We recently connected with Rachel Birzon and have shared our conversation below.
Rachel, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
I found my purpose at the tail end of one of the most difficult chapters of my life — an 18-month medical battle that began with stage three skin cancer and led to an atrophied thyroid. I didn’t recognize myself anymore. My body, my voice, my energy, my spirit — everything felt broken. I was depleted in every sense of the word. Around that time, my best friend mentioned an idea she thought would be perfect for me: starting a permanent jewelry business. At first, it felt random — but the more I thought about it, the more it started to feel like a lifeline. Jewelry had always been my thing, even as a kid. I never cared much for clothes or shoes, but I always had my jewelry on — it made me feel like me.
The idea sparked something in me. I couldn’t stop thinking about it. I chose the name Eleven Eleven because as my angel number, 11:11 had been showing up constantly in my life. I had even created a secret photo album on my phone to track it. At the time, I didn’t fully understand what it meant — I just knew it did. I registered my LLC in May 2023, and less than two weeks later, I was hospitalized again for five days after nearly slipping into a coma. From that hospital bed, I launched my business Instagram. I had no experience, no money, and no plan — just a micro welder, a few chains and charms I bought with the last of my savings, and the belief that failure wasn’t an option.
I taught myself everything — watching hundreds of videos, practicing until my hands cramped, and applying to every market I could find. My first pop-up? I dropped my chains under a porch. I’ve stood outside in the Florida heat and made $0. But I kept showing up, because I quickly realized I wasn’t just making jewelry — I was creating moments. People were marking milestones with my pieces: birthdays, breakups, best-friend trips, mother-daughter memories. That emotional connection became the most rewarding part of it all.
Later that year, I started teaching at my best friend’s Lagree studio, and that community helped me grow both creatively and professionally. It gave me the clarity to expand Eleven Eleven from just permanent jewelry into a full custom jewelry brand — offering both permanent and clasped designs made from hypoallergenic, tarnish-proof, nickel-free materials. At this point, there’s almost nothing I can’t create with a chain — necklaces, anklets, body chains, hand chains, bikini charms, even custom designer bag chains. I’ve spent the last two years refining my craftsmanship, sourcing high-quality materials, and creating collections that tell stories. I’m now working on my third collection — the most creatively daring one yet — and it feels like a full-circle moment.
The truth is, I still have “WTF am I doing?” days. But I’ve learned that purpose doesn’t have to be loud or perfect — it just has to be honest. Mine lives in the quiet magic of someone putting on a piece I made and feeling just a little more radiant, a little more themselves. My purpose is to inspire women to feel strong, seen, and beautiful — and if I can do that through jewelry, then I know I’m exactly where I’m meant to be.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m a self-taught jewelry artist specializing in both clasped and clasp-less pieces — including body chains, bag chains, and now, bikini charms. If it involves a chain, I can make it. I use only the highest quality gold-filled metals, which are tarnish-resistant, hypoallergenic, and built to last far longer than standard gold-plated jewelry. I source my materials exclusively from trusted U.S.-based suppliers I’ve developed close relationships with over the past two years. I often compare my process to that of a chef — I gather the best ingredients and create a completely original recipe every time
What makes my work so meaningful is the emotion behind it. Permanent jewelry is often chosen to honor a special moment — a memory, a person, a milestone, or even a promise to oneself. I’ve since expanded into fully custom, one-of-a-kind pieces, where I take someone’s vision and turn it into a wearable keepsake. One of my favorite projects was a “magic mystery” sale where clients submitted three words, and I created a piece based entirely on their energy. It was one of the most creatively fulfilling experiences I’ve had — and it reinforced that what I’m really offering is more than just jewelry. It’s intention, memory, and magic.
Right now, I’m in the middle of a full rebrand. After two years of building Eleven Eleven, I felt ready to evolve into a more refined, aligned version of the brand. I’ve updated the logo, colors, fonts, and overall aesthetic — and I’m getting ready to launch my third and most creatively ambitious collection yet: the 777 Summer Drop. Inspired by the energy of angel number 777 (luck and divine alignment), the collection is a three-part series: one inspired by the seven seas, one by the seven Hawaiian islands, and one by the seven sisters from The Little Mermaid. Each piece is named and designed with purpose, rooted in the spirit of summer, femininity, and adventure.
This collection will also serve as the official launchpad for my rebrand. Once the collection is complete, I’m turning it into a digital look-book and beginning the process of pitching to local boutiques and retailers. My next goal is to launch a retail partnership program, because I fully believe Eleven Eleven Jewelry deserves to be on shelves — not just tables at pop-ups.
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?
I’d say the three most impactful qualities that shaped my journey were my people skills, my resilience, and a little healthy delusion. After nearly 15 years in the service industry, I became skilled at connecting with strangers, reading energy, and helping people feel at ease — which translated naturally into both my work as a jewelry artist and Lagree instructor. I’m a Sagittarius, so being around people energizes me, and I genuinely believe my passion for what I do stems from that deep love of connection. Resilience has also been key. There were days I made $0 in sales, but instead of spiraling, I stayed in motion. I told myself failure wasn’t an option and constantly asked, “What’s next?” And finally, a little delusion goes a long way — you have to believe in what you’re building before anyone else does. I told myself this mattered, even when no one was watching. That mindset carried me and continues to carry me to this day.
For anyone just starting, my advice is simple: study your craft, teach yourself everything, and keep showing up. Rejection will come, and some people might not get it — but if your soul is pulling you toward something, listen. Talk to yourself like someone you love. I use affirmations every day and remind myself I’m a successful business owner, even when it doesn’t feel that way. Confidence isn’t about proof — it’s about belief. The truth is, the bad days will likely outnumber the good ones at first, but eventually, something shifts. That momentum, that appreciation — it becomes the fuel. And once it does, your mission becomes protecting the version of you who was scared and unsure. You owe it to her to keep going.
How can folks who want to work with you connect?
Ok, so dream collaboration ( because why not) would be with the girlies over at Boys Lie. I’ve always loved their story, their unapologetic aesthetic, and the way they tap so deeply into the female psyche. It mirrors so much of what I try to channel into Eleven Eleven — boldness, intention, softness, and edge all wrapped into one. So, Tori and Leah, if you’re reading this… please check your DMs and let’s drop a Boys Lie jewelry line!
Right now, I’m actively looking to expand into retail spaces — boutiques, salons, and eventually one day, department stores. I believe in the quality of my pieces, but more than that, I believe in the energy behind them. Every piece I make is intentional, and I know that if more women were able to see and feel my jewelry in person, they’d fall in love with it. I’m excited to connect with retailers, stylists, and creatives who align with the Eleven Eleven ethos: storytelling through adornment, high quality without compromise, and jewelry that feels as powerful as it looks.
Contact Info:
- Website: https://elevenelevenpjco.com
- Instagram: elevenelevencustomjewelry
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