Maple Grove’s Stay Golden Part of ‘Permanent Jewelry’ Trend
In a tiny suite in Maple Grove on recent Friday, Alayna Silas and her mother were out shopping for the perfect bracelet – one that won’t be leaving their wrists anytime soon.
“I came here to get a permanent bracelet from Britt,” said Silas. “I’ve worked for Britt and just gotten all of my permanent jewelry from her.”
You heard that right: “permanent jewelry.”
“It actually started in 2017, I believe, in a little space in New York, a company called Catbird,” said Britt Mara, the owner of Stay Golden, a permanent jewelry store in Maple Grove. “So it’s been around, but I feel like with the world of social media and TikTok the trend has exploded, I would say a ton in the last two years.”
Mara launched Stay Golden in April of 2022.
After visiting a cousin in Chicago and seeing its popularity there (while getting a few permanent jewelry pieces herself), she wanted to bring the trend to Minnesota.
Mara was one of the first to offer permanent jewelry here, and business has boomed.
“It just started as a, I want to say like a side hustle,” she said. “And fully has become a 40-50 hour a week job now.”
Britt Mara (left) helps Alayna Silas of Blaine get fitted for a new piece of permanent jewelry.
How it works
In essence, permanent jewelry is a piece of jewelry that is custom fit to your wrist.
Mara uses a jump ring in place of a clasp to close the bracelet, and then she takes a small welding machine to zap the opening shut.
The entire process takes about five minutes. Once you have a bracelet that’s already on your wrist, it’s less time you have to spend getting ready in the morning.
“I have three small children, so I never really like to think about putting on jewelry or accessorizing,” Mara said. “So the fact I can wake up and my jewelry is already on me is super appealing to me.”
On top of that, each bracelet tells a story and leaves customers with a lasting memory.
“I have this plan that on my wedding day, all my bridesmaids will be getting one of these from Britt,” said Silas. “I hope to get one with my daughter one day and continue just matching with friends and my mom.”
Meanwhile, prices can range anywhere from $55 to $290. And, although it’s called “permanent jewelry,” you can remove it using a pair of scissors or a small wire cutter.
Britt Mara shows off her own permanent jewelry. Her shop, Stay Golden, is located within the Phenix Salon Suites at 7900 Wedgewood Lane N in Maple Grove, Suite 123.
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