Amáli was started by Sara Freedenfeld in the spring of 2006. She discovered her passion for making jewelry while travelling through South America. She learned methods of combining natural elements with knotted strings and strategies to link and mold metal. She utilized these new skills to create beautiful jewelry pieces.
Her designs draw inspiration from the natural landscapes she saw throughout her travels. Her jewelry line unites natural simplicity with the glamour of high fashion.
Tell a little about yourself
I grew up surrounded by cows and cornfields in rural New Jersey, and we weren’t allowed to watch TV or play video games. When we weren’t running around barefoot outside, my mother had creative projects for us to get involved with. My sister and I spent full summer days sitting on the back porch making art of some sort or another. When I started my business in 2007, I named my company Amáli after my grandmother, because she embodies the grace, sophistication, and strength that I want to see reflected not only in my designs but also the women who wear them.
Why did you become a designer?
After college, I worked as a community organizer with every intention of becoming a lawyer. When I wasn’t working, I was making jewelry for fun or as gifts. One day my boss sent me an email with a quote that struck a chord with me: ‘Don’t ask yourself what the world needs; ask yourself what makes you come alive and then go and do that…Because what the world needs is people who have come alive.’ I quit the next day. It gave me permission to choose a different kind of life than I had imagined possible for myself. Now I am so fortunate to be able to make a living doing what I love.
What influences your collection and style?
I find inspiration all over the place: natural landscapes, architecture, busy city streets, traveling. I am particularly inspired by vibrant textiles, which you can see throughout the collection. My pieces have a fabric-like sensibility, created by intricately weaving chains to create rich textures with a lot of movement.
What does your collection mean to you?
It’s casually elegant, free-spirited, romantic, lighthearted, and worldly.
How do you hope your collection affects others?
My goal is to cultivate customers that appreciate beautiful things, but are not hungry for symbols of wealth. I hope that my customers appreciate design and see jewelry no differently than the art they choose to display on the walls of their home.
What brought you to partner with Robert Goodman Jewelers?
When Bob and Rose-Marie first came to my booth in Las Vegas, it was like old friends of the family popped out of nowhere. They seemed as out-of-place as I always feel at the big fancy trade show, and this made me instantly feel comfortable with them. I can tell that their business is a labor of love for them so I am confident that the customers who buy my pieces are being treated right. I love getting random phone calls from Bob. His sense of humor is very familiar to me, and a welcome break from what can sometimes be a pretentious industry. My favorite is when he leaves me a voicemail that says simply “Bob Goodman.”