How an urbanite discovered her love for jewelry-making and launched a small Black owned business in the wake of the COVID pandemic.
The Coronavirus pandemic is a global crisis, impacting people physically and psychically. Many businesses have shut down while others had to quickly change their business model in order to survive. With more time spent alone and indoors, many people have re-evaluated how they want to live their lives. Albuquerque actress and filmmaker Diana Gaitirira is no exception. She lost her beloved uncle in New York City to the virus. During this dark time, a friend of Diana‘s invited her to come up to her unused workspace in Santa Fe and just be. That’s how Diana discovered her passion and talent for making jewelry. She launched her small, Black owned business, Rough Love Jewelry, featuring hand crafted items that showcase her Haitian roots, her experience as a sign language interpreter, and her belief that Black is beautiful. Recently her company made Mastercard’s list of five favorite small businesses in 2020.
In my interview with Diana, she talks about how a city girl found herself enjoying time alone in the wilderness, the challenges and joys of being a small and black owned business owner, and the story behind her “Yibambe” line honoring King T’Challa aka Black Panther.
Scroll down to read the interview!
Interview with Diana Gaitirira, Owner of Rough Love Jewelry
Note: Answers have been edited and condensed for length and clarity.
Shannon Moreau: You’re a filmmaker and a sign language interpreter. The pandemic hits, and the first thing you think is to start making jewelry?
Diana Gaitirira: This is the most unexpected roller coaster ride that I have been enjoying in a good way. And you know me, I am a city girl, I like to be with humans. I find myself in Santa Fe in the mountains making jewelry. I never guessed I would find so much peace of mind, so much relaxation—I feel like my soul is so full and fed by being in the wilderness. I would have never volunteered to do that, and that is where I found myself.
Every year I challenge myself to do something off of my bucket list and something out of my comfort zone. This was one of those years I’m gonna do five things, just to keep my sanity. I have a really awesome friend who lives out there [in Santa Fe], and she’s an artist, and she was like “Hey. It’s just me up here. You are welcome to come, and enjoy the space, do whatever you want.” So at first I would go and just be in the silence. Just being out there had me being creative and doing things with my hands and the next thing you know – boom! I have a jewelry business. Now I’m preaching, “Go into the wilderness, go find yourself on top of the mountains!” [Laughs.]
Get out of your comfort zone. Do the things you wouldn’t normally do.
—Diana Gaitirira, owner of Rough Love Jewelry
SM: How do you get your supplies?
DG: That’s a tricky one because in the beginning it was just for fun. Then when I said OK this is legit now, I would hit up my suppliers and they said we can’t keep up with that kind of an order. Or some of them closed. It’s hard to do anything in COVID, especially business. And then the postal service, God bless them, they’re dealing with a lot. You know, people sitting at home, shopping—I’m one of them. The poor post office is trying to get those packages out. I have put on my website, “I apologize in advance, it’s going to take me 10 days to get things to you.” Because I have to wait for my suppliers to get things to me, and then when I ship it out, sometimes the post office is behind. It’s not anybody’s fault. I blame the ‘Rona. ‘Rona is to blame. For everything. [Laughs.] We live in this culture where people are like [finger snaps] instant gratification. In every package I try to give people a free gift of some sort just to say, “I see you. Sorry this might be late, but, I love you.”
SM: Your business name is a unique one. What’s the story behind the title of your business?
DG: To make these things and be creative, it’s very relaxing and therapeutic for me. Every time I make something, I feel encouraged. And I want my customers to feel the same way. And this is for people who feel down, because I started doing this in a place that was low. I didn’t feel so good, you know. I lost a beautiful uncle to COVID. So this is for myself and for people who’ve been mistreated, who have been oppressed, who have been discriminated against. This is for people who are crushed in all capacities but then you say, I’m gonna stand up, I’m gonna get back up. My logo is fashioned after a cactus. There are some heart-shaped cactuses. So I am a cactus and I am growing out of this. There’s nothing around me to give me sustenance, but I’m still growing. If there’s a little bit of rain, I’m going to hold onto it. I’m going to do whatever it takes to survive. So it’s a company about perseverance, being an underdog. A lot of my pieces are very inspirational. I have Hope bracelets, Black Lives Matter, a new Pride bracelet. So it’s kind of a cactus-meets-survival-meets-“this world is [crap], but you’re not.” You’re amazing. You’re beautiful.
SM: How did you come up with the idea for the King T’Challa Tribute?
DG: Well, I have to rewind back to before Black Panther even came out. I saw a trailer for it and I went into full nerd, stalker mode. I was stalking the director, I was stalking who was acting in it. I literally had a countdown: what are you doing in two years?? Let’s go see this movie!!
Growing up as a minority, you don’t get to see people of color, or dark skinned people, or people with natural hair. But as a kid it would’ve been so uplifting to see a role model, especially me, because I love sci-fi things. I love things that traditionally Black people aren’t allowed to be cast in, or not considered worthy to even audition for. So here’s a superhero movie with super powers, a hero from Africa and it was like [mimics angelic visitation]. To a regular Joe this might be like, “It’s just a superhero movie.” No, it’s not. It’s not just a superhero movie.
It is about not just the actors. I’ve done some acting and a little bit of modeling, back in the day when I was a young’un’, and it was so disappointing to go on set and these professional, licensed, certified hairstylists and make up artists say “I don’t have your makeup” or “I don’t know how to do Black skin” or “I don’t know how to do Black hair.” They’re like, “You figure it out.” While your co-stars who are not minorities get the full treatment. So to see [on the Black Panther crew] the wardrobe stylist is of color and the people doing hair are of color, so there’s nobody going, “You have to do your own hair, sorry, but I’m gonna still collect the paycheck.” So it went on so many levels.
