WOLL Brand Identity + Product Development
After having earned a Bachelor of Fine Arts from Massachusetts College of Art and Design, I moved to San Francisco in 2012 and learned laser-cutting at a local makerspace. The opportunity to work with colorful, affordable materials in this new way inspired me to create a line of whimsical jewelry called WOLL.
Learn more about WOLL Jewelry here.
WOLL Daisy Earrings
Market Research
I began showing the jewelry line at in-person events which I quickly realized was the best way to get feedback. I had conversations with customers and saw first hand how different products and marketing strategies effected my sales and my customer’s experiences.
I had worked for a number of other small brands in the jewelry and fashion spaces, but having my own business allowed me to test ideas in real time and evolve as I learned.
Design
WOLL started out as an exploration of material. I always made it a goal of mine to push the limits and create something outside of the box, beyond what other jewelers were doing in the space. Once I had mastered one technique, I would build on that and create another. Iteration after iteration it was a labor of love.
As a designer, my passion for creating has been endless and when I found myself having to create more and more digital assets and materials to promote my business it initially felt like a chore. Then, I started to gain more confidence through receiving positive feedback to what I was putting out. Friends started asking if I could help them with their brands and although my knowledge of graphic design at the time was limited, I was eager to help.
WOLL Fruits + Vegetables Collection
Capsule Tradeshow New York
Wholesale
Having had the invaluable experience of working for other brands in the fashion and jewelry spaces, I already knew a lot about wholesale. I had worked in retail, I had travelled to tradeshows, I had worked behind the scenes and I even became a production manager for a jewelry studio in San Francisco managing a team of 5 jewelers. All of this had prepared me to wholesale to stores.
WOLL jewelry was picked up by United Arrows Japan, Nordstrom, Ban.do, Hammer Museum, Mociun, Getty Museum, SFMOMA, MCA Chicago, Perez Art Museum and many more retailers over the years.
It was a joy to work with the buyers from these companies and institutions and I learned so much about developing and growing relationships in the b2b space.
What’s Next?
All of those little creative projects helping out friends got me thinking about a career shift and during the pandemic, I found a Professional Graphic Design Certificate Program through UC Berkeley. While continuing to run my business and doing marketing part-time for an apparel company, I made my way through the graphic design program and eventually received my certificate in 2025.
I am very proud of the work that I did in the UC Berkeley Program and am excited to learn more and to start working as a professional designer.
