A downtown Concord business is getting national exposure.
The Bead Lady at 1 Union St. N., will provide jewelry for celebrity gifts as a sponsor for the 32nd annual College Television Awards on April 9.
Owner Kathleen Reeder, 41, along with her husband and business partner, Justin Reeder, 43, believe the opportunity to be able to showcase their jewelry is truly a blessing.
"It happened very fast," said Kathleen, who designed jewelry for the awards' celebrity-gifting suite. "We are very excited to be able to design jewelry that will be seen by all the celebrities. To be there and represent our jewelry, to represent ourselves and Concord on that world stage is pretty cool."
Kathleen's inspiration comes from what she believes are the current trends as well as what she already loves. She gives classic jewelry like turquoise and coral pieces her own personal twist.
"We took regular pieces and did a spin on it," said Kathleen, who designed and created 40 pieces of jewelry for the awards. "Some of those pieces will be recreated, but going out there as one of a kind.
People can take a design that was originally created for the awards and add their own personal touches to make it original, she said. Everything in the store is handmade and an original piece from Concord.
Kathleen and her husband are constantly thinking of marketing strategies to expand their business. In addition to the promotional aspect, Kathleen creates and produces jewelry pieces for fundraising campaigns and corporate events.
Kathleen creates one-of-a-kind designs as well as mass-production pieces, depending on the event.
The Bead Lady works with Hospice and Palliative Care of Cabarrus County to raise money for their fundraising campaigns.
"They are more apt to give if they get something in return," said Kathleen.
It's all about what the clients want and what The Bead Lady can provide for them, she said.
The Bead Lady hosts jewelry making classes, birthday parties, and Ladies Night Out events.
"I think it's been a little hard for everybody," she said about these difficult economic times. "You have to be open to different marketing. We are not a bead shop, we are a jewelry shop as well."
With the economy the way it is, budget management is important, explained Justin.
And since putting up ads are expensive, customers are the most important because word of mouth is the best advertisement.
Their first priority is taking care of customers at the door and everything else comes second.
"I am a production person...I have to produce every day," said Kathleen, who finds time to design her jewelry pieces when she's not taking care of customers. "Our time is very limited and we try to put in as much as we can."
Kathleen and her husband know how to juggle their activities and multitask. They have two sons, Gabriel, 9, and Wyatt, 6, who attend Millingport Elementary School in Stanly County.
"Everything is just synergy," said Kathleen. "Right now it does take a village to raise children and takes everyone to help out. Our kids definitely help out around the store. They help count and pick up beads."
Balance is key for the Reeder family, who takes the time to practice martial arts as a family several times a week. Both Kathleen and Justin are passionate about organic farming and promote a healthy lifestyle.
"We grow our food, enjoy life daily...live life daily," said Justin. "We are not guaranteed a tomorrow."
For now, Kathleen and her husband are trying to make it out to Los Angeles. They want people to be able to put a face to the name and discuss their jewelry.
"We are not just a fly by the night business," said Reeder. "We are here and we are concrete."
Started in November 2002, The Bead Lady has five showrooms with different beads imported from all over the world such as gemstones, Czech glass, fresh water pearls and shells.