It all started with flowers. Growing up in Germany, Anuschka Pashel fell in love with blossoms and was naturally drawn to beautiful handmade things. At just 18 years old, she left home with her adventurous soul for a career in modelling, eventually landing her in the states. Her travels merely expanded her curiosity and deepened her love for collecting only the most exquisite, unique items. Her flower-filled Denver boutiques by the name, BLOOM, can be found in the upscale shopping area, Cherry Creek and in the recently renovated Union Station. Her effervescence shines through her passion for all things design, curating a chic blend of textiles, art, home décor, flowers and of course jewelry, for both of her self-maintained locations.
We had the chance to chat with Anuschka for an inside look at Bloom and the successes of a JCK Tucson veteran!
JCK: Describe your brand in five words or less.
Anuschka Pashel: All things beautiful.
JCK: How did you get started in the jewelry industry?
AP: As a women, I have always appreciated the beauty of jewelry and it was a passion of mine. When I was younger and living in Miami with a friend, beads were our hobby. I spent time in thrift stores that were filled with amazing pieces – so authentic and inexpensive. I cut them open to redesign them, mixing and matching to create gorgeous boho looks. I actually sold some of the finished pieces in stores and realized I could be doing more. When I moved to Denver I started hosting trunk shows, accompanying my pieces with those of friends (who told me my trunk shows were better than those in NYC at the time). In 2011, I opened my flower shop starting with a few pieces of jewelry here and there but over the last 7 years, I have really increased the volume and quality of jewelry. With two stores now, I have been able to devote time to my own line and have more vendors providing their most unique designs.
JCK: What do you look for in a new piece or collection?
AP: I need to love it! I am very selective when it comes to finding just one new vendor. I don’t choose anything that looks mass produced so all of the pieces that I sell are very unique. In the jewelry industry, the possibilities are endless so I look for those creations that are organic. For me, artistry is more important than the clarity of a diamond or the specifications of a stone. The natural imperfections are what make a piece beautiful.
JCK: You mentioned that you are selective when it comes to vendors, who are your go-to jewelry designers? What makes them stand out?
AP: My go-to designs are actually from my own line, Bloom Bijoux, which I envision from my large collection of beads, diamonds, stones, pendants, and anything that inspires me. Of the other designers I work with, just a few that stand out are Adel Chefridi – I love the spiritual feel to his jewelry and that even the names of his pieces are beautiful. Margery Hirschey – a true artist. She fearlessly sticks to her asymmetric designs and even her special collections, that are more edgy and modern, feel true to her style. Heike Grebenstein – creates collections that are organic and timeless. She travels the world letting her surrounding inspire her, while history keeps her grounded as a practical artist. And of course, one of my local designers, Ashley Schenkein, whose pieces I just cannot seem to keep in my store!
JCK: What are three skills necessary to do what you do?
AP: First, you have to love what you do. Without a passion for what you do, it makes it hard to get up and show up every day. When faced with challenges such as travel that keeps me away from my family, I get through because I love what I do. You also need to have vision and taste. It can be so overwhelming, specifically at tradeshows, if you don’t know what you need and what to look out for. Being able to make a decision in the right direction makes all the difference. And the last, is to surround yourself with the right people, especially when you are starting out. I have the support of my family and I fully trust them in the roles they take on – my husband who does my accounting and my son who runs one of the stores for me on the weekends (and has become the best salesman!). I’m also lucky to have my manager, Chuck Graham, as my right hand man, taking on everything I throw at him. The sky’s the limit with a team like mine!
JCK: What’s the biggest lesson you’ve learned from your business?
AP: Be brave. Never give up. Take risks. Follow your instincts; don’t just go along with what others are doing.
JCK: What is your social media app of choice?
JCK: What is one item you’d be willing to splurge on – in general or a piece of jewelry?
AP: I’m currently redecorating my home so I just purchased a beautiful rug for my living room and would splurge on other décor items like that, but for my whole life I have wanted a gold Rolex watch, so I would have to say that would be my jewelry splurge.
JCK: Describe your personal jewelry style.
AP: I would say I have more of a boho style but overall, the things I wear don’t necessarily fit into one specific look. Some of my everyday pieces include a Heike 22K gold ring with a white sapphire, layered bangles of different metals, beads and materials, and my talisman – a gold Ganesh pendant from India that hangs on cotton string. Basically, my perfect style is a mix and match of meaningful pieces.
JCK: Your style sounds so original and unique, what is one piece of jewelry you could never live without?
AP: My wedding ring – a perfect platinum solitaire from my husband ❤
JCK: Last but definitely not least, what are you most excited for at JCK Tucson?
AP: JCK Tucson is like a treasure chest! I already have so many ideas and designs in mind that I can’t wait to begin. Years ago, I found designer Adel Chefridi and for me, finding just one new vendor really means a lot! I love all of the beautiful surprises that the show brings, some that I just have to have and some that I sit right down at the end of the day and instantly draw patterns for. I have found memorable lapis and jade carved flowers, diamonds, beads, pendants, stones, and more to join my collection – treasures that I put together into all variations of jewelry. I am really looking forward to being back at the show!