At this year’s APP Conference, Regalia won the Innovator’s Award for their “Pin Crimp” design. We were fortunate enough to have a chat with the owner of Regalia, Derrick Edward R. and asked him about his latest invention and his beginnings in the industry.
The Point: Congratulations on your win in the Innovators Award. You also won the Best Single Booth award at the APP Conference this year. You all must be very excited!
Regalia: Thank you! It was a bit of a surprise when I got a text message saying we won both awards (we didn’t attend the closing party). To be honest, I think we should have won the best booth award last year; Some people might remember the reliquary that the Regalia crew spent weeks working on with “Sadima” the mummy empress. It was a bit of an upset, so this year, we’d intentionally planned a much simpler approach and wanted to focus on sales and operation. We all kind of joked to ourselves because we thought we were thrown a bone this year because whoever felt bad we didn’t win last year. In any case, it feels good to have hard work acknowledged.
The Point: What inspired you to create this concept and how does it set itself apart from similar concepts?
Regalia: We’d always had the thought of, “Ya know it’d be really cool if there was a specific tool that bent our threadless pins in a way that didn’t sacrifice the integrity of the pin itself so there would be less breakage” Then that turned into… “Imagine if we could get customers to be able to change their jewelry out on their own so they can focus on building their jewelry wardrobe without having to wait in line at their local piercing studio just to get something changed out.”
When the pandemic happened, it became, “All these people with threadless jewelry sitting at home that can’t go into their local piercings studios.” During normal times, we can definitely appreciate the human to human interaction and experience of going into a piercing studio to ogle and jewelry, purchase, and have it put in… But we also have found value in turning the ‘necessity’ of piercer assistance vs. ‘convenience’ of piercer assistance when it comes to having jewelry changed out. While we always recommend clients visit their piercers to make sure their piercings have healed correctly and are healthy, there’s something to be said about giving the power and confidence to the client to work with their own accessories. It also helps facilitate the move toward eCommerce as studios become more open to selling threadless jewelry in their online stores.
The design itself is meant to provide a consistent and desired result. We understood that the pliers could be used by an extremely WIDE range of people, whether piercers or “end-wearers” as we like to call them. The brilliance of our first prototype was that no matter how hard you squeezed the pliers, they would bend the pin in same exact way, the same exact amount. There’s only one other pair of pliers that are currently sold as dedicated threadless pin pliers, but we haven’t seen too much success in our industry with the use of them. Ultimately our goal is to make them so easy to use, that they become a no-brainer in needing to have them if preserving threadless jewelry is important! Many people have used other pliers in non-intended ways to bend pins with success, but we want people not to have to figure anything out. We’ll do that for you. ;D
The Point: We think this design is really neat! Is this tool a one-off creation or do you have plans to create more tools in the future?
Regalia: That’s a really good question. I suppose it depends on the success of this tool. I imagine that there will different versions of the final product of our Pin Crimp. Anyone else have any ideas?
The Point: Regalia has been around for some time and is widely known as a body jewelry company. Tell us more about yourself and the history of your company.
Regalia: Haa! I actually started out as a replacement counter-hire. This was in 2014 and at the time I was working in management at a large cosmetics company. No experience in jewelry whatsoever, other than wearing it, of course. One of my regular customers was Lysa Taylor, who at the time was the main piercer at Industrial Tattoo & Piercing in Berkeley. At this point, I’d already gone up and down and plateaued in the company I was with, so one day when Lysa came in to stock up on some facial moisturizer, I said, “Hey, you guy hiring over there?”… I suppose the timing of everything worked out. I am and have always believed that things happen for a reason. To make a long story short… I went from the top of the totem pole at this corporate company to scrubbing toilets, taking out the garbage, and cleaning up after bums outside of this piercing studio off of Dwight and Telegraph in Berkeley. Albeit, one that I’d frequented for years. I’d learned a lot about the industry in those first couple of years. Safe practices, jewelry types, sizes, materials. It was a HUGE growing point for everyone and everything and the studio and the industry in general. Social media wasn’t even a thing, yet. Nobody was taking good photos of jewelry and regularly posting to platforms like Instagram. Shortly after starting, I took over their social media and started experimenting with composition of how to post jewelry to look good and fun. I became fascinated with how light bounced off certain facets and textures of some of the designs. Having a knack for picking up and learning computer software, it wasn’t long before I’d downloaded CAD freeware to begin playing with 3D shapes and realizing my own designs.
