Up close with Faith Evangeline – The Boadicea of Jewellery

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In the spotlight today is the amazing Faith Evangeline of Evil Pawn Jewerly or The Boadicea of Jewellery, as I’ve affectionately named her.
Faith’s passion for jewellery making is evident in her work as her business, Evil Pawn Jewelry continues to produce some of the most inspirational and eye catching pieces on the market. You just know if you wear one of Evil Pawn’s necklaces, rings, bracelets, earrings, or hair jewellery you’ll be asked, ‘hey, where did you get that?’ such is its individuality . No detail is overlooked.

As I progress in my pursuit to connect with inspiring women, who pursue their passion and deliver something to the world that is unique how could I not sit down and speak to Faith about her business, Evil Pawn Jewelry and her continued dedication to adorn the world in metal!

Faith Evangeline

As you’ll see, it is more than her business, it is her life force! Ladies and Gentlemen, I present Faith Evangeline, founder of Evil Pawn Jewelry.

Faith, I am honoured beyond belief to finally connect with you! How’s it going?

Life is good! I am so excited to get to connect with you girl! You rawk my sox!

Ha. I love it! Thanks, and likewise.
So I’m going to ask you a whole heap of questions that you’ve probably already answered a million times, because there are a lot of people who don’t know about your amazing work or you as a business woman, so grab yourself a beverage, get comfy, let’s rock (and roll)!

I’ve never been more ready! SHOOT!

You have to excuse me if I sound overly excited but my friends will vouch for the fact I’m into my accessories and the more flamboyant and different it is, the better! Reading your bio I realize you love it, breathe it and sleep it too – to your core! Where did this passion for individual jewellery begin?

FIRST OF ALL, excitement for personal adornments RAWKS OUT LOUD, lady! I love it! And you ask me where it began?? SINCE BIRTH! I have always loved personal adornments. I have a picture of me from the 3rd grade. I’m wearing rings on every finger! I still have designs I’d did at age seven! It’s my life force!

I read you are a third generation jeweller so jewellery making runs in the family? How old were you when you made your first piece of jewellery and what was it?

I was into making jewellery at a very early age. Beads and clay moulds were my spare time invasion! I even used Play-Doh to make bracelets and rings! It helped me escape some bad childhood situations. I was also always inspired by music to paint and create wearable art. My first real piece I made from scratch was a ring inspired by a Today is the Day album cover called ‘In the Eyes of God’

Your work echo’s a bygone era which showcases a certain strength and individuality that women today are trying to push as the norm. But there is also a delicate edge to it also. People often forget the greatest and bravest people in our past have been women. You work in my mind is offering women something strong, passionate, alluring and brave. Am I on the right path trying to describe your work here?

Yes you are, my designs are bold and reflect individuality. With every piece I want to inspire a greater being in us all. I want to invoke your personal power and uniqueness as a human, by your expression though the way you adorn yourself. Cookie-cutter and mass production is dead.

When I mentioned to my friends I was going to interview the lady who owns Evil Pawn Jewelry their eyes popped out at the name – it’s like they didn’t even hear the jewelry part of the name, it’s certainly commands further investigation and attention. What made you pick that name for your company Faith, the shock factor or something much deeper?

OMG! No shock factor, I swear! See, my company and my creations are everything I am; my past, my present, my being. When I first started the actual company I had just gone through an experience that changed me forever.

I had a friend that I always felt I wanted to be close to but there was something in the way. It seemed that competition, cattiness, drama, he-said-she-said, petty childish crap that girls unfortunately experience growing up plagued our friendship. Problem was I loved her dearly and trusted her with everything I was. The night before everything went down, we decided we were tighter than sisters and had plans to start a band. We even talked about travelling to a few places we wanted to go and I talked about this weird ‘stalker’ type person that was prank calling my house, egging my car, and leaving notes on my door. Well, I found out she was helping this other girl who hated me do all this nasty stuff to me all along. I felt like it was all fake, our friendship a lie, and that she was an EVIL PAWN in a plot to hurt me.  Every naïve flower up in my head died. I really wanted her to have everything she ever wanted and to be everything she ever wanted to be. I guess I thought she wanted the same for me. I am my experience. That hurtful experience named my company and all the sad, angry, and painful energy was used to build something good for myself.

Wow! You know I was thinking that jewellery is like a song. It can have a meaning to the writer but a different meaning to the person who listens to the song. Has anyone ever said that to you or are you thinking I’m crazy?

