Jenna Grosfeld on Finding Creativity in Unexpected Places

Jenna Grosfeld is the founder and creative iconoclast behind Jenna Blake, a bespoke jewelry design studio based in California. She has been making jewelry for 15 years, creating modernized renditions of classic designs which reference the past while bringing them into the 21st century. Long an avid collector of vintage pieces, Jenna has a special reverence for art deco, mid-century and French ‘40s designers such as Bucheron and René Boivin. What we admire most about Jenna is that she sees things in the world, in nature, and in objects that other people don't recognize. She finds the beauty in vintage elements and has the ability to then transform them into something that is at once wearable and meaningful. We are so pleased to share her work with our readers. Here she is on creativity, entrepreneurship, and more — exclusively for The Seam.

Amy: I am very excited today to be interviewing one of my dearest friends, Jenna Grosfeld, who is one of the most creative people that I know. Jenna sees things in the world, in nature, in objects, and sometimes seemingly things around us that other people don't recognize. She finds the beauty and has the ability to then often transform it into something wearable, or an object we put in our homes. I've always been in awe of that since we met – oh, I don't know -  almost 20 years ago or more than that. But anyways, Jenna, thank you for doing this with me today!

Jenna Grosfeld: Thank you, Amy, for the glowing introduction!

Amy: It's easy to do. I want to ask you some questions that I, interestingly enough, have never asked you before in “normal life.” But can you remember the moment that you first felt your creative juices flowing - even as a kid - and how it came to be?

Jenna Grosfeld: Well, yes! The interesting thing is I can't remember a time, actually, where I didn't identify with the creative vision that you're describing. It's kind of always been there my whole life. It's been a perspective of mine that I've just always lived with and something I kind of always took for granted. I just assumed that other people saw the world the same way. And as I got older, I realized that wasn't the case.

But was there an “aha moment” of identifying my creativity? The answer is probably no, because I think it's always been there. I think I was just born with it, and it evolved and matured over time -  just like I did.

Amy: Absolutely. Well, I mean, I've been witness to a bunch of it starting... oh, was it when I met you or right when I after you? How long had you been doing what you do?

Jenna Grosfeld: Yes, when I met you...actually, prior to meeting you…I was doing that in my early 20’s.

Amy: Will you tell us about that?

Jenna Grosfeld: Sure. Having grown up in a family that was in the clothing business...well, I kind of took up the art of collecting as well in a different direction and did it in the medium of clothing. I grew up around that and I naturally went into that field after I graduated college. And I always thought in my childhood that's what I would do, even from an early age when I was sewing and cutting up fabrics and clothes and making things for my dolls, as I'm sure a lot of creative people tend to from their childhood. So I grew up doing that, and the natural thing for me to do after college was start a clothing business. It was basically a similar concept to what I'm doing now. It was creating clothing that was embellished and embroidered and modified. I used tons of colors, I played with different backdrops, and it was a very similar approach, but probably just less evolved and less developed. That was kind of the beginning of my process, and a stepping stone to kind of get me to where I am now.

Amy: You're a true entrepreneur. Which, in my definition, means you're someone who can wake up in the morning and knows what to do and knows how to move forward. For a lot of people, they don't have that ability. They have to be told what to do. I think that's something incredible about you. And I will say, that certainly has grown and matured over time. How have you matured in the last couple of decades – I mean, if you look back, can you pinpoint how has that entrepreneurial process changed for you? How did you hone your skills to take what you loved and then keep evolving it into new businesses to get to where you are today?

Jenna Grosfeld: Well, I think you said something interesting in terms of some people wake up and they need to be told what to do, and, be it good or bad, I probably am not good at being told what to do. So I tend to create my own path, and it really just a lot of courage. I have always needed a creative outlet, and I always found myself looking for ways to express myself - even when I was having kids and even when my schedule didn't allow - I was always trying to satisfy some kind of itch.

