How many years have you been in business in LA?
A year and a half, launched September 29, 2016.
How did you get your start and what was your initial inspiration?
I started SINCERELY when my father, Stephen Devack, passed away after a sudden bout with cancer in September 2014. I planned to get a tattoo of his signature as a way to honor his memory and keep a part of him with me at all times. My mom, however, quickly shot down that idea with a fervent, maternal, “NO! No way!” and suggested a symbolic piece of jewelry instead.
I struggled to find the perfect everyday piece to honor my dad, combing the available options in the market before turning to the idea of designing my own. For my mom's birthday in February 2015, I asked a family friend to turn my dad's signature into a diamond necklace so that the one-of-a-kind piece of jewelry could be worn close to her heart. My mom was overcome by the gift; it was both meaningful and beautiful.
In January 2016, I realized my dream of creating a jewelry line that fuses design and meaning. The personalized pieces are unique and beautiful, but the sentiment behind them – of keeping a loved one close to your heart and with you at all times – is equally as important to the intention of the company.
We officially launched on September 29th - my dad's anniversary. I'm so happy that I was able to turn one of the hardest days of my life into something really special that so many people can relate to.
What do you feel differentiates you from others in your field?
All of our pieces are one of a kind and designed using customer's actual handwriting.
What do you feel gives you longevity in this big city with so many options?
People love personalization and our designs are as personalized as it gets. From loved ones lost to mom's wearing their kid's names, initials, etc., we feel that there will always be a demand in the marketplace for the type of customized jewelry SINCERELY offers.
How do you positively impact your clientele?
I wish I could share all of the amazing stories of the designs we've created. There are too many to name. I will say that I feel those who have lost loved ones benefit from our pieces in a way that is so unique and special. I am fortunate to speak to each and every customer. I hear their stories. Most of the time we laugh, sometimes we cry, but the result is always the same - they wind up with a piece of jewelry that was created using the exact handwriting of someone incredibly special to them, allowing them to literally have a piece of that person with them at all times. Doesn't get much better than that!
What is your favorite part of your job?
I love everything about it. I love speaking to my customers. I love their creativity. I love that every single piece I design is unique in its own way and that each piece has a very special story to go along with it. I love that I learn something new every single day. I love the people I work with. I love the people that support my crazy venture. And mostly importantly, I love that SINCERELY allows me to keep my dad's memory alive.
What is your favorite secret LA spot?
Beverly Hills Juice. Not sure that it's a secret, but it's definitely an addiction. Orange Coconut Banana Mana With Almond. Please and thank you.
How do you benefit mamas?
We allow them to keep their favorite little people with them at all times! Also, the jewelry is so eye catching because of the handwriting that people usually ask what they say- this gives said mommys a great excuse to talk about their kiddos and what mama doesn't love that?
What is the most memorable feedback a client has given you?
Someone once called me to say that their necklace is the most special and important piece of jewelry they will ever own and they can't thank me enough for designing it for them. That felt really good because that is what SINCERELY is all about.
Pay it forward and name your top colleagues in the same field or related field
Both companies were started after the loss of their dads. I love that all of us were able to take something so shitty and turn it into something to good!
What is the best advice anyone's ever given you?
This is probably going to sound ridiculous, and I'm sure my parents have given me equally, if not better advice over the years. But I was getting tea one day not long after my dad passed away and they randomly had this Bob Marley quote written on a chalk board where you wait for you order. For some reason it's stuck with me.
As moms, the day can escape us, what is your best time-saving trick?
Plan your outfit for the day while you're in the shower... it literally cuts a good 10-15 minutes out of your morning routine.
How can our readers order their own signature jewelry piece?
They can visit this link using code MAMATATA at checkout to receive 10% off the order.