Armenta’s Fresh Approach

Emily Armenta’s business model may not be typical, but her company’s unique take on celebrating the beauty of women—both on the inside and out—is making its mark in the jewelry industry.

Emily Armenta comes from a family of artists and has always had a lot of
support to express herself through artwork. As a result, she says, “I have been
designing, sketching and working with stones ever since I was a young girl.
Designing jewelry has not only been a vehicle for me to express my creativity,
but also my thoughts and emotions.”

It wasn’t until she began an MBA program that she realized her passion could
become a career path. “While taking an entrepreneurship class at Rice, I was given an assignment to create a fictitious company and write a business
plan,” Armenta explains. “I chose to focus my project on my passion, which is
designing jewelry. I was very fortunate to have the support of the school and
an amazing mentor who not only believed in me, but also gave me a chance to
fulfill my dream.”

Since then, Armenta’s aesthetic has evolved and matured, and she has found deeper inspiration after reading the Spanish poetry of Fedrico Garcia Lorca, who wrote about a creative force that dwells within all of us, known as duende. He writes that duende “is a power and not a behavior; it is the struggle that one must endure to create something of greatness.” Armenta uses this principle as a starting point for her creative process.

The results are her bold, striking designs primarily made of
18K and 22K yellow gold, 18K rose gold and “midnight” oxidized sterling
silver with diamonds and gemstones. Armenta mixes her own yellow and
rose golds to acquire the exact color she has envisioned.

The
company’s culture is equally driven by Armenta’s commitment to duende.
She makes a point to hire and promote women who are talented, but not necessarily qualified in a traditional way. “I have chosen to hire women based on their passion and courage for life rather than their skill set,” says Armenta. “I hire people who have duende. I am so proud we have trained and educated every person at the studio, and they have blossomed into incredibly skilled craftsmen, each of whom are true artisans.

“I cannot imagine outsourcing my art and missing out on the creativity that
takes place every day. I am able to see firsthand how believing in duende can
make the impossible a reality.”

Visit our Fashion Mall Commons location to view our entire collection of Armenta jewelry.