By Brecken Branstrator
Designer Dana Bronfman said environmental conservation is important to her, so she uses post-consumer diamonds when she can find them and reclaimed gold in her designs, which are made locally in New York.
New York--Up-and-coming jewelry designer Dana Bronfman is all about conserving the environment.

She uses recycled gold and pre-owned diamonds when she can find them in her jewelry, which is made locally in New York so she can control the craftsmanship and quality.

As a bench jeweler and metalsmith, Bronfman hand designs her jewelry at the desk, giving her pieces structure and balance through delicate and unexpected touches, like putting hidden details in each piece such as a gallery of cutouts or a tiny diamond accent.

She soon will introduce pieces with Fairmined gold and some featuring gemstones.

Bronfman, who will be exhibiting at JCK Las Vegas this year as one of the show’s Rising Stars, is the focus of this month’s “One to Watch,” a feature highlighting up-and-coming jewelry designers.

Below, the designer answers questions that retailers need to know about her jewelry line.

National Jeweler: What was the inspiration for your collections?
Dana Bronfman: My collections were inspired by industrial architecture of New York City, as well as the process of hand designing each piece at the bench. I always start with an idea or a sketch, but the designs evolve a bit as I create and play with negative space, sculpt and hammer metal at the bench. It is all about structure and creating balance through incorporating delicate and soft, unexpected touches and hidden details.

NJ: Where is your jewelry made?
DB: My jewelry is made in New York City. I keep everything local so I can work closely with my jewelers each day to ensure my vision and standards of craftsmanship are carried out, and it allows me to support local production, which I believe in.

NJ: What should retailers focus on, or what story should they tell, when showing your line to customers?
DB: I am a bench jeweler by trade and metalsmith. My pieces highlight the beauty of pure precious metal and the true art of traditional jewelry craftsmanship infused with a modern aesthetic. The silhouettes are unexpected, and I always add a hidden detail such as movement in my riveted collections, a gallery of hidden cutouts on rings, a tiny diamond’s sparkle on an everyday stacking ring or an asymmetrical shape. With matte and hammered finishes, they are understated enough to wear every day, and I want to inspire people to wear “real” jewelry every day. I also encourage the wearers of my jewelry to have fun mixing colors and layering to create the look that allows them to express themselves.

My jewelry is created with reclaimed gold in New York City and I use post-consumer diamonds whenever I can find them to create my designs, as I am passionate about environmental conservation. I am also passionate about philanthropy and love to donate pieces to auctions that support causes I believe in. Some organizations I donate a portion of my proceeds to are the Sierra Club and Publicolor. I am also a member of Ethical Metalsmiths, a community of jewelry industry people who collaborate and share resources. It’s fantastic to be able to use my passion to make a difference in the world.

NJ: How much inventory must a retailer invest in to carry your brand?
DB: Six pieces or $3,500.

NJ: Which retailers currently are carrying your line?
DB: Roseark in Los Angeles, a couple of Brooklyn, N.Y. boutiques, the Cogswell Gallery in Vail, Co. and J Scott Jewels in Beaver Creek, Co. Coming soon is JC Jewelers in Jackson Hole, Wyo., and I am currently creating studs for a designer jewelry piercing studio called Iris with locations in Denver, Brooklyn and Salt Lake City, Utah.

NJ: At which trade shows do you exhibit or are you planning to exhibit?
DB: I am excited to exhibit at JCK Las Vegas this June as a Rising Star. I also showed at JCK Tucson this year and plan to again next February.

NJ: What are your plans for upcoming collections?
DB: I am currently editing my collections to create more of a tightly curated assortment, and soon I will introduce pieces using Fairmined gold. I will create some more statement and one-of-a-kind pieces incorporating gemstones as well as expand my signature cutout and sculpted elements. 

NJ: Complete this sentence: “People would be surprised to learn that I …”
DB: Didn’t get my ears pierced until I was 17!

Retailers interested in contacting Dana Bronfman can do so by emailing her at This email address is being protected from spambots. You need JavaScript enabled to view it..

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.