Our Story – AVALON by JAE

JAE Jewelry Co. began in Los Altos, California, but its roots stretch back much further—into a lifelong love of creating by hand. From sewing beside her mother at five years old to designing stage wardrobes for musicians in the 1980s, founder Julie Ann Eckstrom (JAE) has always been drawn to expressive, thoughtful design. After studying at the Fashion Institute of Design & Merchandising in San Francisco, her appreciation for materials and craftsmanship deepened.

Jewelry became a natural extension of that creativity. What began as handmade gifts for friends—Victorian-inspired love token bracelets and meaningful milestone pieces—slowly evolved into something more. Encouragement from friends, and two pivotal moments, brought clarity: a moonstone necklace meant as a gift that a friend insisted on purchasing, and school-color bracelets made for her son’s college that sparked immediate enthusiasm.

JAE Jewelry was born from identity and intention.

But identity evolves.

And sometimes, it becomes quieter. More grounded. More elemental.

The Birth of AVALON

AVALON began in Kauai.

On afternoons spent laying out beads on a table — puka shells, coco wood, pearls, silver — and watching her son and his friends create their own necklaces and bracelets. There was something powerful in that simplicity. Young men choosing their own materials. Building something personal. Wearing it daily.

It continued with school-color bracelets made for her son at Virginia Tech — pieces that felt meaningful but understated.

And then came a realization:

Men don’t want to shop on a women’s jewelry site.

They want something designed for them — not adapted for them.

• Larger beads.
• Stronger proportions.
• Cleaner lines.
• Natural weight.

When Julie created grounded, earthy pieces for her husband, other men immediately responded. They were drawn to the presence of the materials — strong but minimal. Elevated but never flashy.

That was the moment AVALON took shape.

What AVALON Is

AVALON is the men’s extension of JAE.

It carries the same intention — translated through scale, silhouette, and form designed specifically for him.

The materials may overlap with JAE, but their character shifts. Stones that appear faceted and more delicate in JAE become larger, smooth, rounded, and substantial in AVALON. The distinction lies not in what is used, but in how it is shaped — cleaner lines, stronger silhouettes, balanced proportions, and a grounded architectural feel. The refinement is still there, just expressed with quieter confidence and more masculine shape language.

• Organic.
• Earth-driven.
• Minimal.
• Masculine.
• Refined.
• No excess.
• No ornament.

Just texture, weight, and presence.

AVALON is jewelry designed to feel intentional rather than decorative. Pieces that layer easily, wear effortlessly, and reflect a steady, understated strength.

If JAE expresses identity through nuance and detail,

AVALON expresses identity through presence and balance.

It is for the man who values:

• Craftsmanship
• Natural materials
• Subtle strength
• Personal meaning

AVALON is not loud.

It is steady.

Rooted.

Intentional.

Born from JAE.

Built for him.