May 2011

This week we are in the Kansas City metro area via type to get to know Darling, and self-taught jewelry designer, Deanna Burasco a little bit better. Deanna’s designs have been accessorizing a few smashing musicians of late, and she is prepping for the West Eighteenth Fashion Show coming up in June. That is one show we always wish we could get to, fashion in the streets makes us giddy! Read on and get to know what life is like for her as an independent designer.

Deanna in her Upcycled Washer Pendant

Darlings: How did you get into jewelry design, and when did you start your own line?
Deanna: I often wonder myself how I got into jewelry design. I have a background in graphic design and have always migrated toward the creative, but I never pictured myself as a jewelry designer. About six years ago I wandered into a bead shop and discovered Swarovski crystals. I think that was the beginning of my interest in jewelry design. After experimenting with different materials and techniques, I discovered resin and spent quite a bit of time learning how to work with it. I have been selling various pieces since 2007, and introduced my first official line in the spring of 2010.

Iced Acorn Resin Ring

Darlings: We love your resin pieces, can you describe your process a bit for us?
Deanna: Once I settle on an idea for a piece, I create a prototype out of clay. When I have it finished the way I want it to look, I create a mold from it out of silicone. I then cast the final piece using jewelry grade resin. After the casting cures, I carve out final details, sand the piece where needed, and often add accents of Swarovski crystals. I finish each piece completely by hand in my home studio.

Iced Resin Ring Band, Pink

Darlings: Who or what inspires you and your work?
Deanna: I find inspiration everywhere! I have always had an active imagination and am always envisioning new designs and pieces in my head.

Darlings: If your studio walls could talk, what would they say?
Deanna: Honestly? They would probably tell me I could get so much more done if I were more organized!

Darlings: Who is your customer? How do you market yourself?
Deanna: I consider my customer to be someone who wants a unique piece of jewelry that has character, is a conversation piece, and can’t be found just anywhere.

Having no real background in business or marketing; marketing myself has been a constant learning experience. The jewelry market is so saturated, it can be difficult to be seen. I have learned that spending money to advertise does not necessarily lead to better exposure. Currently I rely a lot on social media and word of mouth, as well as local networking to build awareness of my brand.

Upcycled Hardware Sculpture Ring

Darlings: What does your average day entail, and what is your favorite part?
Deanna: My average day entails getting my kindergartner to school by 8am, then going full speed to get as much done as I can before 11am when I pick her up. I usually spend this time checking emails, updating my website if necessary, and running last minute errands for materials I need. In the afternoon my daughter and I often walk to our local park, which is my favorite part of the day. I love seeing nature through her eyes, and during our walks I find a lot of inspiration as well.

Fossiliced Resin Pendant

Darlings: You are one of 18 designers for the upcoming West Eighteenth Street Fashion Show, congratulations! What is the prep like for the show?
Deanna: This is my first time being involved with the West Eighteenth Street Fashion Show, and thus far it has been an amazing experience! I am collaborating with the design team of Dominique Karwoski and Steven Chau, who are creating stunning pieces that will utilize LED lighting. Meshing the lighting technology with some of the resin pieces has been a bit of a challenge, but I am really excited at how things are coming together!

Frosted Ice -  Resin Ring

Darlings: To this point what is the most important lesson you have learned that helps you maintain your business and collection?
Deanna: The most important lesson I have learned is that success does not usually happen overnight. It takes a long time to really build a brand that people will remember and come back to time and time again. It is really important to enjoy the process and be patient!

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On The Fringe of Fall

Darlings: Does your community feel like a supportive locale for emerging designers?

Deanna: Kansas City really is a very supportive community for emerging designers. I have met some amazing people that I have been able to collaborate with and learn from, and there are numerous local venues for emerging designers to showcase their products.

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