Melissa Lovy Talks Building A Business From The Ground-Up And The Power Of Social Media

Melissa Lovy
Melissa Lovy with her daughters Samarah & Ella

Photo Credit: Melissa Lovy

Melissa Lovy is a modern-day digital entrepreneur, as she made a name for herself in the digital e-commerce industry with the launch of her namesake jewelry brand, Melissa Lovy. Utilizing both her strong business acumen and keen sense of design, Lovy created a brand based around her love of jewels. She’s grown a cult-following through her Instagram page, @melissalovy, where she showcases some of her signature pieces including the Serena/Baby Serena Hoops and Stella Studs, allowing her audience to view pieces before they launch and also give feedback throughout the design process. Through careful partnership tactics, Melissa Lovy has managed to grace the feeds of some of the most targeted influencers on a consistent basis.

Here, Haute Living chats with Lovy on how she created the brand from the ground-up, the struggles of starting a business from scratch, her brilliant use of social media to garner success and her everyday, go-to jewelry pieces.

Tell us how you created your brand. What was the inspiration behind it?

My brand is inspired by a combination of my father’s savvy business skills and my mother’s design and creative sense. As a teenager, I designed cufflinks that my father would wear to work and within days I was selling these cufflinks to friends and admirers. I went on to receive my Associate’s degree in Jewelry Design from FIT and a Bachelor’s Degree in Marketing from the Sy Syms School of Business. I’ve always been drawn to the creativity inherent in the process—the brand is truly a combination of this design and my business sense. Our pieces strive to connect generations through its classic shapes and stacking potential for modern customization—it’s the jewelry moms buy and their daughters steal.

Melissa Lovy
Melissa Lovy’s Mother’s Day Campaign featuring Michaela Podolsky & Carrie Nachmani

Photo Credit: Melissa Lovy

Did you always have a love for jewelry?

Yes! Ever since I was little, you could always find me digging through my mother’s jewelry box. And as I got older, jewelry remained the staple of every single one of my outfits. Jeans, a white tee and a blazer paired with the perfect earring have been my go-to look for as long as I can remember. It’s always been a way for me to express my personality, individuality and mood. Watching my two little girls play dress up with my pieces has been a dream come true.

What were the challenges of creating a brand from the ground up?

When I started I had no idea what was in store for me—ignorance is bliss! One of the biggest challenges was remaining confident in my vision, even when other people couldn’t envision it. I had to trust the fact that I knew what was missing in the market and that I could carve out the space with my brand. It took all of me. I had to live, eat and breathe the brand 24 hours a day. I spent hours making molds, setting stones and working trunk shows. But I wouldn’t have it any other way! The brand truly is a natural extension of my team and me—walking past a woman in one of my pieces will never get old.

Baby Serena Hoops in Rose
Baby Serena Hoops in Rose

Photo Credit: Melissa Lovy

You’ve really mastered social media and promoting your brand digitally to gain recognition. Tell us how you did that and how it’s been successful for you.

Authenticity has really been key. While that seems like it would be a given, it’s a lot more challenging than people may expect. It’s always been important for me to share the good, the bad and the ugly. I want my followers to truly feel like they’re able to follow the peaks and pits of the brand and my life—and sharing on such a public arena can be terrifying at times. I carry that same authenticity when determining influencer partnerships. You’ll never see me partner with someone that isn’t a natural reflection of the brand.

Baby Serena Hoops in Rhodium
Baby Serena Hoops in Rhodium

Photo Credit: Melissa Lovy

Where do you draw inspiration for creating new pieces?

Everywhere! I get inspiration walking down the street, skimming through a magazine, talking to friends—my eye for design is always peaked. More specifically, I’m consistently inspired by Art Deco design and style, picture 1920s and 1930s diamond rings, bracelets, earrings and necklaces. Undertones of these vintage style designs and geometric patterns are carried throughout each of our pieces. I also draw on our customers, as they’re at the heart of our business. One of the most notable attributes of the brand is that it’s co-designed via social media with our followers. Whether we’re deciding on the right crystal or choosing between gold or rose-gold plating, we rely on our clients to help make those big brand decisions.

Melissa Lovy
Melissa Lovy’s Mother’s Day Campaign featuring Tanya Zuckerbrot & her twins

Photo Credit: Melissa Lovy

What are your go-to, everyday jewelry pieces?

You’ll never catch me with a bare ear. Recently, I’ve been obsessed with our Stella Studs. These round statement baguette stud earrings transition seamlessly from day-to-night. I love the ease of wearing pieces that are perfect for every occasion. Crafting pieces that are versatile to any outfit or occasion is a must for our brand. If I’m not in studs, I’m wearing one of our hoops—our Sienna Hoops, Venus Hoops or Baby Serena Hoops.

Stella Studs in Gold Rainbow
Stella Studs in Gold Rainbow

Photo Credit: Melissa Lovy

Where do you see yourself and your brand five years from now?

That’s a big question! I’m always raising the bar for myself and the brand—we’re in an ever-evolving industry and it’s my goal to set trends instead of getting lost in them. This year we’ve expanded into a new massive showroom space in New York, launched our Mother’s Day campaign featuring mega-influencers such as The F-Factor’s Tanya Zuckerbrot, Michaela Podolosky and Elle of EISHES STYLE and launched more than 10 new styles. And we’re not slowing down! Our followers can definitely expect new line launches & campaigns, several new brand & influencer partnerships, many more speaking engagements and a growing team. Stay tuned to our social channels (@melissalovy) for updates! For more information and to shop the collections, visit https://melissalovy.com/.

Serena Hoops in Gold
Serena Hoops in Gold

Photo Credit: Melissa Lovy

Elle from EISHES STYLE  with her children
Elle from EISHES STYLE with her children

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