During her state-mandated two-week quarantine, freshman Amber Lorenc decided to rebrand her 1-year-old jewelry business. Originally only producing rings, the newly dubbed Ma’alahi Jewelry now includes bracelets, anklets and rings.
Amber Lorenc, from Missouri majoring in cultural anthropology, started making her own jewelry in December of 2019. After messing around with a pile of beads and wax string, Lorenc said she saw potential. “I made a ring out of gold beads, but the gold [paint] came off and left me with a blue string under clear beads,” Lorenc said. The combination of colored string and clear seed beads was not something she had seen anywhere else, she added.
A friend asked for a ring, and both Lorenc and the friend started to receive compliments. “I wore it all the time. People started to notice,” Lorenc said. “I didn’t have a lot of help establishing my business,” she added. But through a lot of trial and error, she said she decided to start an Etsy and Instagram account for her rings, called String Rings.
After moving to Hawaii, Lorenc said she wanted to rebrand. “While I was in the two-week quarantine, I researched a new name, designed a logo, and rebranded my Instagram and website,” she said. Once String Rings started making more than rings, a rebrand was necessary, she added. She changed her company name from String Rings to Ma’alahi Jewelry and Lorenc said she started producing bracelets, anklets and rings.
Lorenc’s roommate, Marley Lelepali, a freshman from Utah majoring in biology, said she noticed Lorenc’s hard work and the effort she puts into her business. “I always see her out at the desk working on bracelets or rings or making TikToks to promote her business,” she added. Lorenc does all of the production herself, Lelepali said, and is working on improving her business promotion.
Lorenc said, “I don’t have a lot of orders per week because I don’t spend enough time advertising and getting myself out there with school and work.”
However, this does not stop Lorenc from balancing school and her business, she added. The week before she left for winter break, she received a $54 order, which is pretty big for her, she said.
Eliza Richards, a freshman from Kahuku majoring in biochemistry, also recognized Lorenc’s motivated attitude. “Anytime I ask her to hang out, she always says, ‘Yes, let me finish up my orders first.’ She’s super hard working and always working at bettering her brand,” she said.
As a customer of Ma’alahi Jewelry, Lelepali has personally purchased jewelry from Lorenc. “It has kept its shape and color for the few months I’ve had it. It’s great quality,” she added.
When Lorenc started wearing her rings, she said she noticed how comfortable they were. “I never have to worry about taking it off or losing it,” she added.
Lorenc said her products can be worn anywhere and everywhere. “I’ve been wearing mine for over six months without taking them off or losing them.”
You can find Ma’alahi Jewelry on Instagram @maalahi_jewelry.