We had the good fortune of connecting with Desi Torem and we’ve shared our conversation below.
Hi Desi, why did you decide to pursue a creative path?
Creative careers are so personally fulfilling to a creative being, because they allow one to monetize their hobbies, but while I could have chosen many other creative paths, jewelry design gave me an opportunity to do that, and so much more. It was always so important for me to pursue a path that provided me a creative outlet for a purpose greater than myself. My love for design allows me to not only work each day following my passion, but also allows me to make a real difference in people’s lives. Through my jewelry designs, I make pieces that signify a moment in time, and serve as a reminder of an accomplishment, celebration, feeling, or loved one. My art is most often tied to sentiment, which makes my job that much more rewarding. Jewelry has the power to evoke emotion, bond people for an eternity, and live on for generations, all while holding tremendous value. Knowing that my creations have that sort of impact is all an artist can ever really ask for.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
JustDesi (Justin + Desi) has been a passion project of mine and my brother Justin’s for as long as I can remember. It is the continuation and expansion of my father’s legacy and brings something entirely new in the jewelry space to market. While he runs the business operations, I am the spokesperson of the brand, designer, and creative visionary. We have just opened up our storefront, through COVID, in Beverly Hills after 3 long years of renovations. Since we are, at our core, a family business, it was so important for us to bring that sense of family to our customers, creating an inviting and inclusive feeling, in an otherwise very exclusive neighborhood. Though our space breathes luxury, it was our goal to make luxury attainable for all. Apart from having beautiful and unique pieces, what truly makes us different is the variety of price points we carry, offering something for everyone. Regardless of budget or status, all customers of JustDesi are meant to feel like celebrities when they come in to shop. We offer an immersive experience for our clients from our in-house atelier, letting them witness the artistry and meticulous craft of jewelry making firsthand. We walk them through the process and encourage them to observe and partake in the creation of their forever piece. Our staff gets personal. We will welcome you like family, educate you on diamonds, style you for any event, and hold your hand in finding the perfect gift or creating the perfect piece. We are a full-service company that truly cares for our clients and aims to be as involved in their lives as they’ll let us be. From engagement, to birthdays, bar mitzvahs, or anniversaries, we want to know and support you through every milestone.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
LA has no shortage of exciting places to visit, but the most noteworthy of the bunch in my opinion are Beverly Hills, Santa Monica, and Malibu. Shopping and dining in Beverly Hills is always a good time. Apart from my jewelry store, JustDesi, the neighborhood offers a variety of great options for some retail therapy. Surrounding hotels in Beverly Hills, such as the Maybourne, Four Seasons, and Waldorf Astoria, have amazing spas for a day of pampering. Some of my favorite restaurants in Beverly Hills are Wally’s, Il Pastaio, and South Beverly Grill. In Santa Monica you’ll find there is much to see and do as well, from live performances at the promenade to rollerblading on the boardwalk, the activities are endless. A visitor looking to partake in some more active excursions will love Malibu for the scenic hikes, and horseback riding in the area. Malibu is also home to many beautiful wineries which I encourage everyone visiting to check out as well!
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I owe everything to my father, who taught me all there is to know about diamonds and jewelry, and business altogether. From the time I was a little girl, until today, I looked to him as a role model, both personally, and professionally. His 40 year family-run business, which my brother and I also manage today, inspired us to venture into business together and open our own jewelry store. Our family business is recognized in the industry for the integrity and trust he built his legacy upon all those years ago, and we’ve been groomed from the time we were kids to expand on this exact legacy. My father has supported our dreams and has given me the confidence to build a name for myself as one of the few leading female jewelers in the industry. Having been mentored first-hand, from one of the most respected and skilled diamond experts there are, gives us credibility and recognition. With many years of relationships and resources at our fingertips, my brother and I can service our clients in a way that many other jewelry companies cannot.