GoKawiilKey Takeaways Meyer launched her jewelry brand Spicy Dan, know for its bold beading and carabiner claps, in 2023.
In the beginning, she sold mostly to family and friends; that changed with a viral TikTok moment.
Meyer continues to scale Spicy Dan with a small team and strategic collaborations.
This as-told-to essay is based on a conversation with Danielle Meyer, the New York-based founder of jewelry brand Spicy Dan. Meyer officially launched her business in 2023; now, the brand is on track for $2.5 million this year. Here’s how she did it. Responses have been edited for length and clarity.
Image Credit: Spicy Dan. Danielle Meyer.
I’ve always loved making jewelry, since I was little. My mom would take me to bead stores. In my twenties, I graduated college and immediately went into tech sales. That wasn’t for me because I had a more entrepreneurial mindset, so I went into working in venture capital in non-investing relationship-management roles. I did that for about three years, then pivoted to a role at American Express, where I managed their startup strategy program.
I immediately knew that that job was not for me. I continued to make jewelry as a hobby. Then, during the pandemic, there was a brief period of time where I was unemployed. I had gotten laid off and was making a ton of jewelry. I sourced beads from Etsy and other stores online, selling the jewelry and making-your-own jewelry kits to friends. Still, I never really envisioned it as a full-time business.
During that same period of time, I was studying for the GMATs and considering getting an MBA to advance a career in venture capital. But while working at American Express, I had built up a decent amount of jewelry clients. People were reaching out, asking me to make gifts for themselves, family and friends. I began sourcing a lot of chunkier, vintage hardware, dead-stock chains and different pearls that I would make into charms — anything that I could find. I also launched my website.
Image Credit: Spicy Dan
Relentlessly selling at farmers markets and pop-ups
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