Meet Susan W. Saltzman | Metalsmith, Jewelry Designer @ SToNZ Jewelry

We had the good fortune of connecting with Susan W. Saltzman and we’ve shared our conversation below.

Hi Susan W., can you walk us through the thought-process of starting your business?
I was working as an illustrator at American Greetings in Cleveland when I became pregnant with my twin daughters. At the time, my employer wasn’t open to their artists working part time or remotely, and though I loved my job, I really wanted to be home to raise my kids. The only way I saw to do this was to start my own home-based business,

I called it SmARTwork Studio Inc., and had a myriad of freelance clients. I specialized in designing patterns and products for infant and children’s products. (Including the Bonne Bell Lipsmacker logo and packaging.)

It was a lot of work, but great fun, and I was able to balance work and home life in a manageable way.

Over time I realized that I missed working with my hands, and signed up for some metal smithing classes to refresh some skills I had learned years earlier as a teen. Around this time I discovered Etsy, and found that it was the perfect platform for me to market my jewelry. Thus, SToNZ Jewelry was born.

Now that my kids are grown, I can devote a great deal more time to SToNZ and have added vintage finds to my online store. The business has enabled me to earn income doing so many of the things I love; beach combing, silversmithing, traveling and estate sale shopping. I don’t miss the daily office grind at all.


Let’s talk shop? Tell us more about your career, what can you share with our community?
Everyone and their brother (or sister) seems to be making jewelry. I knew this was a saturated market when I started SToNZ Jewelry, so I set out to differentiate what I did from what others were doing. I looked for interesting ways to incorporate my collection of Lake Erie beach glass and smooth beach stones into my work.

At the time (2006) there weren’t a lot of folks doing this, so I was able to carve out a little niche for myself.

Etsy turned out to be the perfect platform for me to sell my work. It took some time for me to hone my photography skills, and fine tune my shop, but after awhile it took off and I found my avid customers.

The skills I learned in art school (University of Michigan School of Art & Design, now the Stamps School) came in handy.

As a Graphic Designer I was able to create my own logo and branding. As a photographer I learned how to best photograph my work so that even though shoppers couldn’t try the jewelry on, or see it in person, they could clearly see what they were getting.

I also do my own writing, posting, social media marketing, packing, shipping and materials sourcing.

It’s been a great learning experience and I am proud that SToNZ is about to reach the milestone of 5000 sales on Etsy.

Is there anyone in your life you would like to acknowledge for helping you get to this point?
Well, I certainly have to thank my parents, who recognized my artistic proclivities from the time I was small. Though they themselves were not particularly artistic, they certainly were arts supporters. They had friends who were photographers, artists and architects, who were mentors to me. Our family spent quite a bit of time in museums and going to art shows, and traveling, and I was enrolled in every art class and art camp they could find.
I loved it all.

I was adopted as a baby, and found my birthparents as a young adult. It’s interesting to note that my birthmother was quite artistic and drew greeting cards to pass the time while she was pregnant with me. She was also an accomplished calligrapher.

My birthfather was addicted to garage sales, and was very good with his hands, building his own greenhouses and home in Idaho. He had a cabinet full of vintage gadgets and loved to sort through it asking people,
“Guess what this is for?!”

It’s clear that I am a product of both nature and nurture. I am grateful to have been influenced by all of the facets of my parentage.

Having the unwavering support of my husband of more than 30 years, has been instrumental in allowing me to pursue my passions. I could not have done it without him. He continues to be my biggest cheerleader.

And of course, my daughters are inspiring to me in so many ways. They are great about giving me tips on how to market my work and use social media. And they help me to stay up to date on current styles and trends. Their support means the world to me, and I am so proud of them.

Website: www.stonzjewelry.com , www.stonz.etsy.com

Instagram: http://instagram.com/stonzcle

Linkedin: https://www.linkedin.com/in/smartworkstudio/

Facebook: www.facebook.com/stonzjewelry

Other: http://beachstonz.blogspot.com/