We had the good fortune of connecting with Liora Froindlikh and we’ve shared our conversation below.
Hi Liora, alright, let’s jump in with a deep one – what’s you’re definition for success?
Success is about finding joy in what you do. The magic of jewelry manufacturing has not been lost on me. The miracle that is, a natural diamond or gemstone, still leaves me in awe. The ability to create pieces of jewelry for clients that will gift them on special occasions, like the birth of a child, or a marriage proposal to their true love, and then cherish those pieces for years is exciting. I feel blessed to be in an industry that allows me to meet people, hear their stories, and bring their jewelry dreams to life!
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I have been in the jewelry business all of my life. My mother had a fine jewelry store in Toronto, Canada. As a teenager I became an accidental jewelry designer. Clients would come in with pieces of jewelry they no longer loved, were dated, broken, or just or left to them but not their style. It was thrilling to redesign these pieces into something fresh and usable. I think the fact that Jewelry has an intrinsic value (the gold and diamonds it’s made of) gives it the unique ability to have many lives! I am in love with vintage pieces. I have a huge selection of pre-loved charms and necklaces. It’s the perfect sustainable gift. Think about it, one woman’s old ring, that has been sitting in her bedside table dresser for years, is a coveted treasure to another woman!
I have learned many things along the way, but the most important is to listen. As a creative it’s easy to just make clients whatever I might beautiful, functional or unique, but my most successful pieces were created from listening to my clients and making them a custom piece of jewelry that is exactly what they envisioned.
Nothing is easy. Especially running a small business with three children. Time will always be the biggest challenge, there is never enough of it! I try do do my best and what’s exciting is that my kids love gems and jewelry as much as I do. So I can turn a stone buying trip into a family affair. My brand, Autograph Jewelry, is about expressing your personal style through your adornments. It’s about picking the perfect piece that makes your feel fierce. Sustainably is also very important to the brand. Most pieces are handmade in Los Angeles. The vintage collection is the ultimate pre-loved green gift. We are living at a time when our consumption has reached a breaking point I am much less interested in making things that will be worn once and forgotten about. I strive to make top quality treasures to be used everyday and for years in the future.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Oh how I love LA, let me count the ways! Hmmm, a week trip would start right downtown where I work. I would take a little walking tour from my office at Pershing Square. If it was winter I would ice skate or hit the Wednesday farmer’s market. Then head to the Grand Central Market. There I would grab coffee (probably a pastry) and continue on to Little Tokyo. I would wander in and out of the little shops and stop for sushi lunch at Hama Sushi, where you sit at the bar and trust the sushi master to give you whatever is best. After lunch I would take a walk through the flower mart because who doesn’t think an entire wholesale market of fresh blooms isn’t exciting? I would head for dinner to Bestia. I love the arts district, it’s still industrial and empty enough to feel like not everyone knows. But good luck with a reservation! If you do get in, do yourself a favor and order the lamb shawarma. Of course no LA trip would be complete without heading to the beach. I would go straight to Malibu and try to find a little private corner to enjoy the ocean views. Beach picnics are my favorite so in this case, I might grab some fish tacos on the coast HWY 1 and enjoy them on my towel oceanside.
Who else deserves some credit and recognition?
I was so lucky to be given the opportunity to dive head-first into Jewelry manufacturing working as a designer at TACORI. It was there that I the steps of jewelry making from a to z, from a rendering or sketch to a perfectly polished piece of jewelry. TACORI is a family owned fine jewelry manufacture based in Los Angeles. It’s one of the most magical places I have ever been.
Facebook: Autograph Jewelry