CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsTrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace
The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
Walking along the beach and collecting shells is a nostalgic summer memory for many people, but for Christina Puchi, it’s an everyday occurrence.
Puchi is the founder and designer of CCWW Designs, a Florida-based brand offering many nautical-themed jewels crafted with materials she sourced from the beach by her home, which is just north of Palm Beach, Florida, and on beaches while traveling.
Her multiple shell charm necklace, which debuted in “The Beach Road” collection in 2023, features six of her findings set in 14-karat yellow gold and accented with gemstones.
On a 14-karat gold bead chain are, from left, a ribbed shell with pink tourmaline, white coral with aquamarine, a brown striped shell with tourmaline, coral with citrine, an orange shell with tourmaline, and an orange-white Kitten’s Paw shell studded with an array of gemstones.
Puchi found the white coral and Kitten’s Paw shell while on vacation with one of her daughters on the west coast of Florida.
Puchi explained that she began collecting shells for jewelry after hearing that artists need enough time to become bored in order to create—aside from designing jewelry, she is also a trained fine artist and has been writing poetry since childhood—so she began intentionally creating space and time to gaze at the ocean and the stars.
“Many of my most inspired ideas are born from staring out at what is seemingly nothing, walking and letting my mind wander,” she said.
“I started making jewelry with shells after realizing that when I left home, left the beach, I didn’t feel quite like myself. Carrying shells with me gave me a sense of strength and reminded me of the place where I feel most at peace.”
Puchi added, “At some point, it just gelt natural to turn those shells into jewelry. That’s really how CCWW Designs began.”
Related stories will be right here …
Puchi is the founder and designer of CCWW Designs, a Florida-based brand offering many nautical-themed jewels crafted with materials she sourced from the beach by her home, which is just north of Palm Beach, Florida, and on beaches while traveling.
Her multiple shell charm necklace, which debuted in “The Beach Road” collection in 2023, features six of her findings set in 14-karat yellow gold and accented with gemstones.
On a 14-karat gold bead chain are, from left, a ribbed shell with pink tourmaline, white coral with aquamarine, a brown striped shell with tourmaline, coral with citrine, an orange shell with tourmaline, and an orange-white Kitten’s Paw shell studded with an array of gemstones.
Puchi found the white coral and Kitten’s Paw shell while on vacation with one of her daughters on the west coast of Florida.
Puchi explained that she began collecting shells for jewelry after hearing that artists need enough time to become bored in order to create—aside from designing jewelry, she is also a trained fine artist and has been writing poetry since childhood—so she began intentionally creating space and time to gaze at the ocean and the stars.
“Many of my most inspired ideas are born from staring out at what is seemingly nothing, walking and letting my mind wander,” she said.
“I started making jewelry with shells after realizing that when I left home, left the beach, I didn’t feel quite like myself. Carrying shells with me gave me a sense of strength and reminded me of the place where I feel most at peace.”
Puchi added, “At some point, it just gelt natural to turn those shells into jewelry. That’s really how CCWW Designs began.”
However, Puchi isn’t the only designer to turn literal seashells into jewelry.
National Jeweler and Jewelers of America’s “2025 Las Vegas Rewind” webinar noted nautical-themed jewelry as a trend at Couture last month.
Also popular are pieces replicating marine life, like Karina Choudhri’s “The Big Splash Circus” collection, and blue gemstones like Sleeping Beauty turquoise.
CCWW Designs’ one-of-a-kind multiple shell charm necklace retailed for $8,991.
While it is sold out, there are an abundance of shell charms available on the CCWW Designs website.
Editors' Picks
Sponsored by
More on Trends
The Latest
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
