Humble Beginnings
This year, I want to share with you a behind-the-scenes look into my jewelry journey over the years. So much has happened since the first day I learned metalsmithing, and I thought it would be a great way to share a little more about CLJ.
This photo was taken 15 years ago, at the end of summer in 2010. At that time, I had a small corner in our laundry room where I did all my soldering, working on a wooden desk I had bought at a yard sale. My crafting studio was where I focused on beading, shipping, designing, and computer work.
The question of "Where do you see yourself in 5, 10, or 20 years?" is always a tough one for me. I’m often unsure, but I do set goals and intentions to be in a place where I can continue to evolve and grow. Never in a million years did I imagine running my own jewelry business.
Before doing what I do now, I worked in the corporate world in roles such as business management, administrative assistant, legal secretary, personal injury clerk, and marketing assistant; was in the military; and spent over 25 years+ in retail. My first retail job was at the age of 17 at the CHKD Thrift Store, where I first experienced the importance of customer service.
In 2002, we started our family. I became a stay-at-home mom to raise our son, and then 4.5 years later, our daughter completed our little family. While staying home with my kids, I tapped into my creative side and worked hard to develop my skills in the paper crafting industry. Years later, I found myself intrigued by metalsmithing and wire wrapping.
I took a few wire wrapping and basic metalsmithing classes, both online and locally, and spent many years making jewelry for my close friends and family. Then I thought, why not open an Etsy shop? In 2008, I launched CT2 Designs, selling my handmade jewelry to wonderful people worldwide. It was a surreal experience to share my creations, something I crafted with my own hands, and have others wear and appreciate them.
That’s when I decided to make it official and apply for my business license! I also began sharing my process behind the scenes with my friends and family on Instagram. It was a great way for me to show them that I was the one making all the jewelry.
After selling my work online, including collaborating with third-party online markets and small boutiques in the U.S. and overseas, I wanted to try a few local art shows. I did my first one in 2014. It was not great at all. There was barely any foot traffic; the weather was damp and slightly cool but still comfortable. I only sold three pieces of jewelry. I was so disappointed. But I also learned how to set up my own tent. Another artist showed me how and also gave me tips and pointers about my booth, etc. I learned a lot in that one day, but I didn’t pursue any other local art shows for a couple of years.
At this point, I was coasting along, continuing to make jewelry without a clear plan. I was more focused on learning and sharing my jewelry. In 2015, I had the opportunity to work with a consultant to help me figure things out. There were so many great suggestions on how to grow my small business, one of which was to get out there and start doing more shows—something I dreaded. But I had to do it, so I spent a year getting myself organized and started researching and applying to local art fairs in Virginia, DC, and Pennsylvania.
In 2014, I launched my own online shop and rebranded my business to Cindy Liebel Jewelry in 2016. I closed my Etsy shop in 2019 and also created a basic business plan to guide my growth. Now, I travel along the East Coast and have gone as far as Colorado and Chicago to sell my jewelry. I found myself doing about 18-20 in-person events a year and loved every minute of it.
In 2019, I decided I needed to switch things up, and as I was making progress, everything changed in 2020. I went with the flow and revisited my business and marketing plans. I joined a jewelry community and other creative groups outside of the jewelry industry to gain a fresh perspective. Then, I started taking on more fine jewelry custom projects and learning new business and jewelry techniques to continue moving forward.
I'm not sure I would call this a dream come true, but as I mentioned earlier, I never thought I would be running my own jewelry business. I once saw myself as someone climbing the corporate ladder, traveling often, and working in a high-paying executive position. Yet, here I am, making and sharing my jewelry journey with you. I may not be in a high-paying position, but I am deeply humbled and grateful to be able to do what I love for a living. I wouldn't be here without you—the community I adore so much. Thank you for being here; I truly appreciate you.
