By : Lauren Peacock
871 Words
Not everyone can say they work their dream job from the comfort of their own home, but Haley Peacock has been doing it since 2018. “It’s very fun and it’s nice to make your own schedule, but it’s very hard not having the resources of a big business,” says Peacock.
While studying abroad in Rome, Italy in January 2018, Peacock started defining her own style and was looking for more “out there” pieces that she couldn’t exactly find in Rome. Luckily, there was a flea market outside her apartment every Sunday, which brought her designs to life.
“I would find charms at the flea market and make jewelry of my own. People liked it and always asked me where I got it,” says Peacock. “I had the idea that maybe I could make jewelry of my own, and when I came back from Italy I put a business plan together and I started my business.”
Haley Peacock is the owner of Twelve Jewelry. Previously known as “She-devil”, Peacock re-branded her company in May of 2020 because it “grew and evolved”.
Peacock officially started her business months after graduating from The School of Visual Arts in New York, NY in 2018. She was at the point of her life where she was deciding what career path she wanted to go down that would actually make her happy.
Peacock had been doing art since she was in middle school, but mainly stuck to intricate paintings. Twelve Jewelry was the first time she ever wanted to sell her work. “It’s such an amazing feeling knowing that people want to pay money for something I designed,” says Peacock. “At the end of the day, I think that’s what it’s all about. Sometimes I see people on the street wearing my things. That’s definitely the best part of it all.”
Since 2018, Twelve Jewelry has been styled on celebrities such as Olivia Rodrigo, Phoebe Bridgers, Maggie Rogers, Gus Dapperton, and many more. Twelve Jewelry has also been profiled and mentioned in Forbes, New York Magazine , Hypebae, and many more. Twelve Jewelry recently launched a collection with Nordstrom in November 2021, which was a huge milestone in its career.
All photos : Lauren Peacock
She took to Instagram on November 18 when she was mentioned in her hometown’s local newspaper, The West Essex Tribune. “I hope my math teacher sees this,” Peacock wrote.
Twelve Jewelry has blown up on social media sites such as Instagram and Tik Tok. Once the new pop star Olivia Rodrigo wore her necklaces, she gained an even larger following and her jewelry sold out even faster. “I’m obsessed with your stuff but it’s always sold out!,” reads her Instagram comment section.
Peacock says her jewelry is for anyone who can rock it, no matter their age or gender.
“I view the style of my jewelry as statement pieces that can be worn with anything to make the outfit very interesting. I would like anyone of any age or gender to feel like they can wear it, even though my audience is pretty young.”
Once COVID-19 hit, Peacock had to move back home which threw off her project business plans. “With covid-19 I had to move away from New York, so I didn’t have many materials to make anything but now we’re practically fully recovered,” says Peacock.
Peacock says there’s a big difference between small businesses and big businesses, and you should try to shop from small businesses this holiday season. “People should buy from small businesses because they are more eco-friendly and you are supporting small creators,” says Peacock “It’s really good to support local artists or anyone who is trying to make their dream come true.”
Although Peacock owns a business, her day in the life is very different from the big companies who monopolize the market. Most of the work is done herself, or with the help of a small team. “I don’t have many employees and have to work myself. Someone who is in a position of power has everyone do everything for them.”
Peacock says that none of this would have been possible, without the support from her close friends and family. “It’s literally been a dream come true,” she says.
You can find twelve jewelry at https://12xii12.com and on instagram @twelvenewyork.
Lauren Peacock 