By Tomboy KC | Image courtesy of Ivka Adam
By shaking up the jewelry industry and making fine jewelry accessible, Iconery’s Ivka Adam is bringing back the idea of investing in your jewelry box.
TKC: We love the Iconery brand – the collection of jewelry and designers is so well curated. How did the site come about?
IA: I saw the opportunity to support fine jewelry designers with a compressed supply chain using CAD design, 3D printers, and on-demand production. We give designers access to state-of- the-art manufacturing with very low up-front capital costs, and we give jewelry lovers on-trend styles at accessible price points.
To make Iconery an “iconic” destination, the right curation was imperative. We recruited Andrea Linett (of Sassy, Lucky Magazine, IWANTTOBEHER, eBay Fashion and Michael Kors) to develop the brand and hand-select the collections. We don’t put any designer or piece on the site that we ourselves wouldn’t wear.
TKC: Why jewelry?
IA: Beyond supporting designers and the uniqueness of our supply chain—we make every piece on demand—I’ve always had a love for fine jewelry. I was wearing yellow gold in high school, and poring over my mom’s and grandmother’s collections, when everyone else was wearing Tiffany’s silver.
Ask anyone—there isn’t a “go to” destination online for fine, on-trend jewelry. There are incredible fashion destinations, but jewelry is usually buried under accessories. I loved the idea of building the destination where you can find the dainty nameplate necklace or diamond infinity band you’ve been looking for at accessible price points. We want to bring back the idea of investing in your jewelry box.
TKC: Do you have a favorite piece?
IA: I never take off my 14K rose gold nameplate necklace. It sits right at my neckline and layers perfectly with whatever mood I’m feeling. I’m the kind of girl who wears a t-shirt and jeans everyday and changes my jewelry to suit the day’s schedule.
TKC: Did you consider calling the site anything else and/or how did you arrive at ‘Iconery’ as the name?
IA: I wanted the word “Icon” in our name. Our designers are iconic and every piece is a work of art. It was a matter of finding the permutations of the word that would be our name. I love that the “ery” is like the end of the word “Foundry” which is a factory that works with metal.
TKC: If you had a motto what would it be?
IA: My motto is “Pressure makes Diamonds.” It’s not easy to create a business from nothing and disrupt a decades-old business model. During one of my challenging days early on, a friend from eBay said this to me and it hit home. The most beautiful creations in the world undergo the most pressure. It reminds me that these down days are necessary to the process.
TKC: How would you describe your personal style? Day to day, what are you wearing?
IA: My personal style is “effortless.” My uniform is comprised of jeans and pumps, with a t-shirt on casual days and a silk shirt when I need to be more dressed up. I get creative with my jewelry. Day to day I wear our designers: I love the diamond kite choker from Luv Aj and the stackables are “refined rocker.” The snake necklace from Stone Fox Bride is perfectly sultry and sexy. Mara Carrizo Scalise’s long box chain is my long layer to any necklace jumble and is one of my signature pieces. For a bolder look I wear Daryl K rings.
TKC: Is there a particular designer or look that you tend to favor?
IA: I take my style cues from Andrea. I check IWANTTOBEHER.com every day and have her latest book “The Cool Factor.” I’m obsessed with denim and still own every pair of jeans I’ve had since high school, when I would wear my mom’s Levi’s 501 button fly shrink to fit jeans. As long as I can wear jeans I’m happy.
TKC: On the flipside, are there any trends that you absolutely loathe?
IA: I don’t loathe any trends per se, instead it’s the girl who’s simply copied a trendy outfit without putting her own personal spin that gets to me. Get at least a little creative! Psst…that’s where a great jewelry collection comes in.
TKC: Is there one item you’ve been coveting?
IA: I just bought it! I’ve been coveting the Daryl K leather leggings forever and finally sprung for a pair. They’re to die for, and it feels like you’re wearing super comfortable yoga pants. Now I have “dressy” bottoms for when jeans are just slightly too casual.
TKC: What is one jewelry item that is safe to buy on a budget?
IA: This depends on what kind of jewelry girl you are. Here are the three safe investment pieces: diamond baguette stud earrings, dainty nameplate necklace, diamond stackable infinity band.
TKC: One worth splurging on?
IA: A stone that speaks to you. I love my Anne Sisteron cushion cut emerald and pink amethyst rings, which I wear as everyday staples even though they are super glamorous!
TKC: Name one beauty product you couldn’t live without.
IA: Oribe dry texturizing spray because it smells amazing and gives my fine hair loads of sexy volume.
TKC: What is the last song you had playing on your iPod/iPhone?
IA: Saint Claude by Christine and the Queens.
TKC: What’s your ringtone?
IA: It’s the classic iPhone “Harp” because I think it sounds super pretty and zen.
TKC: Coffee or tea?
IA: Philz Coffee. Their coffee reminds me of when I lived in SF, and the Philtered Soul beans have the perfect hint of hazelnuts.
TKC: Mascara or Eyeliner?
IA: Mascara (I switch off between Benefit’s Roller Lash when I want a more dramatic look and Bobbi Brown’s Extreme Party Mascara for everyday – that’s also the one item of makeup I bring with me backpacking or mountain climbing)
TKC: Instagram or twitter?
IA: Instagram, and now I’m really into Snapchat
TKC: In high school you would have been voted most likely to…
IA: Get ID’d when they’re 30.
The most beautiful creations in the world undergo the most pressure. It reminds me that these down days are necessary to the process.