In September of 2019, I had the great fortune of living just down the street from a jewelry show that was being held in Washington, D.C.: Finery Row.
There, I talked with Julie Lamb, a New York jeweler I had been admiring but had yet to meet—I was so glad when I finally did. We had a conversation that has stuck with me for the last two years, and then one day I thought, “Why on earth have I not written about this?”
So here I am, making up for lost time with what I think is just one of the coolest stories I’ve heard from a jeweler.
It’s the story of how Julie Lamb, who specializes in fine jewelry, became involved with the most unlikely group of hobbyists you could imagine: knitters.
Now, you could argue that knitters aren’t all that unlike jewelers—they create beautiful things to wear, and many of them are considered skilled artisans. But how does one designer so accustomed to showcasing at jewelry shows end up attending knitting exhibitions? It has to do with one little lamb—Julie’s last name, and a core element of her line. The lamb has since become somewhat of a mascot for the knitting community, and I recently had the chance to ask the designer a few questions about the experience.
JCK: Give us a quick summary as to how you ended up involved with the knitting community.
Julie Lamb: When I launched social media for the brand on April Fools Day in 2015 with my Be Ewe collection, I immediately saw sheep ranchers and knitters “flock” to me. A lesson in how hashtags work!
I bet you never could have foreseen your jewelry journey leading you here. Are you a knitter yourself? Has the group inspired you?
No, this wasn’t on my radar, and much to my fiber friends’ dismay, I still haven’t picked up needles. Although we don’t share a passion for the same craft, we are still all creatives. That being said, I’ve found this community very inspiring! They are extremely enthusiastic about their work, they have fresh eyes when it comes to my line, they identify with it, and they provide the greatest feedback.
How is exhibiting at a knitting convention different from showing at a jewelry show?
Night and day, except for booth setup and bad lighting. Picture this: You’ve gathered your best buds and escaped for the weekend to stay in a hotel and attend giant ballrooms filled with all your favorite things. You’re there to learn more about your passion, meet some of the international Knitterati (“Knitfluencers”), win free stuff, feel, try, buy all the good stuff and limited-edition stuff you can’t usually get your hands on. It’s a shopping frenzy—party atmosphere from the time doors swing open!
Have you designed any special or specific pieces for the knitters? Which of your creations are their favorites?
My Be Ewe line featuring my lovable Lamb logo is the main collection I bring out. This community is so forthcoming with insight that year over year, listening to this crowd, I’m able to design with them in mind. The overall design work is the same, but I’ve tweaked things like earring backs, ring sizes in inventory, and dialing back on the diamonds—they don’t want all that bling, they’re really just after the sheep! Right now, my Chubby Boyfriend ring is a favorite. He’s basically a chunky signet with my logo at the top and the best name ever. This is the perfect example of the community’s influence—my first ring, the Stand Out ring, was a slice style with my logo standing on top of the band. A lot of the ladies were worried that the style would catch on stitches as they worked with their hands—Chubby Boyfriend takes the same size logo laid down, et voilá! Hot item!
I love that you just embraced this avenue. What advice would you give to other jewelers who find themselves with an unexpected opportunity?
Go with the flow! Find your people! Listen to the ones who are most interested. They will tell you where they want to see you and what they want to buy. Don’t be afraid to do something outside the jewelry box—it’s so wonderful to be embraced, to see people’s eyes light up when they stop at your table. Your vibe attracts your tribe, as the meme goes. I heart my Black Sheep styles in black diamonds, I encourage being the Black Sheep—I walk the walk.
How has business been amid the pandemic? Have you had to make any major changes to the way you operate?
After the initial shutdown shock, I focused on selling the inventory I had on hand (a good practice!), delved into the marketing machine I hadn’t been feeding enough, and was very social hosting regular Instagram Lives. I wanted my brand to be in a secure place when the lights came back on. Manufacturing in New York City didn’t bounce back so quickly or completely, which caused me to meet a lot of new talent, which has been great! I was also able to take advantage of some of the available real estate and open a small space to see clients by appointment. This experiment I’ve always wanted to try would not have been possible pre-pandemic. There were a lot of shifts but also a lot of time to focus and get work done. I feel good about where I’ve come out.
What’s in the works for Julie Lamb? As we near the holidays, I’m certain retailers would love to know what they can offer their clients!
The next big reveal from me is a newly rebranded website! I don’t want to say too much, but I will be able to launch in the next few weeks. The overall look and feel will be elevated—I feel like I’m getting a promotion! The slogan “Have Fun With Fine” is being taken over by “Different by Design,” a more fitting tagline for where I’m at now. I will finally have a dedicated space to show my bespoke work besides Instagram! New in jewels are more New York City subway token variations—I’m excited to explore this concept especially here and now—and one-of-a-kind designs will ramp up with being able to have in-person meetings at the new space. It’s a busy time for the Be Ewe collection, with the Rhinebeck Sheep & Wool event next month and Vogue Knitting Live! coming back to New York City in January. And I have ID bracelets in the works to coordinate with the new Long Lambtags I launched this spring. I don’t know about “ewe,” but I’m keeping busy!
Top: Julie Lamb (photo courtesy of Julie Lamb)
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