Deana Keller is the founder and designer of Midnight Starlet. Midnight Starlet is one of the newest jewelry line
VueSociety is carrying! We are very excited to present some of the boldest, fiercest, edgiest, one-of-a-kind jewelry out there. I got to spend some time asking Deanna some questions about the background of her business and inspiration for her jewelry. Check it out!
ME: How did you get started in the jewelry business?
DEANA KELLER: I started making Jewelry for myself back in 1999. I’m self-taught so, learning different techniques was quite challenging and OH SO rewarding. I first did it as a hobby, or to make something that I just couldn’t find in a store. People would always tell me that I should sell my pieces, but it wasn’t until 2009 that I would do so. In late 2009, I lost my Full Time position at a hotel I worked for, and was cut to Part Time because of the recession. Being I had a lot of extra time on my hands, I decided to open my Etsy Shop: Midnight Starlet.
ME: When did you know you wanted to design jewelry?
DK: I have always enjoyed being crafty my entire life, but it wasn’t until I started my Etsy that I really knew it was for me. In life, I have been on a constant search for something that fulfilled many of the areas of work I enjoyed. Jewelry Design offered all of that and then some. I enjoy selling, designing, photography, traveling, art, nature, and working for myself. Don’t get me wrong, It’s the most challenging job at times, but I wouldn’t trade if for the world. Whether someone is down and out, and needs a pick me up…Or when it’s someone’s Birthday, and a friend buys one of your pieces as a gift for that person. The rewards of designing are everywhere. Seeing other people enjoy my work makes me smile, and that’s when I know that i’m right where I’m supposed to be. <3
ME: What other careers did you consider before jewelry designing?
DK: I have my Real Estate License, but since the financial markets crashed, I haven’t been involved in the Real Estate Biz. I got accepted into FIDM for Fashion Design back in 2005, but decided to pass on it. I have also considered writing…I have written a lot of poetry in the past. This is something I still wish to pursue at a later time in life. I have wanted to start a business since I was a child, so I have always considered that field as my field of choice.
ME: Where do you get your inspirations?
DK: I’ve always been one to stop and smell the Roses. I am most influenced by Nature, Music, Life Experiences….and most of all…A FEELING. I try to create pieces that respond to our emotions. I appreciate nature, and all the beauty that exists around life. Architecture has also been a big influence. The lines and shapes of old buildings alway gives me ideas for something I can create and bring to life in another form. I’m also a VINTAGE lover. I’m always taken back by different time periods. Sometimes I think I was born in the wrong time period, I love it so much. LOL. This vintage influence can be spotted in some of my pieces.
ME: What makes you stand out from the rest of the other jewelry designers out there?
DK: I’m self-taught. Not many Jewelry Designers can say that EVERYTHING they know, they taught themselves. The best way to learn how to swim is just jump in the water…
ME: Who is your target market?
DK: Midnight Starlet attracts many different people. I like to think of my target market as anyone who wants to be different, wants something unique, and appreciates something handmade. Despite Midnight Starlet’s wide audience, most of my buyers are women in their 20′s/30′s/40′s.
ME: Are you only exclusive as an online retailer? Where else can customers find and purchase your jewelry?
DK: I’m only on Etsy and VueSociety at the moment. I used to have Midnight Starlet in the mall, but have chosen to keep my brand more exclusive for the time being. You can find my Etsy Shop here:http://www.midnightstarlet.etsy.com
ME: How long have you been in the jewelry business?
DK: Question 1 answers this.
ME: What is your typical day like?
DK: Being I’m single and kid-less, I get up around 8am. First things first, COFFEE… After the coffee is brewed, I jump on my Macbook to respond to any emails I may have received overnight. Next, I check up on my Etsy Shop (renew listings, respond to inquiries, and process orders placed). From 10-5pm, I’m either at the Post Office mailing orders, shopping for new jewelry findings/components, or in my lil studio creating something pretty… Sometimes all three. Lol. After a long day, I try to make my way to a Bootcamp Class I take at my gym. Lastly, I will cook dinner for myself, or head out to dinner with some friends. I close out the night by checking my Etsy Shop one last time for any final questions. Then it’s off to bed. :-)
ME: If you could accessorize one celebrity who would you accessorize?
DK: RIHANNA, without question! lol She would look KNOCK OUT HOT in my Spike Hoops!!!
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