10 minute read
BLACK BUSINESS SPOTLIGHT
MULTIFACETED LUXURY:
JOSEPH ELLOIE BRINGS 30 YEARS OF JEWELRY MAKING TO SACRAMENTO
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HOW JOSEPH ELLOIE OF ELLOIE CUSTOM DESIGNED JEWELRY & REPAIR DELIVERS A HIGH-QUALITY BUSINESS TO SOUTH SACRAMENTO ONE PIECE AT A TIME.
By Contributing Writer, Kelby McIntosh
While the artistry of jewelry crafting is a pivotal statement of historical luxury on the heads, hands, and necks of many Kings and Queens throughout history yet, to Joseph Elloie, black people have always been at the forefront of dealing in unique gemstones, fine diamonds, and precious metals. Moreover, our longstanding history as jewelers is why Joseph Elloie makes delivering high-quality jewelry work his main priority when serving the Sacramento community for all their jewelry needs.
Owner and operator of Elloie Custom Designed Jewelry & Repair, located in suite 147 of The Florin Square Market Center in South Sacramento, the tenured 30-year-plus jeweler has been delivering a full-service experience to the South Sacramento community. “I’m an older man, and I could be fishing or whatever, but that’s not my passion. I’m not just focused on one area,” as he showed the different jewelry-making areas within his establishment. I understand that jewelry making requires many steps that evolve from ideas and drawings to a fine physical piece of jewelry. Getting a chance to sit with Joseph to know how he withstood an industry not so welcoming to people of color was a story that piqued my interest. With black business Elloie Custom Design Jewelry represents something different from his contemporaries within the jewelry business - he empowers his clients by keeping them informed with the knowledge they need for their jewelry needs. While some significant jewelry businesses might boil customer interactions down to a very simplified vague process, Joseph Elloie understands the hurdles he faces as a black man within the jewelry business and takes pride in every customer that walks into his business.
Moreover, Joseph found a way to widen the net of his jewelry business by establishing himself as a multifaceted jewelry maker that understands the full scope of jewelry creation and repair. His passion for the craft alone is enough to get him over any hurdle; his high-quality craftsmanship has yielded an immense word-of-mouth fanbase that afforded the opportunities to evolve from working in the back of a beauty salon to his storefront in Sacramento.
THE HUB: What got you started in the jewelry?
ELLOIE: I worked in the department of corrections. I had the opportunity to observe a group of college students who came to the institution to introduce jewelry making to inmates. I happened to be in the area and was asked if I wanted to make a ring because I was captivated by the fact that you can take a flat piece of wax and turn it into a ring. So they walk me through the whole process of making a ring from starting as a drawing, doing wax, investing, and casting. So after experiencing that, I got the bug, and I’ve been at it ever since. I originally was located in Stockton, California had a small store across the street from the courthouse.
I continued to keep my hands busy doing the work. Still, my family needed more income - I transferred to the Sacramento area, and I’ve maintained my equipment and passion for designing jewelry. I cast gold and silver; I set diamonds and repair anything in that line. I’ve been at this location for two years taking advantage of this opportunity.
THE HUB: How has support from Sacramento been, and who have been some of your major supporters?
ELLOIE: I have to thank Felicia Beck for the opportunity of starting up in Sacramento. Before my current location, I was inside her hair and nail salon. The clientele from the salon was made aware that I was in the back doing work which gave me more exposure and a storefront as a standalone business to do jewelry repair and create custom-designed jewelry for the Sacramento community. Also, word of mouth has been my biggest asset so far - quite a few client pieces of jewelry have been custom made, and people to tell other people about it. When I do something for people, I always ask them, “well, how did you hear about me?” and they’ll say, “oh, well, a friend (or relative) of mine sent me here.”
THE HUB: When it comes to business growth, what has been your main focus and priorities for developing your business?
ELLOIE: Focusing on the quality of work I provide for my customers that come in, that way the word spreads. I want them to know there is a person of color doing good quality work that other people in the area are doing - that’s my emphasis when it comes to what I do. I have a lot of heart and a lot of desire to want to be a part of this business because black people have never been included in this jewelry business, and there has been a lot of struggle in getting helpful information. Yet, I got my foot in the door, and I’m not going to take it out. I need my people in the area to know that I’m here; come and get your work down here. You have a resource in the jewelry business, which is Elloie Custom Design Jewelry.
THE HUB: You mentioned that many black people don’t hold the jewelry space. What have been some hurdles you’ve seen over your time within the jewelry industry? ELLOIE: The most significant part was disseminating information. Part of it is just where you are, and the other is having to figure it out yourself. Do you want to continue to move in that area OR move into a place where you’re in more control of what you’re trying to create instead of relying on someone else to help you out? Another struggle is that people try to come and test you. They think that maybe they can get it wherever. “I’m going to go over here because his ice is colder.” Over the last few years, on my behalf, it wasn’t a hundred percent effort because I didn’t so much rely on it now, but in my senior years, this is all I do - so come on in, get your work done.
