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Meet Reyna Fox Zamora of A Bunch of Chokerey in Boyle Heights

Today we’d like to introduce you to Reyna Fox Zamora.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I grew up in Oxnard, California. My mom tells me I’ve always been creative. In grade school, I drew a picture that later ended up in a calendar. In high school, I hand made bows and sold them during lunchtime. Shortly after high school, I moved to Boyle Heights. I tried going to school here but I knew immediately it wasn’t for me. And I also knew I was going to be an artist but I had no idea it was going to be in this industry.

It all started when my friends would constantly complain about their chokers not fitting them correctly. Too big, too tight. Sometimes they’d break or come loose. My friend used to have a ton of broken necklaces in her middle console of her car. Finally, she decided she was going to throw them all away but I stopped her, took them home, and fixed them all. I liked it so much & it was so therapeutic to sit there with my pliers and fasten jumprings. I realized that I could design my own jewelry and so I started hunting for supplies in downtown LA. I came up with a name that incorporates my name “Rey” and a cute pun. A Bunch of Chokerey was created. I needed a place to sell. I started vending at flea markets and doing pop ups. I even got into the underground after hours events because people liked my jewelry so much.

It’s been four years since then. I have a pretty solid following on Etsy. My current dream is to own a micro salon with a small retail section of local handmade art from other vendors I’ve met in the time I’ve been creating wearable art. It truly is the best owning a small business in Los Angeles. The community I’ve met and the feeling when someone falls in love with a piece is truly priceless.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
When I first started making jewelry, everyone I knew supported my business. Literally, every girl I knew from my hometown had a necklace made by me, if not fixed by me. And then suddenly I wasn’t making any sales. I was investing so much time, energy, and money on creating new pieces from new supplies. I panicked. After a couple of power struggles, I learned better marketing skills that have since then made it to where I see those rough patches a whole lot less.

Alright – so let’s talk business. Tell us about A Bunch of Chokerey – what should we know?
I create wearable art. I specialize in dainty accessories such as bracelets and necklaces. I also make rings and earrings. I can fix most jewelry and replace most pieces.

I’m known for my hand stamped initial necklaces. They come in gold and hang at about 15 inches. They are literally hand stamped by me!

I’m most proud of the feminine energy my accessories create. It’s so awesome to see how supportive women can be to other women. I’m not sure how I attracted such an awesome following.

So, what’s next? Any big plans?
My dream is to own a micro salon where I do nails full time but I will also have a retail section full of art and products that people I know have made. I would also like to share this space and host events for vendors to come and showcase their art.

Contact Info:

  • Website:
  • Phone: 8184411782
  • Email:
  • Instagram: @chokerey
  • Facebook: A Bunch or Chokerey

Image Credit:

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Check out the VoyageLA Podcast:
Episode 1 with Content Partner Lisa Taitelman, Founder of Hiking & Wellness company Find Your Trail.

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