I still remember being seated at my little work desk (IKEA was a vibe at the time —wildly sharp edges and all), cautiously stringing what would be the first charm necklace sold at my Etsy shop onto a long and faceted silver ball chain. The rolls of chain were the very first items I purchased wholesale — I felt like it made me into a professional. In the years prior, I had graduated from business school, landing a job as a junior designer for the skating sect of a notable sneaker company (but that’s another story for another blog).
After teaching myself how to use pliers for the first time, I crafted three necklace designs and opened an Etsy shop at the suggestion of a successful friend. My wearable art consisted of tiny crosses in fiberglass, vintage book pages i had sewn together between turquoise patina metals and stamped charms with inspirational words such as “Believe” and “Beauty’. In some small way, those first pieces mirrored my own journey as a designer: The imperfection where magic begins and where creation is simply another word for hope. It took around one month or the first necklace to sell, then another.
”Let Me Try Cutting Out the Back”
I soon crafted and sold enough jewelry to afford the minimum yardage of lace fabric in a burnout floral patten. Pretty in the front, but I absolutely despised how the repeating pattern looked in the back,so I cut it out. I added a large embroidered skull that looked like it flowed seamlessly into the sculpted cutout. I guess the tangible contradiction is why it stuck. The skull tank top quickly became popular and was soon featured in an Etsy campaign. By 2016, over six thousand of the hand-pieced skull tops had sold in the original white and ombré dye color variations (a couple were happy accidents in color combos). More than 10,000 skull tanks, long sleeve tunics and hoodies have been claimed, often by a rock and roll loving fan base who can appreciate their soul.
Started Small, Loving the Small Business
Aly & Joshua has grown to be a closely-knit collective pulling in the rarest band tees, releasing website-exclusive designs and teaming up with other U.S. small businesses. Memorable and stylish goods are kept in the rotation for my customers who want more than the mainstream.
Welcome to the collective where style does not ask for permission.
In grace,
-Kelly