Lynne Goldman Elements

Jan 11

In their own words

“I started to seek my career as a fine art painter, then by accident began making jewelry. I liked the public interaction rather than the isolated creativity that painting requires. I used my skills with color, shape, and design to create jewelry for women. I liked doing more unique things. I arrived on the scene at a time when there were not as many people doing the beaded and colored style of jewelry that I started out in. I felt like there were other women like myself who didn’t want just pearls or diamonds.”

-Lynne Goldman

Jason’s Interview with Lynne

Jason

We're back on Meet the Jewelers, and today we're talking to Lynne Goldman from Lynne Goldman Elements. How did you get into the industry?

Lynne

I studied to be a painter and started to seek my career as a fine art painter. And by accident, I started to make jewelry. I liked the public interaction rather than the isolated type of creativity that painting requires. I used my skills with color, shape, and design to create jewelry for women. I arrived on the scene at a time when there were not as many people doing the beaded and colored style of jewelry that I started out in.

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I was living in this little town, Charlottesville, and there wasn't a lot of shopping other than the more traditional. There were other women like myself that wanted something more unique and didn't want pearls or diamonds. I wanted to create a setting where people could come in, and they felt like they were in someone's home. I had beautiful home decor as well, but the focus was jewelry. That was thirty years ago, and I've been doing it ever since.

Jason
Tell us, where are we now?

Lynne
I moved away from home decor, and now I'm even more focused on jewelry. I have a couple of goldsmiths that do my designs; I love featuring both newcomers and established fine designers. We've always focused on designer jewelry and the artistry of it. We've built this rapport. I like people to feel comfortable—they can trust that I'll pick the right thing for them.

Jason
Why do you think they trust you?

Lynne
I'm very empathetic, and my focus is not that they buy something that day. It's more getting to know them, especially if they're not a local person—we have a lot of tourists. I treat people like I want to be treated. We're not a hard sell; I don't do commission only. It's about finding the right thing for someone and introducing them to unique gemstones. I have every price range and style. I want to have everybody feel like they can get something special.

Jason
Tell us about some of the interesting new artists that stand out for this season.

Lynne
One of my favorites is Suzy Landa. She started in the entertainment industry but always loved gemstones and started to create her own look. Her attention to detail is phenomenal. The gemstones and the colors that she chooses are absolutely phenomenal. She has a fantastic sense of humor. That's something important to me in how I relate to my customers. I want people to feel comfortable, so there's a lot of whimsy in how we present the store, decor, and the jewelry. I like that she has this unique take on classic. She has eternity bands, but they're different—sort of contemporary and then very classic at the same time.

Jason
What about some of your favorite artists that have been with you for a while?

Lynne
One of the longest accounts that I've had is JudeFrances. A woman team. What I really like about their things is that everything has a classic look but functionality. It's really well-thought-out and appeals to so many people. I've probably worked with them for almost twenty years now.

Lynne
I like having both recognizable national brands and then ones that nobody can find.

Jason
How many artists do you have in total?

Lynne
Usually about fifteen. Some I have a deep collection with; others we're testing out a very specific niche.

Jason
Do you do trunk shows with designers so people can come to meet them?

Lynne
Oh yes. We've done trunk shows for as long as I can remember. When I started making jewelry, I showed at craft shows, and then I started to do trunk shows at the local Nordstrom in D.C. I learned a lot about how to present. I found that I actually ended up really liking the one-on-one in a retail space more than doing wholesale. Trunk shows were just a natural inclusion as long as I've had a retail space.

Jason
Are there any causes you support?

Lynne
We do a lot. There's a historic local theater, The Paramount, recently restored from the 1920s and kind of the heart of the city. They bring wonderful performers, encouraging the arts for the community. So many of these theaters have been torn down or they're rotting, and this one has been completely brought back to life. I love being able to support them. A lot of causes with animals, different ones, SPCA in all surrounding counties. A national organization that I've recently been made aware of is called No Kid Hungry, and we want to start special events with them.

Jason
What about a fun engagement ring or proposal experience you can share?

Lynne
Only somebody that wants something really different comes to me. It is more unique, or the couple actually comes in and creates it together. A lot of second or updating is what I do. So it's really not our main focus.

Jason
Who's your ideal customer?

Lynne
People who really want something that they will have forever can wear forever, but is unique.

Jason
What's the reason people should trust working with you? There are so many jewelers out there, why you?

Lynne
I take all my work very personally, and I want to make sure that everybody's really happy. I'm very confident when I say we can take care of something, or find it, or repair whatever it is that needs to be done, or I say I can't do it. I find that that really helps people feel comfortable. They may not always like hearing “No,” but they won't be misled. I really enjoy working with people, and I have a good sense of color and style. I'm really happy to help anybody that wants to work with me.