Hobby to High Fashion: The Rise of Stinky Jewelz in Pop Culture
Madeline Modesti, owner of Stinky Jewelz, in her home studio in Austin, TX. Behind her, a bulletin board showcasing her work, fan letters, and photos of celebrities wearing her jewelry.
Stinky Jewelz, an Austin-based jewelry brand, has made a significant mark on popular culture in just three years. Pieces have been seen worn by the likes of Doja Cat, Kourtney Kardashian, Willow Smith, and Olivia Rodrigo, among others, and it has garnered substantial recognition. Specializing in statement necklaces featuring oversized pendants, the brand's pieces evoke a unique blend of edgy sophistication and nostalgic charm, drawing inspiration from whimsical goth, glam rock, and fairycore aesthetics.
For Madeline Modesti, the mastermind behind Stinky Jewelz, creativity blossomed during the pandemic, amid the chaos of 2020. Working full-time as an essential worker at Whole Foods, Madeline yearned for a creative outlet to lift her spirits. "At the time I was really into browsing different jewelry pages on Instagram, especially those featuring upcycled jewelry. It seemed like something I could try out and enjoy," she recounts.
Madeline’s workstation in her home studio.
"For the first five or six months, I focused on crafting one-of-a-kind pieces using recycled materials. I'd visit antique and thrift stores, dismantle old pieces, and create something new out of them," recalls Madeline. What began as a hobby soon evolved into a business endeavor as Madeline launched Stinky Jewelz on Instagram in early 2021, initially with the goal of selling her pieces to friends and family.
Early on in her journey, fate intervened when Madeline stumbled upon a cache of deadstock heart pendants, hidden away in a Dallas jewelry supply store. "They were old, discontinued pendants that no one really wanted anymore, but they kind of reminded me of the jewelry I had when I was a little kid, you know, like the really fake plastic jewelry or Barbie jewelry or something. I was instantly obsessed with them and started incorporating them into my designs," she recalls. Little did she know that this newfound fascination with heart shaped pendants would become the hallmark of Stinky Jewelz.
The pivotal moment in the success story of Stinky Jewelz arrived shortly after Madeline posted the first few heart necklaces on Instagram. In June 2021, a celebrity stylist reached out to her via DM requesting a few pieces for pop-star Olivia Rodrigo. "Seeing Olivia wearing my pieces was surreal. It propelled my brand forward, and suddenly, everyone wanted the necklace she wore," says Madeline.
From there, more celebrity stylists began reaching out to her. "Pretty much every celebrity you've seen wearing my stuff, their stylist probably DM'd or emailed me, asking for some pieces," Madeline reveals. The opportunities were thrilling but also demanding, requiring Madeline to devote her full attention to fulfilling the order. "They would reach out to me, wanting things literally overnighted, and I would have to rush to buy materials, handcraft the pieces, and send them out," she recalls.
The pressure intensified, compelling Madeline to make a life-changing decision. The interest in her creations had reached a point where balancing her job at Whole Foods with the demands of Stinky Jewelz became untenable. "I had to quit, and my boss was understanding." The decision to leave her job marked a significant milestone in Madeline's journey, symbolizing her commitment to pursuing her passion for jewelry design full-time. "It was a crazy time, but it was also cool, you know?" she reflects.
However, with success came challenges, particularly with the proliferation of knock-off designs flooding the market. Madeline's original creations, including the iconic ball chain heart necklace, became targets for replication, impacting both her emotional well-being and her business growth. "Every time I logged onto Instagram, I'd see multiple rip-offs of my design," she laments. "Dealing with it has been tough."
Madeline's journey with Stinky Jewelz illustrates the nature fashion industry now that it is powered by social media, where trends emerge swiftly and original designs can quickly become victims of knock-offs in the realm of fast fashion. Madeline found herself grappling with the repercussions of her own success. The shift from crafting unique, one-of-a-kind designs to creating replicable pieces proved to be a double-edge sword. While it allowed her brand to meet the demands of a growing customer base and experience exponential growth, it also made her designs vulnerable to exploitation by fast fashion retailers and copycats.
Despite the hurdles, Madeline remains undeterred in her passion for jewelry design. She continues to find joy in crafting unique and playful pieces, constantly experimenting with new designs and materials. In her day-to-day operations, Madeline embraces the chaos with open arms, allowing her creative instincts to guide her. "I'm neurodivergent and anxious, so I wake up each day with a lot on my mind," she shares. "I don't have a set schedule; I just wake up with an idea, create it, and post it."
However, amidst managing Stinky Jewelz, Madeline is contemplating her next steps. She plans to move from Austin to Denver this year, considering a break to explore new creative avenues like clothing design and ceramics. With an interest in broadening her horizons, she sees this as an opportunity to chart a new path for her brand.
As she continues to explore new avenues, Madeline looks forward to inspiring others to unleash their creativity. "For aspiring jewelry designers, my main advice would be to just go for it. You only find out what resonates with people by putting your work out there," she advises. "Don't worry about what others might think, and keep posting consistently."
Written by Olivia EmighPhotos by Aaron ChristmasFollow Madeline Modesti Instagram @stinkyjewelz, and her jewelry is available for purchase on her website.
After her journey with Stinky Jewelz unfolded, Madeline's work gained recognition beyond social media platforms. Notably, her necklaces have been featured in Glaze photoshoots over the years, showcasing the brand's versatility and appeal (See slideshow for highlights).
