Daniele Klien is the brainchild behind the luxe handcrafted and bespoke jewellery brand that is Anne x Joseph.
August 16th, 2022
Daniele Klien is the brainchild behind the luxe handcrafted and bespoke jewellery brand that is Anne x Joseph. Like many others, she used the global pandemic as an opportunity to finally go all in on her dreams and that is when the brand was born.
We spent some time with Daniele to find out more about how she arrived at this point, what’s coming up in the future and so much more…
Tell us about the journey that lead you to launch your brand, Anne X Joseph?…
Like a number of the incredible female entrepreneurs I’ve come to know, my business was born during the Covid-19 pandemic lockdown in the US. At the time, I was living just outside of Washington, DC, and both my husband and I were required to begin working remotely. With a new infant, and an older child who had to begin kindergarten remotely as well, the restrictive nature of the lockdown while maintaining career and family began to take its toll. Understanding that I was in a very fortunate position, having my family healthy and together, as well as my career intact, I decided I needed to find an outlet. A realistic form of self-care. I also understood that while my feelings were valid, my situation could have been much worse.
While my educational background is in Finance, and my 20-year career is in Corporate Insurance & Risk Management, I have always naturally been drawn to the Arts and design. One evening, while scrolling through social media, I saw a few pieces of jewelry and thought “I think I would enjoy make something like that. I wonder what it would take.” From there, I began researching materials, techniques, etc, and I started off making beaded bracelets for myself and my sisters. I added vintage buttons to some of my beaded bracelet stacks as I had not seen that done before, and the initial feedback was incredible. From there, I opened a small Etsy shop where I began selling my beaded bracelets, and as my designs became more unique, I thought I could do this on an broader scale.
In January of 2021, my company was officially registered in the US, then my website was launched. In the space of a few short months, I went from making beaded bracelets as a form of self-imposed therapy to launching my brand, Anne X Joseph, LLC. People often assume that my name is Anne, however, the brand was named after my two children – my daughter, Ellie Anne, and son, Tristan Joseph. My pieces now include handcrafted, semi-fine necklaces, earrings, bracelets, anklets and more. I take pride in sourcing high quality materials to make my pieces, providing jewelry that will last at a price-point which won’t break the bank. I also love receiving custom design requests, as I enjoy the process of working with my clients to design pieces that are truly unique to them.
Where did your love and interest for jewellery come from?
I was born in Guyana, South America, and grew up with a paternal grandfather who was the precious stones & metals mining business. From the time we were babies, my grandfather always designed and made us, his granddaughters, the most beautiful items of jewelry. Always dainty, always unique. This is where my love for beautiful jewelry was born, and it has grown over the years.
How do you want people to feel when they wear your designs?
There is a quote which I love (it is not mine, and I am unsure of the name of the original author) – “Beauty is who you are. Jewelry is simply the icing on the cake.” It is a heavily used quote, but I love it because it accurately describes how I want people to feel wearing my pieces. Anne X Joseph pieces are not needed to make you look beautiful – they enhance what is already there. I try to make pieces which appeal to a range of individuals. You should be able to feel stylish, classy, bold, unique, luxurious, and sophisticated when you wear one of my pieces. That is the goal.
Do you have plans to expand your range in the future and if so, what will you expand in to?
Some of my customers do not realize this, but since I started my brand in the US, my family and I have made two international moves (we could be professional expats if there were such a thing!). We lived in the Cayman Islands for just over a year, and have just recently moved to Ghana, West Africa.
While I will always have the classic pieces which are true to my personal style (I love pearls), I’ve incorporated a bit of local style into some of my collections. While in Cayman, I enjoyed making lighter, brighter, fun, flowy pieces. Perfect for summer, or a Caribbean vacation, as we essentially lived at the beach. Now that we are in Ghana, I look forward to working with bright, bold, beautiful colors and patterns. I would love to us my platform to showcase the incredible fashion, style, and culture in Ghana, and on the African continent as a whole.
Who’s involved in the business and what are their roles?
When I started the brand and I was still physically based in the US, I handled all aspects of the business from sourcing my materials and making my pieces, to order fulfillment and shipping. When the opportunity came us for us to move to the Cayman Islands, I wanted to maintain my brand with no disruption to service. So while our home base remains the US, and this is where my business is registered, I hand craft my pieces at home, which is now Ghana. To maintain my initial fulfillment turnaround time, I began working with a trusted friend who owns and operates a logistics company out of Miami, FL. I continue to source my materials from my original vendors (mostly based in the US), make each piece, and ship them to Miami for distribution.
For anyone interested in launching a fashion brand, what advice would you offer them?
Do your research. Understand the commitment required to not only create and sell your products, but to deliver the absolute best customer experience. An appealing product may win you a new customer, but outstanding service will turn them into a repeat customer, who will also recommend your brand to their friends and family. Most importantly, be passionate about whatever it is you are delivering. Yes, it is a business, with the ultimate goal of generating income, but there should be enjoyment in the process.
Talk us through an average day in your life…
I am usually up by 6:30am with my husband and children. We tag team with getting them ready for their school day while each enjoying a very strong cup of coffee. Once he is off to his office, and the kids are settled in school, I usually have another coffee, then get online to tackle work related to my Corporate (remote) role. I do try to make time for myself during the week, whether it’s with a massage, pedicure, or lunch with a friend. Once my children are home, all evening activities are completed, and they are in bed, my husband and I share a glass of wine while I create my Anne X Joseph “magic.” That is my favorite time of day, as it is when I truly feel the most relaxed, and it is how I unwind.
How much has social media played a role in the success of your brand?
Social media has played a very important role in the awareness and growth of my brand. I am able to constantly keep my clients and friends apprised of what I am working on, what has been newly released, sales, and more. It also gives me an opportunity to interact with my customers, many of whom have become friends throughout this process, and that alone is invaluable.
What is your go-to quote when lacking motivation?
“The important thing is to believe in what you do. Have a big dream and take small steps.” – Diane Von Furstenberg
Our readers love to travel, what destination is on your must visit list?
Portugal! I consider myself well-traveled, and while there are so many cities and countries I adore, Portugal has been my favorite to date. I found the people to be so very welcoming, the food incredible (there isn’t a variation of bacalhau fresco that I do not love), the crisp, refreshing Vihno Verde, the sights, the laid back nature, I could go on and on. If a relaxing, stress-free escape is what you are after, Portugal is my recommendation!
What does self care mean to you?
Self-care for me means carving out time, no matter how hectic life may get, to do something that is truly for me. Some days it means sitting on my balcony with a good cup of coffee and a book. Other days, it may mean some time at the spa. Regardless of the chosen activity, the goal is to feel refreshed and recalibrated at the end of it.
Where do you see the brand in the future?
I am enjoying the pace at which Anne X Joseph has grown since I launched the brand. Continual growth at this pace would be ideal. I would like to maintain the ability to handcraft my pieces, ensuring each piece is made with love, care, and attention to detail. Additionally, I would love to partner with local Artisans here in Africa to collaborate on some designs which would fit the profile of my brand, yet showcase some of the incredible talent here on a more global scale.
Northern girl Laura is the epitome of a true entrepreneur. Laura’s spirit for adventure and passion for people blaze through House of Coco. She founded House of Coco in 2014 and has grown it in to an internationally recognised brand whilst having a lot of fun along the way. Travel is in her DNA and she is a true visionary and a global citizen.