From Your Average Merch to Purse Jewels to Jacey Jewels to Alyssa Jacey Designs

Alyssa Jacey Designs began with one question:

“How can I go beyond your average merch?”

I had just been hired for an all-original residency at Dollywood—the first independent artist in the park’s history to receive that opportunity. After my first show, I looked at my merchandise table and realized I was selling stickers, hats, tank tops, T-shirts, koozies, and everything else most artists sell.

There was nothing wrong with any of it. I simply wanted to offer something different—something people couldn’t find at every other merchandise table.

So I went home, gathered jewelry I no longer wore, took it apart, and transformed the pieces into one-of-a-kind accessories I initially called “purse jewels.” I didn’t even know purse jewelry was already a thing. I simply had old jewelry, two hands, and an idea—which is apparently how I begin most new careers.

The purse jewels sold out at my very next show.

I made twice as many. Those sold out at the following show.

I kept making more and more until I completely ran out of my own jewelry to dismantle.

I never formally learned how to design jewelry. I experimented, followed my instincts, and taught myself—just as I had with guitar, drums, booking, branding, and many other parts of my career.

As the designs evolved, I realized they didn’t have to be worn only on purses. Depending on the piece, they could be worn or used up to 15 different ways: as necklaces, keychains, bracelet or cellphone charms, ornaments, and accessories for purses, wallets, jackets, boots, shoelaces, ponytails, cheerleading ribbons, and even pet collars.

“Purse Jewels” became Jacey Jewels.

Then I realized I might eventually want to create other kinds of jewelry and accessories beyond the original purse-jewel concept. That led me to create Alyssa Jacey Designs as the larger umbrella brand, with Jacey Jewels as one of its signature collections.

The entire line grew from average merchandise to purse jewels, from purse jewels to Jacey Jewels, and from Jacey Jewels to Alyssa Jacey Designs.

It all began at a Dollywood merchandise table with jewelry I no longer wore and one very important question:

“How can I be different?”

You never know where one little idea might lead.