Dune Jewelry celebrates 10-year anniversary with brand refresh

Experiential jewelry company continues to evolve with new name, logo and offerings.

Boston-based Dune Jewelry has announced a name change to Dune Jewelry & Co. With the help of Framingham, Massachusetts-based PARLR Brand Studio, the company is introducing a brand refresh to celebrate their evolution and new direction. The company began 10 years ago as the Original Beach Sand Jewelry Co. by kitchen table entrepreneur and travel lover, Holly Daniels Christensen, founder and CEO.

According to Christensen, "We are so proud of our continued success. My team and I work amazingly well together, so it's with great pride that we're celebrating this enormous 10-year milestone. We've got a new, fresh look: logo, color palette, as well as an updated name that lets customers know we reach far beyond jewelry."

Originally the company began with Christensen herself making handmade jewelry using local beach sand from Cape Cod, which was given as gifts to friends. Quickly she discovered everyone had a special place that resonated with them personally and would love to have a memory to commemorate it.

She developed a unique niche in the market for her handcrafted designs, which evolved to include a Sandbank with sand from over 4,500 beaches as well as other natural elements from iconic locations around the world. As an experiential jewelry brand, customers can capture all their favorite moments, whether it's with beach sand, flower petals, mountain trail earth and more with Dune’s individually customized jewelry.

New offerings will include an expansion into home accents featuring experiential fragrance candles that recall coveted locales like Cape Cod, Hawaii, the Amalfi Coast, and Bermuda, plus picture frames, wine stoppers and ornaments. A revamped ecommerce website will be launching in 2021.

Christensen says she strongly believes in giving back, and Dune has donated over $110,000 to multiple charitable projects through their quarterly Giving Week events. Additionally, the brand continually donates to various coastal preservation organizations around the world.

Through design collaborations with passionate, like-minded women including Sports Illustrated Swimsuit cover girl Camille Kostek, rising pop star Nicole Michelle, sports radio/TV personality Ann Liguori, and emerging stylist, Dy'amond Breedlove, Dune continues to work with individuals that inspire Christensen.

Dune Jewelry & Co. continues to make all jewelry and accessories by hand with a team of dedicated professionals in its Boston studio.