Have you ever met a piece of jewelry that resonates with your soul? Enter Alodeuri Artisan Jewelry, where each creation, crafted by the inspiring Rashida Bess, embodies a unique narrative waiting to be discovered. This month, our Diverse Hampton Roads Member Featured Member Spotlight Series - a monthly showcase highlighting our valued subscribed members - shines on Alodeuri. Join us as we discover more about Rashida's entrepreneurial journey. Learn the origins of Alodeuri, the challenges faced as a diverse business owner, and more. Discover what shapes the present and fuels the path forward for Alodeuri.
Alodeuri
Business Owner: Rhashida Bess
Type of Business: Retail and Art Education
Location: Virtual and at various events and art festivals on the East Coast.
My studio is located in Norfolk, Virginia.
Website: https://www.alodeuri.com
Instagram: https://www.instagram.com/alodeuri
Facebook: https://www.facebook.com/Alodeuri
What inspired you to start your business? Share your unique vision or motivation.
Alodeuri Jewelry was started as a sole proprietorship in 2011 out of my personal love for creating jewelry and a desire to generate additional income for my family. The name Alodeuri is an extension of my love for my children, a combination of letters from each of their names, symbolizing each of them as my inspiration for transitioning a hobby into my business. The name is always motivation and grounding for me in connecting the most impactful parts of my being - my family and my creative voice.
In my initial years, I designed and created jewelry for several local boutiques and then expanded to home jewelry parties and in-person sales at local markets, natural hair shows and events as a pop-up vendor. Many customers knew me for a green vintage suitcase that I displayed my creations in. People could shop from it when I traveled around to local schools, salons and offices. In 2020, as most of the world was quarantined, I increased my online presence, updated my website and saw sales and awareness of my jewelry expand. I celebrated the growth and leaned into my personal and business presence as I navigated the shifting world and the needs it presented. Within this adjustment, I re-evaluated my purpose and “Why” for the business and wanted something that more fully aligned with the person I was now and where I wanted to grow as a business owner. The design and purpose behind what I was creating was now more refined and the elements were reflecting how my personal and emotional being were aligning. This was a welcomed and enlightening occurrence and I embraced it and flowed with the energy my art, designs, brand and community presented.
Over the 13 years, Alodeuri has been in business, my role as a mother and my voice as a designer have evolved. My creative expression through my design and craftsmanship has become more intentional along with the spirit of my business aligning with the opportunity for growth. I have become more aware and driven to celebrate the stories and power that adornment has for so many people. I have embraced a desire within myself to live a more meaningful and authentic life and this shared human experience brings a wonderful space to allow my gift and skills as a jewelry designer to help others share their stories through what they put on their bodies. Alodeuri jewelry is designed and crafted to adorn your body and soul with intentional and love-filled wearable art.
How does your cultural background or personal experiences influence your business approach?
My culture is the foundation of my work and inspiration for what and why I craft jewelry. I remember growing up in New York and seeing so many beautiful and strong black people, especially women and being surrounded by so many connections to African culture and traditions. My history was celebrated in the open and the learned and preserved pieces of what so many black people in this country were so far removed from, our genetic connection to Africa, was celebrated. This immersion and presence grounded in history and culture, influenced so much of who I am and essentially how I create and the stories I choose to tell through my art. The ancient methods, style and materials that originated in African jewelry craftsmanship are the methods I aim to celebrate and preserve today. I am grateful that I get to create beautiful, intentional and love-filled jewelry and to use my skill and vision as a designer and artist to share, celebrate and preserve such a meaningful aspect of culture as adornment grounded in African traditions and techniques.
What were some of the biggest challenges you faced as a diverse business owner and how did you overcome them?
With my business, I have often faced situations, especially within the artist space of what I do, where I am the minority and having to navigate all of the factors and experiences that arise within shared space of those that do not have the same barriers as I do. In the American jewelry industry, less than 5% of the owners of a jewelry business are Black (Jewelers of America, 2020) at any level and, this limited representation presents so many challenges with visibility, brand awareness, brand acceptance and with establishing necessary and appropriate partnerships for those that are present. So add to that the disparities in access to capital, retail space and supply chain networks and the barriers increase significantly. For me and Alodeuri, I work to be more engaged in the local opportunities and make sure that my face is seen and my story is heard. I step away from my bench as often as I can to partner and build within the community. Learning more about the business side of things and nurturing a support team has also helped me to not feel alone. In telling my story and sharing my work, I celebrate the commonalities we all share in adornment as a gateway to help people learn and connect with me and my jewelry.
