The Interview

Styleforfree:  How did The String Bean get started?

Kerri:  It was early 2003 when the idea of making jewelry came about. I had an overall frustration with shopping at retail outlets and a desire to have something different, something that would be completely my own. So, one day my husband and I were passing a store window when I expressed an interest in jewelry design. A few days later, a gift-wrapped "How to Make Jewelry" guide appeared in my hands. Looking back, that gift from my husband was transforming…a pivotal moment in my life. To my surprise, this new hobby of mine attracted interest that quickly turned into orders. I always had a dream of working for myself but I never imagined jewelry design would be the path I would travel to achieve that goal. Until then, I was an advertising executive working on Madison Avenue. I was very fortunate. I had a steady paycheck, good benefits, and the occasional bonus but I knew that I wanted more from my life. With that seed planted, I decided to "go for it," to be true to myself, listen to my heart, and head down the road of entrepreneurship BUT not before setting aside a decent nest egg (after all, I’m gutsy but not without financial preparation). So, in November 2003, I left my job in pursuit of my dream to have a successful home-based business. By April 2004, thestringbeanshop.com was launched and we’ve had steady growth since then. However, this spring marks the “official” launch of The String Bean to the world.

Styleforfree:  Can you tell us about your personal story?

Kerri:  While my name is the only one that people see on promotional materials, The String Bean is actually a partnership between my husband, Brian, and I. Being an art director by trade, he came up with my company name and designed my logo and branding. I value his creative input so I also run my designs by him before finalizing a collection. We’re a good team, each bringing different ideas to the table. Needless to say, I’m extremely fortunate to have such a creative mind and eye (not to mention, emotional rock) by my side throughout this process.


As for myself, I graduated from Marist College with a degree in Communications and a minor in Psychology. I didn’t really know what I wanted to do upon graduation but I loved everything creative so I decided that advertising would give me a good foundation to grow from. I’d worked my way up the corporate ladder to a senior account executive when I realized that I didn’t want to go any farther. Thankfully, my jewelry-making hobby caught on and I knew I needed to give it a go. So, I set aside some money to support myself for about 6 – 8 months, left my job, and haven’t looked back since. And this spring, The String Bean’s “Opera” earrings will be featured in the MTV Style Lounge VIP gift bags at the 2006 MTV Movie Awards, which I think is really neat!

SFF:  How did you come up with the name "The String Bean"?

Kerri:  The name was actually born on a road trip from Maryland to NYC (where our best thinking is done). I wanted something different, memorable, and personally meaningful to me. We went through a zillion names but it wasn’t until my husband mentioned “The String Bean” that I experienced an “aha!” moment. It all just clicked for me…it was the play on words I was looking for. It captured the beading aspect of jewelry making (string) and hinted towards the birth of something new (bean). The String Bean symbolizes my personal growth, “down-to-earth” philosophy as well as my determination to cultivate my dreams as an entrepreneur. And if you want to get really deep and analytical, a ‘string bean’ is not only the fruit of cultivated growth, it also holds the seeds of future growth. So, the name is not just a name, it’s a motivator to constantly evolve both personally and professionally. The better it becomes, the better I become.

SFF: What are The String Bean’s newest releases?

Kerri:  We've just launched our Spring Regeneration collection, which stylishly blends the elegance of bygone eras with this spring’s fashion trends. This collection is designed to gracefully reinvigorate this season’s wardrobe and become a staple in women’s fashions for years to come. In addition, we also launched our Signature collection, which is about new growth and individuality as well as liberation and creative expression. All women want to make a personal fashion statement that’s uniquely theirs and Signature allows them to express the “inner diva,” “inner goddess” and even “inner wild child” hidden within. The versatility of the Signature collection allows women to explore, create and display many aspects of their distinctive personalities.

SFF:  What sets The String Bean apart from others?

Kerri:  Aside from quality, I truly believe that it comes down to the overall shopping experience. It’s not enough to have beautiful jewelry; you have to be able to personally care for your customers throughout the entire process. The String Bean is committed to providing superior customer service both in person (at shows and events) and online. Customers are assured that their jewelry will be beautifully presented and safely delivered because of custom ‘String Bean’ packaging and specialized gift-wrapping (I’m a ‘Martha Stewart’ when it comes to presentation…it’s all about the details).

SFF:  What's new on the horizon that we can look forward to?

Kerri:  Our vibrant summer collection is due out in June and we’re working on an exclusive bridal collection as well.

SFF:  Any inspirational tips or thoughts for those who are starting their own ventures?

Kerri: First, I’ll say that starting your own venture is no small task. It takes a TON more work than you think…it will be exhausting, emotional, exciting, and rewarding. When I started my company, my husband bought me one of those quotable magnets that said, “Leap and a net shall appear.” It’s so true! It’s amazing the support you receive from family, friends, and complete strangers when you take a chance at something because you believe in it. You don’t have to have all the answers, you’ll learn most things as you go and you’ll learn from you’re mistakes. Don’t be afraid to make mistakes, they give you knowledge that is invaluable. Finally, there’s an inspirational quote that I look at every day…it’s right next to my computer:


‘Power’ by Nelson Mandela (from the Inauguration Speech in 1994)
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our Light, not our darkness, that most frightens us. We ask ourselves: Who am I to be brilliant, gorgeous, talented and fabulous? Actually, who are you NOT to be? You are a child of God. Your playing small doesn’t serve the world. There’s nothing enlightened about shrinking so that other people won’t feel insecure around you. We were born to make manifest the Glory of God that is within us. It is not just in some of us; it is in everyone. And, as we let our own Light shine, we unconsciously give other people permission to do the same. As we are liberated from our fear, our presence automatically liberates others.”

SFF:  How would you describe your ideal customer?

Kerri: The String Bean is designed for women who love fashion but are not limited by trends, women who value independence, originality, and impeccable craftsmanship and who venture off the beaten path to find it. String Bean jewelry makes women of all ages feel feminine, bold, sexy and ornately accessorized on all occasions.

SFF:  May we offer Styleforfree shoppers an exclusive discount coupon/code?

Kerri: The String Bean offers Styleforfree shoppers a 10% discount on their purchase until 5/31/06. Enter code SFF06 in the comments section of the PayPal shopping cart to receive this offer. A refund will be credited to your PayPal account within 24-48 hours of your purchase.