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Meet Erin Blase of Sin Without in West Hollywood

Today we’d like to introduce you to Erin Blase.

Erin, can you briefly walk us through your story – how you started and how you got to where you are today.
Both of my parents are entrepreneurs, so I think subconsciously I’ve always been drawn to working in a start-up/small business environment. I started my career working as the Production Coordinator for a designer in New York City which then led to a job in Creative Direction in LA.

In both roles, I did a lot of on the job learning, problem-solving, and was exposed to nearly all aspects of the jewelry business at one point or another. When I was a Creative Director, I was often told by my male bosses what it was like to be a woman buying jewelry, and I eventually got fed up and thought “I can do this better” and left to start Sin Without. I already had the design concept of blank rings with naughty words engraved on the inside rolling around in my head, and so I pitched it to a couple of people I trusted, and the response was really encouraging.

I owe a big part of my success to Amir who handles my production, Lynh who handles basically everything else, and to my friends and customers who have always pushed us to create more. I also wouldn’t be here without the support of other female business owners like Bari and Marni of Milk and Kelly from Native + Nomad, who were some of our first wholesale accounts.

Has it been a smooth road?
One of the best (and worst) pieces of advice my mother ever gave me was “if you want something done, do it yourself” and I learned that can bite you in the ass when it comes to starting your own business.

When I first started, I knew I needed to bootstrap, so I was heavily involved in every aspect from production, design, marketing, and even learned how to code so I could build my website. I was convinced that I needed to know how to do all these things to save money and I failed to realize how inefficient that is, and it was a struggle to let go of control.

One of the biggest lessons I’ve learned is the importance of putting the right people in the right place.

We’d love to hear more about your business.
All of our jewelry is handmade in downtown Los Angeles, and we specialize in rings with a bit of a cheeky twist. Although we’re known for our word rings, we’ve begun branching out into newer styles like signet rings and pendants. I don’t design within seasons, so I only create pieces that I feel are unique enough and really speak to our customers.

I’m most proud of how we maintain a very personal, hands-on relationship with our customers. To this day, no order is shipped out without a handwritten note, and I think as an online business, it is still really important to offer that to your customers. I think that helps us stand out from other companies and we’re hoping to build on that by offering full customization on our rings on our website.

Is our city a good place to do what you do?
Yes, 100%! Los Angeles has a huge jewelry district full of manufacturers and great wholesale/findings shops. We also have tons of pop up markets and local sales like Melrose Trading Post which are great opportunities for newer businesses to get their products out there. I’ve always been so encouraged by this city, and I think it’s a great place to start and grow a business.

Pricing:

  • Word Rings – $90= $120
  • Signet Rings – $120
  • Penrose Triangle Pendant – $145

Contact Info:


Image Credit:

Party of One Studio

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