Selling Outside the Box

A unique shopping experience on wheels

By Shawna Kulpa

(Originally Published by MJSA September 2024)

Some jewelers think outside the box—others bring the box with them. In this first installment of an occasional series, we spotlight Karina Brez, a designer who took her equestrian-inspired jewelry on the road with her Jeweled Barn. This mobile, solar-powered tiny house has become a standout feature at horse shows across the country, elevating her brand and redefining how she connects with customers. Brez’s innovative approach offers a fresh perspective on jewelry retail, blending creativity, sustainability, and a deep connection to her passion.

A Tiny House with a Big Impact

Karina Brez, founder of Karina Brez Jewelry in Palm Beach, Florida, has always had a deep passion for both jewelry design and the equestrian world. Her finely crafted, high-end creations capture equine elegance and grace, and she’s spent years displaying them at top horse shows. Often those displays took place in makeshift outdoor setups—a stark contrast to the luxury image she wanted to convey—where Brez had to brave the elements and logistical challenges. “It’s hard to forklift a safe on a grassy area!” she says.

But all that changed with the creation of the Jeweled Barn—a mobile, self-sustaining retail space that has transformed her business and captivated customers.

From Dream to Reality

The idea for the Jeweled Barn was born out of necessity and a long-standing dream. “For years, I wanted to create a ‘tiny house’–inspired store,” explains Brez. A few years ago, she started talking to the owners of a large horse show to see if they might be willing to allow such a structure on the showgrounds. After months of discussions and negotiations with the show owners, Brez got the concept approved and embarked on the construction journey.

That journey was not without its challenges, the most significant of which was the timeline. “We started building it in September 2022 and had to have it ready in time for the show, which was in November,” she recalls. “There were many nights we worked late, and I had to be resourceful to get things done on time.”

The Jeweled Barn, which opened on time in November 2022, is a marvel of compact design and efficiency. The structure is a black barn that Brez custom designed, working with a tiny home builder in Melbourne, Florida. Knowing the store would be mobile, Brez made sure that getting the barn ready for travel was a straightforward process: “We take the flowers out of the window boxes, pack them in [the structure], and take off the black skirt that covers the wheels,” she says. She then hooks the barn to a Ford F350 truck and tows it to various horse shows throughout the country. (“The jewelry is transported separately to ensure its safety,” she adds.)

Despite its small size—20 feet long by 8 feet wide, offering about 160 square feet of functional space—the barn is packed with features, including jewelry showcases, storage trunks, satellite internet, air conditioning, multiple security systems, and even a small fridge.

One of the standout aspects of the Jeweled Barn is its commitment to sustainability. The barn can run entirely on solar power via solar panels on the roof. “The solar panels are assisted by a battery, allowing the barn to be off the grid, including its satellite internet and air conditioning,” explains Brez. “We’re proud to say that we don’t need electricity to run our store.” This eco-friendly approach aligns with the growing trend of sustainability in the luxury market. The barn’s construction materials also reflect this eco-conscious ethos: they were sourced locally whenever possible.

Brez paid special attention to creating a space that was both beautiful and functional. No detail was too small. She had copper barn lights made by a company in Florida to illuminate the space both inside and out, and she even constructed window boxes that she fills with flowers to complete the rustic look.

The interior of the barn is meticulously detailed as well: Ralph Lauren tartan wool fabric repurposed as wallpaper, shelves made from old tobacco barns, and reclaimed hardwood floors all contribute to its rustic yet refined ambiance. She also painted the shiplap walls in her signature deep green—a color, she says, that not only helps to focus customers’ attention on the jewelry, but also “is popular at horse shows.”

While she wanted to use local vendors for everything, she did go outside the U.S. for two needs. She was not able to find a U.S.-based company that could create her showcases in time, so she had to get them from a company in China (and have them air-shipped overnight). Brez also had storage trunks handmade in London by an artist she found on Etsy. She wanted the trunks to have an equestrian air, so she drew out a picture and gave him the specs.

The barn can comfortably accommodate up to eight customers in addition to three salespersons, and it is ADA compliant, with a ramp available for wheelchair access. This inclusive design ensures that all visitors can enjoy the unique shopping experience.

Captivating Customers

The Jeweled Barn made its debut at the Winter Equestrian Festival at Wellington International, a prestigious event that attracts top athletes and sets the stage for trendsetting equine style. The barn’s placement just outside the VIP area allowed it to catch the eye of many visitors.

Since its debut, the barn has received an overwhelmingly positive response from customers. The current tiny-house craze draws curious visitors to the unique structure, even if they have no intention of shopping for jewelry. “That’s how they remember it—the tiny-house store,” she adds. “It’s a beautiful work of art and a conversation piece. Everyone who has come in has loved it.”

Part of the barn’s popularity is a result of Brez’s focus on delivering a good shopping experience. Even before construction started on the barn, Brez was considering potential layouts for it. “I taped out the layout of the store in my house with blue painter’s tape, and over months, I played with it,” she explains. Every aspect of the layout and design was crafted to focus customers’ attention on the jewelry and create a memorable ambiance.

“The psychology of shopping is important—when someone walks in, where they’re going to turn, where they’ll look, matters,” she says. She even had a signature scent made for the store, creating candles that smell like a mix of sandalwood and cedar. “It’s a barn smell.”

Although it’s been open for less than two years, the Jeweled Barn has already had a significant impact on Brez’s business.

“It’s become more a moniker—the brand,” she notes. The unique concept has greatly increased her visibility and customer engagement, turning the tiny house into a memorable part of the horse shows. And she’s not done yet. She currently takes the barn to shows in Michigan, Virginia, and Maryland, but would like to eventually expand the Jeweled Barn concept and open more stores to bring to other parts of the country.

She also hopes to see more jewelers pursuing creative ways to sell their jewelry. “If you don’t try, you never know. Go for it,” she advises. “Don’t let any limitations hold you back. Get creative in different ways to expand your business and think outside the box.”