Kendra Jane: Tether Jewelry had a very strong first show at this year’s expo. Tell us how it came to be and what the line is all about?
Tether Jewelry: Tether is about creating a jewelry brand that is not only innovative and beautiful, but can reach a wide audience. Riding that line between where designs can be enjoyed and embraced by all people. No matter gender/scene/age, jewelry for all. With each piece of jewelry we hope to take you on a journey; our story is just beginning. That is why this season is called Genesis.
Spending 15 years at a very jewelry-centric studio was where I truly fell in love with body jewelry and all it’s diversity. I started asking “why isn’t anyone making this/doing this better?”
It was at that time I was blessed with the job of designing a line for the shop, I got my first taste as a jewelry designer, and began to bring answers to that question. During that time it really inspired me to explore my designing capability further.
It was 3 years ago, at the 2013 Conference that I decided I wanted to finally pull the trigger on starting my very own jewelry line. The following year was tough; I kept running into obstacles and other frustrations. All while continuing to pierce. I finally decided to take a huge leap of faith and step away from piercing last year to give Tether all my energy. Fast forward to now, after an amazing response at the Expo. It feels so good to have overcome those roadblocks and have reassurance that the leap of faith I took was worth it. The future looks very bright and I’m excited to continue in this industry I love so very much as a jewelry designer and manufacturer.
Kendra Jane: How did you come up with the name of your company?
Tether Jewelry: Naming things/projects is the hardest thing for me. My brain can’t seem to commit to one idea. But there was something very natural and easy when “Tether” popped into my head. The name comes from a place of feeling anchored and connected to things. Being a social shapeshifter myself, I like to be fluid and sit in between two social scenes or two places, taking inspiration from different places and surrounding myself with many peer groups. Tether comes from that place too. There is something uniting and comfortable about that flexibility.
Kendra Jane: This year Tether took home not only the Innovator’s Creative Award but also the Best Single Booth Award, what was the inspiration behind the design of your booth?
Tether Jewelry: I wanted to bring the feeling and identity of Tether out and present all my products in a striking yet minimal environment. We wanted to create a visual experience that was uniquely Tether. We arranged our jewelry display in a way that made you feel like you were looking at an alien language, and as our guest, to feel like you’re a space explorer that just stepped into another world.
Kendra Jane: The design of your booth was unique, but everything about your presentation is very well thought out, right down to your packaging. Tell us more about this.
Tether Jewelry: It took over 2 years to come up with a more complete system for the line. Tether isn’t just about the jewelry. It’s a true exploration of those great feelings you get from adornment and fashion. When you open a box and it contains something that when you put into your hands, or put on, it gives you joy. You get a smile, smirk, or goosebumps. I know we all have felt it. This is my compass in my journey as a designer.
Everything has been designed together and iterated many times. Every color we use is deliberate: our displays, the font, our images on social media, all of it.
There is a quote that has always rang true for me from Doug Tompkins who founded a successful outdoor line: “There is no such thing as small details.”
I also say “we” because all of this wouldn’t have happened without the team of artists/designers and dreamers that are part of Tether. And, of course, to our wearers. Tether is about building something bigger than myself and trusting collaborations and making long term, deeper connections to bring forward something truly special. I hope people can feel that.
Kendra Jane: Each one of your pieces has a name and a story, please tell us what some of them are?
Tether Jewelry: The 2017 Collection was named Genesis as it marks the beginning of our journey. Our first experiment to glimpse into a future unknown. It’s inspired by water and crafts of travel; both space and sea. Also comes from a passion for machines, science fiction and architecture. Some of the designs were brilliant accidents.
• Navigator — The very first locket ear weight. The name came from the movie Flight of the Navigator. I adored that movie as a kid. The shape of this design was inspired by the spaceship in the movie and a traditional gold ear weight from the Tamil Nadu region of India. This is my ode to alien spacecrafts that can travel our deep blue seas as well as the vast expanse of space.
• Melange — Inspired by the distinctive work of H.R. Giger, I wanted to create a piece to have depth, and texture, but from more angles. It’s my own take on gold granulation, stacking together long tubular ellipsoids to create patterns.
• Drake Series — The Genesis collection is inspired by ocean and water. One of the most well known civilizations that had their own innovations on the sea were the Vikings. The longships were way ahead of their time. And so this design is an ode to one of their ships. The Drake name comes from the word Draken which means dragon. The Vikings sometimes had a dragon-shaped prow on their longships as a symbol for protection. Out of that design, using the curving lines of a Viking longship keel, manifested the Drake cuff. The Drake hoop was an accident from an early iteration of the cuff that was too large, I immediately thought how a larger clicker weight would be great in earlobes.
Kendra Jane: What are your plans for the next year?
Tether Jewelry: You can expect more designs next year. I am committed to ensure we are delivering the best product to the end customer. Our primary goal for next year is how to be a better wholesale-only design house. All the while enjoying ourselves and trying to create a memorable and lasting experience.
Kendra Jane: Do you have any advice to those small companies that are thinking about making their first appearance on the Expo floor at Conference?
Tether Jewelry: This took a huge leap of faith for me. Plan for the long game, there are no shortcuts. This industry is growing fast and there is a little piece for all of us. Don’t be afraid to partner with someone. We can’t do everything ourselves, especially when doing it well.
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