Muse no.1: Jennifer Cheung, Founder of Fair Jewelry

Jennifer Cheung is the founder of Fair Jewelry, a Vancouver based jewelry designer who prides herself on creating pieces that are sustainable and made from up-cycled materials. Her jewelry is designed with the modern, eco-conscious individual in mind and wants to attract clientele who are searching for high-quality pieces but value sustainability.

Tell us about yourself. What led you to become an entrepreneur?

From a very early age, I loved fashion and would make jewelry in my free time. When I was little, I always dreamed of being a fashion designer, but ended up studying in a different field (Biology). Five years ago, when I was unsure of what to do next with my career, my boyfriend had found an old notebook filled with my jewelry sketches and encouraged me to pursue creating jewelry. That is how I rediscovered my passion for jewelry and got started!

Were you always passionate about pretty things such as jewelry?  

Yes! I always liked jewelry and enjoyed creating crafty things like friendship bracelets as a kid. When I was in high school, I remember uncoiling a notebook and threading little beads around it, making it a bangle. I made a few bangles and wore them for several months. I always thought about how I can make jewelry and from what since!

What is your daily routine? On an off day and on a working day?

Normally, I start my day with a cup of coffee, then move on to answering emails; after that, I either make jewelry to fulfill orders or I work on custom designs/future collections. Every other day I run errands and visit local artisans. Later on in the day I package orders. Of course everyday varies, but an average day looks something like that. On an off day, I try to leave all the work behind and get away. I really love nature, hiking (especially back country hiking), skiing/surfing, and rock climbing. Generally speaking, something exciting to completely get away from work!

What is Fair Jewelry? Where did your conception of Fair Jewelry first come from?

The concept of Fair Jewelry came from wanting to make jewelry in a way that was fair to the people I work with (suppliers, artisans), the environment, and customers. Fair Jewelry is about staying fair and grounded to core values no matter the state of the business. The name Fair Jewelry was actually a switch from the original name La Montagnette, which translates to “little mountains” in French. When I started the company I wanted to name it after the street my boyfriend and I lived on in France. We lived in the countryside on a street called Rue de la Montagne which means road to the mountains. The name had a very sentimental meaning to me but when the brand started to grow, I realized it was difficult for people to pronounce. I wanted to change the name to be more accessible and easily identifiable to our customers. When deciding on a new name, it was hard because I didn’t know what I wanted the brand to stand for.

Where do you find inspiration for your new collections? Do you have any upcoming collection?

I normally find inspiration from art! For my upcoming collection, which is the Pearls of Promise collection (launching August 10th), I was inspired by a dinner I had with my family.  We had oyster and I found pearls inside them! I then wondered why there isn’t as much pearl based jewelry nowadays – I decided to take matters in my own hands and that’s how the collection was created! The Pearls of Promise collection is also very special as it is meant to be a staple piece/heirloom that is passed on. Sales form this collections’ necklaces will yield proceeds to organizations that support the black community against racial inequality.

What is your process from initial new product idea to product development and sale?

The process often differs – sometimes I begin sketching before I know where the inspiration is coming from, in other times, I’m inspired by materials that I find when visiting my suppliers – and just like that a collection appears in my mind. When making the products, I purchase a small batch and make the items myself. I then wear it for some time, to see how it makes me feel – if I feel proud, I will take photos of the products and make more, as well as potentially expand the collection.

What is your favourite part about being an entrepreneur and designer?

I really love the creativity and ability to constantly create new products! In the days after a new collection launch, I already begin thinking of the next one. Once I create something new, I’m almost immediately onto the next thing.  As an entrepreneur, I appreciate the freedom of choosing my lifestyle – for example, working from home and choosing my own work hours. Being able to walk down the beach at time that fits me and my dog, Loki, and being able to enjoy the little things is what really resonates with me. Another part of being an entrepreneur that I really enjoy is being able to connect with other entrepreneurs and learning about them and their businesses. It’s always so great to meet other entrepreneurs and hear their stories!

In which ways is Fair Jewelry sustainable?

Fair Jewelry prioritizes the use of eco-conscious materials. As I come from a biology background, the environment has always been very important to me. I have always been an eco-conscious person so it only made sense for me to make products with minimal impact. I’m very cautious about what I buy and where it comes from. When I started my company, I wanted to create pieces that would do the least harm to the environment---by creating higher quality pieces at a more affordable price, people will not only be attracted to buy our pieces but when it’s made with quality, it’ll last longer, therefore, leading to less waste. While I understand that I’m still using up the world’s resources, there is really no way around the fact that materials like gold and silver do come from the earth, but by using recycled gold and silver, we aren’t contributing to more mining, rather we’re focusing on using material that were already taken from the earth and trying to bring it new life. Together, with my donations to environmental conservation and biodiversity protection, my team and I try our best to find materials that can be up-cycled to minimize waste. 

What do you envision for the future of Fair Jewelry?

I hope to continue to grow Fair. Jewelry, in a way that is as eco-conscious and sustainable as possible. If growing the business will require giving up some core values, I’d rather keep the business small or grow at a rate that will not require making any compromises. But of course, I would love to grow the business, as long as it stays environmentally friendly. In terms of future designs, I’d love to create more ceremony jewelry! I always get excited creating engagement rings because they are so meaningful and I love being able to incorporate the couple’s love story.

What would your advice be to someone that is inspired by you and desires to be an entrepreneur and designer like you?

For people that desire to be entrepreneurs, but aren’t sure where to start – just try it! When I started, all I did was purchase materials enough to make one ring – this led to the creation of other products, collections and ultimately the business that it is today. I never thought I would be a jewelry designer until I tried it. Take the plunge and learn as much as you can. I know its cliché, but you will not know that you can succeed until you try! But in the process don’t let yourself forget why you started the business and what core values you’d like to run it by. Write down why and how you want to do your business and then make sure you live be these core value. Reflect on it every few months to make sure you’re still doing everything for the right reasons.

To find out more about Jennifer and Fair Jewelry, follow @fair.jewelry and visit the Fair Jewelry website.