Gems and Jewellery Magazine Interview

Last month, at Melee Tucson, I was approached by the editor-in-chief of UK's Gems and Jewellery magazine about a feature. I doubt they will publish the entire piece, but I wanted share it here, along with some portraits recently taken by Autumn Swisher.

Autumn is a talented jewelry and portrait photographer, and I would later come to find out, we are both alumnae of PNCA.a few years ahead of me, see more of her work at autumnswisher.com. Of course I had to ham it up, and wore my most romantic mesh top by ixdoxdeclare.

Now for the interview...
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What is your name, and what is the name of your company (please include your position with the company)?

My given name is Morgaine Faye, after the sorceress from the Arthurian legends. I founded an eponymous jewelry line because my name is unique, and the aesthetics and themes of my work tie in to medieval history, storytelling, and the occult. I feel lucky to carry this name, and I am delighted that my work has taken me this direction. It feels quite like destiny.

In which part of the industry do you specialize?
How long have you been in business? How did your business get its start?

I wear many hats; I am the designer, fabricator, engraver, and stone setter for my line. My background is in the visual arts (painting & illustration) so the process of creation is central to my practice and what I enjoy the most.

Jewelry design is the perfect nexus of what draws me to art-making: it contains endless possibilities for storytelling, involves the mastery of rare skill sets, and is enriched by a vibrant, diverse, and engaged community. I enjoy that jewelry can be a rebellious declaration, a way to challenge and converse with the world through personal symbols and iconography.

Thematically, much of my visual art explores conflict, inner turmoil, and dynamics of power. I utilize my own symbolic visual language that combines natural elements, and historical objects, alongside commanding and alluring forms and figures. My work is where I can explore my shadow-self, and shout into the void.

I have had a life-long relationship with art, I began drawing from a young age, and always knew I wanted a career in the arts. Before going to art school, I studied metalsmithing as an undergrad, which lit the literal and metaphorical fire for me. After receiving my BFA in Illustration, and decade showing in galleries, and doing commercial illustrations, I felt the call of the fire again. In 2010 I opened an Etsy, to sell my paintings and simple brass charms. After just a few years I was filling so many orders I was able to quit my day job at an animation studio, and pursue jewelry and art full time. Now I have my own website, and a handful of fantastic retailers, w worldwide audience, and I maintain my visual art practice in addition to making jewelry. My business only continues to grow.

Who are your clients/who is your audience? Do you tend to gear your jewellery towards a specific group? How do you reach people who might be outside your niche, or is that not a concern of yours? Why might that be?

My client likes to stand out. They like their jewelry big, bold, unique, and personal. My work is equally at home on gen-z as it is the more classically-minded client, because although the themes I utilize are edgier and more esoteric, the traditional techniques I employ draw in anyone with an appreciation for skilled craftsmanship and art history.

I have become known for memorial and custom jewelry, so I find that clients seek me out, either for my engraving or storytelling abilities. Being a visual artist in addition to a jeweler has given me access to a broad audience. Many of my clients are drawn in by my narrative artwork, and are inspired to have a jewel made in commemoration or celebration, something that tells their own story.

Do you have a social media presence? How long have you been leveraging social media? Which apps do you find are the most popular among your clients/audience? What methods do you use to keep your audience engaged?

As a millennial, I feel native to social media. I’ve been a part of many online art communities, from blogspot, to tumblr, to Instagram and now tik tok, everything changes and I have learned to adapt. I don’t love being in front of the camera, and the trend now of brands being very forward facing is challenging, but I consider myself an artist and human before I am a brand. I operate my social media that way, with slices of life mixed in with the work. I’m not ultra polished, but I’m real, and that keeps it fun and interesting to me, and I think my audience as well. My clientele is still mainly on Instagram, but I enjoy the possibily to connect more informally on tik-tok, even if I feel like I don’t ‘get it’ yet.

How many years have you attended a show in Tucson? (If you have been at Tucson for several years but switched your locations, please let us know). If this is your first year as an exhibitor at Tucson, tell us your “path to Tucson.”

How did you advertise your presence in Tucson this year? What (if anything) was your ‘hook’?

I have been coming to the Tucson gem shows for 5 years to source gemstones for my work, but took a two year break during the pandemic. This was my first year exhibiting my own collection at a trade show. The opportunity was presented through a mentorship program I completed last year called The Jewelry Loupe Project, offered through the Women’s Jewelry Association. In this program, emerging designers are guided by industry leaders to help build the critical foundations needed to run a successful jewelry business: developing a pitch, creating line sheets, organizing a supply chain, etc.

Doing a trade show was on my five year plan, and after completing this mentorship I felt more than ready to take on the opportunity in Tucson.

I advertised my participation many ways: via my own marketing channels like socials, e-newsletter, physical mailers, and I was also supported by the WJA who highlighted my participation to their national network and social media channels.

My hook is that I love offering exclusive custom engravings to my retailers, so my marketing focused on this very niche skill.

At which show did you have your booth (did you have booths at multiple shows)?

How did this year’s show go for you in terms of the following?

-Foot Traffic
-Sales
-Expectations

My only trade show experience was at this years Melee the Show in Tucson, so I only have that to compare to. I’m green, so I came with little expectations beyond receiving feedback for The Armory Collection, and feeling out the vibe of the show itself.

Honestly, I was blown away by how well the show went for me, not only did I receive great feedback, but I made sales, and made many valuable connections with key industry players and peers alike.

My case had many visitors thanks to my vibrant eye-catching display, but that led to many long conversations about my creative process and inspirations. Getting comfortable presenting my work and learning what buyers are curious about and responding to most was such a valuable experience for me. I was delighted so many were interested in the processes behind the pieces.

Melee the Show is perhaps the most organized show I’ve ever been a part of. I’m so appreciative to the founders who are accomplished jewelry designers themselves, and who expertly anticipated our needs as exhibiting designers. Everything I could have needed was provided, and I found the environment quite welcoming.