LA-based designers Effie and Aleia knew each other for 10 years before creating their collaborative jewelry business, trussedfun'd. Their first jewelry collection launched in 2015 and they haven't looked back! We chatted with Aleia to learn a bit more about their business, background and what they do to stay inspired.
How did you come up with the idea behind trussedfun'd? What did your timeline look like, from conception to actualization?
The idea for trussedfun'd came to Effie while working we were working alongside each other, it truly just popped into her brain: the way it was spelled, the cheekiness of the name, and the idea that one day soon neither women would be working in a restaurant again. At that point, almost 10 years ago, it was just a name, nothing else. Then in 2014, we wanted to collaborate on a business venture that they built from the ground up. trussedfun'd then became a name attached to a design concept, which morphed into a jewelry brand. We made our first pieces, the love tag collection, about a year after that first design meeting.
How did the two of you meet? What makes your partnership work well?
We first met while working at Anthropologie, then again at a restaurant job where we became best friends and creative collaborators. Our differences as people are really what makes us a strong team. We both have a get it done with heart mindset, and we complement each other well.
As LA-natives what are your go-to spots in the area to activities to spark creativity?
Effie hails from the east coast and she loves living the coastal lifestyle. She loves trips to the museums with her family and long walks to spark new ideas. I am a SoCal native and loves to people watch street style, shop at vintage stores and take hikes all over LA.
What is the most rewarding thing about your job? What is the most challenging?
The most rewarding thing is seeing our whimsical ideas come to life. The most challenging is mass producing handmade goods in a world where people want things fast and cheap. Its difficult to stay on course when we are pulled in different directions.
As independent jewelers, what are your thoughts surrounding other makers who emphasize quality and craftsmanship above all else?
It aligns with our core philosophy. As designers and makers quality and wearability are the most important.
What can we look forward to seeing next from trusse'dfund?
We are currently designing new collections inspired by our travels. Tentative launch spring 2019.
What is one thing you do that brings joy into your daily life?
For the both of us spending time with friends and family is the best thing in the world. I love to dance in her living room. Effie writes to clear her mind and also she also works on her other product line, Bodewell, a line of natural luxury candles.