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Under the Hood with GoodWoodNYC
Posted by Tilly's on Monday, April 02, 2012

Category: Good Wood , streetwear , Jewelry

GoodWoodNYC is the wooden jewelry company from the Big Apple that's pretty much dominated the wooden accessory game.


The brands innovative designs and unique craftmanship have caught the eye of countless celebrities like, Snoop Dogg, P. Rod, Theotis Beasley, Jaden Smith & more, who have all worn a laundry list of Goodwood styles.


Tilly's caught up GoodWoodNYC founder and CEO, Kerri O'Connell, to see how the brand started, their ongoing inspiration, the wood working design process and more. Have a read and see what the hype is all about.


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What’s your name and position at GoodWood?
My name is Kerri O'Connell and I am the owner/founder and CEO at GoodWoodNYC.
 

pandahead.jpgHow did GoodWood start? GoodWood started with an idea to create wooden jewelry incorporating designs that were typically made of metals like gold and silver. We've been around for 4 years now.


What were the brands humble beginnings like? In the very beginning it was just me hand carving wooden rings in my apartment and selling them to friends. The pieces were getting a lot of attention so I started going out and promoting it as a brand. I needed more space to work so I moved into the basement of someone's house and ran the business out of there for a few months. I had sanders and tools and a laser engraver stuffed into a tiny room. Around that time it started taking off so I contacted some friends in the industry to get involved.  Eventually we got a studio space and were able to get things off the ground.

What inspires each piece? Based in NYC, does the big apple have a serious influence over each design? I would say NYC plays a big role in the style of the pieces and the concept of the brand, but each design has it's own influences. I like to incorporate ironic images into modern designs, so a lot of inspiration comes from culture in general.

 

key21.jpgWhat’s the design process like for each piece created? The concept is the first thing. We have weekly meetings to discuss new ideas for pieces and new products. Once we are good on a concept we start designing graphics and products that will fit within the concept. Sometimes we can go through 3 to 4 drafts before we are satisfied with final designs. When we have the solid designs, we create a file that is readable for engraving. After the engraving we still design further with color options and various wood working techniques depending on the product.

 

Goodwood has been blowing up lately. Why do you think so many people are backing GoodWoods look? I think people like the variety of original designs and the quality of the pieces. We offer so many different designs and unique products.

 

What celebrities have worn Goodwood accessories? Snoop Dogg, Nas, Jaden Smith, Spike Lee, Nigel Sylvester, Louie Vito, Theotis Beasley, P. Rod... Since each piece is hand sanded, assembled and painted, is it safe to say that no two Goodwood pieces are alike?

No two pieces are identical. Each piece of wood has a different grain. The same procedures are done to each piece but they are still a natural material and made by hand. 


Get the newest GoodWoodNYC styles right here at Tilly's...

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