How the trendy jewelry brand was born

Although it started out as a simple creative outlet, the duo noticed that what they were making wasn’t available anywhere else. The duo loved the idea of ​​a statement piece, but discovered that what was on the market usually involved shiny metal or “costume” rhinestones.

“We wanted a raw, organic, natural piece that we could wear with jeans and a t-shirt or a dress and still be the ‘wow’ piece that could transform your style,” White said.

While at the beach, White and Tugwell made a few necklaces, which featured natural elements like seashells and wooden beads strung on string.

“We both wore them all summer and that’s when people started asking where we got them,” White explained. “We tied our strung beads on a suede strap for added comfort and it became Twine & Twig’s recognizable hallmark.”

From there, two moms told Shop TODAY that “the ball started rolling fast” for their fledgling business.

“We had stores contacting us and we had to Google how to create a ‘line sheet,'” Tugwell said. “We did a trunk exhibit where we invited friends, who invited friends. We had no intention of turning our beading into a business. We were creating pieces with the plan of a trunk exhibit unique – that night we sold all 200 pieces.”

The demand was greater than the speed at which the pair could make the necklaces.

“We were two moms (with) five kids between us designing and creating while our husbands watched the kids and our mom made coffees,” White said.

But the pair made it work.

“We’re now in over 250 stores and have seen Twine & Twig make their mark on famous necks,” founder Elizabeth White told Shop TODAY.

Since 2013, White and Tugwell have grown the brand to include wholesale accounts, an e-commerce website and a studio in Charlotte, North Carolina run by an all-female team.

“What we designed was something completely unique and original, which we attribute to the rapid demand that followed,” White said of the brand’s growth.

How the brand gives back

Luckily, Tugwell’s daughter is fine now, but the couple haven’t forgotten how their business started.

“Because of how Twine & Twig was born, with my daughter’s illness, naturally our first charitable act was Make-A-Wish,” said Tugwell, adding that they have since created products including 100 % of profits are donated to charities. In the past, they have created coins to benefit from everything from environmental conservation to humanitarian awareness. “To date, Twine & Twig has donated over $50,000 to a variety of charities and organizations. »

Twine & Twig design process

The sisters told Shop TODAY that each piece of jewelry, which includes necklaces and bracelets, is one of a kind.

“From the color variations in the beads to the texture of the shells and suede we use, no two Twine & Twig pieces are exactly alike,” Tugwell explained.

Added White, “We find inspiration for new collections of waves, trees, concerts, messy paintings of our children…you name it. Then we source our pearls from near and far. The fun part is next, piles of beads and a ton of mess. We string, untie, retry, finish each other…and then we have a necklace. Once we feel like it’s a “go” , we’re asking the girls in our studio to start duplicating, shooting and defining the product live on the website.”

The brand’s signature design – a suede strap – is handcrafted on each piece of jewelry.

“The process is a labor of love. It starts with receiving our full-size pelts which are then hand-cut into individual suede strips,” Tugwell said. “Our suspenders are then sewn and branded with our custom Twine & Twig logo. The branding tools we use add a very rustic, artisan element to every style.”

To see some of the brand’s bestsellers, scroll below and to shop visit Twine & Twig and use promo code TODAY10 for 10% off.

Cowrie Necklace #1

“Even though we’ve created over twenty new versions of this style, everyone keeps coming back to this classic,” White said. “It’s the perfect piece that can be worn with jeans and a t-shirt or a wedding dress. Jacquelyn wore it on her wedding day!”

Mixed Metallic Layered Necklace Set

“This set is great for people looking for versatility, as it contains a variety of metal types,” White explained. “It can be mixed and matched with any pieces you already have in your jewelry box.”

Stacked Classic – Desert

“It’s the perfect neutral statement,” White said. “It’s always a bestseller in fall and winter to spruce up your favorite black sweater.”


“We love threesomes as gifts for the girls in your life,” White said, adding that they make great stocking stuffers, Easter basket additions, or teacher gifts. “The best way to start a Twine & Twig stack collection is with a trio set.”

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