I'm not a salesperson and I don't like promoting myself, and I was always hindered by that…it kept me from going the full distance with any kind of project that I had been working on. And I think over time, I got frustrated with that one little thing that was holding me back, and that was really just confidence! Confidence is so important, and that's probably the biggest quality I admire in people when they're just themselves and wholeheartedly confident in their identity. So with time and with just age I guess, I realized that it wasn't worth not pursuing my dreams, (and not pursuing a creative path) just because I was scared of rejection, or I wasn't really confident in what I was doing. I knew I've always loved what I've created, but I didn't always know how well it would be received.

So I had a few nice little opportunities to take baby steps, where I was able to get validation from other people, and that's why my lines and collections have started so small. I was working on really small projects, and kind of playing to the demand. That's probably the right way to grow things. With baby steps – thoughtfully and thoroughly. Once I broke it down that way, it was really natural for me. I think people get overwhelmed and inundated by the big picture sometimes, and it can seem impossible.

Amy: Yeah.

Jenna Grosfeld: So, definitely baby steps - and just try to stay focused on your goal.

Amy: And now, I mean, you really put yourself out there in the most professional, beautiful way. So it's funny hearing you say that you didn't have that confidence or that you weren’t a great salesperson. I mean, I know you well enough to know that you don't like to put yourself out there and sell yourself (which you're not, really, because you're selling your jewelry). When you go on Jenna Blake Jewelry on Instagram it is such…well, I mean first of all, the aesthetic is so gorgeous. But anyone who looks at it will say that. But clearly, what you've shown to the world is this incredible confidence in not only yourself, but all of the abilities that you've honed over time. It's awesome. I mean, there's no other word for it, it's just awesome. Do you ever take a step back and look at it like that?

Jenna Grosfeld: Sometimes I take a step back and say, "Wow, I can't believe I've done some of the things I've done," in terms of just having the guts to do it. I mean, I remember when I first decided to tackle Instagram, and I'm still in the process of doing that, but even just the very first post I ever did was scary! I never thought I'd be able to post pictures of myself, or really develop a voice. But over time and by guiding the ship at a pace that was comfortable for me, it did evolve into a very natural narrative. I think what people need to keep in mind is we all look at people in the media or on social platforms and think, "My God, they're huge! ‘It's intimidating!’ ‘how did they get there?’" These things don't happen overnight, and the most important thing that I think needs to come across, (and the most beneficial thing for any kind of business you're trying to start) is to keep it authentic and to keep the narrative your own.

When that comes across, I think it starts to take on a life of its own that's very natural and authentic, and there's no real formula to that. People just really have to tap into their own brand and business they're trying to create; really exemplify what their image and vantage point is. And that's what I think people want to see, they do want to see authenticity.

Amy: I totally agree!

Jenna Grosfeld: But I do draw a fine line between my personal life and business life. Sometimes I wish I could post more of my personal life, because so much of my personal life does translate so well into my business - but there are boundaries too, and I don't want to compromise that.

Amy: I agree, and that comes with maturity. I think you see that with certain people - where those boundaries exist. It becomes obvious to the viewer, which is appreciated. And I agree, I think the authenticity part is a hundred percent! I also think the confidence in knowing that you can fail, the confidence to take the leap and not be afraid of failing, I think is one of those things that comes with maturity and comes just over time. Like, “I'm just going to do it and what's the worst thing that happens?” But that's hard to do. I mean, it's really hard to do.

 Jenna Grosfeld: It is. And some days, I just can't. Some days are easier than others, but it's important in your brand to connect the dots. So if there is something relevant to what you're creatively trying to do, sometimes you have to dig a little deeper personally and expose yourself. And sometimes it's okay - and sometimes it's uncomfortable -  but it's part of the process!

Amy: Have you had any mentors along the way (either officially or unofficially) that really helped with different aspects of getting to where you are today and growing your business?

Jenna Grosfeld: That's a good question. I wouldn't specifically say “mentor”, but I did grow up with creative women. My mom and my aunt both had great taste and great eyes for design and for collecting. I learned so much about eclecticism, which is a big part of my aesthetic, through those influential style mavens I grew up with. I would say if they can be considered “mentors” then, yes, there's definitely an imprint from them in my style and amongst all my creative visions. But no, not really anything specific in terms of a business mentor or anything beyond that. It's more of a creative gene I think I might have from them.

