Design of the Times: John Atencio
To JCK Virtual 2020 exhibiting jewelry designer John Atencio, ethical sourcing of his diamonds is one of his top priorities when creating his collections — that, and designing classic pieces in which the exception quality stands out.
We caught up with Atencio to learn more about his journey in the jewelry industry, how the COVID-19 pandemic has affected his business and how he and his team are overcoming the new challenges, his JCK Virtual experience and more.
How did your journey in the jewelry industry begin?
In 1970, when I was an art student at Colorado State University, I took a jewelry making class at the free university under the Student Center ballroom. At the time, I wanted to buy my girlfriend a ring. We stopped at several stores looking for the perfect ring – but didn’t find anything we liked. So, I decided to make a ring for her instead. The rest is history.
How has the COVID-19 pandemic affected your business and, from your perspective, the jewelry industry?
The COVID-19 pandemic has affected our business significantly. Pre-COVID, with new collections and new initiatives, our business was tracking up. From the time of the closure in mid-March, our business has been shattered, with a 90% drop in sales. From my perspective, the pandemic will impact the jewelry industry for a couple of years. Our business is now returning, but at a very slow pace. I foresee that It will also have an impact how we merchandise our current six stores.
How have you been continuing to connect with your customers during times of social distancing, and how has the reopening of the economy and stores gone for you so far?
Since the beginning of the pandemic, we have mostly focused on social media and digital marketing. We have used this time to do so much more with Instagram and have forged new relationships with outside firms to help us promote socially. We have just reopened our stores, moving from appointment only and curb-side delivery.
How much do you rely on social media and other digital platforms to connect to your customers, and how do you do so?
Currently, much of what we are doing on social media is through Instagram and Facebook. We are also working to completely revolutionize our e-commerce business by building a new website. That website will launch at the beginning of August and we are anxious to see what comes from it.
What was the initial inspiration for your brand?
Honestly, there was never a huge inspiration to create a brand in the beginning. I never really learned about branding or how to build a brand until I started showing my designs in New York in the early 90’s. At the early New York shows, we were inspired by other brands that were building their jewelry businesses through branding. From that point on, it became clear that to build a brand, you needed to think like a brand as well as plan on being a brand. That was thirty years ago, and branding is now an integral part of our thinking and decision-making.
What else inspires you when designing?
I am inspired by new ideas and concepts every day. But, being consistent to the forms, and underlying themes that already exist within the brand is important. I stay consistent to my own aesthetic.
Can you give us an idea of your design process?
Sure. First, I review any reports of customer behavior or sales numbers. Second, I refer to those designs that are performing well and work with our customer base. Third, I visually visit our current collections. Fourth, I allow myself time to search within and develop a new concept after digesting the information. Fifth, I allow my hand, heart and mind the freedom to create. Sixth, I ask those closest to me to take adequate time to digest and give honest feedback to my drawings. And finally, I bring in my design team and together we start the development process.
How long does it typically take to create a piece of jewelry?
Sometimes days, sometimes months, sometimes years. I have been known to carry an idea around with me for years.
How would you describe your brand using only three words?
Simplistic, clean, bold.
How do you personalize your jewelry and designs?
I personalize my jewelry and designs by keeping true to my past and yet always taking a risk towards the future.
You have several different collections. Do you have a personal favorite?
I have consistently answered this question the same way for most of my 45 years of design. My favorite is my last. I must be true to the past while totally falling again in love with the present!
How about a favorite piece?
Probably a diamond ring as they require the most precision and the largest investment of cash as well as commitment. Perhaps, my favorite is Intrigue. It is and iconic ring and has withstood the test of time.
Can you tell us a bit about the collection or pieces you’ll be exhibiting during JCK Virtual?
We remain true to our Gold collections first, and will feature our newest designs. This is followed by diamond rings and engagement, and then our Silver collections – where we have a lot of fashion, color and new additions. Lastly, it will be about our larger one-of-a-kind John Atencio Signature.
Are you partial to any stones or hues?
This is the simplest question of all – diamonds. They’re not only a girl’s best friend, they’re also a designer’s and jeweler’s best friend.
What do you think sets your jewelry apart from other companies that specialize in fine jewelry?
Consistency and simplicity. Both are reflected in the fifty years of commitment to art and its craft.
We are so happy you joined us for the first-ever JCK Virtual 2020. What was your favorite part about the online show?
We really liked being a part of the first-ever JCK Virtual show, making new connections while maintaining social distancing and keeping everyone safe
Learn more about John Atencio here.
Missing JCK Virtual? You can still view past sessions from the show.
Save the date! Join us at JCK & Luxury as we return to the Sands Expo & The Venetian in Las Vegas, June 4-7, 2021.