Romy Devack’s love of style and design led her to launch jewelry line Sincerely. She has been working in fashion for more than a decade working with Wilhemina Models, Fergie and even Kate Winslet. Her love of style and design led her to launch jewelry line Sincerely. But there’s more to the story…
1.Tell us a little about your company. or company you work for? What made you want to start this company?
When my father, Stephen Devack, passed away after a sudden bout with cancer in September 2014, I planned to tattoo his signature on my body as a way to honor his memory and keep a part of him with me at all times. My mother, however, quickly shot down that idea with a fervent, maternal, “NO! No way!” and suggested a symbolic piece of jewelry instead.
I struggled to find the perfect everyday piece to honor my father, combing the available options in the market before turning to the idea of designing my own. For my mother’s birthday in February 2015, I asked a family friend to turn my late father’s signature into a diamond necklace so that the one-of-a-kind piece of jewelry could be worn close to her heart. My mother was overcome by the gift; it was both meaningful and beautiful.
In the weeks that followed, my mother Joy was stopped constantly and asked about the unique piece. When she explained its origins, they loved the story behind it as much as the striking necklace itself. A flurry of interest followed as friends, family, and strangers began asking if they could order their own personalized piece, organically sparking a business pursuit.
In January 2016, I realized my dream of creating a jewelry line that fuses design and meaning. The personalized pieces are unique and beautiful, but the sentiment behind them – of keeping a loved one close to your heart and with you at all times – is equally as important to the intention of the company.
SINCERELY was born as a tribute to one man, and carries on as treasured light for thousands of others.
2.What is it about LA that benefits your business most?
I’ve lived in Los Angeles for nearly a decade. Unbelievable how the time has flown by! During these years, I have been fortunate enough to meet some pretty incredible people. I’ve built amazing relationships and friendships that have allowed me to grow in ways that I never thought possible. When you are 22 years old and and leave your family and everything you’ve ever known to move across the country, it’s difficult to know what to expect. Thankfully, LA has been good to me. It’s given me amazing opportunity, love, support, success and a multitude of other things that have helped to promote my creativity and independence. My company is 100% a labor of love. Something that I hold very near and dear as it keeps a piece of my dad alive. I’m proud to have started my business in a city that has supported me for the last 10 years. I am confident that Los Angeles will appreciate the sentiment behind my brand.
3. Tell us a little about yourself. Are you an LA native? Where did you grow up? How did you end up in LA?
I grew up in south Florida and graduated college from the University of Florida. I always knew that I wanted to work in fashion, so thought NYC was where I would ultimately wind up after graduation. I graduated a semester early and had 6 months to figure out exactly what I wanted to do and where I wanted to be, so I interviewed in New York and decided I should probably see what LA had to offer. I think my parents both fell off their chairs when I told finally got the courage to tell them I wanted to move to out here. A few months later I hopped on a plane and I’ve been here ever since. My first job was working for Wilhelmina Models, which helped me get my foot in the door in styling, which is what I have been doing ever since. And now SINCERELY, which I’m obviously extremely excited about!
4. What’s you favorite local spot for a cup of coffee or a fresh juice or smoothie? Would you consider it “Best of LA”
I’m one of those people who doesn’t drink coffee… Trust me, I know. However, I do love a hot mint tea from time to time and when I’m in the mood, I almost always stop by Alfred Tea room on Alfred and Melrose Place. I could go anywhere, as it’s just mint tea, but the atmosphere and decor are so amazing that I can’t resist. I’m a sucker for really good branding and Alfred Coffee and Tea has hit the nail on the head. It doesn’t hurt that they happen to be right next door to Moon Juice, which I actually stopped by to grab a delicious juice from on my way home this afternoon. Again, another really cool space and the people who work there are super knowledgeable and passionate about the product, which I like.
5. Where is your favorite SoCal weekend getaway and why?
Favorite SoCal weekend getaway is Palm Springs. I actually just went for the first time since I’ve lived here, which is insane, and had the most relaxing weekend filled with great food, wine and lots of hours spent laying by the pool. It’s the perfect place to go when you need to get out of dodge, even if it’s just for a night.
LAURA NIX GERSON is the Founder & Editor of MomAngeles a site she launched because she was planning a lot of playdates and her friends kept asking her where to go and what to do. So it seemed easier just to put it all online in one place. In a past life Laura was a publicist, event marketer and web producer….oh wait, she still is. Laura is a regular contributor to Modern Mom and Babble. She is also the CEO of Nix Gerson Media. Follow her @MomAngeles.