Describe your products or services in a way that showcases your unique perspective or offering.
The jewelry I create is done with intention and love as well as through a sustainable lens. I work primarily with Copper and Brass and use techniques and tools that are grounded in using less and wasting even less. I have created from repurposed materials and designs so that I can achieve high quality and visual impact with minimal materials. These techniques are often very organic in form and are inspired by the natural flow of what the materials are capable of doing. This results in designs that have movement that is natural and aligned with the body.
How do you aim to make a positive impact on your community or industry?
Alodeuri Jewelry is committed to serving as an essential partner in educating, elevating and celebrating the importance and value of handcrafted and sustainable jewelry, local and connected business as well as honoring the African American influence in metalsmithing and the jewelry industry. This is done through community partnerships, education and civic engagement as well as sponsorship and donations to local and national organizations. I am grateful for each opportunity to facilitate workshops and educational sessions in public school classrooms, city programs and recreational and library programming.
What strategies have you found successful in reaching and engaging your target audience?
The most successful practices I have to reach and engage my target audience have been knowing that everyone is not my audience and that there are levels to connecting and meeting the needs of the people you do connect with. I work to get real honest with myself and what I want and staying grounded in intention is an essential factor in knowing what I have the capacity to do and share to engage. Once I got realistic and authentic about what I could do, getting out there and being present - visible and attentive made all the difference. I work to share my entire story and creative process as well as build trust and give more than just jewelry.
What resources or support do you think would be most valuable for micro and small diverse businesses like yours?
If you know what you need and are honest about things, you can connect with lots of resources in the public and private sectors to best support your business. Funding is always a need for a micro business like mine, especially options for operational expenses. Flexibility in the funding structures and even incentives at the local and state levels would help to do a lot and make effective and strategic growth strategies more accessible. For things like marketing, management, planning and brand development, local programs and courses offered by organizations, colleges and community programs have been great resources for micro-businesses like mine.
What are your goals and aspirations for your business in the coming years?
I intend to grow Alodeuri Jewelry’s presence in preserving, educating and celebrating the artistry of natural, culturally conscious and intentional jewelry and working to support women in extending their personal development through adornment as a form of self-care. As an influential brand in the jewelry industry,
What advice would you give to aspiring diverse entrepreneurs just starting out?
Get clear about your why and let that guide your intention and vision for your business. There are so many opportunities and challenges, so you need need have a solid foundation within yourself and that will steady your business. Along with a solid foundation for yourself and the way you run and grow your business, make sure to stay present and always check in and temperature gauge how things are going and how you feel about them. It’s your business, so never feel like that worn path is the way you have to go. Do what feels right and aligns with who you are, your goals and what you intend to build.
What message do you want to share with the audience about the significance of diverse small businesses?
Small businesses are powerful assets in any economy. Diversity at this level of business brings innovation, and depth and increases positive outcomes in terms of equity. We are bringing culture, different experiences, perspectives and ways of doing things that create new pathways for living and development throughout the world. Diverse small businesses make ways for generational empowerment both socially and economically so that the next generations can do more and have a better understanding of the fullness of the world. We are significant because our voices have beautiful and worthy stories to share.
While this February spotlight has come to a close, it merely marks the beginning of our Diverse Hampton Roads Featured Member series! Join us next month as we showcase the inspiring story of another remarkable member. In the meantime, discover the artistry and cultural richness of Alodeuri Artisan Jewelry by visiting their website and social media (located below the image). Remember, every interaction, every purchase, every act of support fuels the vibrancy and inclusivity of our region. So, let's celebrate the diverse businesses of Hampton Roads! Your engagement makes a profound difference, creating a stronger, more productive community for us all.
Check out Rashida's blog post article "Connection Is Good For The Soul" https://www.diversehamptonroads.com/blog/connection-is-good-for-the-soul
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