As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Holly Daniels Christensen.
Holly Daniels Christensen is the Founder and & Designer of Dune Jewelry & Co., the world’s leading experiential jewelry brand that transforms real sand and earth elements into handcrafted keepsakes. What began at her kitchen table in 2007 as a creative way to capture seaside memories has since evolved into an award-winning, purpose-driven company with customers across the globe.
In 2010, Holly officially launched Dune Jewelry with a mission to help people “live for the moment, then take it with you.” Each design is made by hand in her Norwood, Massachusetts studio, using sand and earth elements from over 5,500 locations worldwide — from iconic beaches to mountain trails, golf courses, and gardens — each carrying a unique personal story.
Under her leadership, Dune Jewelry has grown from a one-woman operation into a thriving, socially conscious brand celebrated for its artistry, emotional storytelling, and environmental impact. The company has donated more than $250,000 to global and local causes protecting people and the planet.
In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.
From making jewelry at your kitchen table to running a global brand—what inspired you to start Dune Jewelry, and did you ever imagine it would grow this big?
Dune started at my kitchen table with a few design ideas and sand from my favorite Cape Cod beaches. I began making jewelry for friends and family as a creative outlet, and their reactions were unexpectedly emotional – suddenly, they could wear their favorite memories and experiences. I loved seeing their reaction, and that feeling lit a spark within me. People began bringing me sand and earth elements from all over the world when they returned from their travels, and that gave me the confidence to move forward. I took my work to local art shows, listened closely to the feedback from consumers, and decided to launch Dune Jewelry as a “real” business in September of 2010.
Did I imagine it would grow this big? Yes—I always believed it could, though living it feels bigger than I ever dreamed.
From day one, I saw a global brand that turns lived experience into heirlooms. We create tangible reminders in a world flooded with digital memories – designs that you can hold, not just scroll. Today, we’re partnered with 600 retail partners, powered by a team of thirty, and anchored by a Sandbank of 5,500+ sands and earth elements. Our promise remains unchanged: we transform your most meaningful places into keepsakes so that you can carry your shoreline, your summit, and your story with you every day.
The heart of Dune never changed—community first, stories always. And that truth keeps us grounded. We’ve captured over a million memories, opened our flagship store on the Cape, launched Dune Travels, and Dune Jewelry was named Best Destination Jewelry Brand by Global Traveler magazine for two consecutive years. But my favorite moments are still one-to-one: hearing how a necklace made with a childhood beach or a parent’s garden became someone’s daily reminder to keep going.
You’ve had an incredibly diverse career path before founding Dune—from real estate to being a zookeeper. How did those experiences prepare you for entrepreneurship?
Honestly, I’ve never taken a straight path to get where I am, and I think that’s been my greatest strength as an entrepreneur. Every chapter of my career added a different tool to my belt. In real estate, I learned the art of negotiation, the hustle it takes to succeed, and how to
build relationships with people from every walk of life. As a zookeeper, my days were characterized by patience, compassion, and establishing a routine to keep the animals happy, safe, and thriving. Even earlier jobs, from waitressing to working in construction, demonstrated to me the value of grit, perseverance, and rolling up my sleeves to get the job done.
All of these seemingly unrelated experiences taught me resilience and adaptability. They shaped the way I lead today at Dune, balancing creativity with structure, compassion with drive. When you’re an entrepreneur, every day throws something new at you, and I lean on that eclectic background constantly. It reminds me that no matter the challenge, I’ve been in unfamiliar territory before, and I know that I can figure it out.
That mix is why Dune is equal parts artistry and ops. I can spend a morning naming a collection, then dive into inventory, P&L, or a production puzzle by afternoon. The zoo days taught me routine and care; real estate taught me to negotiate and listen. Both show up in how we build products with heart and a business that can scale.
What was the moment you knew Dune Jewelry was no longer just a passion project, but a scalable business?
I’ll never forget the moment we landed our first significant wholesale order with a national retailer. Up until then, Dune had been my passion project. I was handcrafting designs at my kitchen table, selling at local craft fairs, and pouring my heart into every single piece. But when that order came in, it was as if a switch had flipped.
It was both exhilarating and terrifying. That single order meant I had to think differently about everything from production and logistics to how we could scale without losing the authenticity and personal touch that defined Dune Jewelry from day one. But it also validated what I’d felt deep down. People are connected to the idea of capturing memories in jewelry, and they want more of it.
That order was the catalyst. It was then that I knew that Dune Jewelry had stepped beyond my dream. It gave me the courage to build something scalable and still true to its roots.