THE HUB: For other black-owned businesses that operate within the jewelry industry or those up and coming - is there advice you can impart on them that could help them?
ELLOIE: It’s only limited by what you want to do or don’t want to do. I went to The Geological Institute of America in Santa Monica, and there are so many new things coming along. There are so many areas of interest for jewelry that they can get into - I wanted to do everything. Moreover, I say each one teaches one. You tell somebody else, then they tell somebody else to tell somebody else. Back in our home country, our people dealt in the jewelry business, and I think there are many people here that I could be very successful and they can be satisfied with the work that they’re receiving and know that it is.
THE HUB: I’ve enjoyed this conversation, but I have to know - what keeps you motivated?
ELLOIE: The unknown. I don’t know what a day will entail, and it’s so exciting. It keeps me motivated because somebody could walk through the door and change my whole month with just one engagement at any given point in time. I’m motivated by the interaction and the challenge to repair whatever a person brought in or whatever item they might need. I do waxes, casting, repairs, and a little retail, which keeps me coming here regularly. Some people talk about where the rubber meets the road. Some days, people come, and nobody comes - I’m here for your quality jewelry needs. That payoff is people living here with a smile on their faces and saying, “oh, I love this, man. Thank you.” You know, that kind of wraps me up and says, “okay, all right, you did a good, so what’s coming in next.” n
“I just have a lot of heart and a lot of desire to want to be a part of this business because black people have never been included in this jewelry business.” - Joseph Elloie.
Elloie Custom Designed Jewelry & Repair is at 2251 Florin road, suite 147. Days of operations are Tuesday through Saturday from 11:00 AM to 5:00 PM by appointment.
THE ELEGANT MIND OF DARIAN COOPER
A COMPREHENSIVE LOOK INTO THE LUXURY BRAND LAVOR COLE, IT’S DIFFRENT APPROACH TO FASHION, AND THE OWNER OF THE BRAND.
By Contributor Writer, Kelby McIntosh
When you think of luxury clothing brands, what comes to mind? While it is easy to think of some major fashion houses - Darian C. Cooper aims to bring a bigger vision to people with his Sacramento-based luxury clothing brand Lavor Cole.
Since 2013, Darian has been sketching out his brainchild, which would now be Lavor Cole. Pulling inspiration from his family travels and his love of hip-hop fashion, Darian cited admiration for hip-hop icon Nas for his fashion sense. “I really admire the style of Nas; whether it is a black-tie or a relaxed lounge event, his outfit is coordinated well and never feels overdressed.”
Paying homage to his parents with the name Lavor Cole, Lavor Cole is a brand for everyone and the home for the luxurious. Designed for luxury and comfort, we Darian ensures their members with great designs and quality. “We want our Lavor Cole family to always feel luxurious and exclusive,” Said Darian. For Darian and the Lavor Cole Family, it is about taking unique fashion works and tailoring them for any occasion - nothing is screen printed on, and every embroidered Lavor Cole logo is taken through a rigorous quality check.
Lavor Cole bolsters a wide variety of pieces for both men and women. Ranging from Hats to cropped hoodies, when asked about new works, Darian mentioned, “Currently in production, we have biker shorts for women, and we’re introducing an alternate logo design.” Though Darian and the Lavor Cole team are introducing new women’s clothing designs, Darian has more concepts for menfocused “statement” accessories like hats, watches, scarves, etc. “When I first started, I noticed there were not enough accessories for men, so with Lavor Cole, my focus was - statement pieces,” stated Darian.
Darian preceded to say, “Lavor Cole is a luxury brand for
people, and many of our design choices were based on social media polls and interactions with our community. Our community has a lot of input, which you don’t see in major fashion houses.” It’s because of this unique approach to his brand, to Darian’s words, “reception for Lavor Cole has been nothing but love. People’s response has been appreciated for the quality of work put into the brand.”
When asked if he had any words for other up-and-coming fashion designers, he had this to say, “Read. Read. Read. Read. Study the industry and don’t shy away from constructive criticism. Study the people before you, and don’t be afraid to outsource - I outsource things I need to get done. Also, don’t be afraid to wear multiple hats; I do my own photography and photoshoots for my brand. The most important thing is to take your time; it is not a race. Don’t worry about what you see others doing; just focus on your craft and keep moving forward.” n
“Reception for Lavor Cole has been nothing but love. People’s response has been appreciated for the quality of work put into the brand.” - Darian Cooper “Take your time; it is not a race. Don’t worry about what you see others doing; just focus on your craft and keep moving forward.” - Darian Cooper
