Earth Fairies Co. brings customers back to their roots.
Founded by former student Rocio Diaz in 2019, the jewelry business is a way for her to express her post-graduation artistic side. She said the simultaneous end of school and the onset of a pandemic gave her a window to explore her creative side – something she had never quite allowed herself to do. The product of this exploration was his jewelry business, which focuses on creating pieces with the Earth and all of its inhabitants in mind.
“We are all little beings on Earth,” Diaz said. “When I’m doing my stuff I try to think, ‘This could be in a fantasy world, someone (could) wear this art or use it in their house to give it a little magical, earthy touch. “
Regarding the materials of her pieces, Diaz said she was inspired to create clay earrings due to their popularity on Instagram and stayed with them due to their small environmental footprint. . Clay is non-toxic and safe, she said, and breaks down naturally unlike some plastics, which can take hundreds of years.
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In addition to her products, she said her packaging and branding aims to put the planet first. The shipping wrappers are compostable, and the earring envelopes are handmade from kraft paper, which Diaz said she detailed with rubber stamps. Aiming to fully embrace her mission, she said the final leg of the expedition is a bike ride to the post office to reduce the carbon footprint.
The intention that Diaz weaves into the production of his pieces is not lost on his customers. Lorena Carrera, a customer and one of Diaz’s former kindergarten classmates, said she ordered eight pairs of earrings, each one her own little gift. Carrera said the handmade card and handful of wrapped candy with her purchase indicate the level of care taken with each order. She said Diaz has already included wildflower seeds, asking Carrera to release them in her community.
“She tries not to give the impression that it’s just a purchase that you are making,” Carrera said. “She’s trying to make a connection with someone.”
Aside from the environmental impact of the pieces, Carrera said she was drawn to the vibrant hues of Earth Fairies Co.’s earrings. She said the first pair she bought was part of a collection for Valentine’s Day and featured three small hearts superimposed on a pink background. Usually one to dress in neutral tones, Carrera said the earrings add a complementary pop of color every time she wears them.
Diaz’s clay earrings also attracted Leslie Jimenez, another customer and friend of Diaz, whose first purchase was multicolored butterfly earrings. Jimenez said another pair she ordered were carved from wood, with designs derived from Talavera, an artistic style commonly seen on Oaxacan ceramics. She said Talavera was one of hers favorites, because it is artistically attractive and recalls its heritage.
“I’m Mexican, so naturally I lean towards (Talavera designs) and I’m proud to wear them,” Jimenez said. “(I’m) proud of the design but also proud because a friend of mine who grew up in the same neighborhood as me was the one who produced them.”
In the year and a half since Earth Fairies Co. was founded, Jimenez said she has been able to watch Diaz explore different models and find her niche. Much of that growth was due to customer support, which Jimenez says is a crucial component for small businesses discovering their personal brand. While it seems natural to spend $ 20 on drinks, it’s reasonable to spend the same amount to support a friend, Jimenez said.
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As for future plans, Diaz said she doesn’t know which leaf she is going to turn next. Along with her personal life, she has said that running the business can be quite difficult at times, especially since she is the sole photographer, accountant and graphic designer at Earth Fairies.
Additionally, Diaz said she was not immune to the outside pressure of needing a job at a company. While she doesn’t take the privilege of having a college degree lightly, she said her time in school made her realize that institutions are not where they are supposed to be. Diaz said she felt she was meant to be working for herself – and as difficult as it could be, she was motivated to continue cultivating the Earth Fairies Co. seed.
“I spend a lot of time dreaming about the bigger one – what seems impossible – goals that I could possibly have, ”said Diaz. “And then every day I take baby baby steps to make it happen.”