We were lucky to catch up with Rachel Capuano recently and have shared our conversation below.
Rachel, looking forward to hearing all of your stories today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
My Wear His Word Bracelet journey began in 2020 when I found myself unemployed and seeking a positive and creative outlet while residing at my parent’s house in South Florida. During a dark, negative and uncertain time in our world, my mission emerged: to radiate positivity and encouragement with affirmation arm candy that was centered around Jesus. Through my uniquely crafted bracelets, inspired by scripture, I aspire to bring the uplifting power of God’s Word to each person’s daily life. Each bracelet is meticulously designed, reflecting diverse ideas and collections that are constantly evolving. I find joy in the creation of these handmade treasures, knowing that they serve as tangible reminders of the Lord’s touch in peoples lives. Beyond their aesthetic appeal, each bracelet holds deep meaning and serves as a catalyst for meaningful conversations. Ultimately, my goal is to shine a spotlight on the person of Jesus and daily impact each person’s journey.
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.
Creativity has been an integral part of my identity since I was a young girl. I have fond memories of exploring various artistic outlets, such as writing poetry to express my thoughts, photography, getting lost in the vibrant paper aisle of craft stores, making friendship bracelets, painting ceramics, and sharing joyful coloring sessions with my dad. Among all these creative endeavors, the craft store held a special place in my heart, always captivating me with its endless possibilities and inspiring me to pursue my artistic passions. In 2020 I found myself unemployed, residing at my parent’s house in South Florida, yearning for a positive and creative endeavor to fill my free time. Encouraged by my supportive mother’s investment in me, I decided to launch Wear His Word Bracelets. I began crafting my first bracelet collection, known as the Fruit of the Spirit Collection. As I continued reading my Bible, and spending time in worship, the Lord would drop phrases, scripture verses, or ideas in my heart for the next collection to design. I set up an Instagram account and advertised each bracelet for sale there. Initially, it was just for fun and to pass the time, but I soon began receiving orders from family and friends! These orders prompted me to open my Etsy shop a year later. I wanted to share my passion for design and creation, and custom bracelets provided the ideal outlet for me. Each bracelet is custom-made with the Lord in mind. I wanted to create faith-based affirmation arm candy that anyone could wear, feel encouraged and loved daily. Endless ideas continuously flow, often organized into themed collections, as evident in my Etsy listings. Having resided in various places like Maui, Tennessee, Massachusetts, Texas, Georgia, New York, and Florida, my designs draw inspiration from travel experiences, the Word of God, and the presence of the Lord. Another reason why I got into bracelet design was that bracelets typically never fit my wrists correctly. I have such petite wrists and nothing ever worked for me, so now I can have all the arm candy! I’m so grateful for each of your orders, for posting and tagging how you stack your @wearhiswordbracelets and for sharing my shop with your loved ones!
We’d love to hear a story of resilience from your journey.
Wear His Word Bracelets, formerly known as Anderson & Tate, originated from a combination of my two grandmothers’ maiden names. While I loved those names, I felt they didn’t fully capture the essence of my business. In the spring of 2022, my small business Instagram account was unexpectedly deleted, causing me to lose everything I had built over the past two years. The loss of followers, photos, and content initially left me devastated. However, I chose to find the silver lining in the situation. I saw it as an opportunity to rebrand and start anew. Thus, Wear His Word Bracelets was born. With my husband’s assistance, he helped me design a new logo and I started over. As an entrepreneur, I believe everyone faces struggles, but that is half of the adventure!
I have immersed myself in self-teaching, learning how to capture captivating product photos, source high-quality beads, establish an Etsy shop, and navigate the process of discovering what works and what doesn’t. Understanding customer preferences and my own creative inclinations has been an enlightening learning journey. In 2021, my father tragically passed away, and amidst the trauma, I found solace in creating the Citizen of Heaven Collection, which holds a special place in my heart. Recognizing that many others have also experienced loss, I designed the Memorial Bracelet to provide comfort and remembrance. When crafting my designs, I meticulously select materials such as 14k gold filled, sterling silver, and specialty beads. I owe a profound debt of gratitude to my mother for her unwavering belief in and support of my endeavors. Her investment in me played an instrumental role in launching this small business.
One of my greatest challenges has been gaining visibility and spreading awareness of my brand to a wider audience, but I’m told by my customers to never give up!
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
After conducting sales on Instagram and processing payments through Venmo, I reached a point where I realized the need to establish a more professional presence. Seeking legitimacy, I turned to Etsy as a platform to sell my bracelets. In my opinion, Etsy serves as an excellent starting point for first-time small business owners. However, as I now approach the two-year mark, I aspire to have my own website to further elevate my brand. While Etsy offers several advantages, such as its established reputation and user-friendly transaction system, there are also downsides. One challenge I encountered is the presence of competition on the platform. When potential customers search for products, they are exposed to various creators’ offerings, making it more challenging for my own creations to stand out. I don’t find that Etsy really helps people find my shop. Additionally, some buyers may find Etsy’s interface confusing or overwhelming. Despite these limitations, Etsy’s benefits remain noteworthy. The platform provides a trusted and recognized business name, which fosters credibility among customers. Furthermore, the seamless transaction process between sellers and buyers, as well as the affordability of shop payments and shipping orders, make Etsy an appealing choice for many entrepreneurs. As I continue to grow and expand my business, I look forward to establishing my own website to showcase my creations and provide a tailored experience for customers, while retaining the advantages of established platforms like Etsy. 
Contact Info:
- Website: https://www.etsy.com/shop/WearHisWordBracelets
- Instagram: @wearhiswordbracelets