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Jennifer Fisher may have fallen into launching her fine and brass namesake jewelry brand in 2006, but she’s proving she’s got a knack for scaling the company.
Since its inception, Fisher has grown her company into a lifestyle brand. She opened its first West Coast store in 2021, which she followed with a location in NYC’s Soho neighborhood in June. The brand is also available in eight Saks stores across the U.S.
“When I started this brand, I didn’t want to rely on wholesale. I started this company out of my bedroom selling direct-to-consumer, customizable fine jewelry. My intention for the brand was to stay true to that. … [Jennifer Fisher] never had a large-scale wholesale business intentionally. But that is now changing,” Fisher said on the latest episode of the Glossy Podcast. “We still love our DTC model. But for the growth of [the brand], it’s important for us to be in other cities so people can touch and feel the jewelry. We’ve noticed with opening up [our] two stores how important is for people to actually see [the jewelry].”
As Fisher plans for 2023, she says nothing is off the table. From food and home decor to fragrance and beauty, the founder is ready to explore and expand into every category that makes sense for the brand. “I never say never,” she said.
Below are additional highlights from the conversation, which have been lightly edited for clarity.
The power of authenticity in organically acquiring consumers
“What’s so crazy is that there were people that got to know me [online] during Covid that had no idea I was a jewelry designer. [They would message me saying,] ‘Oh, my friend sent me your account because I had to make her cinnamon roll bread, and I had no idea you were the Jennifer Fisher that also makes the jewelry.’ So it’s really interesting. What’s crazy is how much food resonates with so many people and the wide reach food [has] and what that’s done for our brand. I can’t even tell you what it’s done. People are coming through the food account that then go on to buy the salt, and then they’ll buy hoops. Or they’ll buy the scents and then they’ll go on to buy fine jewelry, if not doing that first. It’s really interesting to watch all the data of avenues of where all these people come from through the different accounts.”
“We’re seeing an uptick of people wanting fine jewelry that they can invest in and have forever, and [also people] not spending quite as much as they might have before. We’re actually having a hard time keeping our brass in stock. The demand for hoop earrings is crazy. We have been very lucky that the New York Times called me the queen of hoops, and that was super helpful. But it’s hard to keep up with the demand. The problem now is supply chain issues because of Covid. You’ve got to make sure you can get your tubing — it’s all of those things [regarding materials and deliveries] where we’re starting to feel pullback. It’s not necessarily the market yet. For us, it’s more of those delays that we’re having on inventory. … And everyone’s sort of trying to [bounce] back and regulate again.”
“The opportunities that are coming to us right now are great [and touch on] many different categories. There might be something of a higher category of jewelry that might be coming, and there might be something in the food world or lifestyle. … I like to do what I want to do and what feels right. And if it doesn’t feel right, I’m not going to do it for the brand. And I’m not going to do it for the money.”