In the heart of sunny Redondo Beach, California, a passion project turned revolutionary brand was born: See Sea. With a vision to seamlessly integrate waterproof jewelry into daily life, See Sea emerged from the golden coasts of Southern California, serving as a beacon of modernity, luxury, and accessibility in the jewelry world.
At its core, See Sea is more than just a brand; it’s a testament to the unwavering commitment and love shared by its founders, a dynamic couple residing in the vibrant landscapes of Southern California. Their decision to embark on this journey together was not merely a business endeavor but a pledge to cherish See Sea with the same devotion they hold for each other. For them, jewelry isn’t just an accessory; it’s a reflection of one’s lifestyle and aspirations, a sentiment that resonates deeply within the brand’s ethos.
With meticulous attention to detail, See Sea crafts each piece using surgical stainless steel or superior materials, adorned with a lavish layer of gold, rose gold, or platinum. Despite the unparalleled quality, See Sea remains committed to fair pricing, eschewing traditional markups to ensure that luxury is accessible to all. Every item undergoes rigorous examination and packaging by the dedicated team before making its way to the customer, ensuring excellence with every purchase.
Yet, beyond exquisite craftsmanship lies a profound commitment to sustainability. See Sea is not just a brand; it’s a steward of the environment, prioritizing the health of our planet and oceans. With 100% recyclable materials and eco-friendly packaging, See Sea embodies the principles of sincerity and transparency, delivering not just products but genuine value to its customers.
In a world where style meets sustainability, See Sea stands as a shining example of innovation and conscientiousness, embodying the spirit of Southern California and illuminating the path towards a brighter, more sustainable future for all.
What inspired you to start See Sea, and how did your journey begin?
My journey began in our house’s garage. See Sea started as “Garagepreneurs”, where my husband and I set up our work desks, laptops, and storage space in the garage of our home in Los Angeles. So, you can say that one of our inspirations was the famed Silicon Valley Garagepreneurs culture, except that we were not engineers nor based in San Francisco. However, we believe we shared the following: a vision, ideas to execute, and a non-stopping drive to constantly inspire each other.
Can you share a bit about your background and how it influenced the creation of See Sea?
I studied art and design in college and worked as a full-time graphic designer for many years. On the other hand, I value practicality and always enjoy solving problems. Therefore, I not only wanted to create things that are aesthetically appealing but also able to meet people’s needs and solve their concerns. As a result, we founded See Sea.
What sets See Sea apart from other jewelry brands in the market, particularly in terms of design and sustainability?
We pride ourselves as one of the very few front-runners of the waterproof jewelry brands, and the only one of its kind located on the West Coast. Our designs are inseparable from the differentiated Californian vibe and look. Our success and goals are based not only on designs but also on materials, practicality, and, importantly, environmental sustainability.
Our stainless steel materials are long-lasting and 100% recyclable, and the PVD coating process is safe for the environment, employees, and users. The process takes place in a sealed vacuum system, producing no waste or harsh chemicals. Our truest belief is that everyday jewelry should be made of waterproof and stainless steel materials. Gold, silver, and platinum are costly to recycle and produce, and brass/copper and other low-cost metals often cause allergic reactions in the human body. We believe that we have the right product for our future and our environment.
How do you infuse the essence of Southern California into your jewelry designs?
Yes! There is truly nothing more unique than Southern Californian culture. As the first and biggest waterproof jewelry brand in California, we differentiate our pieces by embracing the liberal, diverse, and carefree Californian culture. Every day our team observes and works with nature-inspired elements, beach vibes, bohemian influence, surf and skate culture, celestial themes, ethnic and indigenous diversity, minimalist elegance, and more.
Could you walk us through the process of creating a piece of jewelry at See Sea, from concept to production?
Everything starts from our headquarters, located in the South Bay, Los Angeles. From early sunrise, our team goes through hundreds of design concept sketches, drawn following our inspiration and philosophy. We refine the initial sketches, paying attention to color, texture, proportion, and balance. After the final sketch is approved and voted by our team, we begin prototyping, using a 3D model and printing, to evaluate and adjust before production. And of course, material selection is the easiest part of the process. We go waterproof.
