Innovation

Cupid’s Wings Jewellery takes advantage of a “concept not many think to use: thrift stores,” she explains. As a self-run and independent business, Izzy is both her own supplier and manufacturer. Drawing on her experience over the last five years, she “carefully selects silverware based on design, quality, and material”. By using a ring bender and other metalworking tools, she transforms these forgotten pieces of silverware into wearable art.

By sourcing materials from thrift stores instead of purchasing new silver, she reduces waste, lowers costs, and keeps her production environmentally conscious. This approach not only makes her jewellery unique but also allows her to “connect with customers who value authenticity and sustainability.”

Her innovation lies not in high-tech machinery, but in her mindset. Izzy “sees the potential in overlooked materials and transforms them into something meaningful.” Her work serves as a reminder that creativity often thrives in simplicity, resourcefulness, and a respect for the past.

Inspiration

The city of Edmonton is particularly recognized for its blue-collar demeanor, rich hockey history, numerous festivals year-round, and antique scene. “Places such as Whyte Ave perfectly reflect this spirit, with its well-known antique stores and frequent markets where people can buy and sell unique items”. As a kid, Izzy relished the culture. She elaborated, exclaiming her “love for exploring antique shops, especially because my aunt owned one.” Although antique stores offer a plethora of fascinating items, one in particular caught her eye: silverware that had been transformed into rings. However, these rings were too expensive for her to afford at the time, and she eventually let go of the idea of owning one.

Years later, in March 2020, Canadians suddenly had to shift their way of living as the global Covid-19 pandemic led to an immediate nationwide shutdown. With workplaces closed and isolation officially mandated, people everywhere struggled to adapt to the new reality. During this period, like many others, Izzy found herself “scrolling through social media to pass the time.” Coincidentally one day, she stumbled across a small business that crafted and sold handmade rings repurposed out of silverware. With activities being limited, Izzy decided to try her hand at making some herself.

At first, they didn’t turn out as she’d hoped, but with practice and patience, she “began to rediscover the joy she once felt as a child.” As her skills improved, so did her confidence, inspiring her to share her creations on social media. To her surprise, her posts gained attention, and soon she noticed a growing demand for her work. She also realized there weren’t many local artisans in Edmonton making spoon rings, giving her a unique opportunity to fill a niche gap in the market. By combining her creativity, childhood love, and a bit of entrepreneurial spirit, Izzy used that advantage to establish her own small business. What began as a simple quarantine hobby soon “reignited a deep creative spark, transforming a childhood fascination into a meaningful craft she could share with others.”

Overall impact

The innovation behind Cupid’s Wings Jewelry had a significant impact on the business by allowing Izzy to “capitalize on a niche market in Edmonton, differentiate her products through craftsmanship,” and build demand organically through social media exposure. This approach also contributed positively to society by “promoting mindful consumption, inspiring creativity during a period of isolation, and strengthening local community ties through markets and in-person sales.”

Environmentally, repurposing antique silverware reduced waste, extended the life cycle of existing materials, and minimized emissions associated with traditional mining and mass production.

In the short term, the innovation provided an “accessible creative outlet and generated immediate interest from customers online.” Over the long term, it positioned Cupid’s Wings Jewelry as a sustainable, community-driven brand committed to circular production practices. Concrete evidence of this impact can be seen in the demand for her pieces on social media, consistent presence at local markets, and the enthusiastic customer response that enabled her hobby to evolve into a stable small business.

Business benefit

Cupid’s Wings Jewelry gains a distinct competitive advantage by repurposing antique silverware rather than sourcing new materials. This approach dramatically lowers production costs, increases profit margins, and reduces reliance on external suppliers, giving the business full control over quality and supply continuity.

With each piece being handcrafted from unique, pre-loved materials, the product line naturally differentiates itself in a crowded jewellery market, attracting customers who value sustainability, authenticity, uniqueness and storytelling. This differentiation strengthens brand loyalty and allows for competitive pricing justified by craftsmanship and environmental responsibility.

Furthermore, operating locally through markets and festivals builds strong community ties, enhances visibility, and drives consistent word-of-mouth growth. By filling a niche gap in Edmonton’s artisan scene, Cupid’s Wings Jewelry has positioned itself as an innovative, memorable, and resilient business with long-term potential.

Social and environmental benefit

By reusing old products and operating the entire process herself, Izzy “minimizes Cupid’s Wings Jewelry’s carbon footprint as much as possible.” This hands-on approach aligns with the United Nations’ Responsible Consumption and Production Sustainable Development Goal (SDG 12), emphasizing waste reduction, reuse of materials, and ethical production practices.

Typically, creating traditional jewellery can be an intensive process, often tied to ethical challenges in mining, energy consumption, and significant environmental impact. Mining in particular has the most negative effects, with approximately 95% of carbon emissions of the industry coming from the extraction and production alone. Moreover, practices such as deforestation may occur to mine precious metals and stones for the fashion industry, harming entire ecosystems.

Izzy takes a different approach. Instead of relying on newly sourced materials, mass production, and environmentally damaging practices, she “gives new life to pre-loved silverware, transforming it into meaningful, handcrafted pieces.” Thus, this approach significantly reduces environmental emissions by eliminating the harmful practices responsible for roughly 95% of the impact, leaving only an estimated 5% associated with transportation and localized production. Each ring not only carries artistic value but also contributes to a circular economy by extending the life cycle of existing materials.

Her environmentally conscious practices extend beyond production. By operating locally, Izzy reduces transportation emissions and strengthens community ties. “Customers can find Cupid’s Wings Jewelry at various markets and festivals throughout Edmonton and St. Albert,” she exclaims, allowing them to buy directly and support small-scale, sustainable business practices. For those living nearby, she also offers local delivery, maintaining a small environmental footprint while keeping a personal touch in each transaction.

Interview

Isabella Wine, Founder