Erin McDermott Jewelry opens a new store in Elizabeth
October 30, 2024
Cottage charm: Erin McDermott brings her thriving jewelry business under one roof in a new brick-and-mortar shop.
by Michelle Boudin | photographs by Amy Kolo
Erin McDermott always had a number in her head: the amount of revenue she wanted to hit in order to feel like a success. “I felt like if I got to the number, I’d feel differently, but I realized you still have to work hard,” says the Charlotte jewelry designer and entrepreneur.
While McDermott hit that number six years ago, she’s working harder than ever these days, having opened her first brick-and-mortar store. Erin McDermott Jewelry debuted at 344 N. Caswell Road in August.
“We call it the Cottage on Caswell,” the mother of three says of the 100-year-old Elizabeth house she bought and renovated. “My mind is always so full of clutter, so we designed the cottage to have a coastal feel — I wanted it to be calm and have a beachy feel with a great porch and lots of event space. I want it to be a place where you walk in and feel like you can take a deep breath.”
Business has been brisk, says McDermott, whose customers are drawn to her trendy earrings, bracelets and colorful beaded necklaces with whimsical names like Ice Cream Shop and Daydream Believer.
Running a brick-and-mortar studio requires a bigger staff, and McDermott is still adjusting to the growth after two decades of mostly working from home. “I’ve always bet on myself, so it’s a little bit challenging trying to grow the team, but I realize I can’t do it all.”
McDermott, 41, started her jewelry business while she was a college student at the University of Virginia, beading necklaces and selling them to Charlottesville-area boutiques. She met her now-husband while they were both in school, and she went on to get a master’s degree in elementary education. She worked full time as a teacher while trying to turn her beading hobby into something bigger.
Her husband moved to Charlotte first, and she followed in 2009. Being brand new in town turned out to be beneficial for growing her business.
“When I moved here I didn’t know anyone. [My husband] would fly out for work, and that’s when I dove headfirst into doing the necklaces.” She began exploring the city, popping into boutiques and asking if anyone would carry her jewelry. “Not knowing anyplace in Charlotte was a good thing — I was going in blindly.”
Today, she smiles as she remembers the first store that said yes: Isabella Style in Eastover. “I went in with 15 necklaces, and they took them all. I also sold to Charlotte Yoga, and Jami Masters [School of Dance] was really sweet — all of her recital gifts are my jewelry, even to this day.”
As her family grew, so did the business. The couple moved to Myers Park in 2012, handling packing and order pickups out of their home.But McDermott soon realized she needed more space. She bought a condo for packaging and shipping, while most of the beading was still done at home.
She also wanted to be able to host girls nights, birthday parties and corporate events. When the house on Caswell came up for sale, she jumped at the chance to create her studio.
“I love to meet people from different places that come in. I want everyone to feel welcome here. I don’t want anyone to feel like, I can’t afford that, or I’m in workout clothes. I always say, come as you are.”
Before opening the store, 95% of McDermott’s sales were from online purchases, but she expects that soon will change.
“Jewelry for me is a vehicle to be able to live this life that I always had in my mind. I thought the money would bring the happiness, but it’s not that.” Instead, it’s become more about making personal connections. “Someone came in [during] chemo, and she wanted statement earrings, or someone comes in and wants gifts for their grandchildren. I have loved seeing everyone who walks in the door.” SP