El Paso is home to many artists, some of whom showcase their artistry through jewelry. For some creators, jewelry making started as a hobby and unexpectedly became a business. 

Zoi Luna, owner of Hereditary Jewels on Instagram, started her business as a means of entertainment during the COVID-19 pandemic.  

“Me, my cousin and my sister started during the pandemic, so it was just a thing to do,” Luna said. “What inspired us was trying to make jewelry to pass the time or give us an outlet because our parents only let us see each other.” 

What started as a pastime hobby slowly became a new passion as her business allowed her to  connect with a larger community in El Paso. 

“Once I got over that, maybe I can do this and make money, it started becoming real fun just interacting with everyone,” Luna said. “I did like interacting with people. I think they saw a different side of me.” 

Luna’s business has gained support and reached audiences beyond El Paso, all thanks to hard work.

“I think that’s why people came back to me because they know how I am. They know how hard-working I am and that I was willing to put in the work to get their pieces to them on time,” Luna said.  

The stress that comes with managing a business, attending school, and occupying other jobs is something some local business owners experience. They say shopping locally helps their business grow and gives people the chance to experience new products and services. 

Farmers markets and similar events introduce people to a variety of opportunities to connect with and help local businesses succeed. Jewelry maker Rebecca Ruiz, owner of Becksters Boutique, has worked to create new experiences for her community. 

Sun City Dreamer’s Market, hosted by Ruiz and fellow artist Jacqueline Vigil, aims to support and uplift small businesses throughout El Paso. 

“We wanted to create a space for other small businesses to have a safe space to sell their products in, and an opportunity for new business owners who may have not ever done a market before,” Ruiz said.  

Ruiz, who began making jewelry in 2020, says starting her own business has helped her discover new goals and passions. 

“When I did start the business and I saw that it was doing well, so I started at UTEP, and I changed my major,” Ruiz said.  

Luna and Ruiz continue to pursue their businesses because it allows them to do what they love. Creating jewelry has impacted both makers’ lives, allowing both to express themselves creatively, learn more about marketing, and help others.    

For those interested in jewelry or starting a business of their own, Ruiz has some advice.  

“Don’t necessarily focus on how lucrative it’ll be,” Ruiz said. “Just start it because it’s something that you love and you’re passionate about, because when you have that mindset is when you have the most fun and enjoy it the most.” 

For more information Luna can be found at @hereditaryjewels on Instagram and Ruiz can be contacted @beckstersboutique on Instagram.  

Alyda Muela is a contributor and may be reached at [email protected]; @aly.rose.photos on Instagram.