Joy Opfer had one of those successful yet not super fulfilling careers as a graphic/web designer for one of the big guys during the dot-com era. Then, a successful trunk show for her passion project propelled her to leave that world behind entirely and join the entrepreneurial ranks through her eponymous jewelry line, Joy O Designs, and Studio 3579, a boutique she ran for several years in San Francisco’s colorful Mission District with fashion label Saffron.
Joy experienced early success with celebrity gifting (Anne Hathaway wore Joy O Designs front row at Erin Fetherston in 2008 and Eva Longoria, and Cameron Diaz are also big fans), and ongoing media outreach, product placement, social media, e-commerce and wholesale has sustained Joy O for over 3 years.
With a few friends in common, I found myself being scooped up by Joy on a blustery San Francisco day, and honored with a full studio tour and in-depth conversation with a fellow art-obsessed, inspiration board making kindred spirit.
It is readily apparent when Joy glowingly recalls the experience of taking her first few few jewelry-making classes that she has come home to herself through this artistic medium. Her latest collection of designer eco-jewelry, Kyler, is gaelic for “grove of trees,” and mimics the naturally geometry present in our world. Pieces are drawn and then handmade locally using recycled + recyclable materials like stainless steel, 14k gold fill, sterling silver, black zinc, + artisan glass. Identifying and sourcing local, recycled metals was no easy feat, and Joy has even gone a step further, packaging everything in reusable and recyclable recycled paper, and cradle-to-cradle shipping boxes are certified and donating a portion of profits to several different charities.
Her power crystal collection is based on the natural crystal structures in nature, each creation is named for the crystal it represents. Joy gifted me with one of these necklaces and have rarely taken it off these past few weeks – and why would I? Subtle yet still attention-getting, it goes with everything (including the zippered sweatshirt, seen here, that I have been living in) and gets compliment every day. New Favorite Necklace.
(Sorry for the photo booth neck shot, but it’s Sunday morning, I’m blogging in bed, and so no. However, this is proof that I actually did sleep in this necklace!)
Joy began working with Nash Yacoub, founder and managing director of SUCCARRA, a full service agency specializing in public relations, celebrity gifting, and account representation, when both the designer and the publicist were just getting started. Joy and Nash connected when Nash called her up after seeing some early press, and the two have worked closely together ever since in what Joy calls “creative partnership.”
Kyler Designs Eco-Friendly Necklaces
I emailed Nash to get some additional details on both the agency and partnership, and she shared the following:
“When I started SUCCARRA back in 2007, it was a celebrity outreach business. After working with Joy on this we decided to work together in a PR and Sales capacity and we haven’t looked back since. SUCCARRA has grown to 26 clients but Joy was my second client and I simply adore her. At SUCCARRA we work with emerging designers and guide them through building not only a business but ideally a brand, and Joy has that rare quality of being a designer and business person in one, which is nearly impossible to find. She has the ability to design new collections and stick to deadlines and all the while welcoming any and all feedback. I’m thrilled for how much her business has grown and hope that we had a small part of that, but to be honest she’s done the heavy lifting, she knows what it takes to have longevity and is able to ride the waves. It’s always easy to work with her, she’s a true pleasure and I’m very proud of her.”
Wonderful, no? Here are a few additional nuggets collected while drinking chai in Jo’s home studio.
Quartz : Amplifier pendant earrings
The Mantra: Save Your Money, Quit Your job, Get Help
Be prepared to go at least six months without an income and recognize that you can’t do everything. Looking back, Joy says she wished she had reached out for help in the areas she wasn’t as strong in, rather than trying to do everything herself – as it would have been more efficient in the long-run and helped create space and time to focus on the jewelry.
Leverage Celebrity Press for Wholesale Appeal
Celebrity credibility builds upon itself – once you have a few celebrity customers, use that information to approach buyers and wholesalers.
When it Comes to Online Marketing, Imitation Equals Low-Budget Testing
Look at large companies that have a similar audience to you, and pay attention to what they do. As an example, print out a few email newsletters and take a look at where the content is placed, what do the subject lines say? The idea here is that you can reap the benefits of the testing done by the big-guys without paying for it.
In addition to Facebook and Online PR, Make Friends With Polyvore
Don’t miss out on leveraging Polyvore as a PR/Sales channel. Joy creates sets on Polyvore that feature her jewelry and cross posts them to her blog and Facebook page. She recently worked directly with Polyvore as a featured designer and contributed product in gift bags at a recent Polyvore Meet Up.
Favorite Sites for Inspiration
For more of Jo’s favorites, visit the We Heart section of her site.
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