IU Alumna starts own online jewelry company

Beth Stevning had big dreams when she graduated from IU in 2002. Two years later, she made her dreams a reality by starting her own online business. She sells her personal creations off of her Web site,www.b-jewels.com. \nFor Beth Stevning, making jewelry started out as a hobby. She had always made friendship bracelets with her sisters and bead bracelets at swim meets, but as she got older, her creativity matured and her skill at the craft blossomed. When she started making jewelry as gifts for her friends, people started asking about her wearable works of art. \n"It is a creative outlet for me," Beth Stevning said. "When I do it, my personality changes, and I just become relaxed."\nAbout a year ago, Beth Stevning decided to take her hobby to the next level. \n"She got the idea that she could go somewhere with this," said her husband, Johnny Stevning. \nThough Beth Stevning has an apparel merchandising degree from IU, it was difficult to make a transition from the classroom to the real world. \n"The hardest thing was actually taking the plunge," Beth Stevning said.\nFor Beth, making jewelry is a form of art. Her collection includes necklaces, bracelets and earrings.\n"She has these funky dream catcher earrings with beads on them; they are such a unique set of earrings," Johnny Stevning said. \nWith names like "strawberry shortcake," a necklace of pink circular beads with a central oval of the same color, and "blue moon," a bracelet of baby blue Swarovski crystal beads separated by sterling silver beads, each piece is individual. Sold as sets or separately, Beth even custom-designs pieces upon customer request.\nBeth Stevning is currently working on an exclusive set for her friend Tammy Bartelson's wedding party. \n"She is matching the pieces to the bridesmaid dresses," Bartelson said.\nBeth Stevning said she used a lot of the skills she learned at IU to start off her business and to survive as a first time entrepreneur. She has used her education to make budgets, brand her product and research consumer culture. However, many things she's come across in the industry have been a surprise. In the business world, each type of company has its own set of rules.\n"A lot of it is learn-as-you-go," she said.\nThese days, Beth Stevning fills 10 to 20 orders each month. Her business is expanding, as several Chicago boutiques now sell her jewelry. She also works to get more of her jewelry on the market by hosting wine and cheese "jewelry parties" for prospective clients.\n"She has a lot of passion for her jewelry," Bartelson said. "That helps her to be so successful."\nRight now, the online business is just a side job for Beth Stevning, with pieces selling at prices between $17 and $80. But she said she hopes the venture launches itself into a full -time career. \n"I would like to open up a bead store and give classes or have a major line taken up by a boutique," Beth Stevning said.\n-- Contact staff writer Jessica Dalsing at jdalsing@indiana.edu.