Joya, a St. Louis-based brand, is launching a jewelry line at Anthropologie stores | Style

When Betsy Nacrelli founded Collections by Joya, Anthropologie was her “pie-in-the-sky dream client.” Just five years later, that sweet dream has come true for the St. Louis small business owner with the recent launch of her local jewelry company’s latest line at Anthropologie stores nationwide and online.

“Having Anthropologie as a client now is a dream come true – a silver lining on an otherwise difficult year,” says Nacrelli, noting how difficult the COVID-19 pandemic has been for small businesses in the metro area and beyond. .

In a partnership born of perseverance, an Anthropologie shopper stopped by Joya’s booth about a year ago. “She came in and said, ‘Joya… That sounds familiar,’ Nacreli recalled. “And then I confessed that I had emailed her every week for three years, because I think our brands perfectly adapted. I guess perseverance really pays off. From this meeting, we started working with their team to create a collection! It was an incredible pinch moment for me from the start.

In another big development this year, Joya also moved in late May from her old studio in St. Louis’ Dogtown neighborhood to a new, larger space in that municipality’s Locust business district. The “beautifully renovated” 3,600 square foot studio features high ceilings, exposed brickwork, and ample natural light. “We were looking for a single space that could function as a showroom, event space, office space, and warehouse,” Nacrelli says of the windowless space. “We wanted to give our feminine Joya touch to the otherwise industrial building, so we filled the space with lush plants, a mural in our signature blush painted by our extremely talented intern, Shale [Kennedy]and fun mid-century furniture from local vintage shops… [including] one of our favorite additions, [an] emerald green velvet sofa.