Susan Eisen’s education in studio art metals and art history was the spark that ignited her interest in jewelry. Near graduation, she took over a one-year-old jewelry store about to close in her hometown of El Paso, TX, and extended its life another 45 years (so far). Education is a never-ending pursuit for Eisen, who subscribes to 25 magazines, attends eight to 10 jewelry shows a year and attends every seminar and webinar she can. She has written a series of books, including Crazy About Jewelry, Crazy About Art, and The Myth Of The Million Dollar Dish Rag (which is about how families can avoid inheritance battles after the death of a family member).
Q. How did your interest in jewelry begin?
A. I was a metal arts major and history of art minor at the University of Texas at El Paso and Emory University in Atlanta. I loved every minute in the shop making jewelry and then had the opportunity to take over a 1-year-old store that was closing, from some women jeweler friends of mine. It fell in my lap because I loved jewelry but hadn’t planned to open a store. It’s a never-ending, fabulous experience, and this is my 45th year.
Q. What is the most rewarding part of your work, day to day?
A. Talking to people and finding out about their lives. Looking at the jewelry they bring in opens up my mind to other designs. We’re in our little city and we buy from the vendors we like all over the United States, but with estate buying and doing repairs we see things from the outside. It educates me every day on what’s out there in the jewelry world that I might not be a part of. I might not realize the market is out there for X, and then I see all these people coming in with X, and I think maybe I should carry X. and then I am more open to it. I am interested in one-of-a-kind designer unusual pieces more so than the run-of-the-mill big box jewelry. But I do realize you have to have a combination of both to appeal to your customer base.
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Q. What are your demographics like? Who shops with you?
A. It’s a combination of everything: the younger crowd looking for engagement rings, either lab or natural, the middle-age customers who are upgrading and also inheriting their jewelry from parents and grandparents, and the older generation that is buying things for family or getting their jewelry ready to give away.
Q. What do you love about El Paso?
A. I love that there are dual cultures here because of the border. The mountains are fabulous and so is the Mexican food! We have Mexican customers and we learn about the culture of their lives and their jewelry. And my family roots are here. My grandparents came in the 1920s from Europe and my mom was born here. I’ve appreciated being able to build a business in a smaller city without the expense and traffic of a bigger city. I think we’re able to get closer to people that way.
Q. Why did you decide to become an author?
A. I read an article in a magazine about someone who wrote a book and how it differentiated them. I record ideas every single day; what customers tell me, what kinds of videos I should make, etc. I thought wouldn’t it be interesting to write a book about jewelry for consumers? Also, the The Myth Of The Million Dollar Dish Rag, was created from stories customers have told me about issues relating to inheritance. I wanted to write about how to avoid a family inheritance battle after you die. We can help people prepare while they are still alive and healthy to take care of things so it doesn’t break up families after they die.
Q. What are you excited about?
A. I’m going to be working on the second edition of my book, Crazy About Jewelry, Crazy About Art. I love getting chosen by celebrities, who want to wear my jewelry. I’m getting to know other jewelers around Texas and the Southwest. I’m involved in the Jewelers of America Political Action Committee. We go to Capitol Hill and talk to senators and congressmen about issues that are affecting all jewelers. It is eye-opening to see first-hand what goes on in the government and about how and why we need to make our voices heard to represent the best interest of jewelers. I went in September with a group of about 20. There are always a lot of things on my plate that I want to do or start or change and I guess that’s what keeps it so interesting to me.
Q. Are you bilingual, living in El Paso?
A. I am bilingual. In school we were required to take Spanish, and I continue to learn from staff members who are bilingual. But buying over the counter and selling jewelry, I had to learn more technical jewelry and watch terms in Spanish to communicate effectively with them.
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Q. What has driven your motivation?
A. My dad was a Marine, who taught me a lot of slogans that I didn’t realize affected my personality: Be loyal. It’s better to be 10 minutes early than 10 seconds late. Always show respect. Have pride in everything you do. Quitting is not an option. Etc. I read them to my staff and one said, `It sounds like you are just describing yourself.’ “
Q. What is your favorite travel destination?
A. It’s Lisbon, Portugal, where the Calouste Gulbenkian Museum has a collection of over 250 pieces of Lalique Art Nouveau jewelry. That and the Victoria & Albert Museum in London are my two favorite places to go.
Q. Describe an ideal day off.
A. My life is engulfed in jewelry, art and design. I love the quiet when I’m not interrupted and not having a schedule. I’ll draw and come up with new jewelry designs and play and read on the Internet.
Q. What kind of jewelry do you wear?
A. I love antique, art deco and super contemporary. They’re kind of opposite ends of the spectrum. I try to only wear what I make or what is made by a designer I really like. I wear very nontraditional things and unusual mixtures of things.
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