No, that happens to me all the time. The Caroline Necklace … it’s about body image. I had a family member die from an eating disorder. It’s my amulet. When I feel like my body isn’t ‘good enough’, I put on my Caroline. It’s my amulet against pop culture’s evils toward the female body.  It protects me from hearing all that crap and makes me see beauty in everything.

One girl told me she bought it because it reminds her of her Grandma that had passed. It made her feel like her Grandma was with her when she wore it so it became her power piece in a different way than it did for me.

Yes you see I was admiring your Jessica Corset Necklace (which is currently sold out) and I thought if I wore that it would be me expressing the keys to my heart, soul, mind, body and destiny. Yeah I took it to the next level, girlfriend. HA! I totally did.  Well actually I took it way deeper as to why they would be around my neck but I’ll save that for another time. But you must get people who get really emotional with what your pieces mean to them. Does that freak you out or do you just embrace it?

I adore it. Feelings from the human experience can get lost in a sea of reality TV, prescription pills, and text messages. Connection to self and others may be the last thing that is sacred and seeing people remember how to feel in a world that is numb is never gonna cause me to freak out. Some people have very little that they can tap into to draw any emotion. When you find those things it’s almost like the clouds part and god looks down at us, remembering we exist. Or vice-versa.

You described yourself as spiritual in an interview I read about you. Is making jewellery where you find you’re most calm and peace? I mean despite the fact that some of your pieces are edgy they seem to be made with a lot of love and calm.

I describe that as ‘Eternal’. A singer sings, a chef cooks, and a mother, mothers. I create personal adornments. It’s not about love or calm. It is me telling a story without saying a word. I can channel all my emotion from a past experience into something tangible. My feelings, thoughts, and memories that cannot be touched are now manifested into reality. Something that we all know is there but cannot touch now is something that is there and can be toughed.  That is what art is.

Let’s switch this up a little Faith because I do have a lot of people visit my site because I’ve made a lot of dreams reality. You can relate I’m sure to being told ‘No, you can never achieve that,’ only to find that years later you did. If you could say anything to the people who are in a situation where they feel their dreams are so far away and being thwarted by others, what would it be?

Do not use your creative energy to hate and despise others. Do not use this precious energy to take down those who have taken themselves down. They don’t want you to succeed because they believe they cannot succeed. Breathe it all in, all the people telling you ‘no no no’, all the gossip, all the evil eyes. Breathe it all in at once. Then blow it out. Blow it away. Use your energy for creation. No one can really cloud your vision unless you let them.

Sound advice and I wholeheartedly agree!

So you began your business as a sole trader, i.e you did everything by yourself? When did you get your team together and was it difficult to let go of a little control in respect of the making and the marketing of the items and the business?

I did start Evil Pawn Jewelry as a solo act, but I still have a very small team and want to keep it that way, no matter what. It is difficult to give up some control but when the people who work with you have your best interest at heart and are like family, it is a blessing. Everyone needs help. The busier I have gotten the more I realize it.

Give a shout out to your team? Who’s involved and what do they do?

JD, my husband, the number one supporter of Evil Pawn Jewelry, no matter what!

Catrina – personal assistant and an amazing best friend. I love her for life, she is like no other!

Terry — best rep on this planet and a building block in Evil Pawn’s success.

Candy, Lora, and Trish, merch team reps … you work so hard and you are loved for putting up with my pickiness! (It’s a half mm off! I MUST FIX IT! LOL!)

Bill —editor, photog, best friend. You are so much more than most people will ever really know.

Chad — graphics, fliers, anything computer designed … he is the man!

Hair and make-up ‘A-Team’ / BFF crew, Marty and Gretchen, you have decorated every room of my mind with flowers.

Aunt Victoria, who doesn’t have an Evil Pawn job, but there were two times in my life I thought I was gonna cry my life out through my eyes and she brought me back to breathe with a flick of her wisdom. My business grew both times with just a 30-minute call to you. <3

I was chatting to my business coach, Kimmoy, recently and she said that many people have amazing ideas for business, but they don’t market them correctly, particularly online.  It’s not just about using twitter, Facebook, MySpace and posting updates is it? There has to be some human/friendly connection with those that love your work or those that are interested in finding out more. What do you think?

