‘Versatile & Perfect For Everyone’: Penn State Alumnae Creating Customizable Permanent Jewelry
Permanent jewelry is popping up all over social media as delicate, everyday options for accessorizing. The pieces are permanently welded to the customer to create an everlasting accessory.
Emily Beals and Nichole DellAntonio saw the opportunity to open their permanent jewelry shop in August 2022, and the Penn State alumni duo took their learned experience in Happy Valley to create “Linked.”
“We started Linked because we wanted permanent jewelry, and there was no one remotely close offering it [in the Centre County area],” Beals and DellAntonio said.
The duo started from scratch and taught themselves how to create the jewelry, from welding to choosing the highest-quality chains and charms. Following hours of practice and trial and error, Linked was born to create permanent bracelets, anklets, and necklaces.
“We had seen permanent jewelry on TikTok and loved the concept. It’s versatile and perfect for everyone — regardless of age, gender, or style preferences,” Beals and DellAntonio said.
Linked customers choose their chain and charms, which include birthstones, birth flowers, or other options. From there, the pieces are fit to the customer’s liking and “zapped” to make it permanent. The entire process takes between five and 10 minutes, Beals and DellAntonio said.
Beals and DellAntonio connect with folks at pop-up shows around Central Pennsylvania or at private events or bookings. As a result, Linked has become a cherished part of Central Pennsylvania’s small business culture by offering only in-person services.
“We were, and still are, so fortunate to have connected with amazing small businesses who let us pop up,” Beals and DellAntonio said.
“When we were starting in August 2022, we had some friends and family host events, as well as some boutiques and salons owned by people we knew,” Beals and DellAntonio continued. “As word got out and permanent jewelry became more popular and well known, many businesses contacted us asking us to pop up. We’ve tried to build in that and make connections in many new towns and areas as we’ve grown.”
Even though the business model of Linked has been extremely successful thus far, plenty is planned for Linked’s expansion. While an online shop is a challenge since each piece is custom made and permanently placed on the customer, Beals and DellAntonio are planning on expanding and broadening their range of products.
One of the largest challenges Beals and DellAntonio face is meeting the demands of their market.
“This is a good problem to have, but we have had to bring on people to help us so we could accommodate as many requests for pop-ups, parties, and other events as possible,” Beals and DellAntonio said.
Despite the challenges faced, Linked always looks forward to meeting new people, exploring new towns, and learning the origin behind every custom jewelry choice.
“Truly the best part is meeting new people,” they said. “We’ve had the best time meeting so many fun customers, discovering so many other cool small businesses, and seeing the unique pieces that our customers create. We love being a part of the jewelry that everyone creates, especially when it honors their loved ones.”
Beals and DellAntonio are aiming to add more products based on customer interest, ideas, and advice.
“We’re so grateful for all of the support we’ve received and want to always be able to offer quality, permanent pieces that will always be special to the individual,” Beals and DellAntonio said.
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