Jewelry designer’s pieces win notice

Donna Silvestri credits Sunny Goode for generating an article in Southern Living magazine that helped bring national awareness to Silvestri's On U line of jewelry.

Goode, owner of Sunny's Goodtime Paint in Richmond, was attending a meeting at the magazine's corporate offices in 2005 when several writers commented on the necklaces she was wearing.

"Everyone loved them," Goode said. "I told them this neat lady in Richmond makes these and I gave them Donna's information."Goode now has 25 On U necklaces. Her daughter has several bracelets. "She spends her baby-sitting money on Donna's jewelry," Goode said. "Each piece is one of a kind."

Silvestri and her husband, Greg, started On U Inc. in 1989 when Donna Silvestri worked as a fabric designer in New York. She sold her jewelry at craft and accessory shows and had it featured at the exclusive Barneys New York chain.

A woman who attended one show bought the handcrafted jewelry to give to the legendary singer Cher.

"The woman's son was in a band that played for Cher," Donna said. "Cher's assistant called me and said she wanted to buy more. I sent her about 20 pieces and she kept five or six."

Her handmade jewelry also has been worn by model Cindy Crawford, actress Brooke Adams and singer Steven Tyler of Aerosmith.

"A hairstylist in New York who was familiar with the jewelry told Steven about it," Greg said.

Tyler bought nine hand-dyed silk and sterling silver wrap bracelets that On U now markets as Tyler bracelets.

"He was wearing them when they played in Richmond," Greg said.

The Silvestris came to Richmond in 1993. Their dining room served as Donna's work space until 2002, when they added a studio at 6802 Patterson Ave. in Richmond.

Donna's jewelry includes everything from beads and antique buttons to small silvers from Iran and Roman glass.

"The pieces of silvers and glass are thousands of years old," Greg said.

Most of the company's local sales are from word of mouth.

"We also have Internet sales from our Web site," Donna said. "We have customers from around the world."

Peyton Valentine of Richmond wears On U jewelry every day.

"Once you get one piece, you keep wanting more," she said. "People get addicted to it."

Patricia Hunter of Henrico County was wearing bracelets from On U when a woman stopped her while on vacation in St. Barts in the Caribbean.

"She wanted to know where she could get the bracelets," Hunter said, noting that it wasn't the first time she has been asked.

Hunter has been buying jewelry from On U for 10 years.

"It's unique, creative and comfortable to wear," she said. "All my friends wear it, and my daughter loves it. She wears six or seven bracelets at one time."

Because of the demand for the jewelry, Donna now has 12 associates who work at her studio or their homes making some repetitive items such as candy dots that are used in necklaces for girls.

Donna continues to design and make all of the signature pieces of jewelry.

Sales of On U jewelry have increased on average about 15 percent each year since 2002.

On U jewelry is sold in more than 22 stores nationwide. Richmond stores carrying the line include Embellish, Gather, Peyton Hall, The Phoenix, Paper Plus and Dolce Designs.

Karen Myers, Dolce Designs' store manager, said she is amazed at the jewelry's strong following.

"During some of the worst economic times, it has helped us through," she said. "It's awesome, just beautiful."

Each piece of the jewelry is distinct.

"Donna is very creative," Myers said. "She has a gift."