Amy: I agree. I agree. What have been (beyond when you were working on just having the confidence to do it), some other challenges you faced when specifically growing Jenna Blake Jewelry?

Jenna Grosfeld: Well, there's something I just actually realized about myself and in fact, I mentioned to a friend the other day. Until recently, I didn't even know I was doing this (I think it was subconscious) but, I actually don't look at other jewelers! I don't follow trends. Because for me, so much of what I produce comes from a really constant creative flow. It’s a kind of stream of consciousness that's constantly growing in my mind, so I never want to feel like I took an idea or a concept from someone else. There’s so much overlap with jewelry, just like there is in fashion, but more specifically with jewelry because at a certain point, we're all drawing from history and certain patterns and certain things that we love and we reinterpret or take a different approach to. So, in short, I try to stay away from following jewelry trends.

For me, it's really important that what I'm producing comes from just kind of a natural evolution of my specific line. So if I'm working on chains, I want the inspiration to come from a texture or a pattern I saw outside maybe architecturally or within nature. I don't really want it to come from the idea of, oh, say, what kind of chains are selling right now, for example.

Amy: Right.

Jenna Grosfeld: So something I try and do is just focus on what I'm doing - kind of in a little bubble - and not pay attention to trends, I guess. I don't know if that's really an obstacle, but that is something that I've noticed that I do.

 Amy: I would say that's a challenge that you put on yourself, because I think what you're describing is much easier to do than not! It would be easier to follow along, and see what else is going on out there, what's selling and what's moving, etc., and then put your twist on it. But instead you're saying “no, I'm going to get the inspiration from where it should be from, and then let it grow out of my own stream of conscious and come out myself!”… I would argue that is a challenge! It goes back to the authenticity that you were speaking of earlier and staying constant to that. I think that's a great answer!

So when I think of you, I think of an L.A girl through and through, born and raised…but you've traveled the world! Tell me some places that have given you inspiration outside of your daily life that you may drawback on. What are some interesting things you've seen that play into your jewelry?

Jenna Grosfeld: Okay. Well, it all tends to blend together, in a way, but the things that always really strike me are vibrant colors, natural beauty, foliage, trees and lush green areas. So that can be anywhere from Indonesia to South America to Italy. There's so much natural beauty out there. I would say anything from different kinds of leaves and beautiful trees I see in nature, to beautiful architectural buildings I see in metropolitan cities and European towns. Architecture tends to play a big role in the influence of my design.

Really beautiful, old, old, old buildings I'm always enamored with. I look at the details of old plaster and the way it's aged, old moldings and structures and pillars - and they always resonate with me. I mean, last year we went to Egypt, and I was definitely in awe of all the tombs and the pigmentations that have stood the test of time and are still so vibrant! Often I think in color and structure, so anything kind of vibrant I think has made a big impression in my mind and has kind of stuck with me.

Amy: And color is definitely your friend - which is one of my favorite things about you as a person, and then also about all of your designs and what you surround yourself with! I think so many people are afraid of color. Have you always been drawn to colorful things and just having color in your life, or is that something you've grown with over time? I can't picture you not with color, but I don't know where that started and how it grew.

Jenna Grosfeld: Yeah, exactly like you described. I mean, I can't remember a time when color wasn’t a big part of my life, but the jewelry itself has definitely brought it to the surface, because it's given me the perfect arena to express it or use it…especially as a tool to complement even more subtle details in my life! But I would say yes, color just...well, I'm a visual person. I think some people are, and some people aren't, but color resonates with me, especially contrast between colors or unexpected color combinations. Those are things that just make lasting impressions in my mind.

And I think, yes, somebody might look at my work or the way I wear things and think, "Oh my God, it's a circus. She's color overload. It's too much!" But I don't expect everyone to wear my jewelry that way. Something I love to do with the jewelry itself is to complement really a neutral or plain palette. Take an all-white outfit or a black outfit, and use the contrast of color in your jewelry to enhance the more simplistic look.

So I'm not saying it needs to be crazy color palette all the time or splattered paint everywhere, etc., But I think the right lens is really what I'm always trying to achieve, (and I sometimes take for granted that not everyone understands that) but it's really about the balance of color, and using it wisely - in the right way. Sure, I can overdo it sometimes, but I know realistically not everyone is going to do that or feel comfortable doing so.

