Meet Liz Fox Roseberry

We caught up with the brilliant and insightful Liz Fox Roseberry a few weeks ago and have shared our conversation below.

Liz Fox, so great to be with you and I think a lot of folks are going to benefit from hearing your story and lessons and wisdom. Imposter Syndrome is something that we know how words to describe, but it’s something that has held people back forever and so we’re really interested to hear about your story and how you overcame imposter syndrome.

Short answer: I didn’t! I still feel like an imposter every day, but I’ve learned to embrace it and use it to my advantage.
As someone with zero formal training in jewelry making, I never imagined people would want to buy my designs, let alone absolutely love them! My imposter syndrome mostly stems from this lack of “official” credentials. But a few years ago, while jobless and searching for my calling, I stumbled into wire art and started sharing my creations on TikTok.
One day, I made my first matchstick earring on a whim and posted it. To my surprise, people went wild! Everyone was telling me to sell them, but in my head, I kept thinking, “Nobody’s going to buy these. I don’t even know what I’m doing!”
Despite my doubts, I kept sharing different earring designs, debating whether I could turn this into a business. In March 2023, with only $400 left in my bank account and facing the prospect of returning to a profession I didn’t love, I took a leap of faith. I put up a few listings on Etsy and announced to the internet that I was going for it.
Since then, I’ve sold over 15,000 PAIRS of earrings! Can you believe it? At the beginning, I doubted everything – the quality, the craftsmanship, you name it. Shipping orders was terrifying because I didn’t know how people would react to my creations.
My solution to this imposter syndrome was simple: total transparency. I decided to own my amateur status and share everything. By pulling back the curtain and letting people in on my creative process, from design to packaging, I figured they’d know exactly what they were getting. After all, nobody’s forced to buy earrings. If they see everything I’m sharing and still want to buy, they’re probably the type of people who will love them and appreciate handmade items…aka my perfect customer!! I truly believe this mindset has been key to my business’s success.
I’ve come to realize that amateurs are often the most creative people out there. When you’re new at something, you don’t know what you can’t do, so it feels like you can do anything! It’s taken me a year and a half to begin accepting that I’m actually really good at this. I’m not an imposter anymore, but that feeling will always linger in the back of my mind.
The funny thing is, embracing my imposter syndrome has become my superpower. It keeps me humble, pushes me to improve, and helps me connect with my customers on a more personal level. So, if you’re feeling like an imposter, remember: sometimes not knowing the “rules” can lead to the most innovative and exciting creations!

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m Liz Fox Roseberry, a jewelry designer based in Austin, TX. About a year and a half ago, I started my own jewelry business on a whim, and it has honestly blown me away!
What makes my earrings truly unique is their design and versatility. Each piece is crafted from a single wire and hangs behind your ear, working with literally any stud you already own. But here’s the kicker – they’re insanely lightweight. When I say you can’t feel them, I mean it. You’ll forget you’re wearing them! Even the heaviest piece in my shop weighs less than a quarter.
Many of my earring jackets have fun features that set them apart. Some are reversible with different textures on each side, while others can stack on top of each other with studs, allowing you to create your own custom dangle. From cherries to eyeballs, matchsticks to Saturns… I make some really unique stuff!
If I had to narrow down the core ethos of my brand, it’s this: I want to make the most versatile, choose-your-own-adventure earrings that bring a sense of playfulness and shatter the idea that earrings have to match. That’s why my store always has the option to buy just one earring. People absolutely love this concept – just check out the reviews!
I run this business with my best friend in the world, Larkin. Together, we’re constantly pushing the boundaries of what earrings can be. We’re currently exploring new designs experimenting with limited edition bundles. Lots of exciting things ahead
What’s really cool is how this little idea has taken off. We’ve gone from making earrings in hundred degree garage to shipping to customers all over the world from our studio. The journey so far has been incredible, and we’re so excited to see where this adventure takes us next. Stay tuned, because we’re just getting started!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back on my journey, three qualities that have been most impactful are momentum, creative flow, and embracing fear. Let me break these down for you:
1. Momentum is everything: As someone with ADHD, I know all too well that an object at rest stays at rest. An object in motion stays in motion. The key is to just start doing something – anything! To combat procrastination, I’ve found that getting the ball rolling, even with the tiniest task, can lead to surprising productivity. For instance, I started my business with two listings. I didn’t worry about branding, packaging none of that stuff! All I had to do what get the ball rolling and the rest falls into place
2. Creativity has a shelf life: Don’t treat your ideas like precious little babies. When inspiration strikes, I’ve learned to act on it immediately. I get that idea out as fast as I can, otherwise there’s no room in my brain for the next one. This approach has led to some of my most popular designs. If not for this understanding, most of my designs might never have seen the light of day.
3. “Where your fear is, there is your task”: This quote by Carl Jung resonates deeply with me. In the context of running a small jewelry business, this often means stepping out of my comfort zone. Whether it’s dealing with imitators, shipping to new countries, or putting myself out there on social media, the things that scare me most often lead to the biggest growth opportunities.
My advice for folks early in their journey:
For momentum, start small. Set tiny, achievable goals each day. Small wins compound over time.
To keep creativity flowing, create a system to capture ideas quickly. Don’t judge your ideas initially – just get them out there. You can refine later.
When it comes to facing fears, start with small risks. Maybe it’s sharing your work with one friend, or attending a local craft fair. Each small step builds confidence for bigger challenges.
Be patient with yourself, celebrate small victories, and don’t be afraid to make mistakes – they’re often our best teachers. Im willing to bet that the most successful artisans aren’t necessarily the most talented, but those who consistently show up, share their work, and aren’t afraid to adapt and evolve.

What do you do when you feel overwhelmed? Any advice or strategies?

My go-to strategy is to break tasks down into smaller, manageable steps. As someone with ADHD, I find this particularly helpful. I might focus on designing just one new earring or responding to a few customer messages, rather than trying to tackle everything at once.
I also lean on my partnership with Larkin. Having a best friend and business partner to share the load makes a huge difference. We can divide tasks, brainstorm solutions together, or just provide moral support when things get hectic.
Lastly, I try to reconnect with the joy of creation. Sometimes, I’ll set aside the business side of things and just play with wire, creating without any pressure to sell. This often reignites my passion and helps me remember why I started this journey in the first place.
Remember, it’s okay to take breaks and prioritize self-care. Your creativity and business will thank you for it in the long run!

Contact Info:

Image Credits

Portraits by Courtney Goforth

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