oxb
sweatproof, waterproof, lifeproof & now pandemic proof
How friends Maggie and Laura created a sterling silver and gold-proof jewelry brand meant for the wear and tear of life, fitness and adventure.
calling all lazy jewelry wearers
In 2017 Maggie and Laura met during spin class- Laura was an indoor cycling instructor, and Maggie was a metalsmith and lifelong athlete rehabbing her ankle from a surfing accident. The two became fast friends, so much so that Maggie, who already had 6 years under her belt owning her own fine jewelry brand, proposed that they go into business together in their home city of Denver, CO.
After a successful trial run and partnership with Core Power Yoga’s sweatproof jewelry line, Maggie saw a gap in the market for jewelry that wouldn’t tarnish even with frequent exercise. “It's a type of metal where the layer of gold won't rub off. And, the silver won't rub off. So, it's actually safe to work out in, and safe to shower in, and basically safe for all of your daily activities,” Maggie explains. She recruited Laura, who had a marketing background and connections in the fitness industry to start OXB (our exercise brand.)
“I’ve always been a lazy jewelry wearer,” says Laura. “I would leave the same earrings in for 4 months.”
Laura, who’s knowledge of jewelry was very limited prior to starting OXB, quickly learned the production ropes from Maggie. She also used her skills and experience in building websites and social media to help bring their vision and brand to life.
completely custom and made to order, just like your workout
OXB offers customizations for the majority of their pieces, delivering a unique yet still everyday feasibility to your jewelry look. You can choose your chain length, style and metal online, and your piece will be created exactly to your specifications. As a result, everything is made to order, reducing waste, markdowns and excess inventory.
it’s always darkest before the dawn
Until March of 2020, OXB was primarily a wholesale business, utilizing boutique fitness studios like Pure Barre to acquire customers and sell product. Even with their small visibility to start, the brand took off due to their unique positioning for the fitness industry, and the fitness community embraced the budding jewelry brand with open arms during its first year of business.
Then lockdown began, fitness studios and gyms closed worldwide, and OXB lost 70% of their business overnight.
Laura and Maggie had to get scrappy quick, and no surprise they turned to the fitness community to help them pivot to an online business model. Partnering with dozens of brand ambassadors like Olympian Missy Franklin and professional skier Sierra Quitiquit, OXB grew a squad of loyal fitness gurus to increase visibility to their quality jewels, and as a result their instagram followers grew from 700 in March of 2020 to 17,000 today.
“People were just taking a lot of selfies after their workouts and tagging us all of a sudden,” Laura recalls of their booming organic social growth. Social media has been key to their customer growth, as well as defining their brand voice and values.
5% goes a long way
Since the beginning, OXB has never shied away from issues that matter to them. Whether it be speaking out against racial injustice, political matters or supporting female athletes and feminist icons leading the way for gender equality. That’s why they donate 5% of every sale to a charity of your choice, or their default charity of the month, to support worthy causes.
oxb represents inclusivity, sustainability, giving back and charity
Completely made in the US
Creating long lasting jewelry made for life-keeps junk out of the landfill and helps customers live more waste free
Dedicated to human rights movements and using their platform to influence change
“For every negative comment there’s 100 good ones. The community is just so amazing and supportive,” Laura says.
Now a team of six ramping up production in the art district in Denver, CO, OXB has big plans to continue to support the fitness community that has given them so much.
When the pandemic first started, OXB was hosting zoom workouts and virtual events with fitness studios to connect with patrons and help studios stay afloat. Now through a mix of giveaways, partnerships and offers, OXB has developed a customer loyalty strategy with massive growth potential. “At the onset of the pandemic, we were encouraging people to go out and spend money in their communities to help these fitness studios that were also struggling,” Laura explains. As the world returns to a semblance of normal, OXB looks forward to renewing these partnerships in a bigger way and merging them with their new online strategies to make a bigger impact.
Until then, Maggie and Laura will continue to empower their customers, make a splash in their beloved community of Denver, CO, and post plenty of sweaty selfies of humans around the world who like to work out, look good and feel good- in a way that does good, too.
Shop OXB and follow their instagram to keep tabs on this fan favorite jewelry brand.