“Snack Break” is Lately’s interview series where we chat with people we think are interesting, for about as long as it takes you to finish your afternoon snack. Our second in the series is with St. End founder and friend of Lately, Erin Gabriel….who for the longest time, I thought was named Erin Gabe.
Erin is an internet cool girl with a natural eye for design that would make Alexa Chung blush.
The florist by-day, jewelry designer by-night is the sole force behind the accessory brand St. End, named for the latter half of your childhood “BEST FRIEND” necklace.
Whether you’re looking to rock a cow-print hair barrette, give your kid sister a beaded bracelet that says “Paul Rudd” or want to elevate your outfit with a pair of glow in the dark flower earrings, Gab(ri)e(l) is your girl.
Her brand St. End is full of bold colors, dreamy shapes and original ideas that turn your ears, wrists, and hair, into a full-on party.
You just always seem to know what looks good. Where do you think that comes from? Do you have any inspirations?
EG: First of all, thank you! I would accredit my Aquarius-ness for always having my finger on the pulse of any new style trends; it’s important for me to stay on top of the curve, or try at least.
I also think growing up with a mother that was constantly repainting, redecorating, and tweaking the style of our home played a huge role in how attuned I am to design. She and I have always been keen on DIY projects for home decor and fashion, so I think that translates into my inspiration for starting St. End.
So your DIY spirit is what drew you to making jewelry?
EG: I have been making my own jewelry since I was little and got my first pair of jewelry pliers and a tackle box full of beads. In high school when I couldn’t find accessories that were to my liking, I would buy cheap costume jewelry from Forever21 and reconstruct [them] to add charms or rhinestones or beads, until I had a piece of jewelry that was totally unique to me.
I used to make bracelets out of zippers and vintage beads my Grandma gifted me and sold them at art fairs. I guess I’ve always been a jewelry entrepreneur lol.
EG: When I’m designing pieces, I start by sketching ideas for shapes if I plan on working with polymer clay. This then leads to a big trial and error process where I see what color and shape combinations I like. I also use Pinterest and IG for inspiration.
You also give your pieces these insanely good pun-based names. Where do those come from?
EG: I keep a running list of names I like or think are clever and usually end up texting my friends to see what they like best. Niche references are a big part of the St. End brand.
Your Halloween collection just dropped and it was amazing. What’s next for St. End?
EG: I really hope to get into designing molds for custom metal jewelry. I would love to have custom molds cast into finer materials like sterling silver or 14K gold.
Five years from now, I just hope I’m still designing and creating pieces that are fun and I want to wear! That’s really why I started St. End- to create jewelry that I want! I just got lucky that other people want to wear it, too.
If you could make jewelry for any celeb, who would it be?
EG: Immediately I thought of Phoebe Bridgers since I recently made a pair of ghost earrings inspired by her Stranger in the Alps album artwork. I think I would cry if she wore a pair of my ghost earrings.
Oh, also AOC. I can picture her wearing a pair of my tiny gold hoops. I think it would be very on brand for her. I just want people to feel cool when they wear my stuff and to know that it was created with so so much love.
Honestly, that’s my favorite part of your brand. You can tell a lot of thought and care went in to every piece. It feels like you’re wearing a little piece of art. For Lately readers who haven’t shopped St. End yet, what are the essential pieces?