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Julian Edleman JE11 Pop Up Shop 2
April Soderstrom

April Soderstrom

Flying High and Popping Up with Julian Edelman

2019 JE11 Shop – 

This year I partnered up with New England Patriots Wide Receiver and Super Bowl MVP, Julian Edelman, and the JE11 Shop for their annual Boston pop up. Living in the Back Bay I’ve seen it every year with lines around the block and fans patiently waiting to stop in the store and stock up on MVP gear. To say the least, I was excited for a whole new shopping experience!

Having no idea what to expect I decided to pre-string bracelets and finish them off right on the spot.  It ended up being such a fun interactive experience making sure everyone got a bracelet that was the perfect fit, just for them. Julian stopped in to say hello and stock up on some new wrist gear of course! Knowing I was working long days my husband kindly stopped in so Lex could sit on my lap while I worked for a bit. 

Being an almost entirely online business has its perks, (mostly the working from my studio in a top knot and sweats all day), but there was something really special about getting to see people and hearing that people waited in line to see ME just blew me away.  I like to make jewelry – but I love how jewelry makes people feel and getting to be in a retail location seeing in the moment what stones, colors, and styles grabbed each person’s attention was so refreshing and rewarding. 

Sunday was by far the busiest day and there was a line multiple hours long.  By Sunday night it was dark and extra extra cold.  I decided to take what I had left of my kids bracelets and made my way outside and through the line handing them out to all the little wrists I could find.  Spreading a little good vibes made my day and hopefully got a few kids (and parents!) through the long wait with a smile on their face.   

Thank you to everyone who came out and said hello and hopefully I’ll have the opportunity to be back next year! Special thanks to the incredibly talented Sara Grayson for stopping by to help take some photos over the weekend. 

XO AS

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