Building an Artisan Jewelry Business From the Ground Up

By: Allison K Stevens | April 15, 2026

For decades, Mary Werner worked in accounting—a steady, stable career that allowed her to support her family and meet other responsibilities as a mom and wife to a retired Marine.

Over the years, though, a different vocation began calling—one less focused on abstract numbers and more on earth’s tangible treasures. She enrolled in jewelry-making classes, refining “bench skills” like stone setting, soldering, polishing, beading and wire wrapping, and began attending an annual gem show that she calls her “ultimate vacation.”

Eventually, what started as a creative outlet evolved into a full-fledged “demi-fine” jewelry business. In 2015, Mary—then living with her family in Austin, Texas—retired from her accounting career and opened Austin Down to Earth, a name that reflects her home at the time (she now lives in Virginia) as well as her lifelong passion.

After a long career, Mary faced little financial pressure when she launched her business, allowing her to approach it with curiosity instead of fear. “I didn’t have to replace my salary,” she says. “There wasn’t that kind of pressure. It was actually just for fun.”

For Mary, that means spending her days designing dainty pieces that show off gemstones with unique texture, color and character: not only precious stones like rubies and sapphires, but also semi-precious amethyst, garnet, aquamarine and opals. She loves to experiment with unique shapes and cuts of stones like tourmaline, malachite and lapis. Current favorites are freshwater and saltwater pearls in classic shapes and colors, as well as unique baroque style pearls, which star in her new bridal collection.

“I always liked working with my hands,” she says, “and I love stones—all kinds, different colors, different shapes. … I want my brand to be something that will last. Something to keep forever.”

As the creative side of her business flourished, a different challenge set in. Online sales required a new set of skills, like lighting and photography for computer and mobile sites; writing and editing product descriptions for a lay audience; and understanding how customers find and buy products online.

“I just want to make things, but you can’t just do that when you’re not selling in person,” she says. Online platforms bring in traffic, but they also make the business less personal. She faced gradually increasing fees, advertising costs and tough competition with low-price sellers. She did well, but also wanted more control, more connection and less dependence on marketplaces with ever-changing rules.

Mary is investing in her website and rebuilding her email list. “You can put a website out there,” she says, “but how are people going to find you?”

Steady financial support

As her business evolved, Mary relied on a trusted financial relationship. Mary and her husband, a Veteran, are longstanding members of Navy Federal Credit Union, which recently featured her story in a video spotlight on small businesses. When Mary launched her company, opening a business account with Navy Federal was a natural step.

Today, Mary uses Navy Federal for both her personal and business banking. All business transactions are handled through the credit union, making it easy to stay organized. She and her husband can quickly track transactions in accounting software, enabling them to easily keep tabs on revenues and file taxes. As a result, Mary can spend more time on her passion: sourcing stones and developing new designs.

Across the United States, small business owners face the same mix of opportunity and challenge: building something personal while learning how to be visible, competitive and sustainable. National Small Business Week—held the first full week in May—exists to recognize entrepreneurs like Mary and the critical role they play in the broader economy. Indeed, small businesses account for nearly all US businesses, create 2 out of every 3 new jobs and employ about half of America’s workforce.

“Small businesses are the backbone of our nation’s economy, and military spouses are an important part of that story,” said Will Scott, Navy Federal’s Vice President of Business Solutions. “Military spouses build businesses shaped by resilience and adaptability, supporting families, creating jobs and driving local economies—often while navigating frequent moves. This National Small Business Week, Navy Federal Credit Union celebrates the contributions military spouse and Veteran entrepreneurs make to their families and communities, and to our nation.”

A new focus

For Mary, the future looks bright. While developing her marketing skills, she’s focused less on rapid expansion than on building a sustainable business that reflects her values and supports her lifestyle.

That has meant relocating to Virginia to be near her adult children and grandchildren and, recently, moving into a small boutique office in Alexandria. The building is old and full of character, with a small salon on the first floor and a handful of offices above. It’s just 4 blocks away from her condo, and her small black pooch often keeps her company in the office. Mary has also brought her stepdaughter into the business, expanding her online shop into a family business.

With steady support from Navy Federal, recently named a Best Bank for Small Businesses by MONEY.com, Mary has built her business one thoughtful step at a time. “Navy Federal has good customer service, and they’ve been a partner,” she said, noting that she was able to easily set up a business account and get answers to business-related financial questions. “It’s been great.”

Learn more about opening a business account at Navy Federal Credit Union.