Jodi Bloom, So Charmed

When and why did you start your company and collection?

I had been working on an online retail business that featured reconstructed vintage fashions; a place to show and sell all kinds of things IÕd been making. Then I saw a photo in Bust magazine (http://www.bust.com) of a theme-based charm bracelet and something clicked for me. A few visits to my local bead store, and a raid of my own collection of vintage jewelry, and I was hooked. Abandoning my other projects, I focused on the bracelets, changing the business from ÒA Tonic for the Troops,Ó which is an old Boomtown Rats song, to So Charmed. ItÕs really been the medium IÕve sought all my life as an artist, writer and vintage-everything collectorÑwearable stories, fictions for the wrist.

What is your inspiration for the latest collection?

Most recently I concentrated on ValentineÕs Day, creating bracelets and necklaces based on kitchy and sometimes dark notions of love. Things like loss and tragedy play nicely next to romance and humor. As always, rock and roll music and alternative culture are influences. IÕm also doing a lot of custom work these daysÉbracelets that are personal histories for my clients. I love these partnerships because delightful surprises and many friendships develop from the process.

On your path to starting, were there any major challenges in the beginning?

BuildingÑnot to mention maintaining--a functioning Web site was a huge challenge. Figuring out pricing will always be tough. Probably the biggest challenge is not spending every penny I make on more beads, charms and other things to turn into crazy jewelry. ItÕs extremely addictive, consider yourself warned.

Where did you grow up? Did this influence your design vision?

Childhood in Baltimore, Maryland, the rest of my growing up in Columbus, Ohio, with a short stint in Ft. Lauderdale, Florida. John Waters meets June Cleaver meets Too Much Sunshine in the Retirement Capital of the Free World. And this was primarily in the 70Õs, a very influential decade for me. IÕve also traveled a bit, London is an influence. Japan is a big influence, though IÕve never been there. Get a hold of a book called ÒFruits,Ó just go out and buy it right now!

Did you have an early interest in design and fashion?

I started out trying to be a fine artist, but was a miserable failure at art school. My teachers kept trying to steer me toward design and I was resistant. When I finally gave in, it was like coming home. And, IÕve been combing thrift stores FOREVER, and became hugely addicted to, and very good at finding incredible thingsÑclothing unlike anything sold in the mall stores of my youthÑfor pennies on the dollar. Early on I collected and sold vintage clothing, and I also have a full time career as owner of a graphic design and marketing firm. And IÕve published a lot of short fiction, which is just designing with words. So, itÕs been a whole lifetime of fashion and design.

Favorite designers, places, stores, people, things that were formative to your current creative vision?

There is nothing in this world that doesnÕt play into my vision; IÕm like a sponge for pop culture. I especially love people and things that are considered un-loveable, like old plastic jewelry from very old ladiesÉ I love turning those things, and in a way those people, into something desirable, sexy and modern. I love the idea of recycling in fashion and am most interested in all of the independent recon being done by young women, and available on the Internet at DIY sites. IÕm also drawn to the resurgence in popularity of ÒfemaleÓ handcrafts; cross-stitching, knitting, etc. One of my favorite sites is Subversive Crossstitch, which takes a youthful punk approach to a formerly old-ladyish medium. I think itÕs all a reaction to the slick machinery of the digital age, and itÕs so cool. I mean most of us have women in our families who did this sort of workÉ it was shunned as anti-feminist and now everyone is recognizing and embracing how wonderfully expressive, even political, these mediums can be.

What is your vision for your brand and collection?

So Charmed will grow and change with my creative whim, although the basis of it will likely remain collageÉ things collected and brought together. The important thing to me is complete and absolute freedom to pursue my artistic and intellectual ideas and I intend to keep that principle at the forefront of the business. IÕm currently turning my garage into a studio space and I believe that will influence my work too.

What cities, neighborhoods inspire you?

San Francisco, London, Tokyo, those are obvious. I attended a design conference in Vancouver; a really hip place. But IÕm also quite drawn to less glamorous American cities; places like Tucson, Reno, New Orleans, Baltimore.

What about them appeals to you (atmosphere, style, attitude, people, stores)?

I love to find the best thrift stores in any city IÕm in, and America is such a big country with so many glorious thrift stores! In San Francisco creativity is in the air you breathe, so being there is always very freeing and inspiring; IÕm traveling there again this month. I love places like London (in the 60Õs or 70Õs during the pyschedelic, glam, mod and punk eras) and Tokyo (now), where kids on the streets react and rebel against traditionally rigid or suppressed cultures. Vivienne Westwood is my fashion goddess, as is Elsa Schiaparelli, and they were both such rebellious women in their heydays.

Name a few of your favorite stores in LA, NY, San Francisco, London, Paris or elsewhere?

London: Vivienne Westwood, WorldÕs End

Vancouver: The Gastown area and a store called Button Button that sellsÉ buttons!

San Francisco & everywhere: Betsey Johnson rules! IÕve loved her work since the beginning.

Washington DC: U Street/Cardoza area, POP, Meeps, Nana. Georgetown area: Commander Salamander has been rocking fashion for decades.

Takoma Park, MD (just outside DC): Glad Rags, the Underground & Polly SueÕs for excellent affordable vintage

Baltimore: Hampden area for great thrift, kitsch, and vintage

Any unique non-fashion stores that you love?

IÕm a big Target fan, my daughter and I both love to go and stock up on all kinds of things. I love to go to the big Korean markets where there is produce IÕve never heard of and the product packaging is so amazing and cool. Oh, and bookstores, I live for bookstores. My favorite ever is at the Tate Modern gallery in London. On my last trip there I came back with a very heavy, bulging suitcaseÑbooks, and shoes. 

Favorite stores for clothes, accessories, beauty?

IÕm pretty hooked on Urban Outfitters because of their endless rotation of affordable street wear. And I do love the grown-up version, Anthropologie, which really does quite glamorous and thoroughly vintage-inspired original design. I love Urban Decay make-up and buy it at their online store.

Favorite shoe, denim, tee, or fashion labels?

The best, wildest shoes in the world are from the UK, Irregular Choice, available at Zappos. Visionary! I like Ben Sherman jeans for girls, the straight-leg cut is ultra cool and I love their menÕs clothing, itÕs perfect. ThereÕs an amazing label (Canadian, I think) called PreLovedÉ wonderful recon, a little pricey.

But truly, the best fashion out there can be found on DIY Web sites the world over! Try New York Couture and Rosy Little Things to get you started on your journey. Most DIY sites link to other sites, so you can lose whole days shopping on the Web!

Anything new on the horizon for you?

Coming this spring will be another batch of the Rev-it-Up handbags. These one-of-a-kind altered vintage bags featuring real vintage car logos are just killer and the first collection almost entirely sold out. And of course there will always be more bracelets, earrings and necklaces forever and ever!