I think this world is obsessed with money, money, and more money. If I can make jewellery for the rest of my life, then I will. I do not need millions or billions of dollars. When I sell jewellery, I use the money to make more jewellery. If I make the same amount of money as my assistant or rep for the rest of my life, that is fine with me. I know what I need: family, friends, and art. Too many people sacrifice their dreams in order to hoard pills of money. Why not split the remaining profit with your team? Why not use as much as you can to keep creating? It’s not a business; it’s me creating art and if someone buys it, I share the profit with my team for helping me. Most everything goes back into making something new. A car won’t work, just because it gets a new coat of paint once a year. If the engine doesn’t purr and if the petrol doesn’t get replenished, the only one wanting to drive will be the paint job.

I think as well it’s good to be honest with fans of your work. For instance, on my site it’s not just about what I do as a model or a make-up artist,  a writer or even a coach, it’s also about showing people I am human. Some people say it’s too much, but I say that is what has kept people interested in me for over five years now as someone in the public eye. I can’t stand robotic online communication – it’s boring and cold. What are your thoughts?

It is important to keep it real. The main thing is to never let it become a ‘show’. When it’s gone there, then it runs by itself on speculation and tabloid-style mugshot covers. There is a big difference but the gap gets closer every day. If it’s you then it’s you and it will never matter what someone else says.

I think also that people are attracted to the strength of people who are actually keeping it real. I can understand boundaries like family etc, but when you’ve had a bad day or need to explain a change of direction it shouldn’t be seen as a weakness to tell people about it. I am drawn to that strength, in showing the people who follow ones work there is a human side; that in effect you’re just like them. I think for you as well you’re selling something so personal to people, something that may become a keepsake, heirloom in the future or a memory.

Who doesn’t want to know someone with a human face poured so much emotion into designing and making that?

I agree. Nothing is sadder than a celebrity slapping their name on something to make it sell when they had very little or nothing to do with its creation. If you want something to be from you then it should bleed. If it doesn’t bleed, than it’s not human. The walls of over-manufactured jewellery in department stores and super centres reflect to me nothing but a filler of watered down art.

I feel like I’m in a therapy session, but not in a bad way. HA! I feel your work makes me address certain things. I’m feeling very cleansed right now. But see, see what emotion jewellery can stir? Tell me I’m not alone, Faith! LOL

It is a cleansing! Like a baptism. To expel everything on your mind that weighs on you, and create something new that releases you; that is my high.

Ok let me focus again on the business side and ask you a question that people always kick you if you don’t ask a business woman. How important is the marketing of the product been in the success of your business?

Of course it’s important, but it can’t be done in a fake, sterile way. Show people who you are and what you do; if they like it, they will tell their friends. If not, at least you were yourself and that’s all that matters.

In terms then of the product and the raw material cost; does it pay to research your raw material suppliers over dependable suppliers, because as I’m learning with my involvement in the fashion world the two are not always the same?

I always go with the best material. If it’s late or higher dollar, who cares! Your customers are the ones who should get the best possible product.

You sell your work online as well as bricks and mortar stores. Explain the process involved in selling your jewellery to third party suppliers and did you actively pursue that outlet or did people come to you?

It is a little of both: online and 33 stores. The boutiques, tattoo shops, and salons that sell Evil Pawn Jewelry are like family to me. Some found me, some I found. Either way, I won’t sell my jewellery to a store that won’t represent it the way I’d like. Any place I send my peeps RAWKS!

Forgive me Faith while we go ‘wall street’ but did the economic downturn affect your business at all and if so how did you cope with that as a business woman? I mean, I consider your work luxury and that’s the first thing people curtail when there is an economic downturn right?

No, business got better. Why? F**k Walmart. F**k Target. F**k all these rich ass CEO businesses crapping on art; raking in piles of money while paying their employees next to nothing. F**k their money and their corporate America smile. People have stood up against the greed of these machines. I have copyrighted art that stores try to rip off in the form of plastic and wire bows. Really? My business increased because I think people are realizing their money is worth a little more to them than a cheap factory knock-off.

You seem to be going from strength to strength at this point – there is a lot of good energy around you. Do you feel it?

Always. There are some beautiful people that have passed through this world but are still with me and guiding me. I am blessed to have beautiful people living around me too. I was set up in this life to fail. I was born in the mud. I prevailed against some serious odds. Good energy is my clothing.

Tell everyone what you’re going to be doing with Evil Pawn Jewelry in the next six months?

