Rose Koerner, Artist and Founder Of Just Rosy
Jewelry has always held a special place in my heart. Not for the grand looks and shine, but for the memories and love it can hold. Whether I am gifted a pair of earrings from somebody I see every day, or wearing my passed grandparents rings to make sure I have a piece of them with me, those memories stick. Every time I look in the mirror I can see parts of those people within myself, and feel that I am paying homage to how they helped me along my journey.
With the power of social media, I stumbled across Rose’s page on Instagram and fell in love with her handcrafted pieces. As someone who especially loves natural stone jewelry, I wanted to see the other side of the process- and what it is like for the jewelers to send their pieces out into the world, knowing that what they create can hold such a special place in someones heart.
Through reading her story, I found it beautiful that she finds a memory of her own in each piece she creates; and in her own way is paying homage to something out there just like I do. The stories behind the handcrafted jewelry you buy goes deeper than your own, and by the time you get to wear that small piece of worked metal and stone, it already has a story for itself.
Read Rose’s interview about her business “Just Rosy” below:
What’s your name and business name? Where is your business located?
Hi! My name is Rose Koerner and I’m the artist + founder behind Just Rosy — a handcrafted jewelry business located in Groton, MA.
Tell me about your brand:
Just Rosy specializes in handcrafted, demi-fine jewelry, inspired by the shapes + textures of the natural world. Every piece of jewelry is slow-crafted with precious metals and ethically sourced gemstones in a tiny studio nestled in the woods of northern MA. All JR jewelry is hypoallergenic, waterproof, and tarnish-resistant. Just Rosy offers up these unique designs through the online shop (just-rosy.com), pop-up events, and retail locations.
What does your business provide?
Just Rosy jewelry is handcrafted jewelry that bridges the gap between delicate and durable. Our minimalist style pieces are filled with dainty details, while still being strong enough for everyday wear. This jewelry is perfect for the modern minimalist + anyone who cares about how their jewelry is made.
What do you feel sets you and your business apart from others?
Unlike many other minimalist jewelry brands on the market, every piece of Just Rosy jewelry is slow-crafted by hand using raw metals and traditional metalsmith methods. My main goal as a traditional artisan is to keep the trade alive by sharing my passion for the hand-building jewelry process. I make an effort to educate folks about how metalsmithing works through in person demonstrations at pop up markets, online videos to show the process, and in-person classes in my studio. I hope that bringing visibility to the traditional arts will also inspire others to pursue their artist dreams!
What is your business’s backstory? How and why did you start your business?
I started Just Rosy in 2019 when I was very burnt out. I had been pursuing a career as a teacher because I thought that would be a safe and stable option; but I was truly miserable. I took a metalsmith class in February of 2019 and I was immediately hooked! I invested in some basic smithing tools and for several months I would practice soldering and shaping jewelry on my dining room table. When the school year ended in 2019, I knew that it was important for me to devote time to this craft + building my own business, so I quit my teaching job, and started applying for summer markets — the business has grown wildly from there!
What are the driving passions and morals for you and your business?
I grew up exploring the New England woods and waters, so I have a deep appreciation for natural beauty + the world around us. Creating jewelry that mimics the flow of water and mountain ridge lines is my small way of honoring the natural world. I love imagining people wearing jewelry inspired by tide pools and dewdrops as they go about their lives in bustling cities and far-off places.
I am also deeply motivated by bringing visibility to traditional craftspeople; because there can be a tendency to forget how slow, thoughtful and meticulous it truly is to create a work of art. I want to showcase how metalsmith magic occurs, so that more people can be educated about the process of metalwork.
What do you think really put your business on the map?
A huge turning point for my business was sharing my work at markets in Boston. Popping up at markets can be intimidating because there are so many unknowns; but it was also the biggest confidence boost to see folks get excited about my work. After three years of doing pop-up markets, I was generating enough sales to leave my full-time nanny position and devote all my efforts towards Just Rosy. I wouldn’t have been able to build a successful business without sharing my work publicly.
What are the most gratifying parts and most challenging parts of being a business owner?
It’s incredibly rewarding to see my own growth, as a person and an artist, while I’ve been building this business. I have also connected with tons of other local artists through pop ups, and I’ve made some amazing friends by joining artist communities.
What’s really challenging for me is managing my time and making sure I’m dividing my energy appropriately between administrative work, creating jewelry, and all the other elements of running a business. Planning, accountability, and self-compassion all help me manage my time well.
What is your favorite memory of running your business?
One very special memory that comes to mind is the first engagement ring I ever created. At first, I was intimidated to be creating something so monumental and precious, so it was a test of my own confidence and skill to take on this project. My clients were truly lovely and worked with me to design a ring that was incredibly unique and reflected their own love for New England nature. I sourced local gemstones and set them in a rose gold prong setting, nestled by tiny leaves. I was so honored to create something that would be part of their love story forever!
How has your background/ life story played a role in who you are today?
When I was growing up I spent a lot of time outdoors, hiking up mountains in the Adirondacks and exploring the coastlines of Maine. I feel happiest when I’m outside among the trees + critters, which is why I infuse my artwork with the patterns and textures of the natural world. Being outdoors + developing a curiosity for the natural world completely shaped my artistic viewpoint and has made me the artist I am today.
What is one accomplishment you are most proud of in terms of your business?
I’m proud that I was able to grow my business into my full time job in only three years. As an artistic person, I consistently heard that it wouldn’t be possible to make a living through my artistic work. This belief was repeated to me so often that I started acted accordingly, and I followed the steps for “successful work” that others laid out for me. Then I took my first metalsmith class and my whole trajectory changed, and I am amazed that all my hard work + artistic instincts have landed me my dream job!
Is there someone or something you would like to thank or give credit to for your business ventures?
First and foremost I want to thank all of the Just Rosy supporters, far and wide, who have enthusiastically supported my business over the years. I often have folks come up to me at markets wearing jewelry that they bought 2 or 3 years ago; and that means the world to me!
I’ve also been fortunate to learn about business through two community-based organizations — Pretty Decent and EforAll.
Pretty Decent is a virtual classroom that teaches creative business owners how to build brands online, while also connecting you with other creatives who are doing the same. I have met tons of interesting entrepreneurs through the Pretty Decent classes and they offer a free weekly planning session for business owners that I attend each week.
EforAll is an organization that helps small business owners through in-person courses, mentorship programs, funding opportunities and more! EforAll is completely free, and they run business accelerator programs throughout the US. I encourage anyone who is just starting a business to check and see if there is an EforAll program near you!
Small businesses are the building blocks for a strong community. What are your favorite things to do, see, or share in your community?
I enjoy attending and vending at pop-up markets because there are so many unique businesses present and it feels like you’re part of a big treasure hunt, where you don’t really know what you might find! Being a part of a local market is my favorite way to connect with different communities.
Social Links, Contact Information, & Location
Instagram - @just__rosy
Email - hello@just-rosy.com
Website - just-rosy.com
