
Second Life The Who What Wear Podcast: Jewelry Designer Jennifer Fisher on 20 Years of Her Brand, Current Best Sellers, and Expanding Her Empire
Feb 4, 2026
Jennifer Fisher, jewelry designer and founder known for signature hoops and celebrity clients. She reflects on building her brand from a custom dog tag for her son to hoop dominance. Conversation covers health-driven pivots, bestselling designs, retail expansion, and growing into lifestyle products like seasonings, a cookbook, and Maeden.
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How A Dog Tag Launched The Brand
- Jennifer Fisher made a heavy gold dog tag for her son Shane after difficult fertility and health struggles.
- The piece became a conversation starter that led celebrities to request custom pieces and launched her direct-to-consumer business.
Stylist Kits Became Guerrilla Marketing
- Jennifer shifted from expensive fine pieces to brass plated options to make statement jewelry accessible.
- She distributed styling kits to top stylists as guerrilla marketing, which earned magazine covers and organic celebrity use.
Leverage Stylists Over Big Marketing Budgets
- Do give stylists and tastemakers the pieces they need to secure unpaid placements and authentic use.
- Use targeted relationships rather than big marketing budgets to build organic brand awareness.







