When I first encountered Kevia’s jewelry collection, I was captivated by the craftsmanship of each piece and I instantly knew that Kevia’s designs mirrors her love for what she does – creating fabulous jewelry. But let me not forget to mention the affordability of her jewelry which celebrities have adorned themselves with. And so, when the opportunity to interview Kevia arose, I took it.
ABJ: When did you begin designing jewelry and what led you to decide to become a jewelry designer?
K: My career path has not been straight and narrow. While studying in Zimbabwe on an undergraduate study abroad program I found a store that sold loose stones. I began to collect locally mined and cut stones, sketch designs, and found local jewelers to make my creations. I returned two years later to do post baccalaureate research and again began to design pieces for my personal collection. I planned to become a university professor and was close to finishing my doctorate when I realized my hobby was where my heart was. I am not sure that I would have thought about selling my work if a local boutique hadn’t asked me to make items for their store after they noticed a necklace I was wearing. Within three months of selling to my first boutique the line was picked up by 20 stores. Once I decided to work on the business full time, the line continued to grow. We sold to over 400 stores in the last year.
ABJ: Where do you get your inspiration from when creating each collection?
K: I develop about five theme based collections per year. They all start with an experience (e.g. harvesting honey on a friends farm), a trip (my favorite Etruscan museum in Tuscany), or my fascination with a newly found raw material. Once I have the core concept, I design rings, earring, bracelets, and necklaces around the theme. Each of the collections tell a story both in the text we write for each collection and in the way the items can be merchandised together. When I first started out I made metal or clay based models for each new style. I now do must design work digitally.
When traveling or living abroad I visit museums, cathedrals, and learn about local jewelry techniques and aesthetic preferences. I am fascinated by ancient Egyptian and Etruscan jewelry, you really get the since that ancient gold jewelry was rare, precious, and revered. While I respect the advances we have made in modern jewelry fabrication, my preference is handmade work both because it feels strongly tied to the earliest jewelry making techniques and because each piece is slightly different and thus one of kind.
ABJ: You have a long list of celebrities that have worn your jewelry and your collection has been featured in popular publications such as InStyle and Lucy; yet, you sell your pieces at affordable prices when you could easily sell them for more? Please explain.
K: My goal has always been to offer fine jewelry quality designs that are affordable. I approach designing and cooking similarly: I prefer to make things from scratch. By prioritizing sourcing raw materials rather than buying components from manufacturers, I have been able to price my jewelry competitively. I want women to be able to collect my pieces without breaking the bank. I am mindful that despite the tightening of our collection belts during this economy, women want to feel beautiful without comprising their cost consciousness.
ABJ: I love the Artisan collection, especially the 3-layer necklace, because I’m intrigued by the carved details in each gem stone. What’s your favorite collection and why?
K: Each season I think the newest collection is the best I have designed to date. I fall in love with new collections over and over again. I am hopeless romantic when it comes to the design process. I would say my favorite, in terms of my work, is a category rather than a collection. I have a love affair with rings. For days I want to feel glamorous, cocktail rings are fantastic. My favorite cocktail ring juxtaposes 22K gold vermeil with high gloss stones on top of an earthy ebony wood base. I wear a set of three stacking rings set with diamonds on my right hand to add a little sparkle to my day.
ABJ: What are your future plans for “Kevia Jewels at your Fingertips”?
K: I am currently working on a line of handbags that incorporate some of the metal work from the jewelry collections. Our new website which will feature online shopping has just launched.
ABJ: Please provide any information you would like our readers to know.
K: Support for independent designers and green companies is more important than ever. I don’t think you need to sacrifice your environmental principals for fashion. I worked in the environmental field for eight years before becoming a designer so sustainability is important to me. Our Woodland collection features reclaimed ebony wood that we finish with lint seed oil, instead of conventional wood finishes which are chemical laden. Our factories filter runoff water, recycle metal, and we have a streamlined packaging system that reduces shipping, storage, and labeling materials. On the administrative side of the business we incorporate sustainability principles in our use and purchase of packaging materials, office supplies, and energy use. We recycled as much as possible to reduce waste. Each year I try to tackle a new way to green the business. This year I plan to set up a carbon off-set program to decrease the impact of our international and domestic shipping. Our new retail website will offer customers the chance to offset the environmental impact of shipping their order.
