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Building a Jewelry Store While Breaking Down Barriers Jewelry Store Breaking Down Barriers

By Maya Pow

Reporter: Making custom jewelry started as a way to help Julia Schwenderman cope with the effects of quarantine and personal changes last year. Now, it’s expanded to an online store called QWLRY (q-ewelry) known for being queer-owned. Schwenderman says the store aims to help the LGBTQIA+ community and their allies express themselves.

Schwenderman: Having some sort of identity tied to the ownership of your business. I think it’s also very empowering and is also really great for others to see themselves represented in the brands they’re purchasing from.

Reporter: QWLRY (q-ewelry) customer Emma Williams is one of the people that says they feel represented by the store.

Williams: Over quarantine is when I came out officially and one of the first things I was really drawn to were these earrings and they were queer-coding, you can kind of show that you were a lesbian by wearing certain fun earrings.

Reporter: Williams believes it’s important to proudly express their identity. Especially at a time when anti-LGBTQ state laws are at an all-time high, according to the Human Rights Campaign. Schwenderman says it’s still important to represent the community even though some believe a queer-owned brand does not align with their values.

Schwenderman: I think internalized homophobia being a thing like “oh well if I’m wearing something like this or I’m supporting a store like this, are people going to think I’m gay?”. So I think that’s a big thing for people even though I think it’s kind of stupid.

Reporter: Williams says part of being an ally to marginalized communities is going out of your way to support their businesses. It can even be something small like buying earrings like these or an L-E-D light like this. Maya Pow, N-C-C News.

By Maya Pow SYRACUSE, N.Y. (NCC NEWS)- When the pandemic hit, many found ways to cope like exercising, drawing and for Julia Schwenderman- making custom jewelry. Soon, their friends started paying them to make jewelry; that’s how QWLRY, the online jewelry store known for being queer-owned was created.

“It was really just about giving people an outlet to express themselves and just making jewelry fun and accessible,” said Schwenderman.

The store sells earrings, bracelets, keychains, rings, necklaces, cufflinks and more. Schwenderman also works for an LGBTQIA+ nonprofit for college students called Campus Pride. They said they enjoy taking inspiration from the organization and the members for their custom jewelry.

Emma Williams is a large supporter of Schwenderman and their store. After publicly coming out over the summer, they immediately bought a queer-coding green aliens pair of earrings from QWLRY.

“Part of being someone who supports marginalized communities and feminism is supporting their businesses and their success,” said Williams. “So I think I do try to go out of my way to purchase from those stores.”

2021 is officially the worst year in history for LGBTQ state law attacks, according to the Human Rights Campaign. This directly impacts the community and its businesses, including QWLRY.

“Choosing to establish a brand as a queer-owned brand makes people that don’t identify as members of the LGBT community sometimes uncomfortable,” said Schwenderman. “I think internalized homophobia being a thing like “oh well if I’m wearing something like this or I’m supporting a store like this, are people going to think I’m gay?”. I think that’s a big thing for people even though I think it’s kind of stupid.”

Although there are struggles with running a queer-owned business, Schwenderman has no regrets about linking their identity to their store.

“Having some sort of identity tied to the ownership of your business. I think it’s also very empowering and is also really great for others to see themselves represented in the brands they’re purchasing from,” Schwenderman said.

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