Jonne Amaya
WHAT DO YOU DO?
“I am what I like to call a Personal Jeweler. ”
I am a Diamond Specialist as well as a Bench Jeweler, so I know the industry in full depth. Being a Personal Jeweler means that I don’t have a jewelry line. Rather, I work to create custom one-of-a-kind pieces for my clients. Each item I make is designed and crafted from start to finish to fit my client´s needs. I think jewelry is so important that it should never be pre-designed or manufactured. I truly believe that each item I make should be as individual as the person who wears it.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
After manually learning the craft, I dove in and started working for renowned jewelry companies throughout LA. I realized that what makes those brands successful is their marketing, not necessarily the jewelry designs/ pieces themselves. I definitely learned how important branding and marketing was but kind of lost the love and patience that I originally had when making jewelry. I got back to my roots when a friend of mine asked me for a custom engagement ring and realized there was a gap in the industry that I love and that needed to be filled.
How do you stand out in your field?
I think its unreasonable to put people in boxes and give them pre-manufactured designs to pick from- especially when it comes to an important purchase like jewelry. When I work with a client, I think they are super grateful to have found a jeweler that will design something specifically for them. My process is also super inclusive, so its a lot of fun for them to work hand in hand with me and go over the changes and design alterations that can be done. Since I’m a small company, I also really care about how sustainable I am. I think companies use that word really lightly. Mass production is never sustainable- I literally only craft the piece that needs to be produced. It’s also super rare to find a jeweler who agrees to repurpose and use items that you already have at home- For instance, I work a lot with clients that have inherited items that hold a high sentimental value to them, but the design just isn’t what they would use. I take the piece apart and fully repurpose the gold and stones into a fresh new design. The finished piece still manages to hold the sentiment & story that the original piece held. I´m really the only fine jewelry designer that focuses on this!
WHAT ARE YOU WORKING ON RIGHT NOW?
At the moment I have 4 recycled diamond rings in production. Most of those were like art-deco, vintage rings with a very high setting. I am un-mounting the stones, getting them graded & certified and starting fresh with a new design for my clients to propose with.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I really like mixing what is traditionally looked as "masculine" and "feminine". For instance, all the rings I make for myself are large and usually a lot of metal, but the stones and finishes are usually soft and "feminine." Although I always try and guide my clients design-wise, each person brings their own personality and touch to the outcome.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I am a FT jeweler and very very happy about it!
WHAT IS FRUSTRATING YOU RIGHT NOW?
I have a really hard time with invoicing my clients haha.. I wish I had someone else to do it
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
I think I could definitely use some help with PR. I would love to have someone thats good at that in-house.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Since I previously worked for so many jewelry companies, I found myself taking similar steps to those that I learned from. However, I wish I had told myself that my path would be different and to not get frustrated along the way. Looking at where I am now, I definitely have a very very different path than the other jewelry brands out there and I’m super thankful for that. So, to clarify, I would tell myself that there isn't a single path- just your own.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Again I think I struggle with PR and getting myself out there. Im lucky because my business grows on a referral basis and I have grown a lot organically. But it would be nice to have more PR and someone to guide me through that!
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’m looking for clients that want something special. Someone that is ready to work hand in hand with me and design a piece that is really unique to them. Anyone that has their own metals and stones are welcome! Otherwise, I can always source everything on my end.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My Ideal client is someone who wants to break the traditional design norms. I love a good client with an adventurous outlook on jewelry and that also really appreciates how inclusive working with me is.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
It really depends on the piece and on the project. Custom fine jewelry typically ranges between $1500-$3500 and engagement rings range between $5,000-15,000. However, it can all change if the client I’m working with has items for us to repurpose. That can really save a lot of the cost.
HOW DO YOU STAY CREATIVE?
Nothing is ever the same with custom pieces. I’m forced to stay creative!
This member profile was originally published in October 2019.