09 Jul Entrepreneur Holly Daniels Christensen Turns Beach Passion into A Big Business
No matter your age, going to the beach is always a magical experience. Even for a non swimmer like myself; staring into an endless body of water, with sand between my toes surrounded by the scent of summer is one of my favorite relaxing moments.
It was moments like these that lead entrepreneur Holly Daniels Christensen to start making beach-inspired jewelry in 2007 and launch her company Dune Jewelry in 2010. The Cape Cod native sources sand from beaches all over the world to make her unique and stylish rings, earrings, necklaces, bracelets, charms and men’s accessories. The self-taught designer’s business has expanded rapidly in five years to 16 employees and orders from 350 retailers around the world .
Talk about a rising star. Jacob the Jeweler should watch his back;).
I caught up this Beach Boss and mom of two to get her tips for turning your passion into a successful business. Check out the interview below:
What inspired you to start Dune?
I began making beach sand jewelry for friends and family in 2007 with my childhood best friend who makes ornaments with sand. The colors and textures intrigued me and then I quickly learned that almost everyone I know has special memories from different coastlines that should be celebrated.
Did you have any jewelry/designing prior to starting your company?
No, I was always trying new artistic hobbies and creative outlets but this was the first time I felt as if I could develop something of my own. The vast palette of colors and textures that sand offers is outstanding.
What is special about your jewelry line?
Dune Jewelry captures memories and creates the hope of making new memories. It represents the feeling of freedom and peace that many people feel when they’re at the beach or immersed in travel. I believe it represents beauty, culture and wisdom. It also means jobs for talented artists! My team has grown to 16 outstanding artists (painters, actors, multi-media creative’s) who may not be able to use their talent in other jobs available in the Boston area.
What type of people buy your items?
I’ve been surprised by the diverse makeup of our clients. The range is large and I can tell you this; men love us! I remember when I first started, I made 4 pieces for a real estate client and he came back saying that he could have bought his wife a diamond bracelet and it wouldn’t have had the sentimental value that Dune Jewelry had. His wife loved it!
Who are your celebrity clients?
Yes. We know that Aerosmith’s guitarist and living legend (in my opinion) Joe Perry has been seen wearing a Sandbar necklace from his hometown beach in Duxbury, MA
Which item is your favorite and why?
I love the Sandbar Necklace and earrings because the design process was collaboration between my best friend and I. We’ve been best friends since we were 5 years old and she’s the most brilliant artist I know….AND a huge beach lover. She still lives on the Cape so she’s able to be at the beach almost daily which is something I only dream of. The Sandbar Collection is such a solid, simple design that showcases any kind of sand perfectly. We were loving the bar jewelry concept way before it became trendy.
Where can the product be purchased?
We’re in over 350 retailers nationwide and we have a new e-commerce website that we launched with over 2,000 photos of the sand in our Sandbank. It’s so much fun to look through and see how the sand is different from beach to beach.
What advice would you give other entrepreneurs looking to start their own business?
Go with your gut. If you think you have a good idea you need to take the initiative, work hard and make success happen. Nobody is going to think your idea is as good as you do so you have to convince them. Prove them wrong. Also, ENJOY IT! Starting a business is difficult and has a lot of learning curves but if you can appreciate the journey you’ll learn to be happier on a daily basis. Lastly, surround yourself with talented people that excel at the things you don’t.
You experienced some loss in your childhood. Did that inspire you to start you own company?
I lost my Father when I was 8 years old and it’s something I still think about quite often. I’m not sure you ever “get over” the loss of someone you loved so deeply. I think his drive and positivity was instilled in me at a young age and the thought of him watching over me every day has given me hope and courage during times when I felt horrible.
If you could say anything to your 8 year old self, what would it be?
You’re going to be okay. I promise.
What is one goal you have set for your company for 2015?
To become a household name. That might be a little ambitious but it’s a great goal, right?
– à bientôt
Charell Star | A Girl In A Dress
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