Elise Rosenstock
Designer of ElyseRyan
If Elise Rosenstock has learned anything over the last 27-odd years, it’s that to stay relevant, a brand has to evolve. Designing jewelry that not only resonates with people, but helps to raise funds for important causes has become the touchpoint of her business model and the secret to her success.
“The driving force behind my brand is a combination of my passion for art, vibrant colors, gemstones, and fostering connections,” she said. “I take immense joy in creating pieces that hold meaning, spark conversations, and bring people together. The icing on the cake is when my designs make a tangible difference by raising money and increasing awareness for various causes.”
What started in 1996 at the kitchen table with just $300 in beads has grown into a nationally recognized jewelry brand with a strong and vibrant give-back mission. Elise Rosenstock had no plans to start her own company when she and a friend headed to a local bead store to buy materials for a crafting project with their young children. But Rosenstock thoroughly enjoyed the process and discovered she had a a knack for design.
Her creations caught the attention of her family and friends who requested that she make bracelets for them. She sought out new bead sources and began to beautifully craft her jewelry using sterling silver, semi-precious stones, timeless pearls, and mixed metals, and textures.
Demand for her pieces grew quickly and Rosenstock decided to make it official, founding ElyseRyan (derived by combining her first name and her daughter Riayn’s name). Initially, she sold her jewelry at home parties and to local stores, but soon realized there could be a bigger
business opportunity when one of her trunk shows at the esteemed Lux Bonn & Green drew a line that queued out the door.
Rosenstock’s break came when the owner of Royal Jewelers introduced her to an established jewelry manufacturer during one of her trunk shows. Rosenstock, who was still making her pieces by hand, worked with the manufacturer to create her first complete collection. Launched at the Couture jewelry show in Las Vegas, the line had an exciting debut. The first day of the show, she received orders of about $1 million from stores, including Saks Fifth Avenue and Bloomingdale’s. Before long, her designs were featured on the pages of Vogue, InStyle, and Town & Country. Suddenly, her hobby was a successful business venture.
Celebrities also noticed the brand and on a chance meeting with Kassie DePavia, a regular on soap opera “One Life to Live,” Rosenstock took off her own necklace and gave it to the actress. DePavia began to wear the necklace on the show and soon ElyseRyan jewelry had landed on the pages of leading soap opera magazines.
Later, Rosenstock was introduced to Katie Couric, who wore the jewelry regularly on “The Today Show” and the two struck up a relationship that led to Rosenstock designing a bracelet to benefit Couric’s charity, The National Colorectal Research Alliance. The initiative started a commitment to charity that became one of the pillars of the ElyseRyan brand, and includes collaborations with organizations such as Alex’s Lemonade Stand, The Juvenile Diabetes Research Foundation and, most recently, Stand Up for Cancer. “I saw firsthand Elise’s generosity of time, talent, and treasure,” Mary Ann Slomski, retired chief development officer of Easter Seals and retired executive director of the Juvenile Diabetes Research Foundation (JDRF) said. “She mentored young adults with developmental disabilities at Easter Seals, teaching them to make jewelry and give back to charities other than their own — a unique and rewarding concept.”
But as the brand grew, Rosenstock found it increasingly challenging to manage motherhood and the demands of the business. After careful consideration, in 2004 she decided to let go of her other retail accounts and concentrate her efforts on QVC and her own direct to consumer business on ElyseRyan.com. Nearly 20 years later, she’s still featured on the shopping channel and many of her best-selling items from the beginning are still available.
Rosenstock’s latest project has been rebranding and repositioning the website. The process, started during Covid, culminated in a relaunch last month. Going forward, her goal is to focus on bestsellers while offering a product assortment that includes a variety of bracelet styles and colors meant to be mixed, matched and stacked. And because she believes working directly with consumers is such an important component of what she does, she has included an option on EliseRyan.com for customers to consult directly with her on a custom design.
“It took nearly two years to finally get it right,” she said about the new website. “It took some time to find a like-minded team to complete the project. Ultimately, the mistake cost ElyseRyan.com both time and money.”
When asked what advice she would give to industry newcomers, she said, “It’s important to listen to multiple opinions and find someone you are in sync with before making any hiring decisions.” For those starting out today, Rosenstock urges all to “stay true to yourself and develop relationships with customers because those relationships matter. Don’t ever lose the personal touch.”
The Accessories Council is proud to count the ElyseRyan jewelry brand as a long-time member, friend, and role model for our members. Shop here jewelry HERE.