Today we’d like to introduce you to Danielle McCutcheon.
Hi Danielle, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started out in the casino industry in Las Vegas and California, which was about as far from jewelry as you can get. Eventually, I hit a point of burnout and went to visit my mom in Hawaii for a reset. She had started making shell bangles with a friend and selling them at local markets on the weekends. I started helping, got curious, and slowly taught myself jewelry making along the way.
At the time, there really wasn’t much on YouTube, so learning metalsmithing was a lot of online discussion boards, experimenting, and trial and error. Thankfully, silver was pretty inexpensive back then because I ruined plenty of it while learning. Then I started selling alongside my mom’s friend and later branched out on my own.
I moved back to Hawaii and started making jewelry full time under the name Malia Nakai Designs, which reflected my Hawaiian and Japanese heritage. My work was heavily inspired by island life. I’d spend mornings beach combing for shells, sea glass, and little treasures to incorporate into my jewelry. It felt very organic and personal.
A few years later I moved to Virginia and eventually started building my business here through local markets and festivals. I’ve done hundreds of them over the years and they really helped me connect with customers and other local small business owners. Around that same time I added permanent jewelry, which quickly became a major part of my business and allowed me to interact with customers in a much more personal and collaborative way.
Early this year I opened Forge & Bloom in Norfolk. I wanted it to feel different from a traditional retail store. Not just a place to shop, but a place where people could have experiences, learn something creative, celebrate with friends, or leave feeling connected to something they helped create themselves. We offer permanent jewelry, handmade jewelry, workshops, and now even a hat bar and creative classes.
At the end of the day, I really just want it to feel welcoming. I want people to walk in and feel comfortable, inspired, and looked after. Whether someone is buying a piece of jewelry, taking a class, or celebrating something special, I want the experience to feel personal.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely has not been a smooth road. I think social media makes entrepreneurship look very polished and aesthetic, but most of the time it’s just problem solving and figuring things out in real time.
One of the biggest struggles for me was losing my creative voice after moving from Hawaii to Virginia. In Hawaii, my work felt very connected to who I was and where I lived. When I moved, I started trying to make what I thought customers here wanted instead of what actually inspired me. The work sold, but I felt disconnected from it creatively. I think a lot of artists struggle with that balance between creating from the heart and creating to keep the lights on.
Markets were another huge challenge. I’ve done hundreds over the years, and people really don’t realize how physically demanding they are. It’s long days hauling tents, tables, inventory, displays, setting up before sunrise, tearing down exhausted at the end of the night, then doing it all over again the next weekend. On top of that, you’re putting your work and yourself out there to be judged constantly. There’s a lot of vulnerability in that.
At the same time, markets also helped me grow thicker skin and find my customers. Not everyone is going to connect with handmade work, and that’s okay. I’ve had people say things like “I could make that,” or question the cost of handmade jewelry right in front of me. But then you’ll have a customer come back years later still wearing something you made, or tell you a gift became really meaningful to someone they love, and those moments make the hard parts worth it.
Opening the storefront was probably the scariest leap so far. Signing a commercial lease felt like a very adult, terrifying commitment. There’s no instruction manual for opening a business. You’re learning permits, construction, inventory, marketing, bookkeeping, staffing, and customer service all at the same time while also trying to stay creative. Some days I still walk into the shop and think, “What if nobody comes?” I think most small business owners probably feel that way more often than people realize.
I’ve also struggled with balancing the artistic side of my business with the commercial side. Permanent jewelry became a huge part of my income very quickly, and while I’m incredibly grateful for that, I also didn’t want to lose my identity as a metalsmith and artist. There was definitely a period where I worried my handmade work would take a backseat. Over time, I’ve learned that both parts of the business can coexist. One supports the other.
I’m still figuring things out honestly. I think that’s probably the reality of owning a creative business. But I’ve learned that growth usually comes from being willing to take the scary step before you feel fully ready.
As you know, we’re big fans of Forge & Bloom. For our readers who might not be as familiar what can you tell them about the brand?
Forge & Bloom is a creative studio and boutique centered around connection and experience just as much as the products themselves. We specialize in permanent jewelry, handmade jewelry, workshops, and interactive experiences like our hat bar and other creative classes.
Most people initially find us because of permanent jewelry, which has become a huge part of the business. We offer a very large selection of chains and handmade components, and I think what sets us apart is that I come from an actual metalsmithing and jewelry design background. A lot of the pieces and connectors we use are made in-house, and I’m constantly experimenting with textures, stones, metals, and fabrication techniques. I love combining more organic, natural elements with a slightly edgier feel.
At the same time, I never wanted Forge & Bloom to feel like a traditional jewelry store where you just walk in, buy something, and leave. I wanted it to feel approachable and creative. A place where people can celebrate birthdays, get matching bracelets with friends or family, take a class, make a custom hat, or try something new. I love experiences where people feel involved in the creative process instead of just consuming it.
One thing I’m especially proud of is that customers genuinely seem to feel comfortable here. That was really important to me when designing the space. I wanted it to feel open, welcoming, and a little bit inspiring without feeling intimidating or overly curated. I think people can tell when something is built with real intention.
I’m also proud that I’ve stayed committed to continuing my handmade work alongside the more commercial side of the business. Permanent jewelry may pay the bills, but creating one-of-a-kind jewelry is still a huge part of who I am. My handmade work is heavily inspired by my Hawaiian and Japanese heritage, nature, texture, and organic forms. I’m especially drawn to pieces that feel imperfect in an intentional way. I never want my work to feel mass produced.
More than anything, I want readers to know that Forge & Bloom is meant to be experienced. Whether someone comes in for permanent jewelry, a workshop, a custom piece, or to browse, I want them to feel welcomed, looked after, and creatively inspired when they leave.
Alright, so to wrap up, is there anything else you’d like to share with us?
I think one thing I’d want readers to know is that small businesses are far more personal than people sometimes realize. Especially creative businesses. A lot of us are wearing every hat on top of each other. We’re the designer, maker, customer service department, social media manager, accountant, cleaner, photographer, event coordinator, and problem solver all at the same time. There’s a lot of heart behind it.
I’d also encourage people to try something creative even if they don’t think they’re “artistic.” One of my favorite things is watching someone walk into a class nervous and leave holding something they made themselves with this huge sense of pride. Adults don’t give themselves enough opportunities to create just for the joy of creating anymore.
And honestly, I’m still building. Forge & Bloom is still evolving in real time. I’m learning as I go, trying new ideas, making mistakes, fixing them, and figuring out what this business ultimately wants to become. I think there’s something exciting about that though. People aren’t walking into a perfectly polished corporate concept. They’re walking into something human, growing, and genuinely built with intention.
Pricing:
- Permanent Jewelry $85+
- Hat burning class $80
- Hat bar 65+
Contact Info:
- Website: www.ForgeandBloom,net
- Instagram: https://www.instagram.com/forgeandbloomnfk/
- Facebook: https://www.facebook.com/ForgeandBloom/
