Fail Jewelry
Photo by Kendall Sanner
A new year is upon us, full of new experiences, new adventures, and I can’t help but sit and dream.
Anyone else dreaming into this new decade? I love dreams because you can craft them however you want them to look and although they may not turn out exactly how you originally thought (or maybe they will!) they always seem to fit perfectly into my circumstances. Dreams also help me get through tougher times. I don’t know about you but 2019 was a rough year for me (with lots of perks and joy as well) but I can see the light at the end of the tunnel in 2020! Another reason I love the beginning of a new year is it reminds me to try new things, go on new adventures, and meet new friends. Speaking of new friends, let me introduce you to my new friend Christine.
Christine was such a fun Maker to get to know because her business is closely tied to a very joyful memory of mine from 2019. My wedding! Last spring, I bought my wedding earrings from Fail Jewelry and they were the perfect accessory. Simple yet elegant. Those words describe my wedding day well and it just so happens to match Christine Fail’s Jewelry line to the T.
Caio for now,
Kendall
Photo by Kendall Sanner
Let’s hear a little about you.
I’m Christine Fail. I’m originally from Dallas but I’ve lived in Austin for 21 years so I like to claim Austin as my home. I moved here to go to the University of Texas in 1998 to study Studio Art and Design. Dallas never really felt like home to me. What draws me here is the “laid back” undercurrent vibe that is the essence of Austin.
When, how and why did you start Fail Jewelry?
When | It wasn’t a choice I had. I got laid off in 2009, the jewelry industry got hit really hard. I got a 6 month heads up and so I had a good amount of time to think about what I was going to do. One thing I loved about the company I was working for was I got to see the creativity that goes into running a business as a whole. I don’t know if I would've started my own business if I wasn’t forced into it because it’s scary to walk away from the security of a traditional job. I didn’t necessarily plan this, it just sort of happened organically.
How | I started with a storefront on South First Street solely to represent other brands. I inadvertently started my own line because people would ask, “Is this your jewelry?” and I would say, “I’m a designer but these aren’t my pieces.” Eventually I felt I needed to have a small collection of my own and after three years it started to take off. This led me to close my store, build a studio in the back of my property in East Austin, and move me and my three employees there. After three years I bought a storefront again.
Why | I’ve always loved art but jewelry stuck out as something creative that was also a sellable art form. I began working for a jewelry design in Austin and learned all the ins and outs of running a jewelry business that makes everything in-house. I started with rings because I was designing engagement and wedding rings for couples that were looking for something a little bit more unexpected or more budget conscious. Now here I am.
Isn’t it interesting how some of the best things come out of times of stress and unexpected change? What if we treated those times (losing a job, moving, not knowing what’s next) as seasons of joyful waiting? Easier said than done but worth a try.
I didn’t necessarily plan this, it just sort of happened organically
Photos by Kendall Sanner
Is everything made in house?
The Classic line is made start to finish, in house and is at an accessible price point. Everything starts out of sheet and wire and is cut, hammered, and shaped to be all the styles I design. However, the Fine jewelry line (14k gold), we do cast pieces. Casting is where we take a piece of wax, carve the exact shape out of it, cast it, make a master, make a mold that you can inject molten metal into, fill it up and it’s replicated. We don’t do casting in-house, we work with a casting agent in New York.
We love hearing about the process makers go through to craft their masterpieces. Each piece is uniquely formed by the hands of the jeweler until it’s perfect. The jeweler looks at each piece as magnificent and intentionally molded, should we not also see them like this?
Do you ever get Jeweler’s block? How do you get past it?
Totally, I’m pretty sure it happens every time I’m making a new collection. I don’t have an identical process when I design, sometimes it’s driven by a physical process that I want to do like using a certain textured hammer. Other times I have an architectural or design reference as a starting point. During this process I do lots of sketching and the block seems to come mostly when I can’t get a sketch to look 3D. This is usually when I think, “I’m never going to figure this out. I don’t think I’m ever going to come up with anything!” But then one thing happens and it clicks and becomes easy. I’ll get past it by seeing how the metal responds, I might be going for one things but something entirely different will come about.
We tend to jump to extremes don’t we? Just remember, everyone walks through the painful process of seeing their vision come to life, it’s never an easy affair. There will always be an outcome, it may not be what you expected but that aside it will be an outcome. Let loose of your expectations and allow yourself to breathe.
Photo by Kendall Sanner
What’s the heart behind your brand?
I create things that make sense for me, that I would wear. My heart is for my collections to be understated and elegant. I desire something that looks good with everything, is comfortable to wear, and helps to elevate your mood. Effortless and looks amazing everyday is what I aim for.
Photo by Kendall Sanner
What’s been one of the biggest challenges with owning a business?
1 | Being flexible and thinking broad. Every six months I kind of have an epiphany about a better way to do something and if I were really rigid with the original idea I would be missing a lot of great opportunities.
2 | Learning how to manage people. I didn’t go to business school and am not a natural manager. It can be a challenge figuring out how to motivate people and give them space to grow and voice concerns or frustrations while still making it a fun place to work. On top of all that, seeing results. I’m always looking to improve my business
We love how Christine practices what she preaches, it’s clearly seen in her shop. She has crafted a safe enjoyable work space for creativity and communication. How beautiful.
Photo by Kendall Sanner
How do you find work-life balance?
The first 3-5 years of starting my business I was giving a lot of myself. I worked pretty much every weekend at an artisan market on South Congress and then during the week I was building my brand and remodeling the shop. It can be very engrossing but a few years ago I decided my goal was to work less and make more money. It sounds very un-American but why don’t we all want to work less and make more money? Since then I’ve been navigating that to reach my desired work-life balance.
Advice for a new entrepreneur?
Get the E-Myth book (Entrepreneurial Myth), it discusses how to go from a sole proprietor to bringing in employees. Most artists have an idea but they don’t have the organizational background to back it up. Another thing, think about the end product. What does success look like for you? Define it and write it down. It’s easy to get distracted and end up on a path that doesn’t fit your end goal. How do I craft a business that fits the life I want? Just because something is a great opportunity doesn’t mean it’s the right opportunity for you.
Just because something is a great opportunity doesn’t mean it’s the right opportunity for you
This is excellent practical advice. Our culture can easily get wrapped up in all the things to do and where should I go and I want to do that and this and everything! Gosh. It’s exhausting. Don’t ask society for your desires, it doesn’t know you. Just as yourself, what brings me life?
What do you do on your day off?
I love to travel and I do a lot of DIY projects with my husband on our property. We enjoy building with our hands, planting, organizing, weeding, domestic home things. We are currently in the process of building a second tiny home to host friends and guests.
What’s a fun fact about yourself?
In the Fail Jewelry/East Co. shop I have built all the furniture on my half of the shop by hand. Also when my husband and I met I owned more power tools than he did.
Be sure to swing by her brick and mortar in East Austin at 2612 E Cesar Chavez St #100 Austin, TX between 11 a.m. - 7 p.m. Monday through Saturday and 11 a.m. - 5 p.m. on Sunday and check out her website.
