Where I Started: Lori's Journey as a Solo Entrepreneur

In August 2016, I founded Jewelry by Lori as a way to channel my lifelong love for creativity and jewelry into something tangible. As someone who has always dabbled in art and self-expression, I knew I had to share my passion with the world. Jewelry, something I’ve adored for as long as I can remember, became the perfect medium for this.

Since then, Jewelry by Lori has grown beyond my wildest dreams, with collaborations across several stores, participation in countless markets throughout Newfoundland—including the St. John’s Farmer’s Market—and a loyal customer base that continues to inspire me.

My First Products

It all began with half a dozen handmade crystal chokers. Inspired by a few YouTube videos, I decided to try my hand at making necklaces. At the time, it was more of a personal experiment—if they didn’t sell, I figured I’d have some cute jewelry for myself. To my surprise, not only did they sell, but they sold out, and I began receiving custom orders. By 2017, I was invited to my first craft fair, and from there, my business began to bloom, all while balancing 2-3 part-time jobs and university life.

Challenges and Growth

Like many small business owners, the pandemic in 2020 was a challenging period for me. It was a double blow as our city was already in a state of emergency due to a massive snowstorm just months prior, leaving my business temporarily on hold. Having just taken the leap to quit my full-time job three months earlier, I faced a moment of reckoning—how could I keep Jewelry by Lori alive?

Thanks to the incredible support from my community and loyal customers throughout Canada, my business not only survived but began to evolve. Their encouragement was proof that people truly do value small businesses, especially during tough times.

Thriving and Expanding

Throughout the uncertainty of those two pandemic years, I realized it was time to grow beyond jewelry. With the trust and support of my amazing customers, I expanded my business into a full boutique—first as Lavish Boutique, and now as Lori & Co..

Testing the Waters with a Physical Store

In May 2021, I opened a small suite at Majestic Salon Suite in St. John’s as a pop-up boutique—a space where customers could pick up their online orders and I could experience the retail environment. It quickly became clear that the demand was higher than the space could handle. By July 2021, I moved into a larger office space to accommodate the growth. It wasn’t long before we outgrew that space too, and I’m proud to say that we are now settled in our beautiful location on Hamlyn Road, with an expansive space for production.

Where We Are Today

What started as a passion project has now blossomed into a thriving full-time career with an incredible team supporting me. I love the personal connections we’ve built with our customers, and we’re always excited to welcome you into the store.

Thank you for your continued support—Lori & Co. wouldn’t be where it is today without you!