Most little girls grow up making friendship bracelets and using craft time to string together beads to stack on their wrists. But Emily Wheat Maynard, who was born into a family of ambitious woman, knew early on that she was destined for more than just making friendship bracelets. Elva Fields, founded in 2003 by Maynard, creates handmade necklaces and earrings for the fashionista who truly wants something one-of-a-kind. Academically trained, Maynard got her Master’s in New York City at the Bard Graduate Center, where she wrote her thesis on the relationship between Italian Renaissance and ancient Greek and Roman jewelry. Despite her big city education, she’s made roots in small-town Kentucky, which is where Elva Fields is based. She sat down with Sweet Lemon to divulge about her creative process, how she started the business and even doles out advice to aspiring entrepreneurs. Read on!
Sweet Lemon Magazine: Tell us a little bit about yourself.
Emily Wheat Maynard: I’m a Kentucky gal, Hollins woman, jewelry designer, owner of Elva Fields, mother to two little ladies, sister to two wild brothers, daughter of an amazingly creative mama, lover of books, flea markets, fresh flowers, fashion, and food who just celebrated her 35th birthday.
SLM: When did you first decide you were going to start Elva Fields? What inspired you to do so? Is there a story behind the name of the brand?
EWM: For as long as I can remember, I’ve wanted to own my own business. I have a distinct memory from elementary-school days of friendship bracelets and handmade cards offered for sale on a makeshift table in the driveway of my childhood home. (I’m guessing friends and neighbors–in addition to my two brothers–were my best customers then!) An entrepreneurial spirit certainly runs strong in my family, as my great-grandfather and grandfather created several successful businesses–some of which survive today–and I have to think that their efforts and legacy played an enormous part in my motivation and inspiration to pursue my own path.
Family was absolutely in heart and mind when I founded the business in 2003 after moving back home to Kentucky from New York following graduate school; deciding on ElvaFields as the name that seemed perfectly suited to a jewelry business that celebrated the unique spirit of women and interesting stories to tell. My great-grandmother, Elva Fields
EWM: I’m equal parts risk-taker, fly-by-the-seat-of-your-pants, and big-time planner, so the next steps were certainly a mix of these characteristics, which made for an interesting start. I had a notebook full of sketches and disorganized ideas, a decent stash of materials (beads, wires, clasps, tools, and vintage goodies), some product prototypes, and a chart of modest projections, and I made an appointment at the local Small Business Development Center to put together an official business plan. Their input, advice from a SCORE advisor (who still mentors me today!), and my own stubborn will to make it all work is what helped put the wheels in motion.
EWM: I cannot overstate the importance of family in this business. I coupled my own small savings with a loan from my grandmother (paid back in full!) to be able to run ElvaFields on a full-time basis, after nurturing it outside of the constraints of a full-time gallery job for the first two-and-a-half years.
A few of Sweet Lemon’s favorites | 1 | 2 | 3
EWM: In my experience, if you have a product that is well-designed, well-crafted, and, in turn, well-liked (and, hopefully, Elva Fields jewelry is all three!) it will speak for itself, and we owe a great deal of our growth to word-of-mouth advertising. Our customers are amazing and continue to support what we do after nearly ten years, which is what keeps us going most days! (Tip: Never underestimate the power of customer service–they are our fans, our friends, and our champions, and we do whatever we can to let them know they are appreciated.) Beyond that, one of the best decisions we ever made was to enlist the help of a great PR team to take our growth to the next level. It was a very big decision–one that we considered for several years before taking the plunge–and so far so good.
EWM: A scattered mess! The giant table in the front room of the studio is awash with beads, brooches, color swatches, pliers, chain, and plenty of other crazy trinkets…all part of the fun. With some great music going, sunlight (sometimes moonlight!) through the windows, some sweet treats (Haribo gummies or Junior Mints, depending on the mood,) and lots of vintage goodies at my disposal, I’m in my zone. If I’m feeling zapped with zero inspiration, I know it’s time to get out of the studio and either take a walk, a nap, or a vacation to get the creative juices flowing again.
The Across The Globe Necklace
EWM: It is certainly an effort but a priority to keep the handmade process here in Kentucky. Production elsewhere has simply never been a consideration for the one-of-a-kind jewels, and our team of talented Elva Gals are wonderful at what they do. I love our story, and I hope that the love and hard work that each of us contributes to every design translates and radiates in each end-result. I hope it is what sets us apart.
EWM: Awesome! I’m fresh out–completely forgot to put them on the grocery list last visit–and I use them endlessly in my tea, water, and lots o’ cocktails. (Read: Life usually has a way of serving up just what you need at just the right time, whether you realize it or not, so just go with it.)
EWM: If you have an original idea in which you believe wholeheartedly, hold on tight, go for it, and don’t let go. And then head to your local SCORE office to find yourself a mentor to help along the way. It’s a wild ride!
Elva Fields is even available for custom orders, and has been featured in magazines ranging from Women’s Health to Lucky. Maynard is also committed to giving back to her community, and a percentage of every online purchase goes to Backpack Buddies of Spencer County, which provides rural school-age children with healthy meals and snacks for the academic year.
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