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Meet Amanda Durrant of Amanda Jane Designs

Today we’d like to introduce you to Amanda Durrant.

Amanda, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
In 2012 I discovered a style of handmade jewelry called metal stamping, which is essentially lightly hammering individual metal letters or designs onto flat metal shapes or blanks to create custom jewelry. I originally started with the intent making the jewelry for friends and family. I additionally bought charms to put on a chain to make complete necklaces, bracelets and keychains. I decided to put them on Etsy as a customizable option, and had very few sales my first month. I then decided to start doing preset themed necklaces based on some of my favorite stories, and this is where popularity started to grow. My original two designs are dear to my heart, as they led the way for my hobby to turn into a business. The first design featured a hand stamped phrase of “never grow up” paired with a fairy, feather and clock tower charm. The second design had the phrase, “part of your world” with a starfish, seashell and fork charm. Once I realized this is what was popular with customers, I realized if I could think of short quotes and charms to represent any story, my creations with limitless! I now do fully themed collections and sets of jewelry and accessories, and have numerous custom requests for something special. I love doing custom requests because I know I am helping someone give meaningful handmade gift.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I never expected my little Etsy shop to grow to what it is today, and I grew with it while going to college and balancing 1-2 other jobs over the years! I aimed to always have exceptional customers service and quick shipping times while also providing high quality products, and getting my homework done in time. I made it through, and also lived in Hong Kong the past year while I put my shop on a break, now I am back and I am facing a struggle of battling the algorithm of Instagram! I have a lot of sales from Instagram directly, but with the new algorithm, Instagram is benefitting and featuring accounts with larger followings, and as I am still a small business account and it seems that my content is getting seen up to 4-5 days after I am posting, which is a shame when I post sales and discounts for followers on Instagram.

We’d love to hear more about your business.
I specialize in pop culture inspired jewelry and accessories. My jewelry is made through a process called hand stamping, or metal stamping, and I am a completely one woman shop. I do everything from create graphics and content for social media, answer questions and emails, run marketing campaigns, create jewelry, quality control, packaging and shipping, and so much more. I am so proud of the fact that I have been able to build this business completely on my own with such a high rate of reviews and returning customers. I am also proud of the fact that even though there may now be similar products being sold by various businesses, I know that in 2012 I was the original designer of these handmade themed jewelry sets. I am also proud of the growth I have made just in the quality of my actual hand stamping of my products. It is a tedious process and takes a lot of patience and practice to get the method down and make sure all the letters and designs are perfectly straight and aligned.

What were you like growing up?
For as long as I can remember I have always been a creative person. My first memory of art is being in second grade and in art class I decided to draw Rose from “Titanic” (yes, the iconic drawing scene). I remember my teacher being concerned about me drawing such a thing at such a young age, but my mom just praised my work and was so proud of it! Ever since then, I was always sketching and trying new art hobbies. I always wanted to go to school for fashion design, and that’s what I did when I graduated high school. I also grew up dancing on a competitive dance team, and I found that to be another form of art I was absolutely obsessed with.

Contact Info:


Image Credit:

Jennifer Schniepp, Maya Mozon, Chris Durrant

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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