From there, we built systems that protected the soul of the brand—Sandbank IDs for transparency, handcrafted finishes, and a promise to under-promise and over-deliver. Scaling didn’t mean losing touch; it meant designing better guardrails so every piece still feels like it came from my kitchen table.
Dune Jewelry is deeply rooted in memory, nature, and place. Why was it important to you to build a brand that honors personal experiences and the environment?
For me, it’s always been about connection. We are the sum of the places we’ve loved, the people we’ve shared them with, and the memories we’ve carried forward. Those experiences shape who we are in such a profound way, and I wanted to create something that honors that truth in a tangible, lasting form.
The ocean, in particular, has always been my grounding force. It’s where I go to reset, to reflect, and to dream. Growing up on Cape Cod, I developed such a deep respect for nature, and I couldn’t imagine building a brand that didn’t also protect and celebrate it.
So when I started Dune, it wasn’t simply about creating jewelry; it was about creating tangible reminders of these incredible places and giving back to make them accessible for generations to come. For me, it was never even a question. It just felt like the only way forward. This commitment to the environment and the places we love is why social impact isn’t just a separate initiative for us, it’s woven into the fabric of everything we do.
Giving back isn’t an afterthought at Dune—it’s the spine. From 4ocean cleanups to Mission Blue and SMILEMass, we pair keepsakes with collaborative stewardship. If we’re asking you to carry your favorite places, we’re equally committed to caring for them.
You’re not just building a brand—you’re also giving back. Can you share why environmental and charitable impact is so integral to your business model?
Giving back is deeply woven into Dune Jewelry’s DNA. To date, we’ve donated over $250,000 to causes that protect and uplift both people and the planet. Our partnership with 4ocean, for example, directly funds the removal of plastic from the world’s oceans. Every design from that collaboration helps clean our waters. With Mission Blue, we support critical work to protect marine ecosystems. And through SMILEMass, we help ensure that everyone can enjoy a beach day by funding beach wheelchairs on public shorelines, allowing families of all abilities to experience the joy of the ocean together.
Impact also shows up in the small things—hosting beach cleanups, writing handwritten notes, surprising customers with little extras, and choosing materials thoughtfully. It’s a daily practice: honoring the places that inspire us and the people who trust us with their stories.
Dune Jewelry has grown to over 600 retail partners and even launched a flagship store. What were some key strategies or turning points that helped you scale?
It wasn’t one big leap; it was a series of intentional choices and a lot of consistency. I always tell my team that a brand is built in the details. We stayed true to our brand story, always leading with the emotional connection our designs create. That authenticity built trust with both retailers and customers.
Trade shows were another turning point. They pushed us out of our comfort zone and opened the door to wholesale partnerships we never could have reached otherwise. At the same time, social media provided a way for us to speak directly with our customers, hear their stories in real-time, and build a community around memory and place.
And of course, opening our flagship store was a milestone. It gave us the chance to physically bring the brand to life, allowing people to step into the world of Dune. It’s not only a home for our designs but also a test market where we can experiment, listen, and evolve. Each of these steps was about saying “yes” to opportunities that scared me a little, then leaning into them with resilience and heart.
Both the flagship Dune Jewelry store and The Cove Boutique became our living labs—hosting events, trunk shows, classes, and feedback loops that sharpen product-market fit. We paired that with consistent brand tempo online—emails, blogs, Lives—and got steady, values-led growth rather than one-time spikes.
What inspired the launch of your other ventures—Mi Tesoro, &Earth, The Cove, and Dune Travels? How do you decide when it’s time to expand into something new?
For me, expansion has always been a balance of data and intuition. I listen closely to what our community is asking for, but I also pay attention to that spark inside me that says, “this is worth building”.
Mi Tesoro, for example, was born from customers craving jewelry they could live in, pieces that were waterproof, sweatproof, endlessly wearable, yet still carried a sense of luxury.
&Earth grew out of my passion for sustainability and the responsibility I feel as a maker to create with intention, using materials and processes that respect the planet.
The Cove, our boutique in front of the Dune studio, is more than just a retail space; it’s a community hub. It allows us to test new ideas, host classes, and connect face-to-face with people who share our passion for the story behind what we create. That interaction is invaluable; it keeps us rooted in why we do this.
And Dune Travels came from my own deep love of exploration and creating experiences with the community we’ve created. I’ve always believed memories are life’s greatest treasures, so the idea of curating experiences where people could create new memories in new places felt like a natural extension of what we already do with jewelry.
We pressure-test every new idea the same way: Does it deepen connection, serve our community, and honor place? If the answer is yes, we pilot it small—often at our flagship store or through a social collaboration with our partners—then scale thoughtfully.
