Colleen Mauer, the creative force behind Colleen Mauer Designs (CMD), has built a women-owned and operated handcrafted jewelry brand that seeks to unite customers with thoughtfully designed pieces. Whether they are everyday staples or dedicated to commemorating special occasions, Colleen designs pieces that encapsulate tranquil moments in nature or vibrant cityscapes. In CMD’s New York production studio and Asbury Park design studio and shop, Colleen brings innovation, inspiration, and love to her jewelry. We sat down with her to learn more about her connection to the ocean, how she builds relationships with customers and the community, and how she stays sane while running a business.
Q: You started your business in San Francisco in 2005, but your background was originally in industrial design. You began your design career at a small furniture company. What was the inspiration behind creating your very first jewelry piece?
While I can't say my source of inspiration was something specific, I do know that I'm constantly observing my surroundings, and this allows me to stay in tune with my creative side. This can mean that I immerse myself in nature or even carefully observe cityscapes. I'm subconsciously inspired and truthfully, the ideas just flow organically. Being a creative being, an idea will just come to me and then I will experiment with iterations of each piece through multiple samples until it looks "just right" on all levels. My inspiration for my first piece was probably a bit more loosey goosey because I'm certain I was a 6 year old, crafting a friendship bracelet.
Q: Oshin Oil is all about the ocean and the coastal lifestyle. You have said that you often take walks on the beach in Asbury Park for inspiration. What is it about the ocean that inspires you?
The ocean ebbs and flows, just as things do throughout the course of our lifetime. As wild as the ocean can be at times, I always feel a sense of peace as I walk along the chaos or the calm of the shoreline. I was once asked by a friend if seawater flows through my veins… perhaps it does.
Q: CMD is run by an all-women team creating handcrafted jewelry pieces. In a world dominated by mass-production and trends, how does curating a collection of high-quality pieces benefit customers long-term?
Our pieces are not only thoughtfully designed but we are super intentional when crafting every detail in our New York studio. When you invest in higher quality pieces, they will be the ones that you reach for time and time again. You also can keep them for years rather than wearing them out quickly and having to purchase new ones each season. It's less waste and also, it just feels better to purchase something that is handcrafted and made with love by a real human.
Q: Jewelry can help people feel empowered. You have described CMD jewelry, especially rings, as “armor.” What does this mean to you? What words would you use to describe how your jewelry makes your customers feel?
I'm a very strong woman and when I put on my CMD armor, I'm reminded that I can do anything when I stay focused. I want my jewelry to make people feel like themselves - smart, confident, and beautiful everyday.
Q: We are deeply dedicated to sustainability in beauty. Tell us what sustainability means to you and how that might tie into lifetime or heirloom pieces in your expanding Special Occasion collection.
To me, part of sustainability means being conscious of your surroundings and making choices that affect your future in a positive way. Similar to avoiding fast fashion, purchasing higher quality jewelry (like my Special Occasion line) is more of an investment but will last long enough for you to love every minute of wear and then you have the option to pass it down to future generations.
Q: You have talked about how your experience traveling in Asia helped you develop the confidence to pursue your goals. Marilyn also started Oshin Oil after meeting a Moringa farmer during her travels. What skills did you learn while solo traveling that have been applicable to starting and running a business?
When I set off on my first backpacking trip at the age of 25, I was super scared but I did it anyway. After being out there on my own for over six months, I came back with newfound confidence in myself. I realized how brave I really am. When you can bring that and hard work and focus into your business, the world is your oyster.
Q: You often host open studio hours or pop up events. How do you build connection with the community and design successful events that build brand awareness?
People really appreciate putting a face to the name. When I can talk about my process of how it's made or even my story of how I built my business, my clients feel more connected with me. I also notice that we will find things we have in common and end up talking about something completely unrelated to jewelry. The more I'm out in the community, the more people start to know who I am. It's how you build a brand. I did it very successfully in The Bay Area and now I'm just scratching the surface here in Asbury Park and the Tri-State Area.
Q: Colleen, as the face and name of the brand, you are very connected to your business. You’ve shared that you enjoy cooking, meditation, dancing, and live music as ways of finding a work-life balance. What draws you to those hobbies?
I crave balance and hobbies that fuel my creative fire. Meditation just keeps me sane.
Q: Last question. We have to know, what’s your favorite thing about Oshin Oil?
I love how it feels on my skin. It leaves me feeling glowing and moisturized. I also love putting it in the ends of my long hair. Oshin Oil makes everything feel well quenched!
If you're interested in checking out Colleen's designs colleenmauerdesigns.com or follow her at @colleenmauerdesigns