Amy: Right. Did you ever go through a monochromatic stage in your life where you only wore black or anything?

Jenna Grosfeld: No. I mean, I'm sure I did, but not consciously. I'm sure I did when I was young. But even now, I don't even like to wear all black. Sometimes I'll fall in love with something and it's black and I say, "Ugh, do I really want to buy this? It's just black." But then I always know I can add some jewelry to liven it up a little. So that's always a good formula actually.

But monochrome sometimes can be great, but I like monochrome with color. So I like doing blue and doing all blue. If it's done in an interesting way, I might love it actually.

Amy: Yeah. I mean I can't...well, I have a hard time picturing you as a goth.

Jenna Grosfeld: For sure. I do too.

Amy: Yeah. That's a hard vision. What are some key moments of success you can point to? I do think I’ve seen some that I’ve seen from my vantage point – where you felt real success with the jewelry company. But what are some moments where you've been like, "Oh my God," - either you received some notable recognition or someone wore a piece or something – how do you measure that success?

Jenna Grosfeld: To be honest, the main thing that question really drives me to is the fact that during COVID I've been able to maintain customers and viewership. I feel like it’s been a time of welcoming creativity for me that’s been so dark and unmotivating and discouraging for so many people. I was very nervous for so many reasons, of course, at the start of this past year, but I am so grateful and appreciative. I feel very validated just by the mere fact that people have continued to watch, admire and encourage what I've been doing during a time where jewelry can come off as frivolous, unimportant and wasteful. I'm so grateful for that.

And I feel very... well, it's made me feel good just when people say things like, "I’ve been watching your Instagram!”  or “Seeing your jewelry makes me so happy!" That's very validating for me! It doesn't have to be because somebody bought something or they're collecting my pieces, but for somebody to appreciate them during this very difficult time makes me really happy, and it's a huge sense of validation.

Amy: I think that it's almost something everyone needs that during these dark times – like no matter how you're dealing with it, how you're going through it or how it's affected you personally or your family - sources of inspiration and pure joy are so important! I think it's sometimes more important than when life is light. Clearly, as we said, you have so much color in your work and the beauty that surrounds you is brought out in your pieces - that how could that not bring someone joy? It’s awesome that people are sharing that with you because you deserve to hear that. I think it's really important. There's only so many places you can go to get that, and bring that feeling into your home or your body, whatever it is, so it's awesome. And you should feel success in that, one hundred percent.

My last question I want to ask you is regarding how you’ve always been incredibly healthy and health-conscious. To me, that vibrancy for health and life comes out in the vibrancy of your work! I don't know if that makes sense, but it makes sense to me. Do you see that at all, in just the healthy lifestyle that you've always led maybe coming out in your work?

Jenna Grosfeld: Wow. That's such an interesting question. I've never even drawn that parallel, but I am going to think about that now. I will say that I think it goes back to this whole idea of leading an authentic life. I know a lot of people overuse that phrase right now, but purity is really what is at the crux of what you call my healthy lifestyle and also how I see jewelry. I'm a jewelry purist. I want to be able to express through jewelry the really clean, gorgeous, beautiful qualities that we can find - whether it's the natural beauty in flowers and trees and all the celestial influence that's in my work, the natural colors of the gems and the vibrancy of all the colors - it all comes from just kind of clean concept.

So while my jewelry may not come off as “clean” because it's very colorful, it's actually coming from a clean place. I'm just a purist in how I approach everything, I think.

Amy: I would say that is the exact way to describe it.

Jenna Grosfeld: That's a good connection you've drawn! Thanks for bringing that to my attention.

Amy: Well, I think it shows because I think when you are very... well, obviously you're really focused and smart in the ways that you have put your business together and run it. But I think it absolutely comes from a place of purity, purity of the love of what you're doing, purity of how you go through the world, and it shows through your jewelry. It's just beautiful.

I'm so grateful that you're my friend, and I'm so grateful to have you in my life and that I get to see your jewelry up-close often. Thank you for sharing everything you did today. I think it's incredibly inspiring and motivating for anyone who's listening!