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A Decade of Dea Dia!

A Decade With Dea Dia Jewelry

A DECADE WITH DEA DIA

 

Dea Dia is born in Brooklyn, NY 2011

2011  

I started Dea Dia as a hobby and part time business at the age of 25 while living in Brooklyn, NY. Without any formal training, I picked up some basic jewelry supplies: chain, wire, crystals and taught myself as I went. My first show was at the Brooklyn Night Bazaar in 2011 and I was delighted at the response and number of sales!


A thousand dollars and a dream enables me to run Dea Dia full time in 2012


2012

I established my first consignment accounts while working odd jobs in NYC. I would sit around and update my Etsy page when no one was looking. Towards the end of the year, I borrowed $1000 and signed up for 5 consecutive weekends to sell at the Brooklyn Night Bazaar over the holidays. It was a huge success and I was able to quit my job to devote myself to Dea Dia full time.


Dea Dia hits the road and shops take notice 2013

2013

My first wholesale show was Pooltradeshow in Las Vegas, a pivotal move for Dea Dia. My crystal and pyrite cuffs were a huge hit (my biggest seller for the next 6 years) and I generated an abundance of wholesale accounts. While continuing to work on wholesale orders, I participated in local markets such as Artists & Fleas in Williamsburg and traveled the country with Renegade Craft Fair.


My first official collection, Multnomah, launches along with a cross-country move 2014

2014

Moving to Portland, Oregon came with a major year of changes for my business. I started wax casting the majority of my work (instead of fabricating or assembling) and I produced my first official lookbook for the Multnomah Collection - some of those pieces such as the Big and Little Butte rings continue to be popular designs.

 

Growth abounds with the birth of my daughter and my second collection, Eros + Ethos

2015

The Eros + Ethos collection was released. I focused on tradeshows, craftshows and wholesale, although something was a little different this year as I am pregnant! I hired a production assistant to help with jewelry making. Towards the end of the summer I move my studio back into my house so I can transition to being a new mom. My daughter was born to us two weeks past her due date in September and our lives were forever changed.


A brick & mortar location opens in Portland, OR but the desert begins to whisper my name 2016

2016

My family and I visited Palm Springs and Joshua Tree for the first time, planting a seed. I released the Sun Machine collection named for the late, great David Bowie. In Spring, Fulfilling my dream of opening a Dea Dia store in Portland, I signed a lease in the Mississippi District. Building out almost the entire shop alone, I design, source and open up shop in late summer! With a little studio in the back, I sold my jewelry up front alongside a small selection of clothing, apothecary, candles, housewares and crystals.


Ch, ch, changes... Dea Dia ties the knot, drops a third collection and makes some big decisions 2017

2017

My longtime partner and baby daddy, Matthew and I finally marry! I discover running a storefront is hard work and just because you build it, does not mean they will come! I gained valuable insight into the retail business, advertising and branding. It was a tough year for my business but I soldier on and release the Fragment Collection. My husband finds a job out of state and we make the decision to close my store at the end of the year.


The Dea Dia family takes on sunny Los Angeles while new inspiration brings the Flow Collection to life 2018

2018

In January of 2018 my family and I moved to sunny Los Angeles! After taking it easy for a few months, I focused on designing a beautiful new collection unlike any of my previous designs. Halfway through the year, I released the Flow Collection with customer favorites like the Wave and Puddle ring and Boobie necklace!


Dea Dia's Arcana Collection and a refined social media presence reinvigorates Dea Dia's vision

2019

After a rocky few years with Dea Dia, I gave myself the ultimatum to either step it up or close down and do something different with my life. While designing and launching the Arcana Collection, I started working with a social media company who helped me with my photography and instagram presence. I also began focusing on building a local presence by attending more shows in LA and California.


This year brought a slower pace, surprising opportunities and our most popular collection to date, the Modern Ancients 2020

2020

My business nearly ground to a halt in March, but I was able to utilize COVID relief money to invest in my business, redo my website, and hire an advertising team bringing growth in late spring/summer. Due to cancellations of in-person events, I opened up a small retail space with Mojave Flea in Palm Springs that grew within 6 months! Prior to the holiday season, I released the Modern Ancients collection which ended up being Dea Dia’s most successful collection launched to date. Despite the year's difficulties, I managed to grow my business more than 4x from the previous year.


Dea Dia says good-bye to city life and answers the wild call of the Mojave Desert 2021

2021

The Modern Ancients Collection continued to be a hit. You all loved the organic take on all my rings - especially the Sun Tarot, Serpent Rising and Wisdom Rings. The ability to work remotely opened up a huge possibility for my family and we decided to pursue a big dream of ours - buy our first house in the Joshua Tree area of California. We leave our artsy but rough and tumble DTLA loft and move to the country in April of 2021! 


With your support and encouragement we celebrate over a decade of Dea Dia.

2022

I’ve continued to hand carve and design jewelry out of my home studio in the high desert while having my jewelry cast in DTLA by a small, woman-owned business who uses recycled metals. I have a new collection dropping this spring and hope to expand on some fine jewelry offerings this year. It's been a little over 10 years and I really can't thank each and everyone of you enough who have made a purchase, stocked your store or said a kind word of encouragement to me. 
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