Alright – so today we’ve got the honor of introducing you to Sulema Fernández-Honn . We think you’ll enjoy our conversation, we’ve shared it below.
Sulema, looking forward to hearing all of your stories today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
“AMORFIRST is a love story that began with the union of two hearts from different cultures. As an American couple with diverse backgrounds – my husband from German and English descent, and I from Mexican descent – we sought a name that embodied our fusion and love. We poured our hearts into creating something special, just as we prioritize our marriage. AMORFIRST (LoveFirst) was born, blending our languages and symbolizing the love that comes first in our lives, just as it does in our marriage. AMORFIRST is a reflection of our love story, and I’m thrilled to share it with the world.”
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.
AMORFIRST was born in 2008, when my husband and I embarked on a creative journey to craft one-of-a-kind, handmade bags. Inspired by the iconic Jeep Collins brand of the 1960s-70s, I infused my artwork into each piece, combining leather, wood, and Swarovski crystals to give them a jewelry-like quality. Our unique bags quickly gained traction in small boutiques, but our journey was put on pause when we discovered we were expecting a baby. With my pregnancy requiring close monitoring due to low fluid, we had to temporarily set aside our passion project. Little did we know, this was just the beginning of our love story, and AMORFIRST would one day blossom into something even more beautiful.
After a brief hiatus, AMORFIRST was reborn in 2017, fueled by my mother’s passing and her encouragement to pursue my dreams. I couldn’t let her down, so I reignited my passion project with a new vision. This time, I merged my art and design into a diverse range of art, jewelry, and accessories, drawing inspiration from the vibrant culture of Southern California. The rich mix of influences in this community ensures that every moment is filled with creative spark. I’m driven by a love for both the old and the new, and my goal is for our clients to feel like they own a piece of me, my art, and my inspiration – something that brings them joy and makes them feel special. Every piece is crafted with love, and we want our clients to cherish that love and the story behind each creation.
We’d love to hear about how you met your business partner.
Life has a way of bringing people back into our lives, and that’s exactly what happened with my co-founder and husband, Larry Honn. I first met him at a lunch with my sister, where he was accompanying her boyfriend (now husband) and their friend. I was immediately struck by his handsome smile, but he was already taken, so I didn’t think much of it. Fast forward five years, and Larry reappeared as the best man at my sister’s wedding. We started out as friends, bonding over his quick wit and ability to make me laugh. Little did I know, our friendship would blossom into something more, the dynamics shifted, and I sensed a change when I mentioned going on a date. Then, unexpectedly, he asked me out, and the rest, as they say, is history. Larry had already been a supportive presence in my life, and his financial background proved to be a valuable asset. Our complementary strengths – his analytical mind and my creative spirit – formed a perfect balance, making our partnership both personal and professional. It was as if the universe had brought us together, and we were meant to build something special together.
Can you share a story from your journey that illustrates your resilience?
Like any journey, building AMORFIRST hasn’t been without its challenges. There have been countless lessons learned, struggles faced, and moments of failure. In the beginning, I made many mistakes – and yes, they still happen! – especially when it came to the technical aspects, like launching the website. There were times when I felt utterly lost and wanted to give up. But I refused to let doubts and fears hold me back. I owe it to myself, my inner child, and my children to show them that with determination and perseverance, anything is possible. So, I kept going, and continue to push through the tough times, knowing that the rewards are worth it.
Contact Info:
- Website: www.AMORFIRST.com
- Instagram: @amor_first and @amorfirstgalleria
- Facebook: AMORFIRST and AMORFIRST jewelry
- Linkedin: Sulema Fernandez-Honn
- Other: Pinterest- AMORFIRST TikTok – AMORFIRST
Image Credits
Photo- LJHonn, Jay Coronado Makeup- Sulema Fernandez-Honn Models- Marielle G Honn Rhiannon Larson Isabella Fernandez