Designer Profile | 21 Degrees North Jewellery

Apr 11, 2017 | Designer Profile

New to TVM this Sunday is 21 Degrees North Jewellery, a boutique jewellery label designed by Brooke Holt Pennell inspired by her native home of Hawaii.

"I was born and raised in Makaha, Hawaii and am part native Hawaiian. I have 2 sons, Kainalu and Kamakani who are both avid waterman and still live in Makaha. I worked for various companies in the surf industry in Honolulu for over 20 years and held titles as General Manager, Head Men’s Buyer and Retail Operations Manager. I retired from the surf industry to move to Australia 5 years ago to be with my husband."

TVM: What made your pursue your creative passion by starting your own business?

BP: As the child of two artists, I was always surrounded with creativity and art.
My father was a glassblower with a master’s degree in fine arts and my mother a fashion designer with a degree in textile arts.
I have created jewellery as a hobby for many years and it’s been such an amazing creative outlet as well as a supplemental income for me.
After my father passed away I decided that I was going pursue my passion and try to turn that into a meaningful business.

When did you take the plunge and start your own business?

I laid the foundation mid 2016, but actually registered and started the business in December 2016.

What does your brand consist of?

21o N is unique handcrafted jewellery. I combine shells (some that I’ve dived for in Hawaii and some sourced from ethical companies), Tahitian black pearls and semi precious gems with 14k gold filled and 24k gold plated chain, findings and components.

I plan on adding complimentary products to my collection in the near future.

Where is the label designed and made?

I always say.... Conceived in Hawaii, made in Australia

What inspires you?

I’m deeply inspired by my Hawaiian home and by the ocean I love so dearly.
The ancient Hawaiians had hundreds of names for the varying tides and moods of the ocean and I love intertwining that feeling in my jewellery.

That being said.....I get bored quickly and am always finding new inspiration to inject into my collections.

What are your plans for the brand and where do you hope it takes you?

I certainly hope to grow my brand and to eventually launch retail storefronts in Australia specializing in all things 21oN – which is Oahu’s approximate geographical latitude.

What were the biggest challenges when launching your brand?

So far, my biggest challenges are probably similar to most startup companies....capitol!! Financing even a small business is a challenge.
Also trying to find a good fit for retailing or wholesaling my brand. Being the designer, marketer, webmaster, social media consultant and sales manager are many jobs for one person to fill....

What is the best thing about having your own business?

I get to represent myself, showcase what I love and I work at my own pace. I take great pride in my work.

One piece of advice for someone hoping to start their own small business that you wish you’d been told?

Hmmmmm, there are many, but if I had to choose just one, it would be to STAY TRUE TO YOURSELF AND DO WHAT YOU LOVE. If you don’t believe in what you’re doing, it’s not real.

Find Brooke and 21 Degrees North at TVM this Sunday 16 April 2017 or connect with the label: