Iconery is a startup jewelry business that hopes to change the way consumers purchase jewelry online. Ivka Adam, co-founder and chief marketing officer at Iconery, discusses how the company came to be, as well as how she handles the challenges that come with running a startup. (Ivka is a WIRLC board member and will be speaking on the Luncheon Keynote: Ladies Who Launch session at the upcoming Women in Retail Leadership Summit. Register today!)

Inner Circle: Tell us about Iconery? What kind of company is it?
Ivka Adam:
We launch this spring! Iconery is going to be the online destination for fine, on-trend jewelry where you can shop the jewelry designers you know and love, but also discover up-and-coming talent from our highly curated selection. With Iconery’s shop-within-a-shop concept, designers can begin selling their pieces with just a CAD file or complete sketch of their design, establishing their online presence quickly and at no cost. We’ve already partnered with a number of CFDA jewelry designers for Iconery exclusives, and are currently scouting new designers to join the platform. We recruited Andrea Linett (Sassy, Lucky Magazine, IWANTTOBEHER.com, Michael Kors) to be our creative director. She’s a magnate for spotting new talent and trends.
Consumers have the ability to semi-customize: the designer provides the style and the variety of materials that can be used, and the consumer can customize based on her willingness to pay. For example, she’ll be able to take a ring style and buy it in 18k yellow gold with diamonds for $1,260 or 14k vermeil (sterling silver with thick gold plating) and white sapphires for $225. It’s a direct-to-consumer model so we cut out the middleman to deliver fine jewelry at fair prices.
What’s behind the curtain? We use advanced technologies such as 3-D printers and just-in-time manufacturing processes to reimagine the traditional jewelry supply chain and deliver these designers’ pieces within a matter of days.

IC: How did you come up with the idea for Iconery?
IA:
Our CEO, Einaras von Gravrock, came up with the idea for Iconery. He has 10 years of experience in fashion and jewelry e-commerce and wanted to create a company with a business model that didn’t rely on the need to buy and hold inventory, while at the same time reimagine the antiquated jewelry supply chain and help emerging designers. I worked with Einaras and our other co-founder, Jess Leroy, at Modnique (Einaras was also the founder and CEO of Modnique). When Modnique was sold in July 2014, Einaras asked us to join him in creating this company. The three of us loved working together so we jumped at the chance to do it again.

IC: What’s the origin of your brand name?
IA:
It all has to do with icons. We’re inspired by fashion icons; we’re an incubator for emerging, soon-to-be-iconic designers; and we believe that jewelry has the ability to transform a woman into an icon in her own right. So Iconery is kind of a foundry for icons.

IC: What’s your biggest challenge as a startup?
IA:
Startup capital. We believe in being scrappy, but we also believe in doing things the right way and the fair way. Fairness is in the fabric of our company’s identity. We’ve raised a little money from angels and otherwise bootstrapped, but you can only call in so many favors in lieu of money and we really want to be able to pay partners and people what they deserve.

IC: Do you have a philosophy or favored quote you recall when you encounter business challenges?
IA:
Yes, and appropriately enough it’s jewelry-related: pressure makes diamonds. It reminds us that the challenges are all building towards something. We co-founders listen to the same podcasts and business and inspirational books on Audible, and probably share quotes on a weekly basis. My other favorite quote is, “How would you be if you knew you could not fail?” It puts me in the mind-set that I’ve already succeeded, which really helps when I’m staring at an impossible task. It’s actually what got me to the top of Kilimanjaro when I climbed the mountain in 2012.

IC: What’s next for Iconery?
IA:
Our alpha site is live with designer exclusives for sale, but our next big milestone is the launch in May/June. If you know any jewelry designers who may be interested, or fashion designers who want to do a brand extension in fine jewelry, let me know!

IC: In addition to running Iconery, how else do you enjoy spending your time?
IA:
I love backpacking and climbing mountains. I try to climb a 14,000-foot mountain every year. I’ve done Mt. Kilimanjaro, Mt. Whitney three times, Mt. Shasta, and last summer I completed 80 miles of the John Muir Trail (it overlaps with the Pacific Crest Trail for those of you who read/saw “Wild“). I’m getting ready to do the Trans-Catalina Island Trail in March!