One of the biggest bottle necks in A to Z shop operation was the amount of time it took to get jewelry from our manufacturers. We were selling jewelry faster than we could get it in our displays. I told Todd, co-owner of Industrial Tattoo & Piercing, “Dude, why don’t we just MAKE OUR OWN JEWELRY”… So we did. And literally, not knowing anything about production or manufacturing, we knew what we needed for our clients, we knew we wanted to work with gold, and we knew we had the energy to figure out the rest. I incorporated in 2015, and it’s been a huge creative endeavor since then. And definitely the most challenging experience of my life. I’ve worked alongside very talented and industrious people in this industry and have done my best to absorb as much as I possibly can. When people say they put their blood, sweat, and tears into something… I quite literally know exactly what that means. I tell people all the time that the main reason why I started Regalia was because I just wanted to make things… What people don’t see or understand is just how difficult it is to start, run, and maintain a gold body jewelry company that doesn’t outsource production to other countries, in the state of California. Proud to say we’re about 99.9% in-house production at the cost of sleepless nights and sound mind. I’ve gotta say, it does make it worth it when people see, appreciate, and share those values with others and go on to wear our designs.
The Point: Regalia has some very interesting and unique pieces. How do you stay ahead of the game when there are so many similar types of companies?
Regalia: I’ve heard we’ve got a distinct ‘look’ from some of our clients. This is a fun compliment for us, for sure. In my mind, staying “ahead” of the game is a little bit of a trap. It’s a type of hamster wheel that we’ve got one foot on and one foot off. Something that I think Regalia has started to achieve, kind of accidentally, is creating a type of new-classic? If I could say that as cliche as it sounds. When I design something, part of me is concerned that it’ll look cheap or that it may in the future “look like its trying too hard”. Timelessness, in my opinion, is hugely important and probably comes from my own rebellion against a system that feeds off of “Oooh whats the next new thing?”, but how do you create something or a brand that isn’t typecast into someone else’s trash box? I actually think about this a lot and realize I’m overthinking it, I shake it off, and just keep moving forward. What you see in our production line is the result of that thought process. Another thing that I consider is what something will look like at different distances and how different textures break up and distribute light. Many designs don’t translate that well depending on where the observer is observing from. Many don’t know realize this, but the designs we have for sale are literally JUST A FRACTION of the designs that most of which haven’t made it to our production line. I have folders and folders and folders of literally hundreds of design files that are unfinished, or have been finished, but that never made it to cast.
And while yes, there are a lot of smaller gold body jewelry companies popping up every single year, a part of me naturally experiences concern, but then I remember how we started, our principles, how we make things, where we make them, and why we make them comprises the unique fingerprint that is Regalia. Design-led jewelry purchasing is a big hook, but people need to know that they aren’t just buying something that shines a specific way. They’re buying a brand, they’re buying our crew, and they’re buying our values. When I talk about Regalia I notice that I get very passionate about these things as I believe it’s up to us as manufacturers to enrich our industry and educate our clients and their clients to retain the values of what they adorn themselves with. And while it’s very possible to get washed up in these fickle trends, I’ve never wanted for Regalia to outgrow our principles; This has proven to be one of our biggest challenges, but one that is at the core of who we are. These other companies will experience their own hardships like we have and still do and if they’re still around after all is said and done, and they’ve added value to the industry instead of just profited off of it, what more can be said than, “Welcome to the players circle”. I still feel like we’re outsiders achieving our stripes. Not sure if or when that feeling will ever go away, but whenever I see a beautiful photo taken of someone wearing our jewelry in a different part of the world, those stripes feel tiny.
The Point: Where does your inspiration come from when creating your designs? Is there someone or something that inspires you?
Regalia: My inspirations come from really everywhere… pictures, paintings, architecture, the occasional *cough* video game, nature, and of course suggestions from the Regalia crew and colleagues in or out of the industry… there have even been times that the NAME of the design inspired and came before the finished piece. Imagine that. Philosophy is also a huge inspiration to me. There have been moments where the meaning of words have inspired the look of certain designs. There’s literally no shortage of inspiration or creative energy that can be found in this industry, so a bigger challenge is finding the time to dedicate to bring things to fruition. As far as WHO inspires me? The industrious inspires me. There isn’t even one specific person, but more so the TYPE of person that inspires me is the ‘doer’. Anyone can have the next brilliant idea. Those are all a dime a dozen. The type of person that inspires me is the person that can execute their idea and see it through to its completion with intentional focus and vigor. Focus and dedication are two qualities that I consistently find in the people that I’m inspired by. These kinds of people are rare. I’m sure if you’re reading this, you can think of someone in your life that is like this. Keep them close, learn from them, and if you want to help those around you, BE THAT PERSON.
The Point: Do you have any fresh ideas that we might see around the innovators booth at next year’s APP conference?
Regalia: Currently, I’m focused on getting our Pin Crimp re-designed and manufactured. That said, we might try for the creative innovator’s award if that’s being run again. We’ve got some designs up our sleeves.
The Point: Do you have any other plans for the future? What can we expect to see from Regalia next?
Regalia: We do have plans of more limited drops and one-off designs. So keep an eye open for those!
Find Regalia Jewelry on the web!
Website: https://regalia.jewelry/
Instagram: @regalia.jewelry