Julie Romanenko shares lessons she’s learned

By Irina Hawkins

Julie Romanenko admits that a lot has changed since she first started her company back in 1991. The owner of Just Jules Jewelry in Scottsdale, Arizona, and the current president of the Contemporary Jewelry Design Group, Romanenko didn’t have a computer when she started out and primarily advertised her business by writing articles for The Crafts Report (now Handmade Business) and by attending trade shows. Although she still describes herself as an “old-school” entrepreneur, she has made it a point to keep up with the times and is currently working on mastering her social media presence. Romanenko shares the lessons she has learned during her time in the trenches.

Be still

I believe that the mind needs to be still for the creative juices to flow. If I sit at my bench, trying to force myself to create, playing music, it never works. But just sitting quietly stimulates creativity.

Distinguish yourself

Because supply is so plentiful, today’s consumers have higher expectations. They’re aware there’s a lot to choose from; they’re not limited in who they can buy from. The competition is stiffer. That’s why it’s important to have not only fine workmanship, but also a recognizable signature style. For instance, when I started, I was famous for my Art Deco Man and Woman lapel pins. I later parlayed those detailed designs into successful lines of earrings and napkin rings. And now, the style has come full circle—my popular bridal line also features Art Deco designs that were inspired by the filigreed pieces of my mother and grandmother. I’ve found that despite the abundance of choice, there’s still loyalty from retailers and consumers who collect work.

Be prepared

Unlike some designers who may have gone to art and business school, I had no formal education. I thought, “I make pretty pieces. Let me see if I can sell them,” and it actually worked. It’s remarkable! However, I regret not having attended art school. Today’s young people are smarter because they’re coming into the industry with a much more tech- and business-savvy approach.

Accept help

Throughout my career, I’ve leaned on the wisdom of seasoned professionals and loved ones. For example, Bob Silverberg of The Clay Pot in Brooklyn, New York, suggested shows to participate in. Michael Toback, president of Myron Toback Inc. in New York City, was a vendor who helped me figure out what materials and tools to buy. And my dad, who has been in the insurance business for over 60 years and owns his own agency, got me a jewelry insurance policy, helped me get a line of credit, and answered all my business questions.

Surround yourself with what moves you

When I make the trip to Tucson every year, I purchase gems that inspire and speak to me. In addition to the budget I have delegated to the list of pieces I have to buy, I also bring some play money for stones that I don’t need but would still love to make designs with. The same applies to the jewelry I wear on a regular basis—it’s all meaningful, including my heirloom bracelet, my mother’s and my grandmother’s wedding bands (which I stack with my own), and my grandmother’s engagement ring. I love jewelry that has a story, a piece of someone you love. I’ve even started remaking antique lockets into new pieces for customers because I believe in continuing the family legacy.