Emily Kuvin’s path to jewelry design has been anything but linear. “Tension,” as Kuvin calls it, between her left brain and right brain led her through a multifaceted career in journalism, law, and corporate communications before she committed to jewelry design.

Prior to founding her New York City–based jewelry brand in 2012, Kuvin had run her own communications consulting firm for several years. Earlier, she worked as a reporter for local television stations in the South as well as Court TV, and in both the legal and marketing departments of Fidelity Investments.

Exclusively for JCK, Kuvin discusses her professional pivot, her priorities in designing jewelry, and the qualities she considers key to staying power in the industry.

You came to jewelry from another field. What pulled you in, and what keeps you in the jewelry business?

I’ve been making and designing jewelry since high school, but I didn’t know I could make a career out of it. I have always had tension between my left brain and right brain and have pursued both very artistic passions—jewelry design, theater—and very pragmatic careers—journalism, law, communications.

Eventually I realized I am happiest when I am being creative. I’d always maintained my love for jewelry and design, so when I was able to make the leap, I incorporated my business and never looked back. I am inspired to stay in the field by the constant evolution involved in designing, my wonderful customers, and the challenge of running a business, which I find surprisingly creative as well. And my pragmatic side comes in handy, too!

Your collections feel both polished and personal, with refined shapes and joyful color. How do you translate your creative instincts into something commercially successful?

To be honest, I do not spend a lot of time evaluating a design for its commercial appeal, although I probably should. I like to think of my style as elegant with some spunk. My jewelry can hold its own with the classics but won’t look like anyone else’s. It is appropriate both for work and for social occasions.

I do pay a lot of attention to the wearability of my jewelry. It needs to be easy to use and very comfortable. No running around the house asking for help with a bracelet clasp. If you can’t put it on by yourself and wear it without thinking about it, then it doesn’t fly for me.

I also take quality and value very seriously. My customers are paying for the highest-quality materials and workmanship, and I think that is extremely important. I take great pride in the fact that most of my customers become repeat customers. That tells me what I’m doing is commercially viable.

What’s been your most meaningful piece to design so far, and why?

I don’t think I can isolate one piece, because they are all meaningful to me. I think the Kapow! collection is dear to me because it was my first real collection and the shape of it is energetic and quite distinctive. It reminds us all to be confident and kapowerful, but to always maintain a sense of humor. So Kapow! means a lot to me on many levels—it’s my best seller, and it is all about confidence and fun in an elegant package.

I have designed some very meaningful custom pieces as well, including several engagement rings. Those are special because each couple is unique, and I love capturing the essence of a couple in their ring. I also love redesigning jewelry. Often a keepsake just sits in the jewelry box, but when we reimagine it in a contemporary style that will be worn all the time, we are simultaneously invoking a memory of a special person who will now be top of mind more often.

And I recently designed pendants and pins to commemorate the 80th anniversary of a family business. This was very meaningful to me because the CEO is someone I worked with many, many years ago in a different field. She has become a wonderful client and renewed friend, and I was honored to create this jewelry for her company that her grandfather founded. I was so happy with the final product: beautiful jewelry that doesn’t look like company swag but holds significance for those who know.

The jewelry landscape is more competitive than ever. What do you think defines a brand with staying power today?

It is very competitive. There is a lot of beautiful jewelry out there, and there are many talented independent designers. I think a few things factor into staying power. Maintain the highest standards in design and fabrication; quality matters. Don’t chase after trends—be consistent and true to your own style. Customer service is paramount. I work hard to make my customers feel special and appreciated, because they are special and appreciated. I don’t take anything for granted; every single sale means the world to me. Marketing is critical to building a business. You can make the most gorgeous jewelry in the world, but if no one knows about it, it won’t sell.

What’s next for your brand?

My new Teatro collection has a slightly more organic feel than my other collections, and I look forward to expanding it. I am also launching the Elyse ring, which is a new model for me. Each ring is customized, and I will work with clients individually to choose their stone, their metal and the orientation of the ring. The Elyse ring is named for a client for whom I made the first ring in this style.

I will continue to develop new collections, expand my existing collections, and grow my business but will always incorporate very personal service and attention for every customer. I hope people experience Emily Kuvin Jewelry as a high-touch, gracious way to add something beautiful to their lives.

(Photos courtesy of Emily Kuvin)

Follow me on Instagram: @anniedavidsonwatson

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