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Exploring Life & Business with Danela Duric and Jeni Kittleson of This is Her

Today we’d like to introduce you to Danela Duric and Jeni Kittleson.

Hi Danela & Jeni, thanks for joining us today. We’d love for you to start by introducing yourself.
We began as friends with a background in jewelry & retail. I have a business background, managing sales throughout the west coast for Honora, Fossil Group, and Breitling. I worked closely with both commercial and independent size jewelry stores to grow their business by partnering on sales development, marketing, events, visual merchandising, and staff training. Jeni has a design background, starting her career in New York where she designed jewelry for large retailers such as Nordstrom and HSN. She eventually moved to Santa Fe and managed her own private label business, then moved to San Francisco in 2018. We met in San Francisco and instantly knew we would be friends forever – the type of friendship that feels like you have known this person all your life – comfortable, honest, and most importantly fun. We quickly noticed that our personality & work experience complemented each other, and we decided to embark on a business journey together as the ‘power duo’.

Both Jeni and I appreciate unique but quality-made jewelry. When worn, jewelry should always evoke a feeling – it should feel special, make your inner confidence bloom, and allow for self-expression. We named our company ‘This is Her’ to capture everything that makes women who they are (Strong, Confident, Ambitious, Captivating, Intuitive, and Inspiring). Through our jewelry brand, we want to celebrate women & their uniqueness – embracing our tagline ‘Unapologetically You’. We hope to evoke confidence in those who wear our pieces, on not only their best days but everyday. We wanted to create a brand and line that felt classic enough to be worn everyday but unique in its design detail. Our two main focus points are quality & attention to design detail. As business partners, we have a unique ability to bring our own personalities to the collection – I enjoy classic & understated pieces with an edge while Jeni prefers bold yet feminine pieces.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
It has not been a smooth road, we learned a ton starting a business in a covid year! Luckily we had each other to rely on, when one of us was down the other one would push us along and lift the mood – we were each other’s cheerleaders along the way & accountability partners. When we first started the business, back in early 2020, we had our designs ready and were in search of a supplier. Our first supplier was a tough learning experience – unfortunately he was not reliable and wasted four months of our time. Once we finally saw the first samples of our line, we realized that this would not be a good partnership. After having to part ways with this supplier, we reached out to our industry network and found an absolutely amazing new supplier to work with. They were a dream – very detailed, had quality in mind throughout the entire process (this was important to us), they were transparent (important for a good business relationship) and they delivered on their word. Because of the supplier hiccup & due to production delays with Coronavirus we were not able to launch our business before the holidays as we had planned. We ended up launching January 26th, 2021 – it will be a day we cherish forever. Our hard work finally paid off. We continue to improve our business every single day, looking at all aspects of it from marketing to photography to website design. Our most important goal this year is to build a stronger relationship with our customers – you will see a lot more of Jeni & myself on our Instagram/Facebook pages. We want people to know that there are two people behind this brand that want to connect with others and build lifetime relationships.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
This is Her was designed with an eye for detail, a focus on quality, and the goal of empowering women like ourselves to be confident and expressive no matter what life brings. We want your piece to carry you throughout the day, to evoke joy when you wear it, and ultimately empower your journey. Our first collection offering is curated but tends to a variety of styles and personalities. We are very proud of the quality of our pieces and fully stand behind them – Our plating is thick for durability; each piece is coated in luxurious 18K gold to give it a deep, rich shine. As women in business, we are proud of our journey. We built a band from ground up, working hard, investing our own money and ultimately watching it all come to life. We supported each other through the peaks and lows, solved our roadblocks and challenges in partnership. We want to share this journey and hopefully empower others to follow their dreams & remember that a good friend by your side is worth everything.

We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
Yes – we learned that working through remote channels (zoom, phone calls, face times) is possible and can be successful, that supply chain management is much tougher in a pandemic, and that at the end of the day you have to find the joy in small successes.


  • Priced between $78 – $225

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