Q: Sandra, tell us a little about your background.
Thank you for the opportunity to share a little bit more about myself and my beloved Thorny Roses!
I am originally from Acapulco, Mexico. I’ve lived in Los Angeles for almost 30 years (I’m dating myself lol) so at this point I’ve been here longer than I ever lived in Mexico. I consider myself an Angeleno at heart, no matter which city I’m in; Los Angeles is always my home. I have been married to Jorge Espinoza for about 9 years, he’s in charge of producing the line.
Q: What inspired you to start your own Jewelry line & how did you come up with the name Thorny Roses?
I’ve always been a jewelry lover, I was the girl wearing too many accessories at once. I used to wear up to 20+ bangles (and a watch) on my left hand and layers and layers of necklaces. At first; I started making handmade jewelry with my friends Semma and Fatima as a hobby.
About 7 years ago I finally made the decision to fulfill my dream of starting my own fine jewelry line knowing virtually nothing about the business. I called it “The Thorny Roses” as a play on my maiden name and my husband’s last name which literally mean The Thorny Rose in Spanish (De La Rosa-Espinoza)
Q: How long did it take you to launch Thorny Roses Jewelry and what piece of advice would you give to other entrepreneurial women trying to launch their own business?
It probably took about 3 years to get the line to look like what I had envisioned. I knew virtually nothing about the business so it was a very expensive couple of years making pieces that weren’t working out because they were either too big (and expensive) or not made exactly how I had designed them. It was also challenging navigating the industry and finding the right vendors and materials to make the line a reality. I knocked on a lot of doors and had a lot of humbling experiences but I am so grateful because we learned so much about the process, materials, pricing, etc. I feel like we invested in real life jewelry school and got hands on experience so it was worth the sweat and tears (and money!).
My advice is to focus and get clear on what your vision is, make a vision board or write your vision down to the last detail. Get meticulous with it so you know exactly what you want. Also reach out for help, people are always willing to help out those who have big dreams. Knock on every door, leave your ego behind and don’t give up until your vision is realized. I believe that creativity makes the world go around and we need people creating new things, bringing fresh excitement and sensitivity to old established industries.