Meet Cecilia Fernandez | Founder & Designer

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

Hi Cecilia, what was your thought process behind starting your own business?
I always had a creative flair growing up, and despite my parents’ best efforts to try to steer me towards the medical field, I chose to go the creative route. I fell into the world of graphic design, which led me into the world of marketing. Having that background gave me a strong foundation for developing my own brand, but I didn’t seriously consider starting my own business until around 2018 when I was at a leadership conference.

The experience challenged me to think about my passions and where I wanted to be in 5 years. I thought about how I really loved looking for new jewelry in my free time. However, everything looked the same and it was difficult to find pieces, or rather special treasures like the ones you find while traveling, that were the right size, were high quality, and had an attainable price point. I had self-taught jewelry and beadmaking skills I picked up when I was a child, so I thought I’d give it a try and design jewelry my own way.

I began receiving compliments on my pieces from friends and strangers and would often offer “the shirt off my back” aka “the bracelet off my wrist.” This provided the validation I needed to move forward with my dream of creating meaningful, high-quality jewelry with a purpose. I took the leap and built my own brand from the ground up.

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.
When I started So Niice it was important that the business stand for something. It’s about more than jewelry. It’s guided by the golden rule – “treat others how you would want to be treated.”

While I had a clear vision, it was challenging coming into the jewelry market since it’s such a saturated space. I’ve worked hard to help So Niice stand out by creating meaningful pieces that remind you that you’re a good person and to be kind to yourself and to others.

It’s also difficult to do this on my own so I’ve been fortunate to have friends who are supportive and believe in the business and want to help me out. Having this support has enabled me to combine my passion for creating unique, high-quality jewelry with a purpose of empowering women.

We’ve partnered with Sister League of San Diego, a nonprofit that provides safe housing and supportive programming to women affected by mental health issues, homelessness, trauma, and domestic abuse. We donate a portion of our monthly sales and have had the pleasure of hosting jewelry-making workshops with the women. They’ve especially loved making the cell phone bracelets. It is my goal to continue spreading acts of kindness and one day make a bigger social impact.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
There is so much to do in San Diego, so it’s hard to narrow it down! But I’ll share some of my favorite spots that would make for a perfect day in America’s finest city.

First, we would start down south at Comman Goods, a home décor and lifestyle boutique/event space that’s the flagship store for So Niice. It features the entire collection along with some exclusive pieces. It is the most magical space, filled with like-minded brands that have put a lot of grit and passion into their craft, curating such beautiful treasures.

Next, we would head across the street to Hinar Café. They have the best orange blossom latte and the chewiest, most delicious macarons. They’ve also partnered with Comman Goods on their décor so it’s a treat for your tastebuds and your eyes!

We’d then take a stroll around little Italy to work up our appetite for lunch.

Next, we’d head to La Jolla and grab a sandwich at El Pescador. We would take it down to the beach for lunch with a view and enjoy some time on the sand.

Then, we would head up north to Salt Culture in Encinitas, which happens to be So Niice’s first lifestyle boutique. It is founded by Sophie Machado and her husband, pro-surfer Rob Machado.

We’d stick around Encinitas and get snacks from City Tacos and Gelati and Peccati, then spend some time at Moonlight Beach.

We’d then head back south for dinner at Hidden Fish. They have the best omakase in the city! Shout out to Jenny, Chef Steven, and owner, Chef John.

Finally, we’d end the night with a movie at The Lot.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband Scott deserves a lot of credit! He really believed in my passion project and offered the support and encouragement I needed to quit my 9-5. He also challenged me to think about the analytical and more process-driven side of the business, ensuring I had a solid plan before jumping in. He’s my silent partner and my first set of eyes on all new pieces. He helps keep me grounded and is also really handy – he built the So Niice sign I use at markets and pop-ups.

I also want to give a shoutout to Grace, one of my best friends. Grace always shows up, no questions asked. She’s always on brand and speaks so highly of me and So Niice to everyone she meets. She’s brought in so many new customers from her network.

I’m grateful to all my friends who have been so supportive and helped me get So Niice off the ground.

Website: https://shopsoniice.com

Instagram: @its_soniice

Facebook: https://www.facebook.com/soniicejewelry

Image Credits
Personal photo (‘Cecilia Fernandez.jpg’) credit: Jasmine Fitzwilliam @jasfitz
‘Jewelry display.jpg’ photo credit: Jeff Grant at Comman Goods, ‘To the Core Collection.jpg’ photo credit: Tony Regalmuto @alcreomedia