A Creative Beginning
For Love Tokens Jewelry, the idea of a meaningful piece of jewelry has always been about more than what catches the eye. It’s about the story behind it and the stories to come for generations after.
More than 20 years ago, what would become Love Tokens began as a creative hobby for Stacey DeGraffenreid. She would visit estate sales in search of vintage pieces and old “love tokens,” drawing inspiration from their details and history. At home, she began transforming those finds into jewelry, crocheting pearls and reimagining antique elements into bracelets and necklaces.
The community quickly took notice, and Julia Roberts ended up purchasing one of Stacey’s early necklaces.
“That’s when they realized this business could be something to pursue,” says Demi, their daughter, who now works in marketing and client relationships for Love Tokens.
A Family Affair
While Stacey focused on design and creation, her husband, Chris, built the business side of the company, establishing showrooms and connecting with retailers. The family’s journey eventually brought Love Tokens to Texas, where it got its start at Maverick Western Wear in Fort Worth.
Today, the company has grown well beyond its beginnings, but the family’s hands-on approach remains at its heart. Love Tokens works with a team of nearly 20 artisans to create handmade pieces in silver, gold, and bronze. Its turquoise is sourced from Arizona, and Stacey continues to transform the stones into distinctive pieces.
“She’s really knowledgeable and leads a great team,” Demi says of her mother.
That team includes artisans who have completed jewelry programs at Oklahoma State University and the University of Central Oklahoma, bringing new creative talent to the studio. Stacey still designs every piece and establishes the look, while studio manager Megan helps ensure each creation is made according to that vision.
The result is jewelry that feels distinctly Western without being limited to a Western wardrobe. Over the past four years, Love Tokens has expanded its offerings to include diamonds and pearls, adding new dimensions to its signature aesthetic.
The brand’s roots in the Western world remain strong. One of its early milestones came through Kemo Sabe, the Aspen-based Western retailer, where Love Tokens created its first hat token—the signature piece designed to sit in the pinch of a cowboy hat brim.
Made to Be Yours
That spirit continues through the brand’s Hat Bar, Charm Bar and Bracelet Bar, where customers can create something uniquely their own. Love Tokens also takes on custom work, from hand-carved pieces to engagement rings.
“We can make pretty much anything happen, and replicate what you're looking for” says Demi.
Customization has become an important part of the brand, but so has the idea that a piece should last. Love Tokens describes its jewelry as luxury with the intention of becoming something that can be passed from one generation to the next—a true “love token” in every sense.
An Heirloom in the Making
One of the company’s bestselling pieces is one that embodies its Western heritage: the turquoise naja pendant. The style has even caught the attention of celebrities, including Bella Hadid. Pearls, particularly pearl chokers, have become favorites as well, while rings have emerged as another standout category. Stacey hand-carves every ring, giving each one a particularly personal connection to its maker.
Much of the company’s business still happens face-to-face through trunk shows, with the Love Tokens team traveling to its retail partners throughout the year. E-commerce has also become an important part of the business, but the family remains committed to making sure customers know the people behind the jewelry.
“We are a small family business,” Demi says. “We want our communities to know who we are and what we do.”
What began with someone finding beauty in forgotten vintage pieces has grown into a family business creating new pieces meant to be cherished, worn, and eventually passed down.
The jewelry may change with the times, but the idea behind it remains the same: the most meaningful things are the ones we carry with us for generations.
*Pieces featured in the magazine*
- Turquoise heart bracelet
- Details: kingman turquoise heart , signature style bracelet, and encased in sterling silver and chain; you can stack it with anything
- Above the turquoise heart bracelet is a handmade sterling silver bead bracelet. My mom and the metalsmith Ethan came up with this idea together
- The pearl bracelet on top is one of our new ones. It’s sterling silver, handmade beads with diamonds on each bead.
- The horseshoe ring has inlay kingman turquoise with diamonds throughout
- Turquoise chain link necklace
- Details: this is our most popular item this past year, and people really enjoy picking out their turquoise. You can even change out the pendant if you want, so the necklace can be worn with just about anything.
- Turquoise hat brim charm
- Details: Rihanna actually purchased this hat band, and this is a staple of ours! We usually create it with kingman turquoise, but we can also do it in green or blue turquoise, and we can pick the style you like.