I am ‘spreading my wings and flying’. You will see why that makes sense in the next month?

Okay, put me down for very excited with sugar, doll!

You have a lot of ‘coming soon’ pictures on pages of your site, like the book for instance? Will there be a Faith Evangeline or Evil Pawn Jewelry book soon?

We did a coffee table book with pictures of all my creations. Sold them and never printed more! All of that got put on the back-burner, I mean you can’t really make a final documentation in mid-orgasm.

HA!!!!! That is so true. Every project for me is a work in progress too!

Let’s talk about key pieces of your range. I’m drawn to the Nadjia Necklace, Demonia Necklace
The Beverley Necklace, and of course the Jessica Necklace and in regards to your rings the Heart Locked Ring is my favourite. Some of these are out of stock so do you think they will come back in another shape or form?

The Nadjia Necklace is one of a kind; when it’s gone, it’s gone. The Demonia was originally pearl in 2003, then a turquoise and pearl version came out in 2005. Now it is black. She comes back from time to time, but always limited.

The Beverly was a black faceted bead at one time. Now it is in pearl mainly because of a Photo shoot I did (adorned) for my hairdresser’s salon. The salons theme called for pearls!

The Heart Locked Ring was a finding piece. It won’t be back. Some come back and some become memories.

You seem to really embrace the term ‘sisterhood’ as I do too. I believe women educating and supporting other women is so vital and important. Aside from the emotional benefits of this how to you use ‘sisterhood’ in your business.

Woman definitely got lost somewhere in the fight for this and the fight for that. The feminist heroes of the ’70s seem to be few and far between. The very word ‘feminist’ has been so misused and the definition even twisted. The moment we realize that every channel on TV, every MEN/WOMEN divider, every stereotype, every dream of wedded bliss, and little white picket fences have all been lying to us, maybe we all can band together.
I am a big supporter of groups like Planned Parenthood and other organizations that rally for women’s healthcare rights. It started with the machine and trickles all the way down to little girls in grade school. We do not treat ourselves well and it needs to stop. My rule at any Girl Revolution Party I have held at my house is, ‘Bring something to say not to tell’ … that is a quote by the lovely Tairrie B.

If we all join together and keep that rule golden, we may just make it another decade.

I’m going to say it out loud since I’ve never been one to hold my tongue, (diplomacy is really hard from me - HA) – ‘A woman that walks alone and pretends she needs nothing from another sister may not fail, but she will be a lonely if she makes it to the top.’ Do you agree with this statement, Faith?

It is lonely at the top. That saying is as true now as it was decades ago. Jealousy, cattiness, and insecurities keep people from being happy for others. One thing I have learned is be careful, very careful. Find your friends and keep them close. There are so many people that were at one time close to you but now they hate you and they don’t even know why. No one can go alone, but it is unfortunate that armies have weak links. Thousands could be millions. Hundreds could be thousands. This is why so many chose the lonely path, because they have been hurt too many times. It’s important to have good intentions at all times and good will prevail.

You know why I said it? Because there are far too many women who think they don’t need any help and if they don’t fail (which I hope they don’t because it’s bad karma to want someone to fail) I just think they aren’t reaching their full potential. I see this in business and it frustrates me. You must see this yourself?

Yes, I see it all the time. They believe their glory is in someone else’s demise. The truth is, when your friends and people in your community do well, you do well. It takes a village, in more than one way.

I have nickname for you Faith, The Boadicea of Jewellery. You’re kind of a warrior fighting for individuality with your army (team) Yeah, it works for me! But a great army or team progresses with their leader almost intuitively. What are your thoughts on this?

It’s awesome! I hope that all women will fight for individuality, sisterhood, and their rights. It’s time for us all to stand up and be heard!

Faith I’m so happy we got together but I’m going to let you go and be creative. But tell me before we part what inspires you on a daily basis to keep striving to be the best jewellery maker you can be?

It saved me. Now I can use it to save others. It is the person I was meant to be.

Thanks for your time Faith! Good Karma to you always!

Thank you doll! I appreciate the love!

***

Please enjoy the pictures of Faith’s powerful jewellery collection.

[View with PicLens]

For more information on Faith and her beautiful work.

www.EvilPawnJewelry.com

www.Facebook.com/EvilPawnJewelry

www.twitter.com/EvilPawn

All pictures courtesy used with kind permission from Faith Evangeline

Interview by Vanessa Reece 2010