MELISSA: Layered or 1 piece, which do you rock on a daily basis?
ARIEL: I kind of keep adding, but because all the pieces are dainty, I feel like it never looks like I’m wearing a lot of jewelry. I am probably wearing 15-20 pieces of jewelry every day, but it’s all so little and fine that it doesn’t feel super excessive.
MELISSA: What does a day in your life look like?
ARIEL: I take my son to school, my 1-year old baby girl goes with the nanny, and then I am right into the computer communicating with the girls in the office. Most of what I do is not design, I mostly deal with customer service, negotiating better UPS rates, updating the platform for our website; the non-sexy but critical to having a business stuff.
MELISSA: What do you do to unwind?
ARIEL: I love a massage. I love a weekend away with my husband, even if it’s a staycation. One night can really be so rejuvenating. I go for hikes with girlfriends. I normally do an eyelash extension which feels very luxe. I feel like a new person.
MELISSA: Where do you manufacture your items? Do you go and check on them regularly?
ARIEL: Everything is within two blocks of right here. I can never really move the office to the Bay Area, because there isn’t the infrastructure up there. All the artists and technical skill to make stuff is right here. We check-in with our production team multiple times a day. New York has a pretty big jewelry district, but a lot of New York designers are now coming out to L.A. to do their production.
MELISSA: What are three pieces of jewelry every woman should own?
ARIEL: First, an everyday necklace that you never take off. Secondly, a good pair of huggies because you can sleep in them and they won’t stab you. I have two piercings on each side and I like to wear them side by side. Thirdly, I would say an anklet. I am bringing anklets back. One on each or two on one foot. And a pinky ring! If you’re wearing no rings on any other fingers, you can still look good with a pinky ring.
MELISSA: Being in such a creative field can be trying at times, what has been the biggest challenge you’ve faced?
ARIEL: There’re challenges every day. I think learning how to roll with them and remembering that it is just jewelry. If someone gets a necklace a little later, it’s okay, it’s just a necklace. The blessing and the curse of running your own business is that you are the driving steam behind everything. When you’re always go-go-go, you have to give yourself a little wiggle room. I took some time off when my children were born, my mom passed away, and when we moved, and the business was still great. I have a great team. It’s my own sense of wanting to exceed that I need to tamper down.
MELISSA: What was the moment when you felt like you made it?
ARIEL: Back in the day when magazines made a difference for sales, I was living in Santa Monica in my little apartment. I was checking out at the grocery store and there was a Lucky Magazine, an Instyle, and an Elle, and I was on the cover of one and had big spreads in the other two. I was like “That’s me!”
MELISSA: Your pieces are coveted by celebrities around the world. Who is one person you’re still dying to get a piece of jewelry on? Or do you care about that?
ARIEL: I actually don’t care about that at all.
MELISSA: Has there been anyone who made you think “I am so glad she has that!”
ARIEL: Yeah, totally. Beyoncé, Charlize Theron, Gigi Hadid, Jennifer Lawrence. All these major ladies. That always feels good.
MELISSA: You source your stones from conflict-free areas, tell me why this is important to you.
ARIEL: There are certain vendors that you can work with that can provide documentation. There’s a show called the AGTA Show, which is held throughout the country at various times of the year. It is direct to trade for different designers. In order to show at the AGTA Show, you have to prove that you are sourcing all your stones through reputable channels. I get a lot of my stones through that.
It’s kind of a funny thing when people say their gold is recycled, because all gold is recycled. No one has been throwing gold away for centuries. All gold is refined. Like the gold in your bracelet, you have actually no idea when that gold was mined because it has probably been refined several times over. When you sell things mined naturally you have to sign NAFTA and sourcing paperwork.
MELISSA: If we were to raid your closet right now, which type of accessory would we find the most of?
ARIEL: Obviously, jewelry. I am also a handbag junkie. You can be wearing ZARA but no one will know if you’ve got a nice handbag and good jewelry. Those are the two things that can really elevate an outfit. And I feel a little less schlocky when doing preschool drop-offs if at least I’ve got a cute handbag. I also can’t buy myself jewelry. I feel like I am saving money there, so maybe I can divert that money to purses! I also do a lot of slides and sandals I can put on hands-free, because I am always holding a child while I’m running out the door. If I have to lace it or buckle it, I am probably not going to wear it.
MELISSA: Are you excited for any new collections you’re coming out with? And how often do you release a new collection?
ARIEL: I do twice a year. I do a Spring and a Fall. I am super excited about my Spring ‘19 collection. It’s all that fun enamel stuff, and some bigger gold statements, like big heavy hoops and heavier chain necklaces. I feel like when I started the line, I wanted it to be all dainty fine things, but as I’ve evolved I think my aesthetic has evolved and as the market has gotten more saturated. I think for my own pride, I don’t want to be confused with other designers. At first, I was nervous about the price point because everything is based on the gold price. Making a heavier piece very directly translates to being more expensive. But my customers are totally going there with me. They are growing and evolving too.
