Friendship is one of the most strategic relationship where business can be built on. Especially when friends have the same interest, it’s easy to collaborate together and start a company together. We have heard countless of success stories built on friendships, and this is exactly what happened to the jewelry brand, Rachel Loren. In fact, the brand’s name was created from the surnames of the trio of sisters and friends with the same passion for jewelry design.
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From childhood friends to business partners
Back in 2009, childhood friends Rachel Loren, Annah Zafrani Stewart and Satya Stewart founded Rachel Loren, a brand that sprouted from their interest in jewelry making—mainly about creating pieces that they cannot find in any store. It all began with fun little projects of DIY jewelries they made from old ones. By melting down the old jewelries they find, they were able to design new ones for friend, family, and themselves. Little did they know that such fun hobby will take them into the jewelry-fame they are getting today.
Rachel Loren herself enrolled in silversmith classes back when she was younger, and although she pursued a career on television as an executive, her love for creative activities remained. In fact, she rediscovered her passion for jewelry-making when she wanted a cocktail ring for herself and found that there weren’t any that would match what she really wanted. Just a few years later, she and her friends Satya and Annah decided to launch their very own brand.
The three of them would spend hours—usually over seemingly endless dinners and with the help of wine—just to create new designs for the line they were trying to launch. They also did the technical stuff and “business” aspect of the brand, all collaborating to establish a name for their jewelry label. Currently, Loren serves as the lead designer and managing partner of the brand.
“Live-in-it” feel and self-curated style
Rachel describes the brand’s aesthetic as “classic, nostalgic, personal.” It comes from the brand’s known love for traditional designs with an added fresh details to give a more contemporary vibe. With the mix of these elements together, the goal of the founders is to achieve minimal-looking pieces that are appropriate for layering and “self-curating”, making the pieces even more personal per user. With their clean-looking designs, it will be easier for people to collect them and mix and match later on, to properly express themselves at any given time.
But one more important goal for the brand is to have pieces that people can see as “live-in-it” accessories—those that need not be taken off by the end of the day. The brand wants people to wear its jewelry at the office during working hours, at after-work events and parties, and then go home and sleep while still wearing the pieces.
What sets Loren Stewart pieces apart
Authenticity is foremost at the list of requirements for the brand’s designs. They know that people ultimately get attracted to authentic stuff; hence, they only strictly use high quality of materials, fine metals such as sterling silver and 14k gold, and real gems including diamonds, emeralds, and rubies. The next main feature of the brand’s pieces is the classic feel to them, evoking a certain longing for youth, or the timeless beauty of vintage elegance.
These features are manifested even from the early stages of the brand, with their first few designs in their Core Collection, including the Rod Earrings and the signature Skinni Ring. Their pieces also exude the “Street mentality,” a unique feel added to the pieces through the irregular patterns and forms they take. All these are drawn from Loren’s main inspiration: bohemian and casual lifestyle in LA. These make the brand’s bestselling pieces more relatable and accessible, easy to be worn daily by a wide range of people from all walks of life.
Loren Stewart is mindful of ethics when it comes to sourcing their materials. They have only trusted suppliers of gemstones all over the world, some even as far as Australia, just to ensure that what they buy have been made by following the US labor law. They also get diamonds that are up to the standards of the Kimberly Process, for assurance of safe mining and shipping of all diamonds that they use.
Recently, the brand expanded into creation of more pieces to accommodate men’s needs for jewelry pieces. Loren Stewart’s men’s collection pieces are also meant to be word daily, designed through inspirations of tools such as chains, bolts, nuts, and locks. What they brand boasts of is that with the design and materials of the pieces, they are bound to get even better as time goes by.
Other endeavors of the brand include seasonal collections and a wedding line, all offering special limited edition of jewelries that are occasion and season-appropriate, making it easier for consumers to find just the right piece that they need.