The story of the accidental entrepreneur is a common one but the story behind Idlewild Everyday is anything but. Founded by Tabitha Frazier, the positive thinking super mum, Idlewild Everyday is the jewellery brand of the moment.
We spent some time with her to find out more…
Tell us about the journey that lead you to launching your brand, Idlewild Everyday …
This venture began originally as a hobby and stress reliever in 2018 during a time that I held several volunteer leadership positions with my children’s schools. It began with me sourcing and creating one-of-a-kind pieces for myself and friends using only vintage elements. This hobby eventually became a successful business in 2019 and led to my forming my first company and collection called Idlewild Jewelry Company. Because each piece was one-of-a-kind, it was difficult to scale the brand. That led to my rebranding my collection to Idlewild Everyday in 2022. The collection is a classic one founded on layering, mixing metals, and it exemplifies understated, everyday elegance.
Where does your inspiration come from with each piece of jewellery?
It comes from everyday life for me. I am a busy mother, wife, and business owner. I design collections that work in several situations and work together seamlessly for any woman on the go. My pieces can stand alone for a simple look or be layered for a statement look.
How do you want women to feel when wearing your jewellery?
I was once called a “joy-maker,” and that resonated with me so much! I want women to feel a simple happiness by owning Idlewild Everyday pieces, but also I want them to feel special, important, valued, and powerful when they wear Idlewild.
Who is your dream customer?
I have been blessed to have MANY “dream” customers, and I am so thankful for them all! I do think that above all else my dream customer recognises the effort and care that is put into every Idlewild design, that they understand how very particular I am in sourcing and creating collections for them, and that I only offer products that I wear and enjoy myself.
What’s the process behind creating a new product and who is involved in the process?
When adding a new design, I am who sources, designs, and perfects each new addition to Idlewild Everyday. Usually it involves wearing and testing materials and pieces myself, and I even have friends, family, and my assistant wear and test new additions as well. When we add designs to our collection, it is important to us to have confidence in their quality and longevity.
What advice would you offer anyone who wants to launch a jewellery brand?
Be ready to work long hours and learn lots of new things about yourself! 😉 I think it is important for them to figure out what their passions are in jewelry design, and then give it all you’ve got and go for it!
If you hadn’t pursued this career, what do you think you would be doing now?
I would most likely still be a “professional volunteer,” as there are several organisations whose missions about which I am very passionate.
What do you do when you lack motivation and inspiration?
Often when this happens, it is a signal to me that I need to step back and rest. I also consider the why. Sometimes it is simply that I need to commit more hours to actual creation and less to the “business” part. There is a balance needed for sure between the two, and when a creator does not give themselves space for that, it eventually will tell on them!
Looking back since you started, is there anything that you would do differently?
I have asked myself this question many times this year as I have spent the large part of 2022 rebranding, which is a huge job and quite challenging by nature. But in the end, there are things here and there that I would change if I could, but nothing major overall. That is mostly because the mistakes and missteps have taught me so many things that I could only learn that way. I will say that I wish I had hired a social media agency long before I finally did it. Their help has been invaluable to someone who is not a natural at that!
Talk us through an average day in your life…
I get the children to school, and usually have coffee time while catching up on emails and phone calls. Then, I often grab a quick workout before beginning work in the studio, which I try to do until the kids get home from school
What is your go-to quote when you want a pick me up?
It is an unknown quote that says, “ Happiness is not having what you want. It is appreciating what you have.”
I find that thankfulness is always a pick me up, and it is difficult to get too down while counting my blessings!
Our readers love to travel, what destination is on your must visit list?
Egypt is a dream trip for me, as I have always been enamored with its rich history and its gorgeous jewelry!
What’s your 5 year vision for the brand?
I would love to see the new collection grow at a steady, healthy, and controlled rate adding new customers and spreading our “joy-making” across the globe. We have begun as a Demi-fine collection, but we are currently working on adding a “fine fashion” line that is stainless steel based, and will offer quality gorgeous pieces at a lower price point. So I also hope the collection will continue to evolve into a line that offers classic, everyday elegance at various price points so there is truly something for everyone!
What does self care mean to you?
It means a great workout, time for an uninterrupted devotional, a quiet bath time at the end of a busy day, or a dinner alone with my husband. For me it is not necessarily grand things, but finding ways to care for myself often and simply…mostly so that I can stay committed to doing it!