It's quite possible that Amanda Sterett's eye for detail and design is a trait carried deep within her genes. Amanda is quick to recognize family members responsible for cultivating her sense of style. Her father is a sculptor, painter, and a remodeling designer. Her mother owned a popular children's clothing boutique. But it was her grandmother that provided the inspiration for her jewelry business. Amanda credits selections from her grandmother's jewelry collection for inspiring her own design aesthetic. "I'll study pieces from her collection and think, 'How can I revisit these designs in a modern way?'"

Amanda graduated with a degree in fashion merchandising and was quickly recruited by Ralph Lauren where she worked within the corporate sector for 6 years. "So much of my foundation with merchandising and working with color was easily incorporated into my jewelry. Creating assortments, determining market and consumer needs was all funneled into designing the perfect jewelry collection, which has always been a passion. It was a natural transition."

This decision proved to be astute. In her first year of designing, Amanda sold more than 1,500 pieces and her collection was immediately selected by six top retail boutiques. Recently a new mother, Amanda has pushed her designing forward and, offering for the first time, bracelets as well as a more expansive collection of earrings from which to choose. "My stores are independently selective in their needs and desires. Offering a larger assortment gives them the opportunity to differentiate themselves and provide exclusives for their clients."

This approach, along with her evolving design aesthetic, has proven to be successful and Amanda has done this while maintaining the integrity of her collections. "I try to create what I would want in a piece, something beautiful and timeless that can easily be incorporated into any jewelry wardrobe. Each design has a certain balance of color, size, and shape that completes it for a certain feel." Amanda places the finishing touch by personalizing each design with a name of someone inspirational. "It allows the consumer to become personal with each piece, and when you're buying jewelry, it's definitely personal."