Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
The Next Generation: Elizabeth Potts of The Moonstoned
The young online dealer explains how she’s modernizing antique jewelry shopping in the second installment in a series profiling up-and-coming voices in the industry.

Sexy, badass and fun aren’t words typically ascribed to antique jewelry, but that’s exactly how dealer Elizabeth Potts, 29, hopes her reworked finds make her customers feel.
Take a peek at the Instagram page of Potts’ online-only store The Moonstoned and you’ll begin to understand where she’s coming from.
In her posts, Potts features her jewels for sale in hyper-graphic collages that communicate a piece’s romanticism without a hint of stuffiness. Potts also models pieces herself, translating them into a look that’s wearable, modern and cool.
In short, the way that Potts handles her jewelry—not delicately, but, indeed, more like a “badass”—makes it feel aspirational and generationally appropriate.
For the second installment of my series “The Next Generation,” I chatted with the New York City-based curator, who also designs her own antique-inspired line called by The Moonstoned, about how she’s created a new mood for an old category.
On Her “A-Ha” Moment
“I grew up in New Mexico and was really influenced by all of the Zuni and Navajo jewelry out there. I remember going to visit a Zuni reservation and watching them make jewelry by hand, and I just found it so fascinating. When I went to school I studied jewelry-smithing, and my other interest was history. I had this a-ha moment about (exploring) where jewelry comes from, a time when it was really made with purpose and intention. From there I started getting into vintage and antique jewelry.”
How She Got Her Start
“I had a little bench in my tiny apartment for a long time and I would make jewelry and rework antiques whenever I had a moment. I had a tiny Etsy shop ages ago and a gal reached out to me and asked if I would come on to help her with her antique jewelry business, so I did and kind of helped get that off the ground. After maybe two or three years of that, I decided I wanted to do my own. I launched The Moonstoned in 2016.”
“I’m no longer in tears when I’m in front of my computer anymore.” – Elizabeth PottsOn Computer Literacy
“I remember buying the domain for The Moonstoned and making that huge leap. I was in Sydney, Australia with my now husband and I remember sitting down in this café
I slowly taught myself everything. My husband taught me the ins and outs of taking the photos and retouching, so he helped me with the photography, but I do everything soup to nuts. I retouch all of the photos, process them, and I do all of the collages and artwork myself. I built my website myself. I’m no longer in tears when I’m in front of my computer anymore.
I’m so lucky that (my husband) is really generous in helping me set up shoots and doing the fine photography.”

Why Antiques?
“I wanted to connect more to the excitement of antique jewelry and jewelry in general instead of just selling something to make a buck. If I wanted to just make a buck, I would not be in jewelry. I’ve always really been in love with the history and the story of jewelry so I went off on my own to really pursue that connection.”
On Approaching Antique Jewelry with a Modern Attitude
“Antique jewelry can be very, very precious and very museum-worthy. I wanted to create something that felt very attainable, personal and that you could have a little bit more fun with, instead of having it for the sake of collecting.
I started doing collages with the jewelry because I felt a little frustrated with the ways I was seeing antique jewelry being presented with all the glamour behind it. I’d see beautiful shots of jewelry on a black background that almost made it feel untouchable and unattainable.
“I … come from a really big hospitality background and in that field, you know how to talk to someone … and be empathetic to create an experience. I’ve taken that into my jewelry brand.”I want things that are going to be a little more accessible and kind of badass and sexy and fun, so I try to find pieces that feel that way for me so my client base and friends can all feel like it’s something that they can celebrate and put on to be sexy, whether they’re wearing a sweatshirt and shorts or they’re wearing a leather jacket and boots or dressing up for a night out.”
On How She Sets Her Business Apart
“I come from a really big family. Even though there were a ton of us, we always all felt heard and we knew that when we needed special attention we got it, whether it was from grandparents or my parents, aunts, uncles, brothers, sisters or cousins. I was raised in a family that was really good about that.
I also come from a really big hospitality background and in that field, you know how to talk to someone and really care and be empathetic to create an experience. I’ve taken that into my jewelry brand as well. I want to connect with everyone. I want [the transaction] to be more than just gold and diamonds or gemstones. I want it to create a beautiful experience around a piece of jewelry that makes my customers feel good, because they’re going to take it home and wear it and every time they look at it, they’re going to have a certain reaction.
All of these items carry energies. I try to make sure that every single time something leaves my hands it’s nothing but happiness and a good feeling. I genuinely do care about the interaction between myself and others.”
“If everyone just had a little bit more fun and just relaxed a little bit more, (antique jewelry) would become a little bit more modern.”On Advice to Antique Businesses That Want to Modernize
“I think a lot of people need to stop taking themselves so seriously. I feel like a lot of antique dealers and fine jewelry dealers take offense easily and feel elitist or like their jewelry shit doesn’t stink or tarnish, if you will.
If everyone just had a little bit more fun and just relaxed a little bit more, it would become a little bit more modern. Your modern buyer isn’t going to want a very buttoned-up, white-glove service. They want to feel like jewelry is tangible, like it’s a real thing. I think when you’re having fun with your jewelry and being playful with it, that’s sexy and that’s modern and it feels a lot better than something you keep behind glass that you need to handle delicately.”

“I’ve been seeing lately that there are some people on Instagram who feel intimidated and bullied about transactions around jewelry. I think it’s really important for people to be kind to one another and be gentle and empathetic and, again, to relax and have fun. We’re not selling medical equipment and nothing’s life or death. It’s just jewelry. I think that’s something important to think about and talk about as well.”
On Expanding Her Own Designs
“I’ve always done small pieces. I took some time to really focus on the antique and vintage. Recently I’ve kind of found my creativity again and I’m expressing that through my designs. It’s fun to share things that make me feel good and powerful.
I’ve got more of my personal ‘by The Moonstoned’ line coming out soon, designs that I’ve done that feel very old-world but very modern and sexy as well.”
The Latest

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

The entrepreneur and “Shark Tank” star will share his top tips for success.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Two existing executives have been given new roles.


Meredith Tiderington, an electrical engineering student, was selected for the award.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

Her new role is director of strategic initiatives.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.