Today we’d like to introduce you to Anne Toohey.
Hi Anne, thanks for joining us today. We’d love for you to start by introducing yourself.
For as long as I can remember, I’ve been passionate about creating art. I would bring my caboodles case to elementary school fully stocked with friendship bracelets. In high school, I began making beaded jewelry, wire wrapped creations & painting; ultimately going to the University of Kansas to pursue a painting major. When I learned how to cast metal during an elective jewelry class, my mind was opened to another level of creative expression through jewelry making. I knew I found my life’s passion and switched my major to metalsmithing. When I wasn’t with my friends in college, you’d find me in the jewelry studio.
After college, I founded Anne Waddell Designs out of a workbench in my parents’ garage and found success at a few art fairs. Like most kids just out of school, I needed a more reliable paycheck, so I put my jewelry business dreams on the back burner getting my first “real” job at the Shane Company. Turned out I was a natural at selling jewelry (shocker, right?) and also worked at Scheherazade, Nordstrom and David Yurman throughout my 20’s and 30’s. After years of telling other jewelers’ stories while daydreaming about having my own brand, I took a leap of faith deciding to pursue my own business, just like I did right out of school.
In 2018, with the support of family and my closest childhood friend, I dusted off my workbench and set up shop in my spare bedroom. Now, I’m moving into my very own studio this spring in Deephaven and couldn’t be happier.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
It hasn’t always been a smooth road for me. Once in 2001 during my sophomore year of college and again in 2019 just six months after restarting my business, I was sexually assaulted. Getting out of bed became a struggle. Trying to juggle the trauma of my assaults, be a wife & mother to two young daughters and start a business was overwhelming.
Eventually, I filed a police report and became an advocate for changes to Minnesota sexual assault policy. With the support of my family & friends, I participated in the Stone Arch Bridge Festival that year. It might not have been my most perfect art fair set up, but I did it! In the last few years, I found a path to healing through Eye Movement Desensitization Reprocessing (EMDR) psychotherapy, channeled my energy towards building my business and focused on my health by completing in the Twin Cities Marathon in 2019. On April 8th, 2021, I spoke in front of the Senate Committee resulting in policy change to Minnesota’s sexual assault and mental incapacitation laws. Once I faced my trauma head on, my jewelry business started to take off. I was able to find my creativity and give my all to being an artist again. Looking ahead, I feel a new sense of hope and excitement for what’s to come.
Can you tell our readers more about what you do and what you think sets you apart from others?
My collection sets itself apart because it’s all handmade, even down to each gemstone setting, so each piece is one-of-a-kind. I hand fabricate my rings, earrings and bracelets using sterling silver, gold, and both precious & semi-precious gemstones. I collaborate with customers on custom requests such as new designs, repurposing gemstones from family heirlooms or honoring a loved one who has passed. I use a few techniques, one being the ancient art technique of lost wax casting to create my organic coral carved rings, earrings and pendants. I’m constantly challenging myself to learn new skills; for example, I was not comfortable setting gemstones prior to the pandemic. Now, I have an assortment of colorful stones throughout my collection.
What sort of changes are you expecting over the next 5-10 years?
The pandemic has made buyers shift even more towards online jewelry shopping. I’ve seen great results from utilizing Instagram to drive website traffic and email marketing to my database leading to sales. In addition to the big-name brands, my hope is that buyers will prioritize working with small independent jewelers. Each purchase is so valued to small independent jewelers, myself included. There will continue to be a rising demand for gender fluid or unisex jewelry, bespoke commissions, and demi-fine jewelry (a category nestled neatly between fine and costume jewelry). I also see the use of recycled materials, ethical transparency in corporate values and sustainable manufacturing continuing to be important industry topics in the years ahead.
Contact Info:
- Email: [email protected]
- Website: www.waddelljewelry.com
- Instagram: @annewaddelljewelry
- Facebook: Anne Waddell Jewelry
Image Credits
Ryan Dyer
