Today we’d like to introduce you to Todd Bracken.
Hi Todd Bracken, please kick things off for us with an introduction to yourself and your story.
Bracken Jewelers makes the full spectrum of fine jewelry—from a unique line of California Gold Bands crafted from gold actually mined in Northern California to earrings and pendants set with magnificent precious stones. My designs are inspired by the raw, natural, and ancient. All of our pieces are handmade in our Venice studio, where we also see clients by appointment. We pride ourselves on craftsmanship, using the highest quality materials, and making jewelry that is as comfortable as it is beautiful.
We have been in business in Los Angeles for nearly 40 years, serving clients in person and online at brackenjewelers.com. But our story starts in small-town Effingham, Illinois where my parents opened the very first Bracken Jewelers in 1950. I went from working in this store as a young adult to studying and working at the Gemological Institute of America (GIA) before opening Bracken Jewelers on Santa Monica’s 3rd Street Promenade in 1984. There my wife Diana and I grew a great business with a strong community of clients and an incredible staff.
In the thousands of pieces I have made for individual clients and bespoke pieces featured in Tiffany & Co.’s annual blue books and in the Getty Villa Museum, I have been able to explore the limits of my creativity and craft. My creations have been worn by distinguished individuals such as Michelle Obama and celebrities including Elizabeth Taylor and Harrison Ford. It has been a unique journey with no two days alike.
Thanks – so what else should our readers know about Bracken Jewelers?
Our California Gold Bands, which we handcraft in Venice from responsibly mined California gold sourced from small operations or our own findings in Northern California. They are California through-and-through with a soft-hammered “River-Worn Finish” that emulates the look of natural river nuggets, a green-gold glow unique to our 20K alloy, and the California grizzly bear stamped inside.
Each ring is one-of-a-kind from the start and over time takes on a natural patina reflecting the unique lifestyle of the person wearing it. The line includes 14 styles ranging from a very thin wire band to a bold square ring. And due to thoughtful design choices and masterful technique, these rings are really comfortable. They are perfect as wedding bands and for everyday wear, equally beautiful stacked or worn on their own.
We made the first of this collection in the early 1990s and still hear praises from those early customers. The collection continues to resonate with those who care where and how their jewelry was made. From a recent customer who bought matching bands for them and their partner: “I place a lot of value on symbols and meaning with materials…and being that my partner and I are both born Californians, it really had to be California gold….you guys hit all the marks; ethically sourced, local, small business, looked fantastic, many options.”
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The 1994 earthquake that closed our store for almost a year and the rent that doubled at the turn of our lease are a couple of the challenges we have encountered over the years. Fortunately, we adapted and maintained strong relationships with our community through it all.
More personally, there has always been the challenge of balancing ambitions and commitments, while keeping a connection to what fuels me. In the early days, we worked practically every day while also raising our family. Each year I would take a one-week trip to go gold mining. First, it was in little streams just north of Los Angeles and later to the gold-loaded rivers of Northern California. This time provided both inspiration for my designs and also the physical gold for some of the jewelry we make.
And now we are taking on a new exciting challenge—bringing our jewelry to customers digitally via brackenjewelers.com, an effort spearheaded by my daughter Rebecca. Through this online store and on social media, we will share more of our creations, behind the scenes and provide the personal experience that is at the heart of our family business.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
I like to attribute our success to being present and open when the opportunity presents itself. Being aware and following my instincts has been relevant to both the creative, and artistic side of things as well as business. And considering saying yes to the things I have been inclined to say no to, as opposed to reacting to my first impression of things, has been transformational.
Contact Info:
- Website: www.brackenjewelers.com
- Instagram: www.instagram.com/brackenjewelers
- Facebook: www.facebook.com/BrackenJewelers
- Other: www.tiktok.com/@bracken.jewelers