The production team conducts one more quality assurance and inspection before beginning production and PVD coating. Packaging, presentation, and merchandising are also a significant part of the process, as See Sea operates five physical locations other than the online store. Communication between the production and the retail team is key, as we synchronize our physical locations and our online shop to distribute and market the new pieces and finally deliver them to our customers.
How do you ensure the durability and longevity of your jewelry pieces, especially considering their waterproof nature?
All our team, including myself, of course, wears all our jewelry to test its durability and longevity. The team usually notices any issues first. We test our waterproof pieces while jogging, swimming, doing yoga, at the gym, hiking, surfing, skiing, and in all sorts of environments and activities that the West Coast offers year-round. Our waterproof jewelry has performed fantastically against any tests so far.
What challenges did you face while establishing See Sea, and how did you overcome them?
We launched our site at the end of 2019, and we planned our business operations until early 2020, when COVID hit the world. You can imagine our dismay, as the world seemed upside down, right after my husband and I quit our jobs to dedicate full-time to See Sea. With basically everyone’s future uncertain, it was truly the greatest first challenge we faced as a business.
We had to sketch out our business plans from scratch, as retail events, shopping centers, customer behavior, and lifestyle were reshaped by the pandemic. But with challenges and risks, we also saw new, unique opportunities in a changed world. We focused on online shopping and the gradually increasing pre-pandemic traffic.
While challenging and frightening in the beginning, we overcame our first test step by step. There have been many more challenges, and it has not been easy. But at the same time, it has been incredibly rewarding and exciting as well, and we do not plan to stop anytime soon. A message that we also want to leave for current and aspiring entrepreneurs everywhere.
Can you tell us about a particularly memorable moment or experience you’ve had since starting See Sea?
There are so many memorable moments that I feel tempted to write ten full pages about. The most memorable one would be when I first created the website for See Sea and had our first small batch of inventory ready, but we had no idea when or how we could receive the first order.
And then we did! I do not remember which piece it was. But I was so excited and amazed by the first order that I nearly jumped off my chair. We meticulously packaged the product and shipped it as the most valuable treasure in the world, and we checked the tracking information every hour until it got delivered.
How do you balance the artistic and business aspects of running a jewelry brand like See Sea?
Everything starts with people and communication. We need both sides to work together to run our brand. Hiring the right team members for the right roles has been one of the most challenging but at the same time, the most fulfilling achievements at See Sea. While the artistic team is essential to initiate our inspiration, conceptualization, and design, we need the business team to carry out and execute their vision accurately and timely. Making sure that they understand each other and work together has been the key to synergy and growth within See Sea.
What do you hope people feel or experience when they wear See Sea jewelry?
We aspire for every wearer of See Sea to experience comfort, confidence, and worry-free elegance. With our commitment to longevity and tarnish-free quality, individuals can trust that their jewelry will endure. Our goal is to empower wearers to showcase their cherished pieces while seamlessly embracing an outdoor, active lifestyle—without the constraints of costly and fragile materials.
How does See Sea integrate eco-conscious practices into its operations beyond just recyclable packaging?
All our stores have a recycling program where our customers are welcome to drop off their own broken/tarnished jewelry at our stores, and we have them recycled at local recycling centers in Los Angeles.
And of course, our waterproof materials are deliberately chosen for their recyclability, providing a sustainable and cost-effective option for jewelry. We avoid copper and brass due to their lack of hypoallergenic properties and tendency to tarnish quickly, leading to frequent replacements and more waste.
Could you share any upcoming projects or collections that customers can look forward to?
We have an array of upcoming projects and collections. Among them is our new men’s jewelry line. With rising demand, it complements our waterproof materials and fits the trend towards casual and streetwear fashion.
What advice would you give to aspiring entrepreneurs looking to start their own sustainable fashion brand?
Embarking on the initial step can often be the most challenging. To those hesitating at the crossroads, we recommend embracing the Californian attitude: cast aside worries, take that crucial first step, and continue the journey with confidence.
How does See Sea engage with its community, both locally in Southern California and globally?
