Our story
Handcrafting Genuine Turquoise Jewelry Since 2004
For over 20 years, Sowell Jewelry has been creating vibrant, one-of-a-kind turquoise jewelry inspired by the free-spirited beauty of California beaches and the timeless allure of the American Southwest. Featured in British Vogue and trusted by customers worldwide, we specialize in handcrafted boho and western-style pieces made with genuine Arizona turquoise and solid 925 sterling silver.
How It All Started
In 2004, I (Helena) founded Sowell Jewelry out of a deep love for unique, handcrafted jewelry featuring vibrant natural stones. What began as a personal passion quickly evolved into something bigger. I enrolled in jewelry design and silversmithing classes, learning traditional metalwork techniques, stone setting, and artisan craftsmanship from master jewelers.
After years of experimenting with different styles and gemstones, I found my voice: boho beach meets western-inspired design, centered around the brilliant blues and greens of Arizona turquoise. That aesthetic has defined Sowell Jewelry ever since.
What started in a small California studio has grown into a brand featured in British Vogue, carried by over 400 boutiques worldwide, and loved by thousands of customers who value genuine materials and timeless style. Today, I focus on design and running the business, while our talented team of California artisans brings each piece to life with the same care and attention to detail that inspired our very first collection.
What Makes Us Different
Genuine Arizona Turquoise
We work exclusively with genuine Arizona turquoise sourced directly from established mines in the American Southwest. Unlike mass-market jewelry that uses dyed howlite, plastic, or imitation stones, every piece of turquoise in our collection is authentic.
Our turquoise is stabilized to enhance durability, which is a standard industry practice that strengthens the stone and ensures your jewelry can be worn every day without damage. Stabilization doesn't change the fact that it's real turquoise. It simply makes it more resilient while preserving its natural beauty and vibrant color. The difference is real: stabilized genuine turquoise lasts decades, while dyed howlite (the cheap alternative) fades and chips within months.
Quality Silver Craftsmanship
Our jewelry is crafted with two metal options to fit different budgets without compromising on quality.
Our signature collection features solid 925 sterling silver, which may naturally oxidize over time (a sign of authenticity) but can be easily polished to restore its shine. All sterling pieces are stamped with our "SJ" hallmark for guaranteed authenticity.
We also offer select designs in premium silver-plated brass with thick 2.5-micron plating and protective e-coating, making them water and sweat resistant. This is significantly thicker than typical plated jewelry and designed for durability.
We're always transparent about which metal each piece uses, so you can choose what works best for your lifestyle and budget.
Handcrafted by Our California Team
Unlike factory-made jewelry churned out by the thousands overseas, each Sowell piece is handcrafted by our skilled team in our California studio. We hand-select every stone, hand-finish every setting, and personally inspect every piece before it reaches you. This means no two pieces are exactly identical due to natural stone variations, and we maintain much higher quality control than mass production allows. It also means you're supporting small-scale artisan craft, not factory labor, and you're getting jewelry made to last generations.
Our Design Philosophy
Where Boho Beach Meets Western Soul
Sowell Jewelry is designed for women who move between worlds. Beach bonfires and city brunches. Yoga classes and gallery openings. Casual confidence and statement style.
Our boho beach aesthetic brings the laid-back elegance of California coastal living with natural textures, organic shapes, and effortless layering. Our western-inspired designs honor the heritage of Southwestern silversmithing with bold turquoise, Native American symbolism, and timeless craftsmanship. The result is jewelry that feels both timeless and current, comfortable yet striking, meaningful beyond simple decoration.
Ancient Tradition, Modern Life
Turquoise has been treasured for over 7,000 years by cultures from ancient Egypt to the Navajo Nation. Known as a stone of protection, wisdom, and healing, turquoise connects the wearer to both earth and sky. When you wear Sowell Jewelry, you're carrying a piece of this ancient tradition, reimagined for how we live today.
Why Customers Choose Us
Featured in British Vogue
In 2015, Sowell Jewelry was featured in British Vogue for our distinctive blend of bohemian style and genuine craftsmanship. This recognition affirmed what our customers already knew: quality and authenticity never go out of style.
Wholesale Partners Worldwide
Our jewelry is carried in over 400 independent boutiques across the United States and internationally. This retail presence speaks to both the quality of our craftsmanship and the timeless appeal of our designs.
Over 3,000 Five-Star Reviews
With an average rating of 4.9 stars from more than 3,000 verified customers, our community tells our story better than we ever could. Customers return to Sowell Jewelry again and again because they know they're getting genuine materials, fair pricing, and jewelry that truly lasts.
Built to Last
Genuine turquoise and sterling silver aren't fast fashion. As turquoise mines deplete and precious metals rise in value, authentic pieces like ours actually appreciate over time. You're not just buying jewelry. You're investing in something you can wear for decades and potentially pass down to future generations.
