FROM ATTORNEY TO HANDCRAFTED JEWELRY...
Cindy Joffe was a patent and trademark attorney until a mysterious illness forced her to take a leave of absence. To help her make her make her convalescence more bearable, her mother gave her some beads to make jewelry. Today, the mother-daughter jewelry design team has their jewelry in stores across the country.
HOW IT ALL STARTED...
“After Emory law, I joined Kilpatrick & Stockton and really enjoyed working at the firm,” Cindy says. “I love my clients, my co-workers, the firm. I have great memories, but I started getting sick, really sick, and we couldn’t figure it out.”
Turns out it was mold in her house, and she took a two-month medical leave and with her husband moved out of her house and into her parents’ home, her mother, Avril Joffe, was transitioning out of her business, Avril Exclusives, a car-wash business. “I was wanting out of that, and Cindy’s husband was starting to take over the business,” the South African native says. “ I always designed jewelry – hippie sort of jewelry – when we would go up to our house in the Blue Ridge Mountains. I used lots of beads.”
To help give Cindy something to do while recuperating, Avril offered her some beads and other materials, and Cindy started messing around making jewelry. “I never had any artistic talent,” she says. “My mother was more artsy, not me.” “I just wanted to keep her occupied– keep her mind off things,” Avril says. “She moved in for what was going to be a few weeks and turned out to be a year while they fixed their house up and Cindy recovered.”
The mother-and-daughter team soon found themselves with a new hobby, and when Cindy returned to Kilpatrick & Stockton she wore her designs. “People really liked them, and I started selling them.”
PASSION TURNED TO SUCCESS...
Mother-daughter duo, Avril and Cindy Joffe, combine their passion for unique and beautiful objects to create handcrafted jewelry using unusual combinations of diamonds, semi-precious gemstones, antiqued sterling silver, hammered gold vermeil and rare beads from around the world. Over the years, Avril and Cindy used their time away from their careers as lawyers and business owners to nurture their creativity at the family mountain cabin overlooking pastures, pristine lakes, and the never-ending Blue Ridge Mountains. The influence of such natural beauty is reflected in their work. When Cindy became severely ill in 2002, Avril inspired her to focus on her creative talents. Together, with a shared passion for jewelry designing, they spent their days creating exquisite designs. Having lived in Africa and traveled the world, their designs reflect cultures from across the globe. Each piece of jewelry has its own distinct personality and mystique.
The rest is history. In just a short time, Avril and Cindy formed Avindy. Cindy left her career as a trademark attorney at Kilpatrick Stockton and Avril stepped down from running the family owned chain of car washes. The pair gained amazing momentum in the beginning stages, hosting several fabulously successful trunk shows. Their big break came when Fragments,the country’s most exclusive jewelry showroom, offered Avindy representation. In the first month, Fragments placed Avindy jewelry in Saks Fifth Avenue, Barney's Japan and on Brittney Spears and Naomi Watts! Avindy is still with Fragments today and can be found in over 500 stores and catalogs worldwide!
Avindy's success has not gone unnoticed! Avindy jewelry has been featured in nearly every major magazine including InStyle, Lucky, Oprah's O magazine, Ladies Home Journal, Good Housekeeping, Glamour, Seventeen, Bride, Cookie and many more. The Avindy story also caught the eye of the Today Show and Donny Deutsch. The Today Show flew a crew out to the Avindy studio to shoot a feature story on mothers and daughters in business together. Donny Deutsch then flew Avril and Cindy to New Jersey for a feature spot on his CNBC show The Big Idea.
Avril and Cindy make Avindy in their historic loft studio in Atlanta with a dedicated staff of artistic women and oftentimes their dogs and Cindy's children Dylan and Jonah.
A TRUE LIFE BRAND...
Life Branded is helping highlight the top brands that influence individuals through their name, passion, lifestyle, and vision. As Avindy’s life brand does just that, it also show’s their authentic DNA.