For Elizabeth Yodice, the owner of Starfish Jewelry, 2022 marks not just the one-year anniversary of her ownership of the glimmering Pearl Street shop, but a decade loving and shopping there herself.
Elizabeth came into ownership of the store in 2021, after she found retirement didn’t suit her, and the founder Alex Rogers put the shop up for sale. She knew it was the perfect opportunity to explore her creative side and carry on the legacy of one of her own favorite Boulder establishments. Now Elizabeth spends her days helping customers find one-of-a-kind pieces and connecting with artists from right here in town to as far afield as South Africa.
The 800-square-foot space is tucked away in the heart of Pearl Street Mall between 11th and Broadway. Inside, customers will find a vast array of sparkling jewels, from statement-making necklaces from Tat2 Designs to turquoise rings from Boulder-based Elyria Jewels. The front of the shop showcases a selection of “friendly and fun” pieces for customers to try on, and the assortment becomes increasingly rarefied and fine as you work your way to the jewelry cases in the back. Whether fun or fine, every piece shares a common theme–a unique kind of artistry.
“The focus is on independent, small jewelry brands and artists. It has to be interesting and unique. It should be something that you’re not going to find everywhere,” Elizabeth says. “It’s really about looking for that artistic take on jewelry.”
In total, the shop boasts more than 25 different lines, in addition to a curated selection of small accessories like wallets and bags. The shop’s inspiring collection is a result of both Alex’s and Elizabeth’s meticulous curation. She travels across the state and country to meet with artists and attend jewelry shows.
“Alex brought in a number of lines that are just wonderful and are still in the store and will remain in the store as long as I can keep them there,” Elizabeth explains. “Then I’ve brought in probably about six or seven new lines.”
She notes that many of the lines are still handmade by the artists. All are independently designed and many of the lines are female-owned. One of her next big focuses is bringing in even more Colorado-based creations, as well as lines that cater to a younger or more budget-conscious clientele.
“I’ve also started to bring in some of what we call ‘fashion lines,'” Elizabeth says. “We want to have options for a younger clientele that is budget-conscious and just wants to pick up something fun. That’s not our focus, but that is something I’ve worked on so that we have something for everyone.”
Aside from the awe-inspiring collections, it’s the customer service that keeps locals coming back time and time again.
“We are very, very customer focused, and we love to work with our customers to do custom work,” Elizabeth explains. “One thing that’s wonderful about working with these independent jewelry artists is that if you like a piece, but you’re looking for something slightly different, or you want an item reconfigured, we can be the go-between.”
She says one thing customers may not realize is the shop's engagement ring selection and Starfish’s ability to help customers find a ring that’s truly special to them.
“We have a lot of non-traditional work, including diamond rings, and they’re just so different,” Elizabeth says. “People are taken by surprise. We find that when people realize we have those, they work with us to get something really special made just for them.”
For Elizabeth, it’s about being a part of customers' special moments, whether that’s an engagement or simple Saturday spent strolling Pearl Street.
“I think what I’m hoping to continue to achieve is that Starfish remains an intimate, friendly and approachable environment,” Elizabeth says.
After all, as the sign out front declares, “Life is too short to wear boring jewelry.”
StarfishBoulder.com