Turning Loss Into Inspiration: Two Entrepreneurs Create Jewelry With Purpose

25 Feb Turning Loss Into Inspiration: Two Entrepreneurs Create Jewelry With Purpose

Mikki Glass

Finding the right way to honor the memory of a loved one who has passed away can be a difficult challenge for many families.  Mikki Glass found herself faced with that exact challenge when she was searching for a reverent way to incorporate the memory of her father into her sister’s wedding. She “couldn’t find a way to honor him that felt “right,” so she created an anklet with a locket so he could walk her sister down the aisle.

That act of love of love led to the birth of With You and together with her business partner, Elizabeth DeMaso they have created a jewelry line uniquely designed to commemorate and honor the people who live in our hearts.

I was able to catch up with these two inspiring entrepreneurs and asked them about their keys to creating a successful business built on purpose. The trailblazers had these great tips to share:

What inspired you to start With You?

Mikki: I created (my original) anklet with a locket so {my father could walk my sister down the aisle}. When I got married, she lent the locket back to me to wear. It was such a powerful and happy moment – I didn’t want to give it back! So the idea started to evolve and eventually took form.

Elizabeth DeMaso

What does With You mean/represent?

Elizabeth: With You is all about love! Is our jewelry beautiful? Absolutely. But it’s what’s inside that makes it truly special ­– the ability to carry our loved ones with us. Our tag line is Keep Love Close™ and it describes our mission perfectly.

What did you two do before starting your company? 

Mikki: We actually worked together years ago at an advertising agency when we were just starting out. Since then, we’ve both built careers in the marketing and advertising industries. We’ve been able to apply that knowledge to With You and create a clearly articulated brand idea and message.

Did you have any background in the luxury goods space prior to starting your company?

Elizabeth: I spent years specializing in marketing, including beauty and jewelry products. And Mikki has worked for Lancôme. This is definitely a different kind of luxury product though – it’s steeped in emotion.

Mimi Necklace in Gold $199

Why did you choose to focus on a locket for your first product?

Mikki: The idea started with a locket and it’s really what the brand is all about. We are adding some charms to the collection this year so people can further customize their lockets, but our core product is the locket.

What types of people buy your items?

Mikki: Honestly, all types. I think the common thread is more about people who value family connections and appreciate sentimental items.

Who are your celebrity clients?

Elizabeth: Ali Landry and The Today’s Show’s Jenna Wolfe both have our Jamie keychain locket. And Jamie Primak Sullivan, of Bravo’s Jersey Belle, has a photo of her father in our Mimi locket.

Where can the product be purchased?

Elizabeth: All of our products are available on our website. We also have select pieces at Kleinfeld Bridal.

What advice would you give other entrepreneurs looking to start their own business?

Mikki: Recognize that there is never a perfect time to start a business. Figure out what’s scaring you, move past it and do it. Find people who can help you make it happen. Because as scary and imperfect as it may be, there is nothing more rewarding than making it happen.

What is one goal you have set for your company for 2015?

Elizabeth: We have big goals for 2015. There is so much to tackle – new products and new audiences (hint: think men and girls), new ways to use the product. And, a wider distribution. We want people to be able to touch and feel our products. Once they do, they’re hooked.

Check out more of the ladies beautiful and thoughtful pieces below.

– à bientôt

Charell Star | A Girl In A Dress