Interview with Kendall and Libby Glazer, Founders Stoney Clover Lane
Stoney Clover Lane has been spotted on the Kardashians, Miley Cyrus, Carrie Underwood, and Tori Spelling. But the beaded bangles are more than another celebrity fad. Marie Claire sits down with founders Kendall and Libby Glazer to get the scoop.
Plus, through May 10th, Marie Claire readers get 10% off at StoneyClover.com when you use promo code: mclaire.
By Julia Morpurgo
Photo Credit: Kendall Glazer
Adorning high profile wrists from Hollywood to Nashville, Stoney Clover Lane bracelets are more than just an accessory fad for celebs. The company benefits charitable organizations and relief efforts most recently to help last weeks tornado victims. And oh did we mention its run by sisters Kendall and Libby Glazer, who are only 19 and 17 years old? The girls tell Marie Claire about their new-generation business savvy (read: Twitter-stalking!) and how theyve gotten their looks on the wrists of sigh Justin Bieber.
What inspired you to launch a jewelry line?
KG: Basically we were making bracelets for fun over the summer of 2009, and my aunt wanted them for her friends. So we made a lot and put photos up on a website for her to see. After, we started showing the site to other people, and from there we just kept growing.
LG: At first, everything was handmade on a per-order basis. We sold to people from our high school and friends of our parents, but when we got involved with the Dream Foundation, everything definitely got bigger.
KG: Also, I dont think wed even have a company if it werent for Twitter!
Why the name "Stoney Clover Lane" and the tagline "Luck and Love?
LG: Its the street we grew up on and it just worked with our Luck and Love slogan.
KG: We like that theyre supposed to bring luck, but because they benefit a charity, too, they also bring love.
How much does each bracelet cost?
LG: Its one for $25 and five for $100, with 25% going to the Dream Foundation.
You have so many celebrity supporters many of which have designed their own SCL items how did you get in touch with such notable celebs?
KG: That first summer, we saw there was going to be a big party before the Teen Choice Awards. We found a PR woman tweeting companies for samples to include in the event gift bags, so I emailed her from a SCL email I made that day. She got back to me saying they wanted to include our bracelets and mentioned another event that was giving free products to celebrities before the show. So we flew out to L.A. and met the cast of The Secret Life of the American Teenager [ABC], Matthew Morrison, and Miley Cyrus sister which is how we got in touch with Miley.
LG: Also, I tweeted Khloe Kardashian about SCL, and she retweeted it! Five minutes later, her publicist emailed asking if they could write about us on her blog.
KG: And another time, we were in the New York Bloomingdales for Tori Spellings book signing, and we gave her bracelets there. She was really excited about it and eventually designed her own set. So a lot of it is by chance, and we both really love celebrities, so its been really cool for us. I also think celebrities really like SCL because we give to charity. Some have definitely brushed us off, but most have been so nice and take pictures wearing the bracelets. And its definitely cool that celebrities are wearing them but whats really great is when someone else buys the bracelets because celebs are wearing them, and then we can give the money to The Dream Foundation.
How did you get it to Justin Bieber?
KG: A lot of artists do meet-and-greets before concerts thats how we met Justin and Taylor Swift. Its definitely a big help if you can reach someone who works with their managers or does interviews on the radio. But again, most times, its us talking to them for five seconds, saying We make these bracelets, they benefit The Dream Foundation, can I take a picture of you wearing them, please?
You have a really strong following of young people. Why did you pick the Dream Foundation (which grants wishes to terminally-ill adults)?
KG: The Kardashians had an online fundraiser that benefited the Dream Foundation around the time we started SCL. So I researched the foundation, read about the patients dreams and started to cry. We definitely wanted to help, and they were so appreciative that we decided it was a perfect fit. Also, there are many huge organizations that help kids under 18. But wed never heard of anything for people over 18 and Im 19 now, so we thought as were getting older it would be a nice way to help.
LG: Also Dream Foundation grants less-expensive wishes than organizations like Make-a-Wish. Some people ask for laptops, other people ask for wheelchairs so our donations help a lot more people.
Dream Foundation isn't the only organization you donate to who else have you worked with?
KG: I go to school in New Orleans, so when the oil spill happened, we wanted to help save and the animals. So we made bracelets to benefit the Audobon Nature Institute. And then this year was the 5th anniversary of Hurricane Katrina, so we did a bracelet for the St. Bernard Project, which helps people rebuild their houses. With Japans tsunami relief, weve been working with Honor Society, a band thats opened for The Jonas Brothers. They designed their own SCL bracelets and made a YouTube video to get their fans on board. And now with last week's tornadoes, we've released a bracelet in support of tornado relief particularly for those in Alabama.
Is this what you plan to do after college?
KG: I always wanted to work in fashion, though I never thought it would be with jewelry. I love that everything is handmade right now, but if we could have them mass-produced, we could sell in stores and give more to the Dream Foundation. This summer, were trying to open an L.A. pop-up shop so yeah, if we can get bigger, Id love to do this for a while.
LG: As long as people are buying them, were going to keep making them!
KG: Buying these bracelets really does help make dreams come true. We put all the letters we get from the patients and their families on our website. If you read those, we promise youll understand why were doing this!