Meet Avery Oatman of Avery Lee Design in Boulder

Today we’d like to introduce you to Avery Oatman.

Thanks for sharing your story with us Avery. So, let’s start at the beginning and we can move on from there.
In 2011, I received a B.F.A. in Studio Art and Dance from Pitzer College in Claremont, CA, but I have always dabbled in creative processes like photography, printmaking, bookbinding, dance improvisation, and choreography. My mom is a watercolor artist and my dad was an entrepreneur so in many ways I was encouraged and unconsciously primed for starting my own creative business from an early age.

The way I found jewelry and metalsmithing is a bittersweet story. In 2015 my Dad was suddenly diagnosed with stage 4 pancreatic cancer and passed away three months later. After his death, I was looking for a place to land and feel alive again alongside my process of deep grief. None of my other creative outlets felt supportive, so I randomly signed up for a jewelry/metalsmithing class at our local community college. Metalsmithing is a process that requires deep focus and patience. I found myself addicted to the presence required when soldering and the experience of witnessing the direct transformation of raw material into something precious and beautiful. Not only was the process captivating it was incredibly therapeutic.

My business, Avery Lee Design, was born in 2016 when I realized that metalsmithing was literally all I wanted to do. I had a small massage practice which allowed for flexibility to transition into selling my work more full-time. I joined a great communal studio, The Boulder Metalsmithing Association, and continued to teach myself and take weekend workshops. My designs began to naturally relate to each other and my unique aesthetic emerged. I quickly made a website and started selling at local craft fairs. Last year, I collaborated with a local photographer Ali Vagnini and Stylist, Jules Fuller of Lawn Party for my first official photoshoot. Since then, I have had steady orders and I launched into 7 stores, in California, New York, Australia, and Colorado.

Today, my business is continuing to grow and I am always thinking about the next phase. I am hoping to hire one or two part-time employees and move into my own studio space in the next year. I am always striving to hone my craft and learn new metalsmithing techniques. In many ways, it feels like it is just the beginning.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has been a roller coaster ride! There are so many challenges and struggles. There have been millions of hours of unpaid work, fearful moments about money and distrust that I “have what it takes” to wear all the hats that are needed to keep the business afloat. There is no way I would be doing what I am doing if I didn’t absolutely LOVE making jewelry. In many ways, designing and executing my creative ideas has been the smoothest part. I feel like I have endless ideas and designs constantly floating around in my head. The struggle (and at times the exciting part) has been in learning how to scale up, trust my own decision making, and all that it takes to run the business (accounting, marketing, sales…).

Please tell us about Avery Lee Design.
Avery Lee Design is handmade contemporary jewelry made with bold shapes, innovative pairings of silver and gold, eye-catching metal fringe, and unusual stones.

I am drawn to the simplicity of contemporary shapes made with ancient metalsmithing techniques. The metal I use is recycled and the stones are from mostly North American Mines. Each piece is hand fabricated and designed by me, in Boulder, CO.

I think I am best known for my large statement earrings and my simple and elegant, but approachable style.

My mission is to create a brand that celebrates feminine leadership, environmental stewardship, inclusivity, and self-acceptance. I am proud of this mission and my desire to connect with others around positive solutions, like challenging the notion of what our culture considers “beautiful”, and decreasing our environmental impact with clear sourcing of materials and promoting non-toxic studio practices.

Do you look back particularly fondly on any memories from childhood?
My family used to take a yearly river trip down the Colorado River outside of Moab. I have so many memories of playing along the sandbanks of that river, rolling my body in warm mud piles, singing songs around the campfire, performing silly dances for our trip talent show, and admiring the grandness of the red canyon walls.

Pricing:

• Range from $38.00 to $780.

Contact Info:

• Website: https://www.averyleedesign.com/
• Email: averyldesign@gmail.com
• Instagram: @averyleedesign
• Facebook: https://www.facebook.com/averyleedesign

Image Credit:
Ali Vagnini (https://www.ali-v.co/)

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