Living a Charmed Life

Tiffany Jazelle’s career has skyrocketed over the past few years. After tirelessly working trunk shows across the Cape when she first started out, the local jewelry designer and entrepreneur recently opened her first retail store in Dennis, completed licensing deals with the Boston Bruins and Boston Celtics and is planning a line of handbags and a collection of men’s jewelry.

By Joseph Porcari

As a teenager summering on Cape Cod, Tiffany Jazelle made rope bracelets for family and friends. Today, she owns a national jewelry brand in more than 400 stores on the Cape and across the country. T. Jazelle has more than 37,000 Instagram followers and her online exclusives of 100 bracelets typically sell out in minutes. After a storybook wedding at Wequassett Resort & Golf Club last September, she postponed a honeymoon in Hawaii to enable her to complete licensing deals with the Boston Celtics and Boston Bruins. In 2017, she also launched a clothing line, opened her first retail store and was honored by the Cape Cod Chamber of Commerce with a 40 Under 40 award.

Tiffany Jazelle Snow Narbonne combines a breezy beach girl persona with that of a motivational life coach. She is fond of expressions like “Set goals and crush ’em.” Her vibrant personality and Cape Cod lifestyle are integral to her brand. She’s her own best jewelry model and appears on most of her thrice daily Instagram posts wearing stacks of her bracelets made with semi-precious stones and charms. Many of her summertime posts include pictures of Jazelle on her favorite beaches like Grays or Chapins partying with friends.

The designer and entrepreneur majored in communications at the University of New Hampshire and worked briefly in the newsroom of a Boston TV station writing scripts for the news anchors. But her first love has always been fashion and design. In 2013, at age 23, she quit her TV job and launched her jewelry business. Her late father, Terrence Snow, who helped build the Nine West and Rieker shoe brands, has been her greatest inspiration. Her husband, Leon Narbonne, whose family owns the Westies shoe outlets on Cape Cod, helps her with product development and oversees the business. “Leon is my backbone and helps make me stronger.”

When she first started out, Jazelle appeared at up to four trunk shows a week at various Cape Cod stores. Among her first retail accounts and biggest supporters include Sativa in Harwich Port and the Pump House Surf Shop in Orleans. Jamie Rivers of the Pump House recalls when Jazelle appeared with 10 bracelets and persuaded her to try them out in the store. “She was passionate and always smiling,” says Rivers, “with impressive energy and drive, and that’s what sets her apart from everyone else. Tiffany Jazelle commits herself 110 percent to whatever she’s doing.”

Calista Remondino of Sativa, a good friend, remembers when Jazelle made all of the jewelry herself and her living room was strewn with boxes of beads and charms. “Every time I see her, she’s excited about her latest ideas and wants to share the excitement,” says Remondino. She works harder than anyone else and is deserving of her success.”

Crucial to Jazelle’s success and to the essence of her brand is her connection to the Cape. “I see Cape Cod as an amazing place to establish and grow a business,” says Jazelle. “It would have been more difficult to start a business in the city. Local love has been strong and inspiring. I immediately began working with local stores and thrived on their immediate feedback.” Her exposure to vacationing retailers and jewelry buyers also led to many other new accounts. Some of her best-selling collections are nautical and beach themed and she seeks to transmit the “good energy” she feels on the Cape.

Each piece of jewelry is assembled by staff at the T. Jazelle headquarters in Dennis in a neatly organized space lined with shelves and drawers containing thousands of sterling silver charms and an array of colored stones. Her employees refer to her as “Toots” or “Boss Lady,” and she credits them for “believing in me and inspiring me.” The jewelry collections have grown to include necklaces, rings and earrings, but the bracelets are her top-sellers. In the near future, she plans a line of handbags and a collection of men’s jewelry.

Jazelle enjoys thinking of ideas for new charms and looks for symbols that offer meaning and connection to the wearer. For instance, her “core” pieces all have two pyrite beads, which convey good luck and protection. Every one of her products must have a story and Tiffany writes each story card. For her Cape Cod charm, she writes: “Cape Cod is a small island filled with serenity, comfort, happiness and memories. Wear your bracelet as a reminder that a part of Cape Cod is always with you.” She measures her success not only by the amount of revenue she earns or the number of stores carrying her work, but also by the amount of good energy she can generate. She is dedicated to two major charities. Part of the proceeds from her Paw Print bracelet go to the Humane Society, and the Hugs bracelet proceeds go to Massachusetts General Hospital.

“I define myself as a free spirit and a dream chaser,” says Jazelle. She is living both a Cape Cod and an American dream. “I am grateful for the freedom to do what I love.” Her business is growing rapidly and her biggest challenge is handling the growing pains. One gets the sense, however, that she is unstoppable and destined for even greater success. She literally dreams about her business in her sleep. “I go to bed with dreams and wake up with plans.”

T. Jazelle’s store is located at 416 Main St., West Dennis, tjazelle.com

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