People have been asking me how I get so many good-looking men to model for my Instagram account and my website. In a nutshell, I will start by simply saying that I am shameless. I will explain, but first let me give you some background.
Starting Boulevard Prince Jewelry, like so many entrepreneurs when launching a business, money is tight. So I have to rely on self-exploitation and what I can get for free (i.e. my own labor and the help of a few good friends) Although I didn't actually start this business from a garage, as did Bill Gates, Steve Jobs or Walt Disney, I was close to it. I don't actually own a garage, but my jewelry studio is in my home in the Hollywood Hills.
I rent the rest of my home and tropical garden to film shoots, celebrity shoots, fashion shots and music videos. A number of people shooting here have purchased my jewelry. Most of them were men. This let me know that a certain type of man loved my jewelry. Although my jewelry could easily be considered unisex, as women could wear it too, I decided to slant it towards men. At the same time, I learned that many of the fashion companies shooting here had success selling exclusively online. I watched how they did it, using the location and the models to show off their creations. And so a lightbulb went off in my head--create a website to sell my jewelry to creatively-minded men...
From observing the shoots, I realized that showing the jewelry actually worn by models was key. This allowed people to see it in use. The next problem was how to find models who were willing to work without pay. I had to offer them something. What I had to offer was great pictures taken in a great location, all at no cost to them.
And now comes my shamelessness: recruiting. This is where I discovered my newfound talent. My aim was and is to have a fully diverse line-up of men, showing different types of men from all ethnicities. I am constantly on the look-out for interesting men. I find them everywhere--from shoots at my house, in clubs and bars, at the gym, in dance class, in grocery stores, or once the man who came to install a water heater. When I approach them, I explain what I am doing. I show them pictures of my jewelry, my Instagram account and my location. Then I ask if they would model for me although I cannot pay them. The vast majority say yes.
The shoots have always been fun. All of the models have been very nice and have enjoyed the experience. At the end of the shoot, I give them a little token of jewelry to remember the day. In following blogs I will tell you more about the models and how I met each one. If any of you are in the L.A. area and would care to volunteer, please give me a shout.
I am not anticipating becoming the next Steve Jobs or Bill Gates. But I'm hoping, like Walt Disney, to introduce a little fantasy into the lives of those who wear my jewelry.
