There is a magic moment that occurs when an idea has taken shape and the work becomes its own thing. If we force it, the thing falls apart. If we listen, it becomes wildly beautiful. As the designer and creative voice of the Portland, Oregon-based, handcrafted fashion jewelry line and retail shop betsy & iya, Betsy Cross has dedicated her life to pursuing that moment. For her, it is not just a connection to the product and the craft that has fueled the growth of betsy & iya, but the idea that the experience of the brand can create a feeling of home, accessibility and belonging. Betsy takes select custom jewelry design projects.
Will Cervarich is co-owner and Director of Development at betsy & iya. He is the business and operations side of the company. With a background in business systems, his focus is on the strategic growth of the company, sales and systems. He oversees company marketing initiatives, wholesale sales and relationships, and collaborates on brand development and positioning. Along with Betsy, he’s overseen 10x growth of betsy & iya since 2010.
Founded as a solo project in 2008, betsy & iya has grown and evolved as Betsy continues to hone her craft. Her husband, Will Cervarich, joined her as a business partner in 2010, and together the two grew a wholesale business organically by driving across the country and meeting with shop owners face-to-face. They opened a brick-and-mortar shop in 2011 and the same year created a city-wide local shopping event called Little Boxes. betsy & iya has a current staff of 14 incredible people and two beloved dogs. They produce about 500 pieces of jewelry a week to sell to 100+ independent retail boutiques around the country, including their flagship store in NW Portland, where the jewelry is also made. betsy & iya launched its first collection of fine jewelry in mid-2017.