Episode Details

You’ll hear JCK editor-in-chief Victoria Gomelsky and news director Rob Bates talk to Paul Schneider, co-owner of Twist, an independent jewelry business known for being an incubator for cutting-edge design talent. Victoria heard Paul Schneider speak at the “Conversations in Park City” event and was struck by how authentic he was and interested in the information he delivered about how his business is growing, and so was inspired to have him on. Paul talks about his wife's and his origins in the crafts movement, how they made their way into the jewelry industry, how they showcase designers' voices, and overcome obstacles.

Show Notes

01:50 Guest intro, Paul Schneider

03:20 Paul talks about his background as a craftsman

04:20 When jewelry entered the conversation

08:40 Growing and shaping the business

14:10 Lab-grown diamonds

16:20 Paul talks video content

20:50 Advice for overcoming challenges

Episode Credits

Hosts: Rob Bates and Victoria Gomelsky

Guest: Paul Schneider

Producer and engineer: Natalie Chomet

Plugs: @jckmagazine, jckonline.com, Twist

Show Recap

Paul’s Background

Paul and his wife Lauren Eulau met in college and were part of the crafts movement. He was a potter and she was a weaver. When did jewelry enter the conversation? Paul isn’t a big planner. His wife’s and his careers have grown by going with the flow. He tells an anecdote about an accountant who asks what their goals are. They decided they needed a different accountant! He doesn’t necessarily recommend this approach, but they’ve been industrious. New doors open up because they never had a commitment to any one path. It ended up working for them.

“Our commitment was to beautiful objects” made by themselves or friends. They met someone who made porcelain earrings. They put them in their store because they were ceramic. It sold amazingly well. This underlined that people bought jewelry because it had deeper meaning—it was more personal. They started out only selling ceramic jewelry. Then they researched and branched out to other materials. They redefined their limits into something more broad. They were still craftspeople. They just included jewelers who used other materials. Their evolution was very slow, but it allowed them to learn as they went.

Branching Out and Narrowing Down

They branched out from Eugene to Portland. There couldn’t be two businesses like theirs in Eugene. They needed to go to a bigger city. They decided something had to give after they had a baby. They decided to stop making things and just sell. Twist is known for being an incubator for cutting edge, coveted designers. How’d they get there? His wife’s and Paul’s tastes are very different, but they respect each other’s tastes. It is easy for them to find pieces. They have such good communication skills that it doesn’t take a lot of discussion for them to make those choices.

Pacific Northwest Identity

Is Paul’s business uniquely suited for Portland or could it work elsewhere? The type of business could work somewhere else, but the kind of products they sell are a result of the Pacific Northwest lifestyle. It’s not showy. You’d be ridiculed for wearing a large diamond. There’s an appreciation for craftsmanship and quality. Their particular pieces might not work in other pl