Our Commitment to Transparency
What "Genuine" Really Means
In a market flooded with fake turquoise, we want to be completely clear about what we offer.
We use genuine Arizona turquoise that's been mined in the USA, stabilized for durability (which is standard in the industry), hand-selected for color and quality, and is 100% authentic turquoise, not dyed or synthetic.
Our jewelry is available in both solid 925 sterling silver and premium silver-plated brass (with thick 2.5-micron plating and protective e-coating). We're always transparent about which metal option each piece uses.
Understanding Stabilized Turquoise
Stabilization is a process where natural turquoise is infused with clear resin. This hardens softer stones and makes them durable enough for jewelry, protects the color from oils and water, and ensures your piece stays beautiful for years, not just months.
Here's what's important to understand: stabilization does not mean fake. The stone is still genuine Arizona turquoise. It's just been strengthened to make it wearable. In fact, most turquoise jewelry sold today uses stabilized stones because untreated turquoise is simply too soft and porous for everyday wear.
We promise to never pass off fake stones as real, never use mystery materials, and never mislead you about what you're buying. Transparency and trust are the foundation of everything we do.
A Note from Helena
I've always been drawn to unique, handmade things, especially jewelry that tells a story. After years of collecting vintage turquoise pieces and admiring Southwestern silverwork, I decided to learn the craft myself.
I studied jewelry design and silversmithing under master artisans, learning to saw, solder, file, and set stones by hand. It was humbling and challenging and incredibly rewarding. Those early lessons in respecting the craft are still woven into every piece we create today.
My design aesthetic comes from two places: my California roots with the ocean, open sky, and relaxed coastal style, and my love for the American Southwest with its desert landscapes, Native American jewelry traditions, and the bold beauty of turquoise against silver.
Twenty years later, I still design every collection, and our California team brings each piece to life with the same attention to detail that defined our very first designs. Every ring, necklace, and bracelet that leaves our studio carries that same passion.
Thank you for being part of the Sowell Jewelry story.
Helena
Founder & Designer
Questions We Hear Often
Is your turquoise real or fake?
It's 100% genuine Arizona turquoise, never dyed howlite or imitation. Our stones are stabilized for durability, which is standard in the industry, but the turquoise itself is completely authentic.
What does "stabilized" actually mean?
Stabilization is when natural turquoise is treated with clear resin to harden and protect it. This makes the stone durable enough for everyday wear while keeping its natural color and beauty intact. It's the industry standard because untreated turquoise is too soft and porous for most jewelry applications.
What's the difference between your sterling silver and silver-plated pieces?
Our sterling silver pieces are solid 925 silver throughout and will last a lifetime with proper care. They're our signature collection and represent the highest quality.
Our silver-plated pieces use premium brass with thick 2.5-micron silver plating (3x thicker than typical plated jewelry) plus protective e-coating for water and sweat resistance.
Both options use the same beautiful designs and genuine turquoise. We're always transparent about which metal each piece uses, so you know exactly what you're getting.
Will the silver tarnish?
Our sterling silver pieces may naturally oxidize over time, which is actually a sign of authenticity. You can easily restore shine with a silver polishing cloth.
Our silver-plated pieces feature thick 2.5-micron plating with protective e-coating for water and sweat resistance, designed to maintain their finish longer than typical plated jewelry.
Is this safe for sensitive skin?
Yes. Our jewelry is made from hypoallergenic 925 sterling silver and is nickel-free. Thousands of customers with metal sensitivities wear our pieces without any issues.
Why does Sowell Jewelry cost more than similar pieces I see on Amazon?
Because we use genuine materials instead of fake ones. Most cheap turquoise jewelry uses dyed howlite (which is white stone dyed blue) and plated brass that tarnishes quickly. We use real turquoise and solid sterling silver. It's the difference between jewelry that lasts a few months and jewelry that lasts decades.
Where is everything made?
All Sowell Jewelry is handcrafted by our team in our California studio. We also work with over 400 wholesale boutique partners who carry our collections.
How long will my jewelry actually last?
With proper care, Sowell Jewelry can easily last decades. Many customers tell us they've worn the same pieces daily for years without any problems. Genuine turquoise and sterling silver are heirloom-quality materials. They're meant to be passed down, not thrown away.
Do you make custom pieces?
Not at this time, but we release new designs regularly. Sign up for our email list to be the first to know about new collections.
What We Stand For
When you choose Sowell Jewelry, you're choosing genuine materials over fakes. Handcrafted quality over mass production. Timeless style over disposable trends. Honest pricing over inflated markups. And real customer care over corporate indifference.
We've been doing this for over 20 years because we genuinely love the craft and because our customers deserve better than what fast fashion offers.
Thank you for supporting small-scale artisan work. Thank you for choosing authentic over imitation. And thank you for being part of our story.
Welcome to Sowell Jewelry.