Every piece of jewelry tells a story. For the artisans at Watchung’s Handmade Jewelry Studio, those stories are more than design inspiration — they are the reason the business exists. From custom engagement rings to keepsake pendants, the studio has built its reputation on creating one-of-a-kind pieces that capture personal milestones and family legacies.

Owner Samantha Lee started the studio in 2018 after more than a decade working as a bench jeweler in New York City. “I loved my time in big jewelry houses, but I missed the personal connection,” she recalls. “I wanted to work directly with the people who would wear my designs, hear their stories, and bring them to life in a tangible way.”

From Concept to Keepsake

The creative process at the Handmade Jewelry Studio begins long before a gemstone is selected or metal is shaped. Clients are invited to share the meaning behind their desired piece — whether it’s celebrating a marriage, honoring a loved one, or marking a major life achievement.

From there, Samantha and her small team create sketches, source ethically mined materials, and refine designs until they match the client’s vision. Each step is deliberate, from hand-carving wax molds to carefully setting stones with precision tools. The result is a piece that reflects not just craftsmanship, but the personality and history of its owner.

A Commitment to Quality and Ethics

In an industry often criticized for mass production and questionable sourcing, the Handmade Jewelry Studio stands apart by emphasizing responsible materials and handcrafted excellence. All precious metals are recycled or responsibly mined, and gemstones are sourced through suppliers with transparent, ethical practices.

“We want customers to feel good about where their jewelry comes from,” Samantha explains. “The beauty of a piece isn’t just in how it looks — it’s also in knowing it was made with care for people and the planet.”

More Than Just Jewelry Sales

While the studio’s core business is custom work, it also offers workshops where customers can learn the basics of jewelry making. These hands-on experiences allow participants to create simple rings, pendants, or bracelets under the guidance of the studio’s artisans.

“These sessions are some of my favorite moments,” Samantha says. “People leave not only with something they made, but also with a new appreciation for the skill and patience behind each piece.”

The studio also participates in local art fairs and collaborates with other Watchung businesses for seasonal pop-up shops, keeping the brand deeply connected to the community.

The Role of Community in the Studio’s Success

From its first day, the Handmade Jewelry Studio has relied on local support. Word-of-mouth recommendations, chamber networking events, and loyal repeat customers have fueled its growth. The studio’s intimate showroom has become a destination not just for buying jewelry, but for celebrating special moments.

David Brooks, Marketing & PR Director for the Watchung Chamber, notes, “Samantha’s studio is a perfect example of how a small business can thrive by focusing on personal relationships. It adds character to our town and brings a unique, artisanal option to our shopping landscape.”

Overcoming Challenges in a Competitive Market

Like many creative businesses, the studio faced challenges during the pandemic, when in-person consultations were limited. Samantha adapted by offering virtual design sessions, mailing material samples, and even delivering finished pieces to local clients’ doorsteps.

Those adaptations have stuck around. “Some of our customers actually prefer the flexibility of virtual meetings now,” Samantha says. “It’s a reminder that staying adaptable is essential in this business.”

Looking Ahead

The Handmade Jewelry Studio plans to expand its workshop offerings, introduce an online gallery for ready-made designs, and host more community events. But Samantha is firm on one point: the studio will remain focused on custom, personal, and handcrafted work.

“No matter how much we grow, our mission stays the same — to create jewelry that means something to the person wearing it,” she says.

Discover More Local Stories

Want to learn about more inspiring businesses like the Handmade Jewelry Studio? Visit watchungchamber.com for local business spotlights, community news, and resources for entrepreneurs. Explore the people and places shaping Watchung’s future — and be inspired to support them.