We are here, we are real, people want to see us.
—Diana Gaitirira on the Black Panther impact
As a filmmaker, we made a trip to LA a few years ago to pitch shows that featured Black people. At first they would tell us that they love the concept but then we would go to marketing and they’d be like “Nobody’s going to watch that.” Then Black Panther comes out and it is one of the highest grossing movies of all time. It made $650 million. So we can be leads, we can command the box office. We are here, we are real, people want to see us.
‘Black Panther’ Broke More Box Office Records As It Topped ‘Avengers‘ – https://www.forbes.com/sites/scottmendelson/2018/03/26/black-panther-more-box-office-milestones-as-soars-past-the-avengers/?sh=1ce7ffee61d3
‘Black Panther’ Sails Past ‘Titanic’ to Become No. 3 Title of All Time in U.S. – https://www.hollywoodreporter.com/heat-vision/box-office-black-panther-sails-past-titanic-become-no-3-title-all-time-us-1100758
I don’t want to tell people how many times I’ve seen this movie. That movie’s a part of me. I’m T’Challa. I’m Wakanda. That movie’s in my blood. And then to see him pass away at such a young age. So I just had to do it, I had to make that for him. Because I love him so much, I love the characters he’s played, I love him as a human being. I saw a lot of the stunts people say that he was such a beautiful and hard-working person. He meant so much to me.
SM: What is your model for collaborating with and supporting other businesses and communities?
DG: The other day I promoted a fellow jewelry maker who is here in New Mexico. There’s enough for all of us to make it. There’s no need to step on somebody’s head or push somebody down to the ground. I either buy from them myself or I will buy from them sometime in the future. I feel like more people need to do that. There’s no shame in uplifting someone else. You should support each other. Why not? Especially small businesses everywhere. It doesn’t matter what race or color you are or what your ability is. If you have something dope, I’m going to give you a shout out on my page. Last Sunday I highlighted Julie Mason, she happens to be deaf, and she makes beautiful jewelry and her style is different from mine but it’s amazing.
Everyone has a different style. That’s what makes people great. We’re all different and we add a little bit of flavor. That’s what makes America great.
—Diana Gaitirira on supporting fellow small businesses
Another reason why I have to support other people, I have to pay it forward. I’ve been privileged to get some great people in my life who help me for no reason. I’m going to do the same.
SM: You made it on the Mastercard top five small business of 2020 list. What was that process like?
DG: It was an anonymous call to small businesses to tell their story. So I submitted myself like I do for all kinds of things. I’m just gonna give it a go. They were like, we like you, send us a picture. We like you, tell us more about you. And more and more and more. And then later they were like this is Mastercard you’re talking to. Surprise!
SM: And then you wound up in the New York Times?
DG: Yeah. They sent me the print ad portion in the mail. I was shocked to see how big it was. I actually subscribe to the daily briefings so I’m just used to reading my news digitally. But to see it [in print] and be like wow. My face is huge!
SM: You’re a filmmaker, actress, sign language interpreter, jewelry maker, and small business owner. How do you balance it all?
You need to replenish your spirit and your mind.
—Diana Gaitirira on work/life balance
DG: It’s hard. What is that line— Mo’ money, mo’ problems? The more business you do, the busier you get. Because it’s just me, I have to do my social media by myself, I have to do my business money things. I actually hired a bookkeeper to help me keep it straight. That’s one of the places where I don’t regret spending money.
There are some days I hit the bed and [mimics face plant]. Or some days I don’t get to hit the bed until ridiculously late. Some days I’m like I have to take a break. Or else I can’t function, I can’t think right. But it’s tough. Especially when you’re by yourself. You have to be very organized, or else you might just spend all of your day doing one little thing. But you can’t, you have to divide yourself up into pieces. And then some days I try to say, “This whole day is for me. I’m off.” I try. Because you need that, too. You need to replenish your spirit and your mind.
SM: What’s in the future for you? Any upcoming projects you’re excited about?
DG: I have an interview with an international publication* that’s going to be launched soon. I have this new earring line. I’m also venturing into a gift basket line. There’s going to be some spa type items, there’s also going to be some edible items. These gift baskets will be for any occasion: holidays, I love you, I’m thinking of you. Especially in times like this, people need that connection. We are not getting the physical touching, which I need. I’m a physical person. I need to hug people, I need to sit on their lap. I need to squeeze them, but if you can’t do that, send them a gift basket. I’m going to have something for kosher, for gluten-free, for keto people, I’m going to have something for my vegans. In the future-future, I would like to move into some big ticket items. Working with furniture: making coffee tables, making lamps, going to the junkyard and getting some scraps, making some recyclable goods. Right now I am working with Italian leather. Obsidian beads, wood beads, dove feathers. I have some wood earrings coming out. I just want to create, create, create.
Good things are coming.
*Editor’s Note: A few hours after publication of this post, Rough Love Jewelry was featured in Forbes magazine.
Learn more about Black owned business Rough Love Jewelry:
Check out Rough Love Jewelry’s entire catalog: https://roughlovejewelry.com/
Follow Rough Love Jewelry on social media: Insta: roughlove.jewels and Facebook: Rough_Love_Jewels or Email: roughlove.jewels@gmail.com
Check out the King T’Challa Yibambe collection: https://roughlovejewelry.com/collections/yibambe-collection
Check out the new earring line: https://roughlovejewelry.com/collections/zanno-earrings
Watch the behind the scenes video of the Rough Rider Hat collection, inspired by four Black cowboys and cowgirls.
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