We had the good fortune of connecting with Cheryl J. Freund and we’ve shared our conversation below.

Hi Cheryl, what was your thought process behind starting your own business?
What I love about jewelry is that it withstands the test of time. Each jewel is personal. It carries a story about success, family, love, and life. My need to express my individuality drove me to create Ceejayeff. I draw inspiration from my childhood, the places I have traveled, and the art and architecture I have seen. When I moved to LA, people would see me wearing my own pieces and compliment them and I would say “I made it myself”. They would ask where they could buy my work but I wasn’t set up that way. I always had the goal in the back of my mind that I wanted to have my own jewelry business and design under my own name but I spent the majority of my career designing for established fine jewelry companies. It took years before I felt comfortable enough to begin investing in starting my own jewelry company.

Let’s talk shop? Tell us more about your career, what can you share with our community?
When I knew I was actually going to start my business and I was working on the final designs, more ideas started coming to me. It was so fun and gratifying to feel that creative. Ceejayeff jewelry is crafted from 14k gold and diamonds. It is designed to be stacked, layered, and blended with your personal collection. The collection includes necklaces, chokers, bracelets, studs, hoops, dangles, and rings. In addition to the collection, I also offer custom jewelry services. I love working with people to make their jewelry dreams come true. I am passionate about jewelry so I know that with time, my business will grow.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
When my family and friends come to visit me in LA, I always play tour guide and show them around town. I am from the East Coast, so I love to show off all the things that are unique to Southern California. I love to learn about history so I often take visitors on Laura Massino Smith’s Architecture Tours. She is so knowledgeable and engaging! I love to hike in the area. Some of my favorite hikes are Echo Mountain and Eaton Canyon Falls in Altadena, and Eagle Rock in Topanga State Park. Another fun activity is to bike along the beach and make a stop for brunch with view of the ocean. The Rose Bowl Flea Market (or any flea market, there are so many good ones!) is another entertaining destination. I enjoy a good hunt for vintage furniture, home accessories, and jewelry! The one activity you can count on all-day, everyday, is eating and I do love good food, which there is a lot of in this city. I like to take people for tacos at Guisado’s, vegan doughnuts at Donut Friend in Highland Park, Lebanese food from Skaf’s in Glendale, and cocktails and dessert with a beautiful ambiance at Alcove in Los Feliz.

Who else deserves some credit and recognition?
I would not be the person that I am today without my parents. They have always nurtured and supported my artistic endeavors. They have guided me in countless ways and always share their experience and expertise when it comes to running a business. My husband continually supports me and he takes all the beautiful photographs of my jewelry. He is also my sounding board for all of my ideas.

Website: www.ceejayeffjewelry.com

Instagram: http://instagram.com/ceejayeff_jewelry

Linkedin: https://www.linkedin.com/in/cheryl-freund-12338729

Facebook: https://www.facebook.com/ceejayeffjewelry/

Youtube: https://www.youtube.com/channel/UC3JMgcZBKrk8lZxV1OyPKKw

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