Dee Berkley Jewelry was born over 20 years ago, not in a boardroom or design studio, but in the heart of a home filled with the anticipation of a new arrival – Dee's daughter, Matty. Dee, never one to sit idle, began crafting and selling jewelry as a way to express her creativity while embracing motherhood.
What started as a passion project quickly blossomed into a buzzing business, with friends and family clamoring for Dee's unique designs. Her husband, Fred, recognizing her entrepreneurial spirit, encouraged her to expand. Dee transformed a computer office at his law firm into her own vibrant pink workspace and brought on her first employee, Amy.
Fueled by connections and a knack for seizing opportunities, Dee's business thrived. From using her family's factory for custom castings to cold-calling QVC and landing an on-air spot, Dee's resourcefulness became the defining characteristic of the business. She even embraced the QVC aesthetic, donning their signature style for her first meeting and selling out her entire collection in just three minutes on her debut show.
Dee's journey has been one of continuous evolution and growth. She shifted her focus to serving jewelry businesses, collaborated with a branding experts, and even found herself packing boxes for a QVC show amidst a global pandemic. She embraced her role as a "jobber," tirelessly connecting with retailers and keeping the momentum going.
Even through personal challenges and moments of wondering "what the heck am I doing?" Dee's passion for her craft never wavered. Her relentless pursuit of excellence attracted a successful investor with a keen eye for talent, who offered his partnership, giving Dee and her growing team the support they needed for growth.
With renewed energy and a shared vision, the team began pursuing growth with singular focus, tapping into Dee's deep roots in the jewelry industry, forging partnerships, and honing a brand identity that resonated with customers.
Today, Dee Berkley Jewelry stands as a testament to Dee's unwavering spirit, entrepreneurial drive, and passion for creating beautiful, meaningful pieces. It's a brand born from a mother's love, nurtured by perseverance, and elevated through collaboration. Each piece tells a story of creativity, connection, and the joy of embracing life's colorful journey.
