What If Beyoncé Was Just the Beginning of Her Jewelry Brand Story with Lani Nesbitt
When Lani Nesbitt was working at FedEx, struggling to find her place in the fashion industry, she never imagined that her jewelry would one day grace the likes of Beyoncé, Ciara, and Tamron Hall. As a Black woman in fashion, this jewelry brand founder has built JLANI Jewels into a celebrity favorite that's been featured on Oprah's Favorite Things list. Her story of starting a jewelry business from scratch showcases the power of creative entrepreneurship and the courage to bet on yourself.
The Unlikely Beginning at FedEx
Nesbitt's entrepreneurial journey began while she was working a job she didn't love at FedEx. "I did not love my job. But it paid the bills," she recalls. While searching for opportunities in the fashion industry, she kept hearing the same feedback: she was "overly ambitious for the role."
What seemed like a dead end turned into an unexpected advantage. Working at FedEx introduced her to numerous stylists who regularly shipped packages through her location. "I was the FedEx girl for a lot of stylists. Like Ty Hunter, Jason Rembert, Fatima," she explains. These connections would prove invaluable later in her journey.
A Mother's Idea Becomes a Vision
The spark for starting a jewelry business came from an unexpected source: Lani's mother. When her mom expressed interest in launching a jewelry brand, it coincided perfectly with Lani’s own frustration with the market. "I can't find accessories that are affordable and well-made," she shared. Even expensive costume jewelry from luxury brands would tarnish and irritate her skin.
They started small with stainless steel pieces, conducting jewelry parties for intimate groups. The positive feedback was immediate and encouraging, leading to invitations to events and a growing local audience in New York City.
The Beyoncé Moment That Almost Went Unnoticed
In 2012, Beyoncé became the first celebrity to wear JLANI Jewels; a moment that could have changed everything. But without a publicist, the achievement went largely unnoticed beyond Lani’s immediate circle. "People who knew me, knew she wore it. But if you didn't know me, you didn't know that it was mine," she reflects.
This experience taught her a crucial lesson about the importance of visibility and marketing in building a brand.
The Blake Lively Breakthrough
The true turning point came through an unexpected channel. A friend and publicist helped facilitate a connection with Blake Lively. After gifting the actress a pair of earrings, something remarkable happened: Lively wore them out, got photographed by paparazzi, and then had an idea to use them in a film scene.
This experience demonstrated the power of strategic placement in building a jewelry brand and how one piece of content—a movie scene—could transform a business globally. For Black women in fashion, this moment proved that quality and strategic thinking could compete at the highest levels of the industry.
The Miami Move: Prioritizing Quality of Life
In 2017, Lani made a significant decision to leave New York for Miami. The move wasn't just geographical, it represented a shift in priorities. "I actually don't care about a steady paycheck bringing me joy. I care about how I'm spending my time on a daily basis," she explains.
The change of scenery proved beneficial for both her personal well-being and creativity. The natural beauty of Miami began influencing her designs, and the year-round beautiful weather provided "limitless potential to go out and create."
Lessons for Creative Entrepreneurship
Lani’s advice for aspiring entrepreneurs, especially those interested in starting a jewelry business, is refreshingly straightforward: "Start where you are. All you have is all you need to get started." Her approach to creative entrepreneurship emphasizes:
Believing in yourself: Trust that what you're doing is gonna be meaningful to someone else.
Having a defined purpose: Understanding why you're doing what you're doing will help you push through challenges
Staying resourceful: She learned to design logos, create packaging, and even build light boxes from cardboard for product photography
Never giving up: "There's always something that sends me a message, a sign, where I'm like, I'm on the right track"
The Power of Authentic Storytelling
What makes JLANI Jewels' story so compelling isn't just the celebrity endorsements or international success, it's the authenticity of the journey. From working at FedEx to styling shoots, from bootstrap financing to strategic celebrity placements, every experience contributed to building something meaningful.
Lani’s story reminds us that success rarely follows a straight path. Sometimes the job you don't love teaches you skills you'll need later. The connections you make in unexpected places can be crucial to your future. And sometimes, the courage to start small-with just 20 pieces of jewelry and a belief in your vision—is all you need to build something extraordinary.
For aspiring entrepreneurs, especially in creative fields, Lani’s journey offers both inspiration and practical wisdom: start where you are, believe in your product, build genuine relationships, and never underestimate the power of persistence combined with strategic thinking.
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