• We are a brand born of a love for the beauty of restraint in design, the inherent grace of feminine strength, and the necessity to treat our environment and each other with love and respect.

    Read our story

  • Each of our carefully researched, styled, tested and distributed collections reflects a particular aesthetic and ethos. We hope some of these speak to your own style, and help you refine and redefine your own look and style philosophy in the process.

  • My Story

    Julianna C. Avelar GIA AJP, Inventor and US Canada Patent Holder of the Jewel Loom® products is a well-known mover and shaker in the creative industries. As an Award-Winning Innovator, Business Development Expert, Best Selling Amazon Author, Product Developer and Social Media Influencer, Julianna has turned millions on to the joys of creating with arts and crafts materials from all over the world. Julianna’s sincerity, compassion and her genuine enthusiasm for the creative arts have built a loyal viewing and shopping audience for over 25 years. Julianna became a household name in the creative industry with her thousands of appearances on shows such as TNN’s Aleene’s Creative Living, HGTV’s Carol Duvall Show, PBS Scrapbook Memories, DIY Scrapbooking, PBS Beads Baubles & Jewels, Shop at Home TV, Home Shopping Network, QVC and The Jewelry Television Network. In 2019 Julianna launched the Weaving Goddess Collection of beading and fiber looms on the Jewelry Television network. The line was a huge hit with sell outs and continues to flourish on her ecommerce site Since then, she has designed 12 more Sustainable Baltic Birch Looms and numerous Accessories. Julianna’s latest endeavor includes the development of a Home Decor line with several items that can be personalized. 

    Julianna also known as “Jewels” to friends and family is “momma” to Josh and Marlin Brando her constant companion Frenchie.

    In her own words, “I am beyond grateful for each and every day that I wake up and am given another opportunity to serve and love on my creative community”.


    Creativity is one of my Core Values

    My life is a creative ferris wheel, constantly rotating with inspiring ideas to help people live their most joyful, loving and abundant life possible. In all that I create, I do it with a deep passion that reflects the unconditional love that I have for others and myself. Being creative is at the core of everything I do.