Meet Claudia Endler | Jewelry Designer

We had the good fortune of connecting with Claudia Endler and we’ve shared our conversation below.

Hi Claudia, what was your thought process behind starting your own business?
My appreciation of beauty, art, and design drew me to fashion and my love of jewelry. Even as a little girl you could not drag me away from the jewelry store windows. When I was offered a position as a sales representative for the fashion industry, I jumped at the chance. The creativity of the independent clothing designers was extremely inspiring, especially hearing some of their stories where they started out in other careers that had nothing to do with fashion. This was also at a time when many women were opening their own showrooms and forging their own paths away from the corporate glass ceiling. My mother was one of them as she started her own bookkeeping business which she had until her retirement. Starting small and providing an example of what is possible.

I hit burnout in the fashion industry and while I considered opening my own showroom, something was missing for me. I was offered a position to work for an AIDS research study at UCLA and there found an environment that was compassionate and deeply purposeful. The plight of this epidemic was heartbreaking. Just reading all the medical reports on these men suffering so, made me realize there is no measure for the will to live. Their resiliency was remarkable. It was there that I really regained my humanity. During this time, I left an unhealthy marriage and endeavored to find my own path.

Newly single, I took many different classes to find a new career path. When I started taking jewelry fabrication classes, I knew I was in trouble because I was hooked. How I was going to make money at this newly discovered passion? I spent years learning on the side while working full-time. My dining table was my jewelry bench until I could afford one. I carved waxes over and over until I got it right.

As humans we imbue symbolism into inanimate objects. I realized I could repurpose my previous engagement ring into a pendant, which symbolized the transformation I was going through. Like a talisman, it helped me feel positive and empowered. I felt I could also do this for others. Repurposing my clients’ jewelry, stones or inherited pieces, listening to their journeys, and creating jewelry that stands for their truth as a reflection of who they are.

I kept two jobs until I built a body of work to launch Claudia Endler Designs. I attended to career fairs, worked for a retail jewelry designer, joined industry networking groups. I built my business and my collection step by step – one ring at a time, one client at a time. Creating the business is just as much of a creation process as is the jewelry itself. And equally a reflection of who I am and my journey.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My designs are modern, simple, elegant with an architectural quality to them. I like to focus more on shape and form rather than on the size of the center stone. I love to sandpaper finish the metal so you can see its color as it highlights the stones that are in the piece. I am constantly exploring the balance of opposites. Between high polished and matte, round and square. With a clean shape you can see every detail – from the curve of the band to the taper of the bezel – so the proportion of each is very important. I equate this with life…subtle changes can make a big difference. Making something simple requires thoughtful patience and care because everything is seen and nothing is hidden.

I fell in love with the custom design process I developed with my clients. To take them on a journey by asking them questions. Some want a beautiful unique piece of jewelry while others also want it to symbolize something important in their lives. I call some of these pieces commitment jewelry – to self, to a partnership, to one’s dreams. I engrave the inside with a word or phrase that resonates with them. I also create a personalized intention ceremony to go with their piece for anyone who is interested in that experience.

As much as I adore the craft and designing, the reality is as a small business I spend much of the time running the business. I had to embrace and enjoy that process. A big part of this is finding people who appreciate modern design. While people can love modern design in a toaster they may not want an engagement ring with a modern aesthetic. Early on I knew my work was not for everyone. I always have to think outside the box to find people who are looking for what I offer. For instance, I participated in one of the first modern home shows in Santa Monica called CABOOM.and then the Dwell on Design show. I convinced the show organizer that I would fit in with their theme even though I was not offering wall covering or Eames furniture. There I was in my booth, surrounded by modern and contemporary furniture, housewares, and decor with attendees asking me, What are you doing here? But some of my long time collectors are from these shows. Other creatives who attended were also excited about my modern custom designs.

There have been so many challenges. When something is not working in either the design process or making business decisions, I have to take a break, step back or go for a walk, meditate. Come at it with a different perspective. Sometimes that requires pivoting a direction or leaving something on the table for a while. When I am stuck, I have learned to ask for help or for an opinion from trusted colleagues. When I feel I have given something enough time and resources and it still not working, I will chalk it up to it not being a good fit rather than a failure. I’ve learned that things don’t always happen in the time frame you want, nor in the way you want. Everything is a learning process. People have advised me to follow in so so so’s footsteps and follow what they did for success. It took me a while to realize that what might work for someone else might not be a good fit for me. What they define as success might not be important to me.