We have an experienced and very active social media team to continually engage with the online community. The waterproof jewelry users are still a growing audience. The trend is ever-increasing, and once caught on, our customers have been faithful to the trend. All our physical locations constantly host special events and promotions to keep the local Los Angeles community connected with the brand.
We also receive online forums from our website related to any questions for our pieces or design suggestions. These are not just from California or the United States but globally as well.
In what ways do you think jewelry can be a reflection of one’s lifestyle and aspirations, as you mentioned earlier?
Jewelry is more than just adornment. It can also be a reflection of one’s identity, achievements, values, and lifestyle. The modern customer carefully selects and wears jewelry that resonates with them on a personal level. This is the area in which we believe See Sea can best serve our customers: the waterproof brand that delivers the Californian worry-free but beautiful minimalist looks, with eco-conscious materials.
Can you share any customer stories or testimonials that have touched you or reinforced your vision for See Sea?
We introduced a necklace featuring a larger pearl pendant alongside a smaller one, elegantly united on a single chain. A touching revelation came from a customer who shared that upon laying eyes on it, an instant connection with her daughter arose. It became clear to us that, beyond being a mere accessory, our jewelry carries profound sentimental value. Each piece has the power to symbolize significant moments, relationships, and milestones in a person’s life.
How do you stay inspired and creative in your designs, especially with the ever-evolving trends in fashion?
Remaining abreast of the latest fashion trends, we avidly scour fashion magazines, delve into influential blogs, and explore social media platforms where designers and influencers showcase their creations. Yet, we are attuned to the fact that not everyone identifies as a fashionista; many seek enduring, versatile pieces suitable for all occasions. Consequently, we reserve a specific percentage of our designs for timeless, everyday styles.
What role do you see See Sea playing in the broader conversation about ethical and sustainable fashion?
We firmly believe that we will be playing a leading role. Most jewelry throughout history has been produced by unnecessarily costly materials that caused conflicts and environmental neglect.
While fine jewelry is and will be an irreplaceable part of fashion, semi-fine jewelry, specifically waterproof jewelry, will be leading the jewelry industry, as customers become more eco-conscious and embrace the comfortable yet active fashion trends.
What are your long-term goals or aspirations for See Sea as a brand?
We are on a mission to globally deliver our waterproof brand to all customers and share awareness of its superior materials, design, and eco-friendliness. While attaining sustainability and ethical practices, we aim to keep our artistic excellence and creativity. Through our constant innovation and devotion to both our online and in-person shops, we plan to remain not just a Californian brand but a globally recognized one, with a constant emphasis on customer engagement and the social impact of our products.
Our readers love to travel, what destination is at the top of your bucket list?
While many visitors opt for iconic attractions like Hollywood and the Santa Monica Pier when in LA, we strongly suggest exploring more intimate, lesser-known gems cherished by locals, specifically the South Bay area, where our headquarters are located.
Among our favorites is the Point Vicente Lighthouse in Rancho Palos Verdes. As the sun sets during the cooler months (though truth be told, it’s never truly cold here), the horizon transforms into a breathtaking canvas of rich purples, intense coral pinks, fiery reds, and peachy oranges. Against the backdrop of the ocean and cityscape, this spectacle offers one of the most awe-inspiring views I’ve ever encountered.
After, you can check out any of the nearby restaurants and attractions found in the beautiful neighborhoods of Manhattan Beach, Long Beach, Redondo Beach, Hermosa Beach, and more. You truly will not regret checking this side of Los Angeles – and please check our stores as well!
What’s your go-to quote when you are lacking motivation?
I know it is funny and a bit incredulous, but these days the entire office, including myself, finds the Chinese beaver speech that went viral on TikTok very motivating. My favorite sentence is “I’ve got my principles too!”
Lastly, if you could sum up the essence of See Sea in just a few words, what would they be?
Always listen to the customers and understand their real needs.
Where can people follow you and find out more?
So far all of our brick-and-mortar stores are in Southern California. However, we are very active on Instagram (@shopseesea) and TikTok (@shopseesea). Our online store www.shopseesea.com often has new arrivals weekly.
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