Why I Started Sugar Bestie: Because ‘Special’ Should Mean Something Again
After years of working in and shopping at stores across the U.S., one thing became impossible to ignore: everything started to look the same.
In cities such as Los Angeles, Cleveland, New York, and Dallas, I consistently encountered identical chain retailers and brand offerings. The product selections rarely varied. Despite minor regional differences, these experiences reinforced a sense of uniformity throughout the marketplace.
And that made me pause.
If every store features the same jewelry, how many identical pieces are out there? Where is the craftsmanship, the uniqueness, the artistry that makes something special?
I recall assisting customer after customer, each searching for a unique gift to mark a significant life event. Yet, despite their desire for something meaningful, the available options were mainly identical, mass-produced pieces. Nothing ever stood out as "SPECIAL." These experiences showed me that 'specialness' had been diluted by standardization. Fast-fashion jewelry might look good for a moment, but it lacks narrative depth, personal connection, and uniqueness. These qualities give an item lasting significance.
I had a growing feeling that I could offer more. Wonderful designers and artisans are crafting amazing things that could be curated and brought to a broader market in one place. It could feel like your best friend had been shopping just for you.
My goal is to curate jewelry that is accessible and special. I select pieces that are personal, intentional, and full of character. I choose artists whose work and stories stand out, ensuring each piece reflects craftsmanship and personality.
To bring this vision to life, I’ve traveled to source from independent designers and small ateliers in Italy, France, Greece, Brazil, and the U.S. These places celebrate personal artistry and craftsmanship, elevating each piece beyond the ordinary. These makers design with passion, shape with intention, and finish every item by hand. The result is jewelry you won’t find replicated elsewhere.
In a world driven by automation, authenticity and artistry are more important than ever. Let’s support creators who craft with skill and intention, pieces made by real people, telling real stories.
Jewelry should be more than an accessory; it should be art that connects you to something meaningful and lasting; It should be special.