The Beach Reporter
November 24, 2004
Business Section
Business Profile
Colleen Berg Jewelry
By Jennifer Evans
Wanting it all isn't easy, but as a business owner and mother of two, Colleen Berg said it is definitely worth it.
Slightly more than three years ago, Berg became pregnant with her first child, Sofia. Working as an advertising executive, Berg said she knew after getting pregnant that going back to her full-time career wasn’t an option.
Taking a leap of faith, Berg quit her steady job and decided to work as a freelancer. Things were going as planned until tragedy hit the country Sept. 11, 2001.
“After Sept 11, it was like every day my clients were calling up to cancer their account because everyone was so uncertain about the economy,” Berg said. “It was a really difficult time for us.”
Berg’s husband, Seth, agreed with his wife, but the two of them were determined to raise their children themselves and were willing to explore all opportunities to make that dream possible.
Seth, who was working for Capitol Records, decided to quit his job and work for himself in the music business so that his wife could have the freedom to venture into a passion she had often regarded as just a hobby—jewelry design.
Today, the two of them share an office space large enough to showcase Colleen’s original designs as well as house an office for Seth’s business. The couple, who had their second child, Lyla, five months ago, also created a back play and nap room for when the little ones come to work with them, which is most of the time.
“We juggle our schedules a lot so that one of us can always be with the kids,” Colleen said adding that Sofia, 3, is in preschool three days a week.
Despite their hectic daily routine, the Bergs have a sense of calmness that seeps into Berg’s creations.
“As you can see I like pearls,” Berg said, pointing to her display of necklaces. “I try to create each piece so that you can wear it several different ways.”
Berg demonstrates with one of her longer strands of coin pearls how the necklace could be worn in different styles. “Most of what I design can be either dressed up or dressed down depending on what you’re wearing.”
Many of Berg’s high-end designs are accented with stones such as rubies or crystals. One piece in particular, which Berg is especially excited about, is a ruby zoisite stone necklace prices at $300. However, the average price for one of her pieces is $95.
If that is still too pricey, then Berg also has bracelets and earrings that average $50. One of her more popular items is a pearl bracelet accented with a cross for $30.
Because the business is small, Berg said most of the time she is able to devote her undivided attention to her customers. However, she also has days in which she is open by appointment only, assuring the customer complete privacy. “Much of my business is custom design.” She said. “A lot of my customers will have an idea and even draw a picture of what they envision, and we can work together to achieve the look they want.”
Creating her jewelry in the store, Berg explained that she does not “bead” the stone on but rather hand-wraps. She said that this takes her more time but ensures that the necklace will last a lifetime. “I started hand-wrapping after Sofia was born. I had noticed that if she pulled hard enough on my necklace, it world break,” Berg said.
Berg makes an average of five pieces a day. “I’m obsessed with designing. I do it here and I bring it home. My husband is always saying, ‘Can’t you stop working?’ but I just love it.” She said smiling. “Even when I sleep, I honestly dream about jewelry.”
Colleen Berg is located at 950 Aviation Blvd. in Hermosa Beach. For more information, call 947-5373 or visit www.colleenberg.com.