A Love Story
Stephanie DeLeonardis’ Houston-based jewelry line lovecraft. (yes, that’s how she spells it) is edgy, beautiful and tarnished in all the right ways.
“lovecraft. is an exploration of contrasts of industrial/organic, ethereal/earthy, simple/ornate,” says Stephanie, who likes to use various mediums — wire, crochet, knotted silk, metalsmithing, vintage relics — in her work. “My jewelry designs are influenced greatly by cosmic consciousness, animal medicine, nature, various tribes and cultures, metaphysics, and old world craftsmanship.”
Even when Stephanie makes multiples of a design, each piece is slightly imperfect and different. Offbeat design decisions — asymmetrical patterns, tarnished metals, frayed silk cord — are all intentional details to highlight the unusual beauty in each piece.
Is there a fun meaning or story behind your company’s name? I racked my brain for months trying to come up with the perfect name for my business and while jogging Memorial Park in September 2013 I had an “aha” moment. I am an avid collector of oddities and bizarre objects, and H.P. Lovecraft’s writing mirrors this fascination of mine. This play on words coupled with the heart chakra- the energy center where creation in its purest form emanates – sprung the highly suited name for my business.
What inspired you to start your business? I was making jewelry as a hobby and three different friends from very different walks of life suggested I might want to sell my designs. I pay attention to ‘3’s ‘ so I walked into a local shop in Houston that consigns artist work with zero expectations. The owner loved my work and happily welcomed me to their creative collective.
How many employees do you have? What’s the biggest challenge of being a boss? I currently do not have any full time employees. However, I do have a team of five amazingly talented loving friends I contract labor for production, graphic design, marketing, and various other needs. The biggest challenge about being a boss I believe is holding up boundaries about time sensitivity for projects. I love my team and the work they produce and I respect they have other jobs and commitments. So honoring that while being assertive for lovecraft’s demands can be challenging at times.
What keeps your creativity flowing? Jammin’ out to good music is my most common method of creative inspiration. A good walk in the park, trips to the museum, and browsing antique shops will surely fuel the creative energy to flow for me, too.
What is your favorite social media outlet for your company and why? Instagram seems to be my fave and primary source of social media advertising. I like the simplicity in its nature and found I have been able to reach a much wider audience than other platforms.
Any tips for capturing that perfect social media photo? Everyone has their own style of art and honoring that consistency through photos and display can be challenging. I spent a lot of time and energy in the beginning trying to mirror others’ vantage points in my photos. I later sought various methods, textures and backgrounds until I discovered what worked best for me. My antique porcelain breakfast table placed next to a window drawing in natural sunlight works best for creating the perfect picture.
What is your favorite part of owning a business? My most favorite part about being boss is the freedom in creating my own schedule. I love having the liberty to work out every morning, cooking meals at home everyday, keeping doors open to enjoy beautiful weather, listening to my favorite tunes while crafting and having everything accessible to me at home.
Least favorite? My least favorite thing about owning my own business is the taxes. Yuck.
Who is your shopper and how do you connect with them? My client base is as eclectic as my designs. Countless customers have told me that they are energetically drawn to my jewelry designs. This affirms that my loving intent is manifest in the process of creating my design.
What advice do you have for anyone wanting to start their own business? Believe in your creative self and the limitless possibilities in store for you. Set a clear intention to yourself and universe on a daily basis, match heightened emotions to your intention, ask questions, ask for help, and take as many risks as possible and enjoy the ride!
Where do see your company in five years? I have a few secret dream clients and anticipate working with these stockists and having a steady wholesale client base. I also foresee more mastery in metalsmithing as well as traveling to foreign countries to source rare enchanting material to integrate in my creations.
Find lovecraft. online at lovecraftjewelrydesigns.com and at our spring Flea Style Houston show May 7th at Silver Street Studios.