We had the good fortune of connecting with Liz Fox Roseberry and we’ve shared our conversation below.

Hi Liz Fox, we’d love to hear about how you approach risk and risk-taking
For me, taking risks has been absolutely essential to the success of my business. I’m kind of a procrastinator by nature, but once I build up real momentum, I become an unstoppable force. I once heard this great term called “Excited Accountability” that really resonates with me. Basically, it’s about intentionally putting myself in these intense, high-stakes situations where I have no choice but to follow through. A perfect example is when I first started my online store. I had all of $500 to my name and zero prior knowledge of running a small business or even shipping products. But I went ahead and took on 100 orders (which is A LOT), because I knew that the only way I was going to learn was by just diving in headfirst. Was it terrifying at the time? Absolutely. But looking back, that baptism by fire is what allowed me to develop the skills and problem-solving abilities that are the foundation of my business today.
I just find that when there’s real skin in the game and serious consequences on the line, that’s when I’m at my best. The risk-taking lights this fire under me and unlocks this relentless drive to figure things out and make it work, no matter what. Of course, I’m careful not to be reckless, but I’m definitely all about the calculated gambles. That willingness to take risks is what has allowed me to achieve the level of success I have today. Excited accountability.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My medium is wire, and I’ve been completely captivated by it for the past 5 years. Before that, I was always artistically inclined, but something just clicked when I started working with wire. It’s become my passion and creative obsession – I simply can’t put it down.

About a year and a half ago, I started making earrings for myself, but they were unlike anything I had ever seen before. Instead of the traditional style of earring with a post or fish-hook attached, my earring jackets loop around any stud earring and hang freely behind the ear. What really sets them apart is that they’re made from lightweight aluminum, so they’re incredibly comfortable to wear.

The realization that jewelry design could be my calling came as a shock, as it was a total whim in a lot of ways. For the past 15 years I’ve been a graphic designer. 2 years ago I quit my job without any plan so in between odd jobs and contract work, I started my TikTok @foxcraftcustom where I decided Id just teach people how to make things I’m making. Gradually and completely organically I shared some tutorials on how to make earrings, and then my own followers encouraged me to sell them and I decided I would give it go. I have been blown away at the response. This past year i have sold over 10,000 pairs!!

As a brand, I think about what i want people to feel when they wear my earrings, and my hope is that they feel playfulness and liberation. I want to shatter the idea that earrings have to match. For example: when I get ready, I have a bowl of my favorite studs and another bowl that holds my handmade jacket-backs. I mix and match them without worrying about symmetry. I want people to feel that same freedom, to mix it up and feel fabulous. It’s incredible how a compliment on my earrings often turns into an enthusiastic request to examine the other one. I love witnessing that excitement and the joy that comes with embracing unique combinations. Symmetry is overrated, and I want my jewelry to empower individuals to express themselves freely.

Who else deserves some credit and recognition?
Huge shoutout to my best friend Larkin. About 6 months into my business, I was drowning in orders and really struggling to keep up. I asked her if she’d want to come work for me and build this business together… and she said YES. She took a huge risk and its been amazing!! There is NO WAY on Earth I could have done all this without her.

Website: https://www.etsy.com/shop/lizfoxroseberryshop/?etsrc=sdt

Instagram: https://www.instagram.com/lizfoxroseberry/

Other: https://www.tiktok.com/@foxcraftcustom

Image Credits
Please credit Courtney Goforth on all images of me in the garage. I took the product shots but the dimly lit ones are Courtney Goforth

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