Welcome to “Get Inspired”. A series of interviews with our Studio Class instructors.
For this month, we’ll be talking to Elizabeth Mason, an accomplished Jewelry-making entrepreneur with a love for the coast!
If you’re looking to get inspiration from a local artist, read on!
TMA: Hi Elizabeth, thanks for taking some time to chat with us today. Let’s start off the conversation talking about your profession. Jewelry design is certainly unique. How did you start that journey?
Elizabeth: I started making jewelry during the evening as stress-relief and a way to relax after work. I was working long hours at the office and then continuing to work once I came home. I knew I had to make a change to avoid burn-out, but I had no idea my relaxing little hobby would grow into a side business or that I’d ever be transitioning into making jewelry full-time.
I began by experimenting with making simple earrings and stringing necklaces, and people started asking about the pieces I was wearing and if they could buy them. So, I started selling at a couple of local fairs and my hairdresser was kind enough to give me some space at her salon free of charge to showcase and sell my jewelry.
Elizabeth: Things grew from there to include multiple stores, two online shops and teaching classes. In 2016 I took early retirement from my day job, opened a studio at the Institute for Creative Arts in Dunedin, to focus on my new career in jewelry making.
TMA: Turning your hobby into your profession certainly is the dream for a lot of artists! On your socials you’ve described your Jewelry as mostly “costal inspired”. How did that love for the coast start, and how do you incorporate it into your artwork?
Elizabeth: I grew up in London and rarely saw the sea. My attraction to the ocean and all things coastal began in my 30s when my husband and I relocated to Bermuda for several years. Living on a small island was certainly a big change – our apartment looked out over the ocean, and we were a short walk to the beach!
It was in Bermuda that I discovered seaglass – basically remnants of old glass that have been washed into or dumped at sea and over the years have been tumbled by the waves which gives them smooth edges and a frosted appearance – and I began to collect seaglass and sea pottery. I became fascinated by these little “pieces of history” and started to learn about the likely origins of my finds. Many pieces I found there were centuries old. I was hooked, and when I began to expand my jewelry making skills, I began to incorporate my beach finds.
Elizabeth: Since my move to Florida, where seaglass is a rarity, I’ve begun to work much more with local shells, and have begun designing ornaments using starfish, larger shells and other beach-found treasures. I also enjoy taking photographs and have launched a collection of jewelry that features photos taken of local beach and sunset scenes. I love walking along the beach and watching the amazing sunsets we get to see on the Gulf.
TMA: And now you’ve turned that love for the coast and jewelry into a thriving business: EJM designs. Do you have any advice for any inspiring entrepreneurs?
Elizabeth: To start any small business, you have to take a leap of faith. I started very slowly while I still had a full-time career, and I had limited time. I’ve had many lucky breaks and come across many people who’ve supported my journey and encouraged me along the way. Creating can be lonely, and marketing yourself isn’t something I enjoy, even though I worked in marketing and PR professionally and knew exactly what I needed to do.
I also learned to be adaptable. For example, my classes were canceled during the pandemic, so I launched monthly gift box subscriptions on Etsy, and created jewelry for several other online subscription box services. Then, once people started street shopping again, I built more relationships with retailers, developed new designs and expanded my product range by designing things their store customers were requesting.
My classes returned gradually and have since expanded. My online business is less of a focus these days. My business has gone through many shifts and I think the best pieces of advice I could give anyone thinking of starting a business are to be comfortable with change, pay attention to trends and be aware that challenges can present major opportunities too.
TMA: That’s certainly advice we can all benefit from! You’ve already mentioned how to navigate some roadblocks when building a business. But what would you say is the most difficult part of jewelry-making?
Elizabeth: I would say the most challenging thing for me is coming up with new designs. I have dry spells when I don’t feel inspired, and I use this time to create restock items or plan new workshops. You never know when inspiration will strike, and it’s not something that can be forced. But it can be frustrating if it doesn’t come for a while. Conversely, you can also be overwhelmed by ideas and have periods of intense activity!
TMA: What’s the biggest reward?
Elizabeth: Not surprisingly, the biggest reward is someone coming up to you to tell you how much they love the jewelry they bought from you. I have many repeat customers, which is very uplifting, and I have many students who come to class after class too. This is such a validation and really boosts my self-confidence! Teaching was an unexpected part of my jewelry making journey and began as a way for me to cover the cost of my studio rent. I found I really enjoyed it and that it was also a great way to meet like-minded people and to raise awareness of my jewelry. It is amazing to witness the creativity of my students and to see them make pieces that are unique to them. They arrive telling me “I’m not creative…” and they leave with jewelry they love and are truly proud of. I love helping students explore ideas, lose their anxiety and learn the steps to make something beautiful. This is so fulfilling.
TMA: It certainly sounds rewarding, and we appreciate you sharing your classes with our TMA students. Speaking of which, for any prospective students out there who want to start their jewelry-making journey, what beginner’s advice would you give them?
Elizabeth: I always encourage people who have an interest, to explore it – you never know until you try if this is going to be something that you just want to pursue for a short-time or if it’s going to develop into a life-long passion. I’ve had numerous students who’ve launched small jewelry making businesses using skills they’ve learned at one of my workshops, and I love to see this. Everyone’s jewelry style is different, so there’s a market for everyone’s work. I advise people to start slowly and find what sells and what doesn’t, so they don’t invest too much in one set of stock. I also recommend creating good marketing materials, such as a logo, business cards, and signage, and an online presence – things you can do without spending too much money.
Whether you are starting out to make jewelry as a hobby or with a business in mind, I recommend buying a really good set of jewelry making tools and trying to focus on developing your individual style so your pieces can be viewed as a cohesive collection that’s recognizably yours. That’s not to say that you can’t have many collections, but it will help you develop your unique style. As your hobby develops, you’ll have to balance trying to appeal to different audiences and trying to identify and market to your target customer. This can involve a good deal of trial and error, and you must have patience and faith in the process. Be true to yourself and your vision, and above all, enjoy the creative process!
TMA: Elizabeth, thank you so much for this interview and sharing your advice and story with us. For anyone who is intrigued by jewelry or just want to see what all the excitement is about, check out Elizabeth’s jewelry-making classes! Her next class with the Tampa Museum of Art is the Studio 55 Beaded Jewelry course, which starts on Sunday, August 17. Reserve your spot now!
