Meet Gina Sundstedt | Jewelry Designer

We had the good fortune of connecting with Gina Sundstedt and we’ve shared our conversation below.

Hi Gina, what led you to pursuing a creative path professionally?
Since I was young, I always knew I wanted to pursue a creative career. I just didn’t know what that looked like for me. For a while, I thought it might be makeup; I loved seeing my transformation when I applied a full-face of makeup. But as an introvert, I quickly realized that constant small talk and client-facing work didn’t feel natural to me.

Everything shifted when I enrolled in a basic jewelry-making class at my community college on a whim. I had no idea at the time, but that class would become the first step toward my career as a jewelry designer.

What drew me to jewelry was its subtlety. Unlike makeup, which can completely change how you look, jewelry enhances who you already are. It’s not about transformation, but about self-expression. That realization inspired me to fully commit to this path and attend the Gemological Institute of America, where I earned my certification in Jewelry Design & Technology. I chose this wonderfully creative industry to design beautiful, wearable art that is an expression of myself and can be shared with anyone who wears it.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My journey hasn’t been easy, but it’s been the most defining part of who I am as both a person and a designer. Growing up in a very strict religious household, I often felt like I didn’t have control over my own life. I struggled deeply with anxiety, especially during my school years, to the point where I was physically sick most mornings before class. I wasn’t a great student, and being diagnosed with learning disabilities later on only made me feel more behind. For a long time, I carried the belief that I wasn’t capable of becoming who I aspired to be.

But as I got older, I started realizing that my struggles were shaping me, not holding me back. They taught me resilience, independence, and empathy — all qualities that influence how I approach my work and connect with others today. My designs are deeply personal, not just in meaning but in the way I create them. When creating custom pieces for clients, I listen to their stories, emotions, and experiences and turn them into wearable art.

Through NEU Jewelry, I want to remind people that imperfection and struggle don’t take away from our worth but instead, give us depth and character. Every piece I create is a reflection of that belief: modern, high-quality heirlooms that represent beauty and resilience.

What I’m most proud of and most excited about is seeing how my business continues to grow and evolve. Watching NEU take shape from a simple idea into something real has been so fulfilling, I can’t wait to see where it goes from here. I’m proud to have built something that once felt impossible. My own living proof that even the hardest beginnings can lead to the most meaningful results.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I moved to San Diego full-time four years ago, and since then I’ve had so much fun exploring all the unique pockets this city has to offer. Every neighborhood has its own charm, and I love showing visitors a mix of well-known spots and local hidden gems.

To start, I’d pack a lunch and take it to Kellogg Beach to enjoy by the bay. It’s peaceful, beautiful, and if you’re lucky, you might even spot the military training their free-swimming dolphins (yes, that’s really a thing!). If you’re looking to shop, try UTC. It’s a gorgeous outdoor mall that has amazing food including Marugame Udon, which serves some great fresh udon noodles.

When I lived in Kensington, I fell in love with Ponce’s for their incredible Mexican food and Kensington Café for brunch. You need to get the Parkside Scramble, and don’t forget to add jam to your sourdough toast. For matcha (my obsession), my top three spots are Rikka Fikka ( skip the strawberry and get the cream top), Easy Does It for their perfectly balanced cloud matcha, and OOO Community, a local pop-up that makes an amazing honey cream top matcha.

If you’re looking for some culture and color, Barrio Logan is wonderful. It’s full of vibrant art, murals, and incredible food. South Park and North Park are must-visits too, with endless restaurant and brewery options. My top picks are Harland South Park for a chill drink and bite, and El Comal for authentic comfort food.

At night, I’d end the day with music and a drink at Part Time Lover, a laid-back bar featuring Japanese-inspired cocktails, tiki cocktails and highballs. Choose Triple Crown Pub if you’re in the mood for a true dive bar experience. Play some shuffleboard or pool while sipping cheap beers.

Who else deserves some credit and recognition?
I want to dedicate my shoutout to two incredible women who have shaped both my life and my career.

The first is my Oma — the reason I fell in love with jewelry in the first place. She was the strongest, most resilient woman I’ve ever known. Growing up in post–World War II Germany, she faced immense challenges, yet she carried herself with grace, optimism, and unfaltering strength. My Oma had a bold collection of statement jewelry that I have always loved, and that love became the spark that led me to where I am today. Her influence continues to inspire not only my designs but also my work ethic and how I show up in life.

The second person I want to recognize is my boss and mentor, Gina Murphy. Gina is the reason I have a career in this industry. She took a chance on me right after graduation, when I had no prior experience, and welcomed me into her successful company, Close by Me Jewelry. Over the past five years, she’s been my biggest supporter, constantly pushing me to grow while offering encouragement and trust in my abilities. She’s the one who inspired me to start my own company and has continued to guide me with invaluable advice, both professional and personal, that I’ll carry with me forever.

Website: https://neujewelry.com

Instagram: @neujewelry

Linkedin: https://www.linkedin.com/in/regina-sundstedt-860b67189

Other: Tiktok: @ginasunset

Image Credits
Steve Limones Photography