We had the good fortune of connecting with Cassandra Lourie Herzog and we’ve shared our conversation below.
Hi Cassandra Lourie, what is the most important factor behind your success?
The secret to my success is my ability to build Lux + Luca as a complete brand and not just a jewelry line. It is important for my customers to connect with me as a person, see my face, get to know me “personally” so they can trust the brand is authentic is real. I make sure I share things on my social media that are aligned with my personal beliefs, personality traits, real things in my life, etc. It really helps me to build an audience that wants to connect with the brand and ensures I find “my people”. Putting yourself out there is hard, but it is essential if you want to build a following of people genuinely connect with your brand. I want people to say, “Hey! I really like that girl, I’d be friends with her in real life, I’m going to buy her jewelry. Some parts of my jewelry line are not for everyone, and that’s ok! I don’t want to be for everyone. I want to be what I am and my “people” will come!
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
Lux + Luca is a Lifestyle Jewelry line for the Unapologetic Badass. I think the “real-relatable” attitude of the brand really sets it apart from others in the industry who are doing similar things. Just like the tag line says, it’s unapologetic, so people respect the authenticity of it and can relate to the sentiments. I’m most proud of my ability to constantly stay relevant, especially in an industry that is so saturated. My line was designed to inspire confidence and create empowerment in humans. I am big on Girl Power, Empowering each other, supporting one another, and I strongly believe in the idea of “community over completion.” There is plenty of room for everyone and I hope people see myself and the line as approachable, real, and inclusive. I am grateful for my social media following, and loyal customers, who constantly share, like, follow, and buy Lux + Luca. It truly does take a village and my village is the best. I got to where I am today by being patient with myself ( I am a self taught jeweler), surrounding myself with extremely supportive women, and most importantly, I am not afraid to put myself out there. I will cold call/ email celebrities, influencers, magazine editors, stores, boutiques, or anyone who I think can help me get the brand exposure. I am very vocal about my political beliefs and I donate regularly to women’s, animal, LGBTQ, BLM, and left leaning social causes that I am passionate about. Part of my success is due to the fact that I am not afraid of “no’s”, or people who are offended by the politics or irreverence of the brand. I try not to take things personally and I am very, very, persistent. It’s absolutely paid off for me. I wouldn’t say what I’ve done or what I’m doing is easy, but I have been very fortunate on my journey. My rebrand to Lux + Luca in 2016 was seamless and it was well received rather quickly. My social media following grew and that translated into organic website traffic, which turned into sales! Most of the hard work has been spending every single weekend for years from May till December doing shows, markets, and trade shows. Long hours, longer days, having to pee for soooo long without a break, and constantly being “on”. It can be draining. It’s a hard life sometimes, but it has absolutely been worth every minute. Denver really appreciates their “handmade community” and I don’t think I could be this successful in any other city. I’m excited to grow the business online and continue to connect virtually with my customers. I am working on a blog and have committed to being more visible to my email subscribers. Covid has actually kept me really busy because everyone is shopping online. This holiday season is going to be very, very, interesting! I would say my biggest lesson is find people who support whAt you’re doing and will help you at every turn. Find people in your industry who you trust that can emotionally support you when you feel overwhelmed. DO NOT BE AFRAID OF REJECTION! it’s the only way you can Find your True North. Try everything! Trial by fire is essential to learning about who and what your brand is. Find Your Why. Why are you doing this? Who is your ideal customer? What is the end goal? And finally, REST. Learn to rest without giving up on your goals. I spend one day a week (at least) literally in bed doing nothing. It helps me recharge and keep sane! Be easy on yourself. Do not force things because that will come out in your work and you won’t be proud of it. I want the world to know that Lux + Luca is a brand that says what it wants and makes no apologies. I hope it makes you feel empowered and beautiful, masculine and feminine, snarky and classy. We are multifaceted people with beautiful layers, we are not defined by one thing and I hope my jewelry reflects that. Lux + Luca is a little Joan Jett, a little Farrah Fawcett, and a lot of Badassery.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Well, under the current Covid circumstances I would say, “STAY HOME!” But since this is hypothetical, I’ll play! I would start out by having some drinks at my favorite bar/lounge, Create Cooking School in the Stanley Marketplace, dinner at Work + Class, and we’d finish the night off with an amazing concert at Red Rocks. I love RINO and think that area has everything you need to people watch and have a great time. I’ve had some great times at Finns Manor, Herbs, and Meadow Lark. I am a sucker for Corn-Hole, karaoke, and a good tequila. I feel so fortunate to be living in this town because enjoying a patio with some good people, good food, great drinks and sunshine is 💯 my jam. I love this city and I’m never leaving.
Who else deserves some credit and recognition?
My shoutout is dedicated to strong ass women who take no shit and stand up for themselves and each other.
Pic credit to me