‘A brand of jewelry, for classy women and women in the workforce’
Conception Bay South woman starts online-based, high-end jewelry business
When Hannah Rowe of Conception Bay South became a licensed real estate agent in November 2022, she didn’t realize how hard it would be to find classy yet affordable jewelry.
“I wanted something nice to wear to showings, and I didn’t want to wear expensive pieces, but I also didn’t want anything that would be cheap and irritate my skin,” said Rowe.
“I couldn’t find anything that was in the middle for people with sensitive skin.”
That prompted her to wonder, “Why not create these myself?”
From there, the idea for Mae & Co Jewelry was born.
‘CLASSY JEWELRY FOR CLASSY WOMEN’
“I decided to build a brand of jewelry for classy women; for women in the workforce that want jewelry that’s hypoallergenic and high quality, without paying a huge price,” said Rowe.
Rowe decided to take things a step further and offer more than just everyday jewelry.
“I am offering custom pieces, particularly engagement rings and wedding bands,” said Rowe.
“I’ve always had a big fascination with diamonds, and I love that I can be a part of someone’s special experience.”
TAKING HER TIME
Though the idea sparked at the tail end of 2022, Rowe’s first collection was only released in February of this year.
Rowe had to take the steps to ensure her idea was thought out and curated properly.
“It was important for me to take my time. I didn’t want to just throw something out there,” she said.
She began researching the different types of jewelry and even hired a business coach.
“I learned from an expert with 20 years of experience. She also has a jewelry brand based in Canada,” said Rowe.
“I had a good understanding of the business side, but I needed help with knowing the jewelry side.”
Rowe’s coach taught her about price ranges, different types of metals, and how to market.
“She taught me everything jewelry,” said Rowe.
ENSURING QUALITY
Another thing her coach helped her to understand is how to ensure quality.
“I was so nervous about the quality. I could not sell anything of bad quality. I wouldn’t sleep at night,” said Rowe.
“I remember my business coach helping a lot with research and testing, and we didn’t stop until we found something that was perfect.”
What Rowe found was her metal: 18-karat gold-plated stainless steel.
“It’s hypoallergenic, waterproof and tarnish-free,” she said.
“It allows us to maintain a price range of under $100 while still ensuring a high quality.”
There is a big difference between her everyday pieces and her custom pieces, she pointed out.
“Custom is 14-karat gold and diamonds, so a big difference is the materials and the price range,” said Rowe.
“With everyday jewelry, it would be 18-karat gold-plated on stainless steel, which is great quality, but it’s not pure gold and the price reflects that.”
CREATING THE JEWELRY
While Rowe hasn’t done too many custom pieces yet, she does currently have one in production. Outside of rings, Rowe also produces earrings, necklaces and bracelets.
When it comes to production, because of the metal and quality she is trying to produce, Rowe’s pieces are not handmade.
She works with suppliers and a goldsmith to turn her products into reality. Rowe said producing a whole collection takes about two months.
Custom pieces are more personal.
“I’ll design it with them, whatever they want. It doesn’t have to be your standard oval. If you want special little diamonds around it, we can create it. I’ll draw it up and my goldsmith will create it,” she said.
MORE THAN JEWELRY
Rowe added that what makes her jewelry stand out is the fact she is not making one-off pieces. Rather, she’s designing pieces that people can build their own collections around.
“I wanted to have it so someone could have the bracelet that goes with a necklace and that would go with the earrings and then of course the rings, too. It all works together,” she said.
Mae & Co Jewelry currently operates as an online business, although Rowe has plans to extend her reach.
“I would love to get into some boutiques around the city. That’s my next big goal. I’d love to be in a boutique somewhere,” she said.
“I am also soon hoping to do a pop-up so I can meet my customers in person.”
Rowe also plans to launch a podcast focusing on jewelry education.