Success With Jewelry Podcast - Episode 123 Summary

Release Date: March 24, 2025
Hosts: Laryssa Wirstiuk and Liz Kantner
Guest: Cindy Liebel, Independent Jewelry Designer and Metalsmith

1. Introduction

In Episode 123 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner engage in an insightful conversation with Cindy Liebel, an accomplished independent jewelry designer and metalsmith. Cindy shares her extensive journey in the jewelry industry, offering valuable lessons and actionable advice for both aspiring and established jewelry entrepreneurs.

2. Cindy's Background and Journey

Cindy Liebel launched her foray into jewelry making in 2008 as a hobby, initially exploring wire wrapping and basic metalsmithing. Her passion quickly evolved, leading her to pursue formal education in metalsmithing and eventually, in 2010, she formalized her venture by obtaining a business license. By 2014, Cindy took the leap to go full-time, transitioning from a corporate career to building her own jewelry brand.

[01:56] Cindy Liebel: "I spent several years just kind of learning all the basics before 2010, which is when I decided to become official and get my business license."

Cindy's work is profoundly influenced by Scandinavian modernist and Art Deco architecture, translating these aesthetics into elegant and wearable pieces. Based in Fredericksburg, Virginia, Cindy emphasizes the importance of finding personal fulfillment alongside professional success.

[04:40] Cindy Liebel: "I was looking for something to keep something else to that made me happy for myself."

3. Embracing Data and Organization

Despite her creative nature, Cindy doesn't shy away from the analytical aspects of her business. Her corporate background, which included roles in business administration and data management, equips her to handle the intricate details of running a successful jewelry business.

[05:31] Cindy Liebel: "I feel like it's kind of sort of because I used to work in that corporate world. And yet I also am creative. It's like balances out."

Cindy's peers recognize her exceptional organizational skills, often referring to her as "the most organized creative" within the Staple Collective.

[06:26] Laryssa: "Cindy has been in the Staple Collective for a long time, and all of the members think of Cindy as the most organized creative."

4. Key Moments and Growth in Business

Several pivotal moments contributed to Cindy's business growth. Initially, she lacked a formal business plan but focused on increasing her visibility through online markets and physical shows. Her dedication led to appearances on prominent TV shows, including Scandal and Law & Order: SVU, showcasing her jewelry to a broader audience.

[09:25] Cindy Liebel: "I had a pair of earrings on Scandal and there were a couple of other shows, SVU too."

Additionally, Cindy strategically hired a consultant to enhance her market presence, which proved instrumental after a challenging first show experience.

[07:55] Cindy Liebel: "I hired a consultant to kind of like, be the eyes from out to kind of help lay the groundwork for me of what I needed to do to be seen and get myself out there."

5. Challenges Faced

Cindy candidly discusses the challenges of solo entrepreneurship, including managing all facets of the business and initially underpricing her work. Facing skepticism from others about the viability of her craft as a "real job" was another significant hurdle. However, her resilience and unwavering commitment enabled her to navigate these obstacles effectively.

[19:39] Cindy Liebel: "I just like being the one to have my hands on all the things that I'm making."

[20:39] Liz: "It's not making enough money. But people are buying, so that's okay. That took a lot of work to change, Change things."

6. Balancing Creativity and Business Operations

Maintaining creativity while handling business operations is a delicate balance Cindy manages through meticulous scheduling and dedicated creative time. She utilizes tools like Google Calendar and Trello to organize her tasks, ensuring that both her creative and administrative responsibilities are met.

[23:00] Cindy Liebel: "I input everything on [Google Calendar] from social media content, from events that I'm scheduled to do or even pending to do because I'm waiting on whether or not I got in or not."

Her creative process is fueled by continuous inspiration from various sources, including museums, long walks, and even unconventional elements like vehicle tail lights.

[25:19] Cindy Liebel: "The design of a vehicle's tail light draws inspiration, design ideas creatively for me."

7. Staying Consistent and Creative

Consistency is a cornerstone of Cindy's success. She emphasizes the importance of showing up regularly, whether through online presence or physical shows, to build and nurture her client base. This consistent effort, combined with authentic engagement, has been pivotal in establishing a loyal customer community.

[24:52] Laryssa: "We believe in consistency over here. Yes, it pays off, especially for years of running a business, like, staying consistent. In that time, you really, it really does pay off in a big way."

8. Successes and Media Features

One of the standout moments in Cindy's career was being featured in Oprah's Favorite Things and appearing on David Muir's World News. These high-profile endorsements significantly boosted her brand's visibility and credibility, leading to increased sales and continued media interest.

[14:06] Cindy Liebel: "I sent every single design to them for her to pick. And just the simple fact that over on my work, my earrings, you know what I mean? It's just the best thing ever."

[16:18] Liz: "That's amazing. I'm always curious, like after opportunities like that, how does the business change? Hopefully in a positive way?"

Cindy acknowledges the surreal experience of national television exposure but notes the sustained attention and sales that followed.

[17:11] Larissa: "What were some of the challenges along the way? I also want to, I guess I also want to like make the point and point out that you were in business for what, like 15 years before you had like a really big opportunity like that."

9. Advice for Emerging Jewelry Designers

Cindy imparts several key pieces of advice for those entering the jewelry industry:

• Authenticity: Stay true to your unique style and vision.

  [31:07] Cindy Liebel: "Being authentic? Yes, I am. I just enjoy the process and sharing the things that I feel."

• Consistency: Regularly engage with your audience and maintain a steady presence.

  [24:52] Liz: "Consistency is ingrained in me."

• Understanding Your Client: Invest time in identifying and connecting with your target audience through in-person shows and direct interactions.

  [33:55] Cindy Liebel: "If you don't know who your client is, get out of your comfort zone and do in-person shows."

• Flexibility in Marketing Strategies: Adapt your marketing efforts to what resonates best with your business model and personal strengths.

  [34:08] Cindy Liebel: "Do what works for your business and yourself and not what works for everybody else."

10. Conclusion: How to Follow Cindy

Cindy encourages listeners to connect with her through various online platforms to stay updated on her latest creations and business ventures.

[34:16] Cindy Liebel: "You can follow me online at Cindy Legal Jewelry, on both Instagram, Facebook and Pinterest. And of course, my website is cindylevel.com."

Final Thoughts

Episode 123 of Success With Jewelry offers a comprehensive look into Cindy Liebel's successful journey in the jewelry industry. Her blend of creativity, organizational prowess, and relentless dedication serves as an inspiring blueprint for aspiring jewelry designers and entrepreneurs aiming to carve out their niche in a competitive market.

Follow Cindy Liebel:

• Website: cindylevel.com
• Instagram, Facebook, Pinterest: Cindy Legal Jewelry

Connect with Success With Jewelry:
Visit patreon.com/successwithjewelry and leave a review to share your thoughts on this episode.