WILLIAMSBURG — Starting a laser engraving business, but wanting to spend more time together and with family, Victoria Martin convinced her husband Steve, a former HVAC technician, to “take a leap of faith” and jump into business with her.
While their online wholesale site grew, about a year ago, Victoria just knew she needed to find something else that would allow the couple to expand into retail and allow them to get out and meet people.
Permanent jewelry was growing in popularity and felt like a natural extension.
“Our work is all online and in-house so we, literally, did not see people. Then, Victoria brought the idea of permanent jewelry to me and immediately I thought it was great because we could get us out to meet people and visit different parts of the community. And, the welding was something I had experience with, so it didn’t scare me. I’ve been a tradesman my whole life,” said Steve.
The Welderie, pop-up permanent jewelry, was forged selling anklets, bracelets, necklaces, and all rings that are custom-fitted and welded on.
Permanent jewelry, said Victoria, has become popular for many reasons. The trendy fashion statement is not a huge cost investment, tiny clasps can be difficult to use or get caught on clothing, the ease of wearing a piece and not fussing with it, and “it’s just fun.”
Part of the fun that the Martins promote is the shared experience, “getting a group of your pals or family together” says Victoria allows customers to create memories and bond, “they have something that ties them together.”
The Welderie sells a variety of chains in tarnish-resistant sterling silver, 14-karat gold filled or stainless steel with a cleaning kit and a guarantee that if the piece needs to be removed or breaks, as long as you have the item, they will refit for you. They will even add a “pesky” clasp if permeance is not your thing.
As a pop-up, “we have worked really hard to find other businesses that we can collaborate with and forge relationships with. [In Williamsburg] Frothy Moon Brewery and Color by Chrome have been great partners, they are amazing!” stated Victoria.
In addition to permanent jewelry, the Martins still provide laser engraving services and are expanding to include a new spray tan studio, Glo Girl Co. located at 4391 Ironbound Road, Suite G, Williamsburg.
The Martins have been setting up their popular booth in local businesses around Hampton Roads for almost a year along with hosting private events and parties. Follow their Facebook page or website to find a pop-up or book a party.