You left home at 15 and taught yourself jewelry design. What kept you going during the early days when things were uncertain?
Sheer determination, grit, and a belief that there had to be something more to life. I didn’t have a safety net, so I learned to create one for myself. Every small win fueled the next step. And honestly, the joy people expressed when they received a Dune design kept me motivated – it reinforced the “why”.
One early ‘win’ I still smile about: a local art fair where a customer cried happy tears over a necklace made with sand from her dad’s favorite beach. That moment paid me in purpose, reminding me that I wasn’t just selling jewelry; I was helping people hold on to what matters.
Building a multimillion-dollar company as a woman in a competitive industry takes courage. What were some of the toughest challenges you faced as a female founder—and how did you overcome them?
One of the hardest parts was being underestimated. I can’t tell you how many times I walked into a room full of men and felt like I had to prove myself twice over just to be taken seriously. It was frustrating, but I learned to let their doubt fuel me. Instead of shrinking back, I doubled down. I stayed focused, built a powerful team, and created results that couldn’t be ignored.
Another key piece was community and mentorship. In the early stages, I signed up for SCORE Boston which is a mentorship program funded by the Small Business Administration. Rick Blank, my mentor, has helped and guided me since 2012. And just as important, I sought out opportunities to mentor others coming up behind me. That exchange of support is powerful. It creates a ripple effect that reminds us we don’t have to climb the mountain alone.
Inside Dune, that shows up as women leading at every level, flexible policies that honor real life, and a culture of “teach what you’ve learned.” Outside, it’s sharing the mic, opening doors, and making sure the next founder has an easier path than I did.
Your book Happiness Comes in Waves reflects your core values. What inspired you to write it, and what message do you hope women take away from it?
I wrote it as a practical, one-page-at-a-time reset for our busy lives – a daily pause that helps you quiet the noise, refocus on what matters, and move forward with clarity. Happiness Comes in Waves is a small ritual you can keep on your desk and use in sixty seconds.
What I hope women take away is simple: you can be ambitious and kind to yourself; rest is a strategy, not a failure; progress is built from small, repeatable choices; and your path never has to match anyone else’s. Define success on your terms, protect your energy, and build a life that feels as good as it looks.
The ocean runs through every page because it’s how I reset. It’s simple, daily wisdom: step outside, breathe salt air, listen to waves, and choose the next right thing.
Stay tuned for my next book, Saltwater, Seashells, & Sunshine, arriving in 2026—a year of daily affirmations and meditations designed to keep you grounded, glowing, and connected to the ocean.
What role does creativity play in your daily life and leadership? Do you still design or contribute hands-on to product development?
Creativity is my heartbeat. I collaborate with our design team, help name collections, and often start the vision for new launches. But I also apply creativity to problem-solving, marketing, and team-building. It’s not just about aesthetics – it’s a mindset.
I’m in the studio often—reviewing prototypes, refining stones and inlays, shaping narratives like Endless Summer, Masterpiece, and our Icon pieces. Naming is a favorite part; it’s where story meets form. And I block “think time” on my calendar so the well never runs dry.
What’s one moment in your journey that still gives you goosebumps when you look back?
The day our team packed their bags and flew to Alaska for our first store activation in Ketchikan. Watching customers interact with our designs in person, in a place filled with natural wonder, brought the brand full circle. I’ll never forget the pride I felt in that moment.
That same feeling hits when we hit milestones—our 15th anniversary; the Founder’s Ring made with wood from my kitchen table; or accepting the Global Traveler magazine award, Best Destination Jewelry Brand, for two years in a row. They’re all reminders that a scrappy idea can grow into a community if you treat people and places with respect.
If you could give one piece of advice to women who are just getting started—especially those building from the ground up—what would it be?
Start before you’re ready. You don’t need a perfect plan, just the courage to begin. Trust your instincts, seek support, and know that missteps are part of the process. Don’t wait for permission—build your dream on your terms.
Get practical, too: track cash weekly, find a mentor (SCORE changed my life), and test quickly at small scale—pop-ups, trunk shows, or a simple landing page. Momentum beats perfection every time.
Do you have a mantra or personal philosophy that you live and lead by?
“Progress over perfection.” Growth comes from doing, learning, and evolving—not from waiting for everything to be just right.
And my north star for Dune: Live for the moment, then take it with you. It’s how we design, how we lead, and how I hope our community moves through the world.
Lastly, how can our readers further follow your work online?
You can find me on Instagram and follow our brands @dunejewelry and @themitesoro. You can also visit dunejewelry.com and mitesorojewelry.com to see our latest collections and stories. I’d love to connect!
