited to have you contributing your stories and insights. Can you tell us the backstory behind how you came up with the idea?
We let our intuition guide us on our jewelry journey. In our quaint town known for its artisan community, we attended a craft fair. We have a natural talent for creating unique, handcrafted jewelry pieces that captivate all those that see them. I caught the eye of a curious passerby. Intrigued by the intricate designs and attention to detail, she approached me and asked me to purchase the necklace I was wearing. She asked me the story behind the freshwater pearl and asked to try it on. I noticed the genuine excitement in her eyes as she admired the jewelry, and the rest is history.
Before leaving, she asked for my business card or website where she could explore more of our creations. Idil and I returned home with a newfound determination. We wasted no time in launching a website to showcase our collection. We were compelled to keep creating and to keep the vision alive. It was worthwhile to see these legacy pieces being passed on from generation to generation and we felt our success came from lighting people up.
Oya & Idil , 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?
On a mission to give women the freedom of expression, OYA-IDIL (mother/ daughter) are two of the brightest talents in the jewelry industry. This passionate dream team has pooled their years of expertise to create beautiful, quality jewelry that is meticulously crafted to the highest standards. The vision was to develop a collection that would fill a void and inspire women to embrace their individualism through a visual form of self-expression, reinvention, and storytelling. They want women to be wearing a beautiful piece of jewelry made exclusively for them, to feel special, successful and confident.
The united vision of OYA-IDIL, a covetable collection of “classic meets statement” pieces. It is also to create versatile, delicate designs to layer or accent in endless combinations, make sure every item is as unique and powerful as the woman who wears it.
Echoes of antique civilizations are woven into the DNA of OYA-IDIL which is laced with Gold Vermeil. They love to create cascading waterfalls of sparkling stones encased in 24K Gold vermeil with the luminescent movements reflecting the depths of dreamy colors. Exuberant hues of Coral, Turquoise, Tourmaline, Amethyst, Lapis, Carnelian – their color palette goes from cooler shades to darker, deeper warmths. It’s an unexpected love story that lifts spirits up.
Wearable art is a conversation starter. Women can customize each piece to their liking, choosing among an assorted selection of gemstones that transform the final design into wearable art, thus setting Oya & Idil apart from competition.
We are most proud of our category extension for women on the go. It’s a lifestyle brand and a one stop shop.
After several such incidences at parties networking events, and public gatherings where we sold jewelry off our necks and ears, we decided to set up our website.
Where do you think you get most of your clients from?
Partnering with influencers is a powerful marketing strategy for us to increase brand visibility, reach new audiences, and generate interest in our products. We firstly look for influencers whose style and audience align with our brand. Considering factors such as their engagement rate, authenticity, and the relevance of their content to the Oya & Idil brand.
We send influencers high quality pieces that represent the brand well and ensure the overall aesthetic meets their preferences. Allowing influencers, the freedom to incorporate the jewelry into their content authentically where followers respond positively to genuine recommendations.
Additionally, personal connections with local customers as we relate to all cultures with our unique designs. Word of mouth and referrals have been the best source of new clients.
Can you tell us about a time you’ve had to pivot?
During the height of the pandemic, we had to pivot. During this time, we diversified the line into a full lifestyle brand. Adding accessories, hats, belts, and travel essentials. It was key to have a component of versatility so that the pieces can go from day to night. You can pack light knowing a necklace can transform into a belt, hair piece or hat accessory. We encourage our customers to have fun and creatively have the freedom to express themselves. I wear my necklace as a multi wrap bracelet. There’s so many options from one style alone.
Contact Info:
- Website: www.oya-idil.com
- Instagram: @oya.and.idil
- Facebook: Oya & Idil Jewelry
- Linkedin: Oya Kara Oya&Idil Jewelry and Idil Duran
Image Credits
Lyubova V. Sitnikova Demet Tuncer Tony Iyke Shannon Mann Shyamala Punekar, Ms. Oregon 2022 Victoria Blachly