BY MICHAEL ELLIS
Rosy Rings Studio is Denver’s newest woman-owned boutique and we learned quickly that it is much more than just a candle shop. Inside the kelly green walls you’ll find unique jewelry, home goods, gifts for the kiddos and much more. Owner and Wash Park mom, Allie Liebgott, breathed new life into this space. It is brimming with natural light and it is easy to lose an hour taking in all of their goods. We sat down with her to learn more about this new venture.
Rosy Rings is a well known brand, but I’m not sure how many people realize that this company began with one woman in her Denver Bungalow. Can you tell us a bit about Shannon Cumberland and how this dream came to fruition?
Rosy Rings was started in 1995 by Shannon Cumberland, right here in Denver less than a mile away from this studio. Shannon was a bike messenger and was one of the only females to do that job at the time.
She’d always been creative and candle making was another outlet for that. She started small, making candles in her tiny kitchen using a crock-pot to melt the wax. She sold to a few local stores and exhibited at craft shows around the state.
After a few modest years of selling locally she attended a couple of national trade shows. She had no experience running a business and funded the trade shows with credit cards. She was simultaneously surprised and overwhelmed when her line of candles garnered a lot of sales. She soon moved out of her kitchen and into various dilapidated buildings around Denver.
Currently Rosy Rings resides in a 30,000 square foot factory located in central Denver. During peak season we go through 15,000 pounds of wax a week. The line is now sold internationally and has been featured in Fortnum & Mason, Anthropologie, Nordstroms, Bloomingdales and more.
The company’s success stems from Shannon’s sheer determination, grit and guts. She never stops fighting for Rosy Rings and I am so inspired to fight alongside her. Shannon built Rosy Rings into what it is today. She has managed to survive two recessions and I believe will survive the current crisis we are all experiencing today.
Allie, when did you decide this was the path you were destined to take? What did you do prior to opening the Rosy Rings Studio?
I worked for 20 years in the photography industry here and in San Francisco as a prop and wardrobe stylist. Shannon contacted me about working on her catalogue for Rosy Rings. As soon as I met Shannon, I knew we were supposed to work together. I still remember walking into her office the first time to meet. We took one look at each other, laughed and said “Okay!” It was like meeting an old friend. I just knew that it was the beginning of something.
From that meeting on, I worked with Shannon in various capacities. I was originally hired to style her catalogue. As Rosy Rings grew and opened a showroom in AmericasMart in Atlanta, Shannon & I worked together to design and build it. We then got a booth at the trade show NY Now, which we would spend 48 hours drilling, hanging and perfecting every detail. Shannon and I both have a very strong “get it done” attitude. When we opened our showroom in Atlanta we had huge pieces of furniture from Restoration Hardware and Anthro delivered. It was just the two of us. We moved furniture that we had no business moving. Brute force was our motto.
We did the same thing with the store. We had 7 days from receiving the keys to our opening party. We worked 16 hour days to get it done. Shannon literally mopped her way out of the store as guests were showing up for the grand opening party.
For anyone reading who is not familiar with Rosy Rings, can you paint them a picture of what to expect from your beautiful boutique?
Rosy Rings Studio is part gift boutique and part community workshop. We wanted to have a place where we could sell our beautiful candles, carry other elevated small brands from around the world and form a community by offering classes. Few of the brands we carry can be found at the larger retailers.
Your shop is brimming with rare finds and unique gifts. How do you curate the goods on your shelves?
We wanted to create a place where shoppers could find the perfect gift or one of a kind pieces to add to their own collections. We are always on the hunt for makers that are doing something really special. Many of the brands we carry are made to order. We are always adding to the store, treasures found in India and Europe from travels abroad. We never want the store to feel stale. We are constantly searching for new and interesting makers. Shannon and I also go to NY twice a year to shop for the store. It’s pretty simple. If a product makes us gasp, we know we have to carry the line.
We love the aesthetic of Rosy Rings Studio. What was this building before and how were you able to transform it into such a welcoming space?
We are in the space that Nest children’s boutique was in. I shopped there when my kids were little so I was familiar with the space. When it went up for rent we had already signed onto a different lease. When that lease fell through, we immediately contacted the agent. It’s sandwiched between Shannon’s and my house. We knew this was the exact spot for us. We needed a classroom space and a boutique. This space had it all.
It did take a lot of blood, sweat and tears to get the space to where it is now. When a large portion of one of the walls crumbled during construction both Shannon and I immediately saw the potential for a beautiful architectural detail. We spent countless hours scraping off old wallpaper, paint and who knows what else. It was a total family affair. Our kids were there, our husbands brought food, hung shelves you name it. I truly believe that’s what people are responding to when they come into the store. I love hearing people’s reactions when visiting for the first time. They are seeing a truly different and hopefully inspirational space. From our “Rosy Rings Green” walls and ceilings to every light fixture hung, a great amount of attention was paid to every last detail.
You also offer studio workshops. Can you tell us a bit about these informative and inspirational classes?
The classes were always going to be a part of the store. I don’t think either Shannon nor I realized just how popular the classes would be. We opened with our signature candle-making class, where guests learn about the candle making process, receive fragrance training, choose their scent, pour their candle and design their lids with beautiful dried botanicals. It’s part educational but also very social. Along with our weekly classes we also do a lot of private parties – bridal showers, team building, baby showers you name it. It’s such a pretty place to gather and the class is such a unique and fun way to celebrate. We also offer wine & beer which always helps to create a festive atmosphere!
Then of course we have our kids birthday parties for our younger guests! We’ve had parties for as young as 7 on up to 16. Although regardless of age the kids are essentially making the same thing, our amazing instructors really tailor the party to the age of the kids attending. Parents can show up, the space is decorated, the kids are entertained and they make their own parting gift. It’s a creative and different way to celebrate.
As we move forward we will continually be adding to our class offerings. Scented, botanical wax sachets, wreath making, floral design and so on. We are also excited to partner with other artists and makers local to Denver. It’s about coming together, getting creative and enjoying one another.
Our classes are wonderful and guests get to make a beautiful item to enjoy at home. But the real power of our classes come from the incredible women that teach them and the personal connections made during our classes. There is no average age of our guests. From young to old, people gather in our space to laugh, learn and create. It really is the best part of the Rosy Rings Studio.
What can we expect from Rosy Rings Studio in the future?
If you’d asked me this question 2 months ago it certainly would have been quite a different answer. Now that we have had to temporarily suspend holding classes & parties I think the immediate future is in reaching our customers virtually. Shannon will be hosting a different DIY craft online. We are offering DIY candle making kits for kids and adults available on the RR’s website and for curbside pick up. I am doing virtual personal shopping appointments where I help guests pick out the perfect gift for a loved one or a little something for themselves. We then offer curbside pick up, delivery within the Denver metro area, and shipping.
The goal for the more distant future of Rosy Rings studio remains the same: To open multiple spaces, nationwide. We want to offer our products and classes in other cities and towns across the country. And eventually we’d love to have land in Colorado, where we can grow our own botanicals, hold classes and also offer an event space large enough for weddings and other sizable gatherings.
If the current situation has taught me anything, it is that we are at our best when building something. Our plan got turned on its head and we’ve had to scramble to come up with new ways of reaching our customers. We are working harder than ever to figure out ways to connect with our community and serve them in whatever ways we can. We are doing everything we can to weather this storm and come out the other side a stronger and more diverse company.
We know that by the time you read this, we may be in a very different position. But we will continue to support your lovely shop by visitng your site at rosyrings.com and taking advantage of your online classes as well as your curbside pick-up option. We wish you health and peace!