WHEN AMY PETERSON developed the idea for her retail jewelry stores, jewelry was not the priority or the point, but a means to an important end.
The goal was to empower and employ women, particularly those living in shelters and experiencing barriers to traditional jobs. Making and selling jewelry was a way to make that happen. “It’s really the opposite of how most businesses work,” says Peterson, co-founder and CEO of the social enterprise retail business Rebel Nell.
The ideas of jewelry and empowerment converged when Peterson, on a walk, noticed chunks of graffiti had fallen off a wall. She began to imagine how jewelry fashioned from graffiti could pay homage to the city of Detroit and provide employment.
Murals, a strong branding element, are a part of each Rebel Nell location.
“On the side of the graffiti, you could see all these layers, and I thought, ‘Wow, there’s a story to tell in those layers,’” she recalls. “I love all the layers that make up the city.” It was a tough time for Detroit, facing bankruptcy and bad news, and she wanted to celebrate the city she loved.
Peterson, who had previously worked as an attorney for the Detroit Tigers, launched Rebel Nell in 2014 to empower women transitioning out of shelter living by creating unique jewelry and accessories from repurposed materials. She now operates three Rebel Nell locations in the Detroit area.
Eleanor Roosevelt, known as Little Nell as a child, is an inspirational figure for the company based on the former first lady’s embrace of civil-rights activism. Peterson put a “badass spin” on her nickname and came up with Rebel Nell. The women employed by Rebel Nell are rebelling against what society has handed them and forging a new future.
Over 10 years, Rebel Nell has hired 45 women. Some graduate into the traditional workforce, some are promoted into production management, and others start their own businesses. Through the program, the women can access resources, including financial literacy, housing support, legal aid and business education.
The Rebel Nell team of Detroit celebrates 10 years of success.
“We’re not hiring trained jewelers, so that is a huge learning curve,” Peterson says. “But I firmly believe in this model, and I’ve seen the success, so I’m going to keep at it. A lot of people want to work for Rebel Nell. We’re looking forward to the day we have more opportunities.”
The hunt for fallen chunks of graffiti is continuous. But artisans also use materials from iconic city structures that have been razed or renovated. “We’ll have someone call us to see if we want to clean up what they scrape off of construction sites,” she says. “One man’s trash is another woman’s treasure.”
Rebel Nell has partnered with organizations including the Motown Museum and the Detroit Zoo to create specially themed collections. She’s repurposed red paint from Joe Louis Arena, as well as the remnants from the vinyl that wrapped a water tower at the Detroit Zoo. Even albums from Motown.
In the downtown location, Rebel Nell offers a design-your-own experience. Shoppers pick a slab of graffiti and a style, and the artisans complete the piece.
Amy Peterson
“It’s an experience when you shop with us because each piece is one of a kind,” Peterson says. “I love that connection between the customer and the person who made it.”
Each store is designed as economically as possible using, appropriately, repurposed material.
“We moved into a former Michael Kors store at 12 Oaks Mall and we renovated it to be ours with $6,000,” she says. “What truly makes the space are the murals. We have an artist create a mural in every single space, and customers take selfies in front of every one of them.”
The focus is always on the staff. “I want to make them believe in themselves the way I believe in them,” Peterson says. “I want them to know that making a mistake is not a bad thing; it’s an opportunity to learn.”
