In the jewelry industry, the passing of a jewelry business from one generation to the next can be a time of celebration and innovation, and that is what the Ginsberg family sees as its path forward as the next generation takes over.
The Iowa City, Iowa–based jeweler known as M.C. Ginsberg: Objects of Art is now under the direction of Lizzie Ginsberg O’Neill, who will follow in her father’s footsteps. And, like the four generations before her, she also continues the long Ginsberg family tradition of owning a small business.
O’Neill says one of the best parts of working at the store is seeing how well her father, Mark Ginsberg, and its longtime employees have run the business—and seeing how she can help build that tradition going forward, especially in terms of 3D printing and custom jewelry.
“I fell in love with jewelry,” O’Neill says. “Getting to work with clients have been some of my happiest moments, whether it is heirloom pieces or creating something new for them.… It’s like going on a treasure hunt.”
That’s not an exaggeration. At M.C. Ginsberg, customers are part of the process in more ways than one. The store showcases its inventory in a series of drawers, encouraging clients to explore, O’Neill says. The space’s second floor also serves as an art gallery, curated jewelry exhibition space, and an incubator for custom design work.
The father-daughter duo worked together before this transition, especially when they were the store’s lone employees during the pandemic. Before that, O’Neill says her father wanted her to follow her own path, and she enjoyed her work as an art teacher.
O’Neill got her degree in 2011 in 3D design at the University of Iowa, and the jewelry industry’s use of 3D printers and design trends toward these styles is what drew O’Neill back into jewelry, she says.
The mom of two children, O’Neill says she is bringing on new staff, including her cousin, Nancy, who has 30-plus years of jewelry experience.
“I wanted to surround myself with brilliant people, and I think I’ve done that,” O’Neill says. “My cousin knows more of the corporate side. She was a buyer in her past life and she literally knows the ins and outs of the industry.… We’re a team and we’re all equal, learning from each other and working cohesively.”
The store also is working on bringing in new customers and new projects. Something that also is key to O’Neill is that she brings in her kids, a baby and a 4-year-old, from time to time so people see that this current generation is real as well as ready to lead.
“I got pregnant last October, so it wasn’t the best [in terms of taking over the business], but [my dad] was ready to retire,” O’Neill says. “Timing’s not always perfect, and I can foresee in five years when both kids are in school.… It is the best, hardest thing.”
More importantly, O’Neill says she is bringing her educational background to the store, so M.C. Ginsberg can continue its tradition of offering classes to the community. She is aiming her early offerings at elementary-school- age kids, introducing them to jewelry, 3D designs, and the endless possibilities available when you use your imagination at work.
That imagination is where O’Neill says she sees the business moving forward using 3D technology to create art, medical prototyping of new equipment, signs, sculpture, automotive parts—the sky’s the limit.
“We very rarely say no [to a project]. I want to do more of that and think outside of the box,” O’Neill says. “I want to pull the curtains back and show people how we make jewelry, but that we’re also more than that.”
Top: Lizzie Ginsberg O’Neill and Mark Ginsberg are working together to transition their family jewelry shop to the next generation. O’Neill says she is interested in expanding the business and working more with 3D technology (photos courtesy of Lizzie Ginsberg O’Neill).
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