BRANDS TO KNOW: JEVELA JEWELRY
JEVELA JEWELRY
Jewelry designer and founder of Jevela Jewelry, Jessenia Velazquez Landrum launched her own line inspired by her world travels and desire to bridge cultural gaps. Translating to “jewel-like,” each well-crafted Jevela piece is a reminder of our own individuality and unique beauty we bring to the world.
SHEER: Tell us a little bit about yourself.
JESSENIA VELAZQUEZ LANDRUM: My name is Jessenia and I grew up in Boston, Massachusetts. One of the greatest contributing factors that have made me who I am today and led to my life’s journey is my family and watching my parents. My dad always encouraged me to explore and make the most of life. My mom is an entrepreneur who always finds a solution and never takes no for an answer. In order to shed light on who I am, it is important that I tell you who they are. They are what shaped me. I am an entrepreneur who loves to learn new things and built a company out of my curiosity.
SHEER: When did you launch Jevela Jewelry and what was that process like for you?
JVL: I officially launched Jevela Jewelry in July of 2018. I had a foundation from my previous handmade jewelry company but with Jevela I had to have a completely different approach, and that has been a process. With my first collection launch under Jevela, everything was being produced in a factory for the first time. I flew to Kentucky where I met with the developers and took a tour of the facilities. Honestly, I felt like a BOSS (lol). To be there and watch my travels and ideas come to life was so powerful for me. It served as a reminder that I could really do whatever I put my mind to. After production though, that was when the real work started. I now had to learn how to sell these pieces, how to create a brand that had impact. That is still an ever evolving and learning process. I have grown so much as a business owner in this time. Learning that the product alone is the smallest part of a greater operation. Jevela has definitely upgraded my approach to business since its launch.
SHEER: What inspired the name "Jevela" ?
JVL: I wanted to create a name that was meaningful, unique, and easy to read. My full name is Jessenia Velazquez Landrum so I took the first two letters of each part of my name and came up with Jevela. After researching the name, I learned that it meant “jewel like”, so it was perfect.
SHEER: How do your own personal travel experiences impact your brand identity?
JVL: I travel to learn about places, people, and culture. I like to know why certain food dishes are popular in an area, I take classes, I learn about their religion, their history, and so much more. When I travel to these places I meet people and listen to their stories. I have learned that though we may speak different languages, the experience of being human is still the same no matter where you go. We all love, we all feel joy in laughter, and we all seek connection. We thrive when we feel valued and seen. That is how my travel experiences impact my brand. It is a community for people as we journey through life finding our place. A reminder that we all hold value and light, we are all gems.
SHEER: What made you choose jewelry as your product of focus vs other accessories categories?
JVL: Jewelry is known to be a keepsake passed through generations. Sometimes I will ask people on the street about their pieces and most times they have a story behind it. It will take them to a certain place in time or a fond memory. I have one pair of earrings that my uncle gave me before he passed away and every time I wear them I remember him telling me about how much thought he put behind finding the perfect pair. I love jewelry because it always fits. It is that little element that can act as a vessel for how you express who you are. Fashion can be ever changing but jewelry manages to be timeless.
SHEER: How is your jewelry helping to bridge culture gaps?
JVL: Jevela Jewelry bridges culture gaps not only by sharing stories about the cultures our designs are inspired by but we also emphasize the beauty of individuals from all over the world. We all coexist within the human experience, though our journeys may be different. It is important that we all feel valuable and jewel-like. I am Jevela, and you are too.
SHEER: What are some of your favorite pieces on the site currently and why?
JVL: My favorite piece on the website are the Shiva’s Crescent earrings. I love them because they are such a great statement piece to wear but also because of the back story . While I was in India, I spent time working on a desert camp and my care taker was a young man named Shiva. I came to learn that he was named after a Hindu deity also named Shiva. As I did my research into this deity, I took elements from his constructed design and incorporated that into creating the piece. Every time I wear them I get compliments, they are very light weight, and high quality.
SHEER: If there is anything you could have done differently when launching your business, what would that be?
JL: I would have taken more time to learn about factory costs and how that impacts your price point. I knew I wanted my collection to be produced in a factory so I decided to go straight for it and learn about the rest later. In the end it was rewarding because just taking the leap led to so many opportunities but going forward I will definitely be more mindful on how I approve costs (lol).
SHEER: What does the evolution of Jevela Jewelry look like to you?
JL: The evolution of Jevela looks like an expansion on numerous levels. I would like for Jevela to be sold in stores and I would also love to expand the products we offer. I am looking to start with travel bags and jewelry cases, along with wallets. It is also important that we grow our community outreach so I would like to build on partnering with programs that benefit people. Those are all my goals as of now, I know as I start accomplishing these, new goals will arise.
