Sheryl Jones

Oct 27

NEW YORK, NY

In their own words

"Love allows people to be creative in a way that they don't allow in other areas of their lives. And you see the beginning of that when they're trying to figure out an engagement ring and how it gets executed. Each person brings their own personal spin and impression about what the person they're getting engaged to would like."

-Sheryl

Jason’s interview with Sheryl

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Jason: Today, I get to talk to Sheryl Jones from Sheryl Jones Jewelry. What do you love about jewelry?

Sheryl: My passion always begins and ends with the gemstone and diamonds. I've just always loved them. Even as a kid, I was always mesmerized by them, how they sparkled, the different properties, what made them what they were. I find that the most fascinating part of my business. There's always a new gemstone to discover; there's always a new thing to discover about the gemstones that I already know, or properties about a diamond. So, I love the endless ways that you can learn in this business.

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Jason: Your career started in music and entertainment. How did you become a designer?

Sheryl: I worked at MTV, and I was in the publicity industry. And I worked prior to MTV for a film and television company. I reached a point in my career where I really wanted to do something that was more of a tactile experience. When you're a publicist, you're an agent. And I really wanted to create something. And I started thinking about the ways that I felt I could contribute to the world, as well as what would get me out of bed and make me feel passionate about doing that every day. I decided to take a course at GIA and, basically, the rest is history. I fell in love. I took an introductory course to diamonds, kept setting the bar higher and higher after each course that I completed, and then looked on the GIA website for a job. I got a job working for a diamond manufacturer of small goods and worked for him, preparing his parcels for customers and helping him market his business in the U.S.

Jason: Tell me more about your time at GIA. What was that like?

Sheryl: I loved GIA because it's a great education for the money. I thought that the instructors, coursework, the general understanding of diamonds, the know-how, and practical experience working in the lab was invaluable. An education provides you with the foundation to build upon.

When I was doing informational interviews before I got my job working for David, a lot of people said, “In order for you to be taken seriously, you need to get some sort of education, some sort of foundation so that people don't consider you someone that just hopped into the business because you had a day that was bad. You really need to show people that you're committed and that you are coming to us with a certain level of understanding.” In our busy climate, people are happy to help and train you and they want you to have experience learning on the job. But you still need to have a foundation in order for them to help you.

Jason: I want to hear about how you connect music and tie it into what you're doing as a jewelry entrepreneur.

Sheryl: I think that the great thing about music is that it's a wonderful, creative experience—either listening to it or making it. And that's the same idea I apply to jewelry. Having a level of spontaneity and being open to how things can come together is really what I tap into-- when I think about the connection between music and jewelry.

Jason: For those who haven't been inside your boutique, tell us what does it feel like when you walk in? Can you describe that for me?

Sheryl: Right now I'm in more of an office than a boutique. And I am still on 47th Street. And anyone that's been on 47th Street knows that it's basically a hub of activity in the diamond, jewelry, and gemstone industry. People are in and out of offices all day. You definitely get the sense that you're in the heart of something. And, here, it's the heart of all things jewelry. And you get that sense when you walk in the door with me because I'm in a space where you can see stones, where you can see finished jewelry. And I'm so close to other people who are operating in the industry that quite often people are dropping off goods, I'm having somebody go and pick them up, or they're able to kind of see stuff in real-time. And that experience, I think, is kind of unique. I've never been to the Diamond District in LA, but in New York, at least, it's very unusual. A lot of people will come from different areas, like Florida or Ohio or someplace in the Midwest, and they can't believe how much jewelry is actually here. A lot of times people will go to a smaller place, and they'll only be able to see one or two items. But here you can see ten to twelve items. You can see many stones. I have that ability to source a lot more than most people and that's the draw to come see me.

Jason: Is there something you do that is special for your clients when they come see you?

Sheryl: Well, now that I have this new space, I'm able to offer different things. Before I was in a jewelry exchange and, I don't know if people are familiar with that, but the jewelry exchange that I was in, which was on the corner of 47th and 5th, there were about 44 other people that owned and operated their independent spaces. So, it was less private. And now I'm able to really give one-on-one attention to my clients without interruption. I feel like I'm able to offer them something to drink, something to eat. We can really relax and take our time. It's just a different experience, a bit more private and exclusive.

