I met Hailey Popma at a recent vendor fair, and what struck me immediately was the sea shell and ocean theme in her booth. My father used seashells in his own artwork, so I noticed this right away. Hailey makes unique jewelry with whimsical themes and this goes right along with the friendly smile that draws customers into her booth.

Hailey, can you briefly describe what your business does?

This is Adelady, where the coast meets the wine country. As a female entrepreneur, I pour my passion into crafting exquisite jewelry that resonates with the shared lifestyle of both coastal dwellers and wine enthusiasts.

Handcrafted with meticulous care, each piece in my collection, whether it's a pair of earrings, a necklace, or a bangle, exudes the timeless allure of 14K Gold Filled materials and genuine stones, shells, and beads. My creations embody a luxurious yet understated aesthetic, mirroring the delicate balance between coastal tranquility and sophisticated charm.

Where did the idea come from?

Inspired by my experiences in Adelaide, Australia and my deep-rooted connection to California's shores, I set out to capture the essence of coastal living through jewelry design. Named after the group of girls I traveled with (we called ourselves the "Adeladies"), this feminine and elegant brand came to life.

Eventually, I realized that it was only fitting to add a wine-inspired line to the collection named after a region that is home to some of the best beaches and wineries in the world. Through shaping, hammering, and sourcing genuine materials, I bring to life accessories that seamlessly blend into the rhythm of everyday life, whether you're savoring rooftop cocktails with an ocean vista or plunging beneath the waves.

How would you describe your typical work day?

I am a one-person operation, working mostly from home and at pop-up shows.

What would you say is your best-selling product?

My best-selling item is my Bondi, pearl necklace. It is a best seller because it's the perfect blend of showing coastal character without being overly showy, it acts as a great layering piece and makes for a guaranteed-to-be-loved gift. The necklace is priced between $75-$77.

What do you think sets you apart in this business?

Adelady is distinguished because of its design and quality of materials. The designs are thematic without being cheesy. The quality is enduring and genuine while still being affordable.

Wine inspired line

The wine-inspired jewelry that currently exists on the market could be categorized as costume jewelry meaning that it’s often made with gold-plated or silver-plated materials that quickly tarnish, break, or cause skin reactions and that the designs themselves typically reflect the image of a wine bottle or wine glass. Rejecting current trends for wine-inspired jewelry, this line is represents wine by reflecting the hues and bodies of the varietal that each earring embodies.

Coastal Collection

Coastal jewelry that currently exists on the market is often at two ends of the spectrum in regards to quality: One end is costume jewelry meaning that it’s often made with gold-plated or silver-plated materials that quickly tarnish, break, or cause skin reactions and that the designs themselves typically include charms of beachy items instead of using natural items from the coast. At the other end of that spectrum is luxury pearl jewelry, which while high quality, comes at a high cost. This line has a coastal feel without being cheesy or overly exclusive.

How is social media important to your business?

I mostly use Instagram (which automatically posts on my Facebook). I utilize reels and templates, and I try to follow current trends on the main recommended pages.

What are your thoughts on working with computers?

I use my Mac for all admin work, organizing orders, managing finances, website maintenance, and photo editing. I also use my phone to create content. My photos and documents are stored through Google.

What are your thoughts regarding outsourcing work?

As of now, I run the show all on my own (including social media, website, email communications, and bookkeeping). When possible, I ask generative AI for assistance with writing drafts, but I heavily edit to ensure that my brand voice is maintained.

How do you manage customer retention? Do you use an email list?

I currently keep track of clients, customers, and contacts through Google Spreadsheets. As I expand, I plan to look into email services and hire a social media manager.

How do you balance work and personal time?

The best tool for time management is accepting that God has designed me to need a day of rest and yielding. I've adopted this rule for my business, from Praxis Lab's A Rule of Life for Redemptive Entrepreneurs:

Instead of endless productivity, we practice a rhythm of work and rest, attending to our need to grow in all the dimensions of being human: heart, soul, mind, and strength. We commit to take one full day every week for complete rest from our daily work, and to make Sabbath possible for everyone within our sphere of authority.

My biggest struggle is that there is ALWAYS another store I could walk into and pitch to. On vacations, dinners out with friends, and basically anywhere I go to experience leisure, I see opportunities for places to sell. So, unless I am feeling an extra nudge to walk into a store, I set boundaries around the hours I work.

What are your thoughts regarding the environment, social issues, and being a partner to the community:

As an eco-friendly business, I package all orders in 100% recyclable d2w smart plastic mailers and use sustainable materials like recycled glass beads. All shells and beads are genuine, never plastic replicas. FYI, my favorite mailers to use are these Eco Smart Sustainable Poly Mailers.

What is your outlook for the future of your business?

In 5-10 years, I see Adelady in boutiques, wineries, and spas up and down the coast. I would like to have some employees and be at a place where I could support a family full-time with my business.

Do you have any final thoughts for the readers?

As Proverbs 3:5-6 reminds us, every aspect of our lives belongs to the Lord. Not just our Sunday mornings, but also our 9-5s M-Fs. In your business practice, pray for wisdom, praise Him for success, and serve Him with your time and resources. 

You can reach Hailey and check out her amazing jewelry at the links below:

• Email: hailey@adelady.net

• Web: adelady.net

• Facebook: /itsadelady

• Instagram: /_adelady