"I call my hand rolled clay beads She Beads® , because it's what they are and it's what I do," says Sandy Rueve, creator of She Beads. She credits her inspiration for She Beads to her love of perennial gardening, and has successfully translated her natural adeptness for design vision that continues to thrive, under Sandy's nurturing, creative direction. Her unique design aesthetic has been meticulously cultivated throughout the growth of this seedling enterprise.
Sandy developed her sense of style and affinity for design while growing up in Cincinnati, Ohio. Sandy knew early on that she wanted to involve herself in a career that enabled her to help others. A devoted stay-at-home mother of two she soon began juggling three part-time jobs to care for her young family. One of these jobs included working as an X-ray technician for the world famous Chicago Bulls. Driven by her creative instincts, Sandy started a small cottage business, designing and selling jewelry and accessories. In 1993, at the request of Michael Jordan, Sandy designed and hand crafted beads for the sports legend. It was through the act of this fortunate deed, that She Beads was born.
She Beads history not only spans time, but generations. Sandy's son Andrew and daughter, Alex who have been immersed in the She Beads ethnology since childhood, now work side by side with their mother in what has become a family business. Their exuberance, creativity and contributions to product development, marketing and customer service have helped shape and direct She Beads future.
Andrew, 27, has taken on the role of CEO of She Beads. Utilizing his business degree from Seton Hall University, Andrew maintains a watchful eye on daily operations, with strict attention to detail. In addition, he straddles the creative side of the business as well. With a fresh, contemporary viewpoint, Andrew has spearheaded a plan to invigorate and reintroduce the HE Beads line back into the company. "I have worn them since I can remember which is why I plan to focus on growing the culture of male accessories." Andrew possesses a strong entrepreneurial spirit and keen sense of the potential that this unique enterprise holds. He exhibits a fierce dedication to moving his business in new directions that will ensure the continued success of She Beads.
At 22 years of age, Alex, like her Mom, has developed a distinctive personal style, due in part to the creative influences she has experienced with the She Beads culture. Alex has now partnered with her brother to take She Beads into the future by redefining the culture once again for a new generation of She Beads customers. Her integral work on revamping and revitalizing the company's outdated, gargantuan website has already increased her company's web presence, visibility and productivity. Alex also serves as a cane designer. Canes, are the tediously, hand-crafted clay designs that adorn every bead the company produces, she has been perfecting this craft since she was a child. In addition to her commitment to She Beads, Alex is simultaneously working on her degree in Business Management at Loyola University in Chicago. Her strong work ethic and creative sensibilities seem to be the renewable resources that have helped fuel the evolution of the She Beads brand.
The Rueve family has built a successful company through hard work, perseverance, and collaboration. These qualities serve as the foundation of their business. In response to a core belief of giving back, She Beads had partnered with selected charities and has developed what they call The Charity Bead Collections®. These collections reflect their collective dedication to the personal struggles of others, that they fight with passion and conviction. "Our purpose isn't just to donate proceeds, but to become an advocate for education, to grow awareness, and connect people with similar experiences," explains Sandy.
In the nearly 18 years since the company's inception, Sandy and her family have traveled across the country and internationally to spread the She Beads name and its unique culture. In their travels they have listened to thousands of people share their She Beads stories. Like the tiny beads they string, She Beads bring these people and their stories together. One person's connection to She Beads can result in powerful relationships that ultimately offer comfort, hope and solidarity within a common experience. It is truly a testament to one family's mission to touch others deeply through their life's work.