• Susan Oster

Why buy jewelry if we can't go out?

We hear it from every expert. Retail is dead; no one is buying. But is this really true? As I canvass my fellow jewelry sellers, it seems that while it was the case that many jewelry designers suffered back in the spring and early summer (and certainly brick and mortar stores are suffering terribly) consumers are still purchasing.

Now, we all know that Amazon has had a lot to do with this. But are you buying really fine jewelry from Amazon? I doubt it. I hope not.

We may not be able to go out the way we used to, but here is the thing. If you subscribe to this website, you probably believe, like I do, that beauty matters. It matters in everyday life; it is sustaining and important despite the lack of social interaction. Sure, we are more bored, we are more alone, we are hunkering down, but somehow, these realities require more of a commitment to our surroundings, our maintenance, our dedication to beauty, lest we let this thing get the better of us.

Self decoration and adornment is a ritual as old as time. It is not only for others, or a form of display or a call out for compliments or a recognition of status. It is, and always has been, a private and very personal relationship with one's own self-expression, and nothing, not even your unmade bed or coziest sweatpants can make you deny that it's in there, ready to come out.

If you have made a purchase from Feral or one of it's associated retail partners in the past few months, I really want to thank you from the bottom of my heart. If you have made a fine jewelry purchase of any kind, I am truly grateful. Because this industry really gives back and has done some amazing work for children and civil rights during this year of upheaval and hard times, and we could not do it without you.

The time will come, and hopefully soon, when we can all reconnect the way we used to. Until then, I know we can all find a way to keep the world a beautiful place and keep this industry going in ways that are safe and sustainable. My commitment to you is that I will do my very best to continue to design pieces that reflect the awesome wonder of the natural world and be here to connect with you personally.

All my best to you, with love.


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