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Upcycling at the Core of JJ Evensen Art Business
By Steve Allen - Sponsored by Lakeshore Motorsports LLC
Aug 24, 2011 - 9:00:00 AM
Jeremy & Jenni Evensen with some "raw materials" used to produce art work & jewelry.
There is welding to be done for some of the projects.
Do you have any old silverware from Grandma's place that sparkled in yesteryear but sits idle and tarnished in a fancy case or a cardboard box? So do Jenni and Jeremy Evensen of Sturgeon Bay. But these young folks are artists, and they are going to use these worn and tired vintage objects to produce wonderful pieces of jewelry and art - and you're probably not.
In fact, JJ Evensen Art, (the JJ of course stands for Jeremy and Jenni) seeks out just about as much silverware of all ages, qualities, shapes, condition, and size as it can. "We buy a lot of it through Ebay," explained Jeremy, as we sat in their kitchen, which is adorned with the couple's handcrafted coat racks on one wall and handmade picture frames displaying their photography on another. "There's silver from the 1940s and 50s, some earlier, some even from the 1800s, some German, some Alaskan," remarked Jenni with a laugh. A good deal of this old silverware comes from estate auctions. Sometimes there are treasures to be found amidst the normal conglomeration of purchased pieces. The seller might not even realize that although most of it isn't of much value, here and there will be pieces that will pay for the entire acquisition. This keeps life pretty exciting for the Evensens when a new shipment arrives on their doorstep.
Scads of silverware purchased by the lot.
From fork to bracelet.
So what's to become of the thousands of pieces of old silverware stacked in boxes in their workshop and basement? Jeremy is a self-taught metalsmith who has learned his trade in the school of hard knocks, the trial and error method of determining how to fashion one shape into a very new shape with a very new purpose. The business started in earnest about four years ago, but not until Jenni had spent a lot of time at the local library to thoroughly research silverware trademarks, patterns, and qualities. Not to mention how to get a business going.
At first this was a side business for Jenni, and the couple met with success early in the new venture. Lots of pounding went on, usually during the day so as not to wake the neighborhood, and JJ Evensen soon discovered a market niche. The products they fashion by "upcycling" (perhaps a better word here than "recycling") are created to last a long time, likely longer than anyone can imagine.
"There are some secrets as to how we do this", smiled Jeremy, "but let's just say I've learned what to do to make a quality piece. Jenni chimed in: "We're building our products to last, and we offer a great customer value. And we have a product for virtually any budget." Indeed, this writer left with some $5 garden markers hand-stamped "Dill," "Rosemary", etc. for next year's plot. Their previous life was as spoons. From key chains to earrings to coat hooks, it's amazing how many very useful items can be made out of something that might have ended up in a landfill.
From spoon to barrette.
The Evensens also produce fine photography, picture frames, and wood items, all as custom orders. Need something in a particular size, color, configuration? Not a problem. They can likely conceive it, design it, and build it. They epitomize the small company that can move swiftly to meet customer needs and desires. "You never know what we might think of next", Jenni continued. "You have an idea? Let us try to make it". Some of their best sellers come from customer ideas, so they know it pays to listen to buyers. Their product line might be described as "shabby chic", which is all the rage these days. And it's "green", since almost no new materials are required.
Sales are brisk. So much so that Jeremy now works full-time alongside his wife, as they raise two young and active boys. "We love Door County, the place, the people, the opportunities for artists to express themselves" exclaimed Jeremy. "We're very happy doing what we do, which we never dreamed would be possible." It's almost to the point where the business could use another metalsmith, just to keep up with orders on a timely basis.
Jeremy does some productive pounding in the shop.
Money clip.
Garden spoons.
Thanks to the internet, JJ Evensen is able to garner hundreds of sales every month, some large, some small, some retail, some wholesale to gift shops all over the world. The primary source of orders is from Etsy, an online marketplace for artists and the like, who form a sort of close community as sellers, each specializing in just a few art items. Facebook and other social media also help increase awareness through electronic "word of mouth". The firm's sales seem to be especially strong in the UK countries of Canada, Australia, and England. "We work carefully fulfilling one order at time," stressed Jenni. "Many are repeat business, which is great."
Local and regional visibility is important for Jenni and Jeremy as well, and they are regulars at the Sturgeon Bay Farmers' Market and the Farmers' Market On Broadway in Green Bay, as well as various Door County festival events such as West Fest in Sturgeon Bay. A number of gift shops and coffee houses sell Evensen Art as well, ranging from Glas in Sturgeon Bay to Island Style on Washington Island.
Coat rack in the Evensen home.
Wedding gifts!
One of the main staples of this business is customized coat racks with the little hooks fashioned from old spoons. Some have every family member's name stamped on a hook, with any extra hooks labeled "Live", "Laugh", and "Love", clearly a wonderful message to convey. The wedding market is another niche JJ Evensen is pursuing, as their products lend themselves well to "Mr."/"Mrs." themes.
As the firm is expanding its internet and retail operations, it also seeks to develop wholesale markets, which opens up opportunities for more demand and yes, more products from "raw" materials carefully transformed into treasures.
The JJ Evensen website really sums it all up quite nicely. "Keep coming back to see what we think of next!"
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