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

Hi Ele, what is the most important factor behind your success?
I believe in the importance of understanding the vision for your brand and ensuring you “walk your talk”. If you’re selling a brand or product that is about transformation and healing and you’re operating from a disjointed and disconnected center, it’s not going to serve its purpose to your clientele. I truly believe in reflecting inwardly what you are outwardly offering.

As a young girl I had a successful acting career and after having acted for so many years, I found myself in a certain position of waiting for other people to give me an opportunity. Having my own business and being the creator, visionary and motor behind that vision, I’ve seen a great growth within myself. I’ve had to face the most intense challenges over the past 9 years of my business, leading to a great sense of perseverance and creativity – leading factors behind the Ele Keats brand.

My first shop was only a 100 square foot pop-up behind the Brentwood Country Mart. My second shop was hidden from public view and forced my team and I to find new ways to get our brand name and product out there.I had to really think about what would bring clients in and I had to get creative. I believe those first two locations, that were really challenging, prepared me and what I would call the “think tank” and “workshoppings” that got us ready for our larger shop locations.

Balance is another foundation of my business, especially when it comes to building a harmonious staff. I look to have a team that is powered by intention and transformative, creative, and loving energy. I have my shop incredibly organized, and everything is in its place – and for me, order is the root and basis of our brick and mortar. I believe, even if the client doesn’t get to see every bit of energy we are putting in, they get to see every piece in its place and they are able to feel the energy that has been invested into creating this environment for them. If you walk into a store and its chaos, I believe people can feel it – we’re interconnected with each other.

We have specific ways in which we begin our day and everyone on the staff is in agreement that we start the day with a very balanced energy. If there’s ever a conflict with anyone, it gets discussed and dealt with so that we are able to really show up and be of service to anyone who comes through our doors. When you have a business where you are selling crystals and jewelry and it’s about having people tune into an elevated environment, it is very important that it begins with us. It is important to me that we do everything with grace and awareness. It’s taken me many many years and a lot of inner guidance and work, both inspirationally and trial-by-error, to create a greatly balanced team and make sure my employees feel honored and taken care of. Balance is key in our space and business.

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.
I started acting at a very young age and it has always been my first love and passion. In the beginning of my jewelry career it was more of a passion-hobby, and I was always concerned that I would have to pick between my two great loves. In the beginning, I started very slowly, taking time to learn and explore the business and find my footing.

I began officially designing in and around 2004 for myself. I was informed that I needed to wear an emerald, a Vedic healing stone, but couldn’t seem to find the right design for what I was looking for. This was the inspiration and the reason I created the divinity necklace for myself, which has become an Ele Keats Jewelry trademark.

Later on in my career, these two passions collided after makeup artist, Julie Hewitt, invited me to the set of “Because I Said So” (with Diane Keaton, Mandy Moore, Lauren Graham, and Piper Perabo) to show the ladies my collection. I was pleasantly surprised that I had an amazing initial response and sold jewelry to many of the cast members on set, including Diane Keaton, who purchased wrap gifts for all of the amazing female talent. During this time, I also connected with the incredible Lauren Graham, who actually became one of the first dedicated customers of the Ele Keats brand. That moment was sort of the launching point for me and validated the passion and work I had put into that first collection.

I never thought I would open a storefront, I just never imagined I would want to be tethered down like that. Actually opening and running a storefront has been a huge and new chapter of my life. It started many years ago when I was offered a tiny 100 square foot space that was originally just going to be a pop-up shop in Brentwood, behind the famous Brentwood country mart. Once I was in there, I realized how in love with it I really was. I loved the customer experience and the connection, and for me, I was able to experience the intimacy of connecting with my clients who are buying my designs and seeing the difference it can make in somebody’s life first-hand.

Although I never imagined that I would be so in love with retail, here I am, now on my fourth location, and we are now at 1,000+ square feet. This journey has showed me how vital it is to stay open to new opportunities and possibilities, no matter how scary or difficult it might appear.

My amazing customers and community know me for my connection and intuitive understanding of gemstones and the healing qualities of crystals, and that really is where my focus lies. I care so greatly about how these gems and crystals can enhance one’s life and I am honored to be a vessel in which I can assist with this process.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Some of my favorite spots in L.A. include Crossroads Kitchen. It is a beautiful restaurant on the heart of Melrose Ave. that focuses on refined vegan cuisine.

For a more relaxing experience, Burke Williams Day Spa is amazing. They offer luxury treatments with high quality products that will completely rejuvenate your sense of self.

I also find unforgettable nights spent at the Century Club. It is one of the cities largest night clubs and has hosted some of Hollywood’s biggest names and industry events. There is such rich history within those walls, and still offers an unique “LA” experience.

Of course, if you’re in Los Angeles, you’ll run into some of the country’s most famous beaches including Santa Monica and Venice, but one of my favorites is Gladstones Beach in Pacific Palisades. If you are up near Santa Monica, Montana Ave, is a must. It is where our Ele Keats Jewelry store is located, but it is also a great strip of local shops, restaurants, and coffee bars.

Who else deserves some credit and recognition?
I would love to recognize the many supportive, loving and beautiful women in my life; friends who have followed and supported my journey through acting and further into the designing and jewelry business. I have been blessed to have crossed paths with so many amazing and inspirational friends in my life, and they have all been a crucial part of where I am today. I share some of these experience in my blog (https://elekeats.com/blogs/personal/medicine-for-the-soul) that really captures these small, but precious, moments that are shared amongst us.


Website: https://elekeats.com/

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

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

Yelp: https://www.yelp.com/biz/ele-keats-jewelry-santa-monica

Image Credits
Payam Arzani

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