Alumnus-run jewelry company rooted in sustainability puts the planet first

Earth Fairies Co. is returning customers to their roots.

Founded by alumnus Rocio Diaz in 2019, the jewelry company is a way for her to express her artistic side post-graduation. She said the simultaneous conclusion of school and commencement of a pandemic offered her a window to explore her creative side – something she had never quite allowed herself to do. The product of this exploration was her jewelry business, which focuses on creating pieces with the Earth and all its inhabitants in mind.

“We’re all little beings on Earth,” Diaz said. “When I’m making my stuff I try to think, ‘This could be in a fantasy world, someone (could be) wearing this art or using this in their house to give them a little magical earthy touch.'”

As for the materials of her pieces, Diaz said she was inspired to create clay earrings due to their popularity on Instagram and stuck with them because of their light environmental footprint. Clay is nontoxic and safe to work with, she said, and decomposes naturally unlike certain plastics, which may take hundreds of years.

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In addition to her products, she said her packaging and branding aim to place the planet first. The shipping packages are compostable and the earring envelopes are handmade from craft paper, which Diaz said she details with rubber stamps. Aiming to fully adhere to her mission, she said the final shipping step is a bike ride to the post office to cut down on the carbon footprint.

The intent that Diaz weaves into her pieces’ production is not lost on her customers. Lorena Carrera, a customer and one of Diaz’s old kindergarten classmates, said she has ordered eight pairs of earrings, each of which has felt like its own little present. Carrera said the handmade card and handful of candies packed with her purchase indicate the level of care infused in each order. She said Diaz once included wildflower seeds, asking Carrera to spread them around her community.

“She’s trying to not make it seem like it’s just a purchase that you’re making,” Carrera said. “She’s trying to form a connection with someone.”

Aside from the pieces’ environmental impact, Carrera said she was drawn to the vibrant hues of Earth Fairies Co.’s earrings. She said the first pair she purchased was part of a Valentine’s Day collection and featured three little hearts overlaid on a pink background. Usually one to dress in neutrals, Carrera said the earrings add a complementary pop of color whenever she wears them.

Diaz’s clay earrings also attracted Leslie Jimenez, another customer and friend of Diaz, whose first purchase was multicolored butterfly earrings. Jimenez said another pair she ordered was cut from wood, with the designs derived from Talavera, an art style commonly seen on Oaxacan ceramics. She said Talavera is one of her favorites, as it is artistically appealing and harkens back to her heritage.

“I’m Mexican, so naturally I lean towards (Talavera designs) and I’m proud to wear them,” Jimenez said. “(I’m) proud because of the design but also proud because a friend of mine who grew up in the same neighborhood that I did was the one to produce them.”

Throughout the past year and a half since since Earth Fairies Co.’s inception, Jimenez said she has been able to watch Diaz explore different designs and find her niche. A big portion of this growth was due to customer support, which Jimenez said is a crucial part of small businesses discovering their personal brand. If it feels natural to spend $20 on drinks, it is reasonable to spend the same amount on supporting a friend, Jimenez said.

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In terms of the future plans, Diaz said she is unsure which leaf she will turn over next. Alongside her personal life, she said running the business is sometimes challenging enough – especially since she is the sole photographer, accountant and graphic designer of Earth Fairies.

Additionally, Diaz said she is not immune to the outside pressure of needing to get a corporate job. Though she doesn’t take the privilege of carrying a college degree lightly, she said her time at school made her realize that institutions are not where she is supposed to be. Diaz said she feels she was meant to work for herself – and as difficult as it may be, she is motivated to keep growing Earth Fairies Co.’s seed.

“I spend a lot of time dreaming of the biggest – what seem like impossible – goals that I could possibly have,” Diaz said. “And then every single day I take little baby tiny steps to get toward that.”