Today we’d like to introduce you to Irina Rachow
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
In 1992 at age 27 I set up a booth at the local beach bazaar in Encinitas and with $300 started Madison Leather, my weekend business selling leather bags and belts imported from South America. Between local street fairs, then larger state fairs I had a great little growing gig, but rainy weather hampered my ability to sell all the time. I found a 12 foot x 12 foot retail space at a local shopping center in Del Mar that cost me a mere $350 per month. After 4 months I jumped into a 1900 square foot space that had been a luggage store for decades – the property manager who saw something in my ability to make a shop pretty, took a chance on me with the caveat that I include luggage in my product offerings, which I was nervous but excited to do. Thus Madison Leather & Luggage was founded in May of 1994, a local iconic shop that serviced the local community and beyond for over 30 years. We had great success as we were unlike any other specialty store – we had luggage and travel gear on one entire floor, at a time when upright wheeled suitcases were a new thing and everybody wanted one! We also sourced handbags, belts, jewelry, fashion accessories and unique gifts of all types and price points. We offered free beautiful gift wrapping, we stayed open later than the other retailers, we played fun music, we listened to our customers, took special orders, shipped goods worldwide, supported local schools and charities and made sure the store was stunningly beautiful and friendly at all times.
We opened additional locations in Carlsbad and Rancho Santa Fe and in downtown San Diego. In between all of this I got married and had three children, one with special needs, and life was glorious. I was able to travel, lived well, gave as generously as I could, and had fun creating unique events for my customers including wild themed fashion shows that were always a huge hit. I sold two of the stores, got one back after a couple of years, started up a new location in Canada with a friend and another in Beverly Hills, both somewhat short-live as economics and the framework of traditional retail was changing with the internet and competition from our own vendors.
But still we clicked along, until the pandemic and a flooding issue closure allowed me time to slow down and I began to think of what sounded more fun, more nimble and more meaningful for my future. I have always been an environmentalist at heart, I love the beauty of nature and wild things, and the idea of a jewelry company tied to the environment sounded like the perfect idea. Everwild Designs was founded on Earth Day in 2022 with the desire to create jewelry with heart, soul and empowerment, with a give-back to the planet. I created 5 unique collections for many lifestyles, and interests, from pickleball and tennis to hidden message jewelry and iconic saints. Every item sold donated funds to ‘adopting’ land across the US through The National Wildlife Federation. Acreage that was retired forever from use in ranching, farming or development, in essence, keeping the land Ever Wild. In 2 years we have preserved over 2,200 acres and this is just the beginning. I have found a passion that speaks to me and allows me to be a voice for protection of our wild spaces and the life within them through my designs. What an amazing thing that is.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Challenges have been probably typical of retail but we had fewer than average I would guess:
– Staff – we have had a bit of a time finding and keeping great staff because of the constraints of pay rates running a store with a lot of needed staff – but on occasion you get the thief, or someone who tries to take advantage of Workman’s Comp insurance and we’ve had a manager or two with a God complex that got ugly here and there. Certain stores have had excellent luck with staff and others a huge turn-around.
– Theft – we were targeted for theft quite a bit – it didn’t help when the DA wouldn’t prosecute when someone was caught red0handed with over $2000 in goods in their car from my store.
– Rents increasing with sales decreasing – even though I have worked out some pretty decent lease terms, being locked into a rich lease when things are not doing well is pretty stressful.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I design jewelry and accessories, I am known for quality and creative designing especially in my pickleball jewelry line, PickleBelle. I am also gaining more attention for Touchstone, my Braille-inspired message jewelry. I spend time sketching designs all the time and when something feels really inspired, I move it to the next phase for CAD development, mould creation, sampling and finish work. I really like that every piece of jewelry or any product I design, comes from a place inside – inspired by fun, caring, grief, empowerment, family, perseverance, faith, and love. We are on a journey every day and sometimes it’s nice to connect through a talisman to make you happy or keep you strong.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
The jewelry industry along with many others will hopefully shift into a more healthful and sustainable place, as far as materials used and processes.
Pricing:
- My designs start at $25 and go up to $2500
Contact Info:
- Website: https://www.everwilddesigns.com
- Instagram: https://www.instagram.com/everwild_designs/
- Facebook: https://www.facebook.com/profile.php?id=61567130423061
- Youtube: https://www.youtube.com/@everwilddesignsjewelry
