About Leetie Lovendale
Leetie Lovendale is a jewelry line born of leftovers.
IN 2004, DESIGNER HEATHER DESIMONE WAS CO-OWNER OF A BEAD STORE. SHE & HER BIZ PARNER (AND MOM) WERE IN THE HABIT OF PURCHASING VINTAGE LOTS OF BEADS & MANUFACTURER'S LEFTOVERS FROM THE JEWELRY INDUSTRY.
One day they got a call to head to a warehouse that had been making plastic merchandisers for the previous 3 decades. They had 40,000 lbs of old plastic jewelry parts and needed the warehouse space back. Heather & the bead store staff started packing.
ONCE THEY HAD PACKED UP, PALETTED, FORK-LIFTED & TRUCKED 20,000 LBS OF BEADS, THEY WERE UNSURE OF WHAT TO DO WITH THE OTHER 20,000 LBS OF 'PARTS'. THEY HAD NO HOLES & WERE ODD-BALL SHAPES, AND DIDN'T SEEM 'BEAD-STORE-READY'. Having no idea what to do with them or manipulate them into jewelry, the parts were almost left for landfill pickup. When the gentleman who managed the warehouse showed her some dust-covered setting machines, a new line of jewelry was born.
Made in USA
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