Jewelry artist Nathalie Capelluto (’01, ’16M) is hooked on JMU

When Nathalie Capelluto (’01, ’16M) connects to a new chain and sees that spark, she knows it’s a job well done.

“It’s that creating, designing and having it welded on you” that Capelluto says ignites the flame. “It creates that lasting memory that I think people are really drawn to.”

A permanent jewelry artist, Capelluto “still bleeds purple” more than 20 years later as she embarks on her entrepreneurial journey and builds her new business, Studio Links Jewelry, from scratch.

Capelluto formed Studio Links Jewelry in April to express her creativity and newfound passion for permanent jewelry. However, starting a new business does not come without challenges.

Permanent jewelry is “a custom-fit piece that is welded directly on,” the Studio Links Jewelry website explains. “That means no clasp to worry about. It is meant to be worn every day and can represent a special moment, connection or just your personal style.” Though the jewelry is designed to stay on, it can easily be removed, if necessary, by applying scissors at the jump ring. “It is jewelry made to last, but not something you are stuck with forever.”

She recalls moments of self-doubt, questioning whether she was capable of starting her own business. “I was like, ‘I can’t do this,’” Capelluto said. “‘I don’t know what I’m doing.’”

Studio Links Jewelry sells necklaces, bracelets, anklets and rings, as well as customizable chains and charms. She debuted her work at an at-home party for a group of friends in June. The event was a success. Every attendee bought at least one piece of jewelry, and some couldn’t resist buying more. Her business has continued to grow with the help of appearances at home parties, breweries and more.

While based in Northern Virginia, Capelluto never misses an opportunity to return to Harrisonburg. She has brought her business back to Madison for several occasions, including a pop-up event at Valley Mall in November. She says her success wouldn’t be the same without JMU.

A double Duke
Capelluto graduated from the College of Business in 2001 with a Bachelor of Business Administration in Computer Information Systems but couldn’t stay away. She returned to JMU and earned her Master of Business Administration, concentrating in Innovation in 2016.

“That makes it all worthwhile,” said Matt Rutherford, MBA program director. “When you have a student like Nathalie, who’s engaged and excited and is really trying to use this experience to better themselves in some way, that’s what makes the job worth doing.”

JMU gave her not only the strong business background she needed, but also the foundation that guides her today.

A creative spark
After JMU, Capelluto entered the corporate world. She moved to Atlanta, Georgia, and had a successful career in finance, eventually climbing the ranks to directorial positions for Cox Communications and Warner Bros. But she was looking for something more.

“Being in finance for over 20 years, the brain power that it took and sucked out of me really drove me toward my creative side,” she said.

She decided to retire and move back to Virginia to be with her family. During her last few months living in Atlanta, Capelluto stumbled upon a new trend — permanent jewelry. It piqued her interest, and she found herself becoming a regular client at Sparx Permanent Jewelry. What started as a solo trip to try something new quickly became a passion. She continued to visit Sparx and brought many of her friends with her.

Sharon Powers, owner of Sparx Permanent Jewelry, inspired her to get involved and became her mentor. Powers started a training program around the same time, and Capelluto was her first student. “I hope all of my students are a lot like Nathalie — focused, with a desire to do it correctly,” Powers said. “She really goes above and beyond.”

Family ties
Capelluto’s connection to JMU doesn’t stop there. Not only is her love for JMU present in her career and personal life, but it also runs in the family. This fall, her cousin’s stepdaughter started her freshman year at Madison.

Capelluto said she’s proud to pass the torch and watch as she continues to carry on the JMU tradition. “I was lucky enough to put a bracelet on her with the JMU colors,” Capelluto said. “That was really special.”

As she follows this journey to continue her entrepreneurial career, Capelluto has one final message about her time at JMU: “I wouldn’t take back a second of it. I still bleed purple.”