Today we’d like to introduce you to Sophie Wiseman-Floyd.
Hi Sophie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I started HEIR kind of on a whim while I was in undergrad at NC State University 10 years ago. It was a response to something I felt was missing in the market: affordable jewelry that you could actually live in! I’ve always loved jewelry, but I was constantly frustrated by two extremes: either it was super expensive and felt too precious to actually wear (because I would inevitably break or lose it) or it was affordable but turned my neck/ears green after a week. I wanted pieces that felt personal, bold, a little rebellious—but also ones I could shower in, sleep in, live in.
So I started making the jewelry I wished existed: tarnish-proof, wearable every day, and with a kind of low-key luxury vibe. HEIR is all about that balance—pieces that feel elevated but aren’t too delicate to handle real life. You don’t have to baby them, and you don’t have to break the bank. I started out by selling to friends in school and then slowly grew the brand in school! By the time I graduated, I was ready to go full time & supplemented my income with modeling and babysitting. I think people connected with the brand because it’s not just about how it looks—it’s about how it feels. HEIR is about being adventurous, mixing tradition with edge, and showing up unapologetically as yourself, just a little more dripped out.
Now, it’s turned into this amazing community of like-minded people who want jewelry that lasts, tells a story, and doesn’t cost a fortune. I’ve met some of my best friends through this business because I’ve found that HEIR has attracted so many other girls out there just like me – chaotic, fun, adventurous, loud, dirty (at times), and full of life. As a company, my hope is that we are JUST getting started.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not smooth—but I think that’s part of the beauty of it. Starting HEIR RALEIGH was super scrappy in the beginning. I was teaching myself everything—sourcing, design, branding, packaging, website building, photography… all of it. I had to make a lot of mistakes (and I made tons!) to figure out what worked. There were moments where I’d launch a new collection and it would flop, or a batch of pieces would arrive totally wrong, or I’d question whether anyone was even paying attention.
Covid-19 Lockdown was a huge hiccup for us because I was a completely in-person business at that time, meaning I would shlep my products to markets and pop ups all over the state in hopes that people would buy my pieces. I had just started hitting my stride in 2019 and then everything shut down in 2020. At that point I had gotten a few orders on the website but 99% of my business was in-person. I decided to design a new collection, shoot it on my iPhone in a parking garage, use myself as a model, launch on my birthday, and hopeeee that people cared. I had very low expectations but my community absolutely blew me away. I woke up on my birthday to 20 orders and more kept pouring in. It’s become our anniversary because it was the moment I finally believed in myself, HEIR, and this world we were building.
Another big challenge has been finding that balance between staying true to the brand and also growing in a way that’s sustainable. It’s easy to get caught up in the pressure to constantly create or expand, but I’ve had to learn to pace myself—and trust that slow growth is still growth.
Also, creating affordable, tarnish-proof jewelry that actually lasts while keeping things ethical and high quality? Not easy. It took a lot of trial and error to get the materials and production right without compromising on the feel of the pieces. But now that we’re in a groove, it’s all been worth it.
At the end of the day, I think the struggles have made the brand more intentional. HEIR was never about perfection—it’s about evolution. And I’ve learned to really embrace that.
Alright, so let’s switch gears a bit and talk business. What should we know?
HEIR RALEIGH is a modern jewelry brand built on boldness, intention, and everyday wearability. We specialize in tarnish-proof, waterproof jewelry that’s designed to be lived in—think pieces you can wear 24/7 without worrying about fading, rusting, or turning your skin green.
We’re known for our elevated-yet-edgy designs and permanent jewelry experiences, which have become a huge part of what we do. Whether you’re getting zapped solo or with your favorite people, our permanent pieces are about marking moments and making it personal.
What sets us apart? Everything we create is affordable, made to last, and thoughtfully designed. We’re not chasing trends—we’re building future heirlooms with meaning and attitude.
If you’re looking for jewelry that feels good, looks even better, and actually lasts—HEIR’s for you.
Do you have any advice for those just starting out?
START IT NOW! Don’t worry about getting it all perfect – just START! I built HEIR while I was in school, when I had very little time, no money, no resources – all I had was grit and a dream! I used what little money I had to buy a small batch of materials, created a small collection, sold it to friends/instagram followers, and then reinvested the profits. My professors discouraged me, saying it was a distraction and wasn’t a worthy use of my time but I insisted. No one was going to stop me, I was ruthlessly determined.
I have so many friends that dream of launching a brand and have seen so many beautiful ideas never get going because of this need to have everything perfect: investors, logos, manufacturers, etc – all of that stuff is very expensive and distracting and in my opinion, removes the magic from building something off-the-cuff. JUST DOOO IT 🙂
Pricing:
- Average Removable Jewelry Price Point- $70 (Ranges from $28-$144)
- Average Permanent Jewelry Price Point – $65 (Ranges from $50-$100)
Contact Info:
- Website: https://www.heir-raleigh.com
- Instagram: @heir.raleigh
