Brand Interviews – Andrea Rosenfeld, Kinetic Artist, Jewelry Designer

Andrea Rosenfeld, Kinetic Artist, Jewelry Designer

Andrea Rosenfeld in IN Jersey Magazine

How long has your company been in business?
Founded 2006

Please tell us a bit about your company, its mission and goals.
Kinetic artist, Andrea Rosenfeld, uses her training and vivid imagination to expand one’s idea of jewelry; thought-provoking, enlightening and participatory. Her sculptural designs are manifested from a variety of eco-friendly, precious materials: each evoking emotions derived from texture, composition, and palette, their relation to other materials or the light itself. Her imaginative jewelry designs have garnered press, including the premier fashion trade publication, Women’s Wear Daily, The Gem Trade Association, National Jeweler, the Retail Jeweler, the Chicago Sun Times, and more.

Rosenfeld’s lush and imaginative pieces are composed of sustainable woods, recycled precious metals and ethically sourced gemstones (when available). An experimental artist who enjoys connecting, she collaborates with other talents, and is currently working with award-winning wood worker, Ed Kelle, who brings wonderful, new aspects to her own art. As a Reiki practitioner, she enhances the minerals in her work, increasing their ability to strengthen good physical health, reduce stress and negativity, stimulate weight loss and more.

Inspiring and engaging, Andrea Rosenfeld’s art jewelry adorns while her company promotes philanthropy. She donates her jewelry and proceeds to various charities each month and is a volunteer, as a co-chair and committee member, for the Susan G. Komen Foundation of Central and Southern NJ. Giving back is part of her business model, and honors her Mother, Sheila, a two-time cancer survivor.

How did you know what typeface (font) would be right for your company in a wordmark or logo?
I didn’t.  I couldn’t grasp what I wanted to “say” with my typeface so I just went with “whatever. I must have changed my font 3 times.  I finally decided on a font with the help of a designer and I’m happy with it but I have changed its look a few times.  My website needs the new logo on it.

If your logo has an illustration, describe why that art was the right thing, animal, place, object, etc…
Jewelry is placed in my website but I’m not happy with what was placed.  I would ask my webmaster to change it but it will cost me and for now, well, it stays as it is…

How did you decide on the right color palette to fit your company look and feel?
I worked with my original design company on the look and feel then it was transferred into a WordPress Blog so I can update it myself.  I’m not happy with it, although people say it’s professional looking.  I would like something more artsy, but then again, I am a chameleon and can change my concepts often.

How did you decide which type of designer to work with, or did you design your own identity and web presence?
I looked at other artists/jewelers sites and found the ones I liked then contacted their webmaster/designer.

In what order did you present your company to the world? Did you start with marketing and products, or website, blog and social media?
For me, product, product, product but with website and social media as support.  I designed jewelry and did shows at Henri Bendel and Bloomingdales, then wholesale shows to get my work into the stores.  My website/social media was a back-up and somewhere for buyers to go and to get the word out about me.  It still is.  I don’t use my website or social media to “sell” my work (no “purchase now” buttons) or call to actions.  It’s there for people to view and read and contact me.  I want a relationship with my stores/clients and I can’t get that if they purchase directly from my site, plus I have more purpose to my business than just creating and selling.  I want to use my brand to help others so it’s a bit more layered than just making and selling and I want that to show with my “message”.

How long after the launch of your company did you start pitching in social media?
Um, almost immediately.  I’m computer savvy and enjoy communication so it seems like a no-brainer to me.

Did you do research or study any software, take webinars, teleclasses, before approaching any area of your marketing or web presence?
No. I am a dive-in-girl but in order to excel in those areas after I figured out the basics, I researched online and read a lot!  I also took a seminar with a designer in NY regarding SEO and it helped me a lot!

Do you advertise locally in newspapers and/or nationally in magazines? Are they effective?
No advertising.  I get press instead and I find that it increases awareness of my brand, yes, and can get me better and better press, plus I connect with people I wouldn’t normally get the chance to meet or speak to.  I enjoy it but so far, I haven’t sold anything because of it.  I don’t expect to – for me, it’s more of a branding tool.

Do you advertise online using Google, Facebook or on other company sites? Are they effective?
I started a Google Ad Words account but have yet to implement it.  I placed Ads on Facebook (with my older, more moderately priced, jewelry company) and got “likes”, but not a lot of sales.

When you printed your products, packaging, business cards and other print marketing did you choose an online printer or visit a local vendor?
I do everything here, myself.  I don’t print a lot but when I needed a Look Book to send out I used a graphic designer and we worked with her printer.  I was very happy with the final product.

Did you know anything about different types of papers, when you wanted to print your marketing materials?
Not enough and I’m still learning.

Have you ever used “green” technology in printing, using FSC certified papers or recycled paper and if not, how likely are you at trying this on a next project?
I want to as it works with my brand image and I recycle my metal and wood so it’s a logical choice.

If you sell products, are they produced in the USA or abroad?
They are produced, by me, in my studio in New Jersey, or they are cast in the US.

Is there anything you haven’t yet tackled, but will want to do soon?
Professional business cards, postcards, stationary, order forms, shipping labels, stickers, hangtags, boxes… you name it.  I’d like to get my branding coordinated and strong.

Do you donate to charities? Tell us about that also and why.
Every month I donate either proceeds or jewelry to a local or national charity.  I also volunteer as a co-chair and committee member for the Susan. G. Komen Foundation, Central and Southern NJ, Affiliate.  Right now, I’m working on ways to “marry” the Arts Community in Monmouth County with the Komen Foundation.  It’s my desire to bring them together for the benefit of both The Arts and Breast Cancer Awareness as well as help out my community by allowing us to support each other in these respective areas.

Aragonite, wood, silver, moonstone, pendant, stylized necklace by Andrea Rosenfeld.

Chrysocolla, wood, green, amethyst pendant by Andrea Rosenfeld.

You can find out more about Andrea Rosenfeld by visiting the links below:

You Tube Videos:
Andrea Rosenfeld cleansing her work
Andrea and Mary (another Komen volunteer) along with Shirley Hwang, Assistant Vice President of the Monmouth Medical Cancer, Center being interviewed by Lou and Liz on 94.3, The Point!

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