“There are jewelry stores [in Richmond] but it’s mostly custom stuff,” said Eliza Spell. “That makes it hard for people because they don’t know what they want.”
“There are jewelry stores [in Richmond] but it’s mostly custom stuff,” said Eliza Spell. “That makes it hard for people because they don’t know what they want.”
Cowardin’s, Dransfields, Schwarschild, they’re pretty much all the same. They do custom jewelry meaning the customer has to pick out the band and the diamond etc.
But never fear there’s a new jewelry store opening that defies the typical.
It’s been almost a year since the two started the new venture, Nine Roses Jewelers, but Spell and co-owner Nick DeRosa are preparing for the grand opening of their new local shop this weekend.
The marketing firm Campfire & Co. has helped them every step of the way with identity, logo, branding, elements, web design, interior design and a marketing plan.
Nine Roses is bringing a new concept to the city, this is no ordinary jewelry store it’s non-traditional and geared towards a younger crowd.
“A lot of it is affordable as far as the price point goes,” said DeRosa. “It’s part of being young and giving something to people that they can strive to, kind of in the tattoo price range.”
They will also have some special occasion and ceremonial type pieces, but not your usual white and gold, they try to stay away from that. Also some Bridesmaids type gifts, for example ‘Money’ and ‘Love’ potion candles from a shop in Brooklyn.
Nine Roses aims to for fine jewelry made from materials like gold, diamonds, rubies and precious gems. Their designs and pieces are things they hope you wont be able to find in other jewelry stores.
Spell and DeRosa will carry some of their own jewelry but the main focus is other designers. Most of their inventory will be coming from designers in Los Angeles and New York.
Spell has had her own jewelry line for a couple years. She works with fine gems, beads and accent pieces like spikes, little pendulums and skulls.
She went to VCU and from there she worked as a piercer at River City Tattoo. A trip to Bali some time back set her on a design course, and when she got back she started her own line about six years ago.
DeRosa is a goldsmith from Williamsburg who learned his craft at a jewelry store there called The Precious Gem. He went to New Approach School for Jewelers and also taught some classes at the Denver School of Metal Arts.
They both have an immense amount of experience and passion in what they do. Along with their focus on other designers, they plan on featuring certain designers by having an excess of their inventory for a month or so. Every three to four months, they plan on having a small party to launch a featured designer’s collection.
The two had the dream of opening a store about two years ago and decided to go for it last year. It only took about a year for it all to come together.
Aside from the help of Campfire & Co. with the interior design and helping buy furniture, Spell and DeRosa did much of the work themselves.
“We did a lot of the construction. I refinished the cases with a friend and another friend built us these legs,” said DeRosa. “I did a lot of the insulation in here with a couple other people.”
Local Muralist Mickael Broth, a familiar face to anyone who appreciates RVA Murals, painted a huge mural for the backdrop of their shop.
Behind the showroom there will be a backroom studio where Spell and DeRosa will work on making their own pieces.
Nine Roses Jewelers will be opening on Saturday April 25th. The location is 19 N. Belmont St. right by Belmont Butchery, Tom’s French Flowers and Belmont Food Shop, only a block over from Carytown.
There will be some kind of party involved for the grand opening so if you’re interested swing by.
Keep up with Nine Roses on their Instagram here.
