From Broadcasting to Business: Julie Alexandria’s Handmade Jewelry Success Story

Some careers follow a straight path. Julie did not—and that’s exactly what makes her story inspiring. From Broadway to sideline reporting for major sports networks, and now running her own jewelry line, Julie’s journey is a testament to intuition, creativity, and doing things on your own terms.

Turning a Transition into Opportunity

After years of grueling travel schedules covering sports, Julie realized she couldn’t keep up with the demands while raising her four-year-old son.

"I no longer have the ability to travel on the team plane and work those crazy hours. I wanted to be home with my son," she says.

Instead of viewing this as a limitation, Julie saw a chance to reclaim control over her work and creativity—an opportunity to pursue something authentic, personal, and sustainable.

The Birth of a Jewelry Business

Julie’s jewelry business began with a $500 investment and a lot of intuition. On New Year’s Eve 2024, she decided to create a small capsule collection based entirely on her own taste. No trends, no market research—just what she loved.

The result? Her first collection sold out in a week, proving that authenticity resonates. Her pieces are designed to look luxurious without the luxury price tag, allowing women to feel confident and empowered.

"I wanted to create pieces that make women feel unfuckwithable. Whether it’s a board meeting, a holiday party, or just everyday life, jewelry can give you that extra boost of confidence," Julie explains.

Performance, Pop-Ups, and Personalized Service

Julie’s pop-up shops are more than sales—they’re performances. Drawing on her theater background, she curates an experience for her customers, guiding them through customizations and helping them find pieces that match their style, proportions, and lifestyle.

"It’s my way of performing while sharing something tangible and beautiful," she says. Every piece is handmade, thoughtful, and designed to empower the wearer.

Creativity Through Resourcefulness

Julie’s journey is also a masterclass in resourcefulness. She sources materials from estate sales, vintage collections, and even going-out-of-business displays. She photographs pieces in makeshift home setups without Photoshop or AI, keeping everything authentic.

"Whenever I’m having a difficult day, I remember that all of this came naturally. It flowed because I love it," she says.

Her story demonstrates that limitations—budget, space, or tech—can spark innovation rather than hold you back.

Marketing on Your Own Terms

With no website or e-commerce platform, Julie relies on Instagram and direct messaging to sell her jewelry. Her marketing is intuitive, personal, and consistent. She posts every day, showing her pieces in natural settings and keeping her brand approachable and authentic.

"Do it your own way. Your way is the best way," Julie says, a reminder for anyone building a business: trust yourself, embrace your style, and connect with your audience genuinely.

Key Takeaways

• Trust your instincts. Let your intuition guide creative and business decisions.

• Start small. Even modest investments can grow into meaningful ventures.

• Create for yourself. Designing for your own taste often resonates with others.

• Resourcefulness fuels creativity. Constraints inspire innovative solutions.

• Confidence matters. How you present yourself—through style, jewelry, or demeanor—affects perception.

• Authenticity wins. Doing things on your own terms builds lasting engagement and success.

Julie’s story proves that entrepreneurship is about passion, authenticity, and intuition. Whether you’re pivoting your career or starting a business, trusting yourself and following your own path can lead to extraordinary results.

Much love,

Gayle