While my work has been on the red carpet and I’ve won design awards, what I am most proud of is that I have been running my boutique jewelry design business for almost 30 years. Dreams do come true!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There are so many great day trips that make a day in LA unforgettable. We live just east of Chinatown so I would take them there and through the Arts District and downtown Los Angeles. We would go to a rooftop bar like the Intercontinental Wilshire Grand Hotel for drinks to take in the view and then for some Japanese fusion at Takami.

I also love taking Wilshire Boulevard from downtown all the way to the beach. Some of LA’s best museums are along the way – the Peterson, LACMA, the Academy of Motion Pictures. Lunch at the Original Farmers Market then out to the Ferris Wheel on the Santa Monica Pier. Dinner at Nuovo for fresh pasta in Marina Del Rey among the harbored boats.

The Getty Center is a must with its impressive art collection, architecture and bird’s eye view of the city. It’s fun to take Sunset Boulevard through Hollywood and see all the lights at night. Shabu Shabu at Cho-Oishi at Hollywood & Highland is a lively stop. Finish with drinks at Yamashiro’s.

I also love the coastal drive from Santa Monica around Palos Verdes with stops in Venice Beach for a walk along the boardwalk. Lunch in one of the beach cafés, if we can get in. Dinner at Tony’s on Redondo Beach Pier right over the water is always fantastic at sunset.

Griffith Observatory is another favorite spot for an epic view of LA, then on to Mirate for Mexican food. One of my all time favorites are the Huntington Gardens and Library, which I often do alone for creative inspiration. With guests, I’d head to either Mercado or the Arbor for dinner on Lake Avenue in Pasadena afterwards.

And if out of towners want a taste of Hollywood magic, Universal Studios for the day cannot be beat!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
There are so many to be grateful for along the way. No one does this alone. My friends and family have been there for me unfailingly. They have seen the struggles and given me the encouragement and unwavering belief, in the face of my own doubts, in my abilities.

Some shoutouts would be to Jan Dudley, my supervisor and colleagues at UCLA who encouraged me when I felt lost to pursue a this new endeavor and gave me the flexibility to make that happen. Gretchen Krutz and Akiko Watanabe, whom I met through the Women’s Jewelry Association, are both fine jewelry designers who took me under their wings with their mentoring, advice, and introductions to others in the industry. The Women’s Jewelry Association, Jewelers of America, MJSA, and Jewelry Designer’s Professional Network.

My mother, Heidi, who through her example of “You can do anything you set your mind to” and her support to every opening I had helped me believe in myself. She also did my books for me for many years. I credit her for my appreciation of beauty. My father, Tony, was a tool maker. He outfitted me with some cool tools I would not have even considered. I inherited his precision and minimalist aesthetic.

My first clients who were to become very close friends and also our architects, Melynda Eccles and Carl Smith of Telemachus studio. They became collectors of my work, introduced me to their friends, and even designed my first website along with my studio, my display cases and more. Their friendship made me realize who my audience is for my design aesthetic. Ren Oden, my then boyfriend, now husband, who encouraged me to take the leap into my business full-time. Lisa Berman of Sculpture to Wear, an aficionado of art jewelry, showed and promoted my work in her gallery.

Sarah McGowan Dear, business strategist, whose empathic approach to running a business has helped me lean more into what feels authentic. The rest of the CED team past and present who have helped bring the vision to fruition.

My amazing clients who honor me with their patronage of my work, one-of-a-kind custom projects, and sharing their journeys with me. They truly inspire me to stretch my creativity. I am so grateful!

Website: https://claudiaendler.com

Instagram: https://www.instagram.com/claudiaendler_designs

Linkedin: https://www.linkedin.com/in/claudiaendler/

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

Yelp: https://www.yelp.com/biz/claudia-endler-designs-los-angeles

Youtube: https://www.youtube.com/channel/UCKOAuLnIB-tZTeTCuitb0Tw/videos