Alright – so today we’ve got the honor of introducing you to Tura Sugden. We think you’ll enjoy our conversation, we’ve shared it below.

Tura, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

In our studio we make everything by hand, one at a time. We don’t mass produce, or cast in multiples – each piece is completely hand-fabricated, meticulously crafted, and finished individually. Nothing leaves the premises; it’s all made from start to finish in our studio.

Our industry often focuses on cost rather than quality and sustainability. With every factor considered in a jewelry purchase, cost always seems to rise to the top of the list. And with that comes cost-cutting shortcuts, like mass production, CAD design, outsourcing, casting.

Our process is part of our story, and our customers understand that when they buy a piece of ours, they’re receiving jewelry that’s produced by an artisan, in a thoughtful space that prioritizes quality and sustainability over cost.

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.

I produce a collection of artisanal and hand-fabricated one-of-a-kind fine jewelry that is heirloom-quality, in solid recycled gold and platinum. All of the gemstones that I use are conflict-free, and many are antique or recycled.

I grew up in the Bay Area and always dreamed of being an artist. I studied classical drawing and sculpture, but as I progressed through my BFA, my focus shifted to small metal arts. I finished my BFA and began a 7 year assistantship as a goldsmith. I have traveled to study specialties in Belgium, Maine, Tennessee, Kansas, and California. When I was ready to launch my own business, I enrolled in a business program and officially released the collection in 2013.

It’s important to me that the business stays small. We have a very small team and produce everything in-house from start to finish, which is a departure from many modern jewelry shops who collaborate with casters and stone setters. I think of our in-house production as both a promise of quality to our customers and also as a nod to my arts background. It’s my passion, and I still make many of the pieces myself.

I have a deep respect for tradition that’s balanced with a modern design aesthetic. Each piece is fabricated using old-world methods – I use a traditional German blow pipe to solder the intricate pieces, some of which can have up to 100 solder seams. It’s an ideal instrument and a rare tool to find in a modern jewelry studio.

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

Social media has grown my business; there’s no denying that it helped me reach customers that I never would have otherwise captured. That being said, my audience is probably 90% other jewelers and 10% potential customers, which is a seemingly imbalanced ratio that works for me. It shows that my content is appealing to an audience that appreciates artisanal quality and storytelling. I see goldsmiths commenting on our fabrication and it validates exactly what I’m trying to build – a quality collection of slow jewelry, thoughtfully produced. I hear the term “jeweler’s jeweler” a lot – that’s me.

My advice for social media growth is to story-tell, show a process, show yourself, and to prove you’re a human behind the screen. Not every photo needs to be polished, with an essay caption. Just keep showing your audience that you’re pushing forward all the time, because they’re watching and following along, even if you don’t see it. Some conversions take years for us, and that’s ok. It’s almost better that way, because the customer is more invested in our story.

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

When I started partnering with stores that completely understood my brand and what I was making, that’s when I really started to feel my reputation strengthen. Just like how I build each piece, I built my brand from a macro perspective – training one store’s team, who would market and sell my collection to their specific audience, is what led to each subsequent partnership. Each of those relationships helped me to grow, and my retailers are still my biggest marketing asset. I take my relationships with them seriously, and nurture each one. I send personalized gifts each holiday season, and hand-written thank you notes. Small acts of humanity still work to create a personal touch.

Contact Info:

• Website: www.turasugden.com
• Instagram: @turasugden
• Facebook: /turasugdenjewelry

Image Credits
photo by artist