Jason: Have you seen a transformation or maybe you're doubling down on a specialty?

Sheryl: I'd say the last three to five years I've built up a clientele around engagement rings and wedding bands. I do a tremendous amount of custom work around that. I find that very gratifying because I work with a lot of couples and men and women who are looking for that particular thing that's going to be the best expression of their love. I really enjoy that process.

Jason: Tell me, as you're going through those engagement stories, there must be a love story. Do you have any top of mind you can share?

Sheryl: There was a gentleman who came to me right at the beginning of the pandemic. And he wasn't sure if he was going to be able to go out to dinner for the engagement. He had planned a big dinner, and then they were going to keep rose petals in his apartment and everything. He came in late because he was picking up the engagement ring from me and his whole day got upended. She was already at the restaurant waiting and it wasn't going the way that he had planned. I remember we were talking and I said, “You know what? I think that life happens while we're busy planning. So why don't you switch it up and do something that's spontaneous?” So he said, “I think that's actually a good idea.” I said, “So maybe it won't happen at dinner. Maybe you go for a walk, do something fun." The next day he got engaged in Central Park. Very nice proposal, too.

Love allows people to be creative in a way that they don't allow in other areas of their lives. And you see the beginning of that when they're trying to figure out an engagement ring and how it gets executed. Sometimes it's just a soft, quiet proposal; other times, everyone is involved and it's a great staged event. I think that each person brings their own personal spin and impression about what the person they're getting engaged to would like. It's nice to meet lots of young couples who are connected and best friends and seem to have a rock-solid foundation for the future.

Jason: What's inspiring you right now?

Sheryl: I've actually been really inspired by the stones that I'm seeing, and I'm also really inspired by what's happening culturally and in the art world coming out of Africa. I'm paying a lot of attention to what's happening in Nigeria and in Ghana, and seeing some of the metal work and the artistic designs. I think they're really fabulous. And I like the idea of the internet providing a way for lots of people to present their jewelry. The other thing that really inspired me during COVID was Bridgerton. I absolutely loved that show. And I spoke to someone at W Magazine about it and we wound up discussing it in a feature story. The jewelry and how it told the story was really, really, good. Usually in period pieces or television shows, they really don't pay that much attention to jewelry. But every scene, every shot, every person had different jewelry on. There were very few shots where it was the same jewelry, and the jewelry really did speak to personality. It also spoke to what the character played in the plot. So, it really moves the plot along. I loved that.

Jason: Who would you love to be able to dress or style with jewelry?

Sheryl: First of all, Liz Taylor is always sort of like the icon, right? Because Liz Taylor understood gems and jewelry. And I remember going to see the auction at Christie's and I was blown away by all the jewelry that she collected and gifts of jewelry that she received over her lifetime. So, I think she'd be just an amazing person to work with and make something for. Nina Simone is another person that I think had unbelievable style, and it would be amazing to create a piece for her.

Jason: Thanks for sharing. And jewelry, it's a trust business. What does trust mean to you?

Sheryl: It begins and ends with trust, actually. In terms of this business, trust is everything. It takes a long time to build and it only takes a minute to destroy. When it comes to people coming to you to buy something that they plan to only make once—and nine times out of ten it's one of the biggest jewelry items they'll ever purchase—you have to allow people to understand what they're buying and be very transparent. That's how you build the trust, I believe.

Jason: And what do you think makes the piece heirloom quality?

Sheryl: I think an heirloom piece is anything that you assign value to. Because it's not really about the metal or the stones. People love pieces that really have no monetary value but there is something that means something to them. Really, it's all about how it makes you feel, and that creates the value.

Jason: Tell me about your involvement with charities and being active in the community.

Sheryl: In recent years, I've started working with people. I have several mentees. I think it's very important to bring lots of different people into this business, because the future is very much dependent upon that. Anything I can do to help educate and create opportunity for people is my way of contributing to the community and the industry.

Jason: When not doing jewelry, what is Sheryl up to?

Sheryl: This business has taken a lot of my time. I work six days a week. Most of the time I am working. But outside of that, I like to cook, and I like to entertain. I like to have people over. And I like to travel.