Boston Bruins fans can cheer on their NHL team in style thanks to Dune Jewelry, a Massachusetts-based jewelry company that uses beach sand in its designs.

The company is now offering a Black and Gold collection, made from the sand of two Massachusetts’ beaches, in honor of the Bruins’ current bid for the Stanley Cup against the Chicago Blackhawks.

“My husband is a huge Bruins fan, inspiring the idea,” says Holly Daniels Christensen, founder of the company. She began crafting jewelry in 2007, debuting her business in 2010. “I grew up on Cape Cod, and like many New Englanders, I have a strong attachment to the beach.” Now, 100 retailers across the country sell her pieces.

Christensen’s new designs feature the black sand from Wingaersheek Beach in Gloucester, Mass., and the golden grains of Carson Beach in Southie (Boston’s South End). She and her design team use two patent-pending techniques—utilizing jewelry-grade resins and epoxies—to cast the sand in sterling silver earrings, bracelets, necklaces, and rings.

“Customers have been attracted to the vibrant colors,” Christensen says. “The fact that the jewelry is made from sand of Massachusetts’ beaches gives the pieces a hometown feel.”

This isn’t the first time the jewelry company has appealed to a sports crowd. Dune also sells pieces crafted from the red clay of Boston’s Fenway Park and even once made customized cufflinks out of a hockey puck for one sports enthusiast.

So far, the business has sold about 100 pieces, which retail from $40 to $150, from its Black and Gold collection, but expects to sell more as the Stanley Cup finals continue this week. The seven-game series was tied 2-2 after Chicago’s victory on Wednesday.  

JCK