Rock + Raw’s Lucy Sherwood speaks on the power of adornment and following your heart.
– KEYS SOULCARE
As the CEO and founder of Rock + Raw, Lucy Sherwood has created a brand and business built with intention — and some undeniably gorgeous and responsibly-sourced jewelry celebrated by fans worldwide.
But, here’s something you might not guess: Sherwood’s blossoming business is rooted in a journey that included hitting rock bottom, taking big leaps, and doing some serious heart work.
We sat down with the jeweler and (literal) rockstar to learn more about the rituals and gifts of shaping a business around her most hard-fought life lessons.
What inspired you to launch Rock + Raw?
It’s been a real journey. I’m in my mid-thirties and I launched [Rock + Raw] in my late-twenties. At the time, I was working as a lawyer and I had gone through a series of changes and quite a few major heartbreaks that caused me to hit rock bottom and reanalyze my life.
Those were the beginning of my spiritual path because the kinds of life experiences that I went through made me realize how short and precious life was. They made me want to do something that had real meaning, not just for me, but for everyone. Rock + Raw is really my heart and soul out in the world.
You’re in a business that places heart, soul, and spirit at the center of all you do. What challenges has that choice brought your way?
One of the things that has been a challenge is that if it’s not a hell yes for me, we won’t do it. We very much do things our own way, and I encourage every single team member to not to be hemmed in by what other people believe is possible, what society believes is possible, what other companies, or our competitors believe is possible. We’re always aiming to exceed the expectations of others and really create a world which is shaped by our own beliefs.
Initially, I gave a hundred percent to the business and gave very little back to myself and I learned that — even if you absolutely love something — if you’re not giving back to yourself, you still get burnt out. Now, I’m in a phase of my life where I’m thinking, Okay, who am I without the business now? Because the business has grown like a child and it’s become independent, and now I’m not quite sure who I am without the business. It’s an interesting phase of evolution for me because it’s about figuring out who I am.
What’s one gift that this “unconventional” approach to business has brought you?
The gift of leading with your heart is honestly miraculous. I did a half-day jewelry course that my boyfriend at the time bought me as a present, and then I gave up my job with no other training. I had 250 [UK pounds] in my bank account. I had my rent due in 10 days. I’ve never had any financial support, and I’ve grown Rock + Raw to what it is now. If you’re brave enough to follow your heart and soul, no matter how gut-wrenching and difficult it is, it does lead to miracles.
What is your creative process for creating new pieces?
It’s all about meditation. I never [simply] sit down and design. I do my meditation practice and [then] I’ll wait for designs to come to me. Rather than a design process, I receive it. Every piece on the site genuinely caused an emotional response because it isn’t just jewelry; it’s a sidekick to your ritual.
Do you have a go-to crystal right now? What draws you to it at this moment?
This isn’t one that we sell, but [I’m wearing] moldavite, which is a heart chakra stone. After everything in my last chapter, one of the things I’m working on is really being able to choose what I do in my next chapter from the heart, rather than ego or fear.
How is the ritual of personal adornment something we can all give ourselves?
The ritual of adornment is so huge and underrated. I think we all do it, but unconsciously. The real key is bringing it into the conscious, so you’re combining that adornment with intention. Personal adornment really means giving yourself something that you feel is elevating and protecting. It’s self-expression, but it’s also like a manifestation of your intention. It’s about carrying that anchor to your soul and we feel a lot better when we’re dressed in something that aligns with our soul.
Do you have any adornment rituals (apart from your jewelry) that ground you in who you are and how you show up throughout the day?
We have to get past the feeling that it’s about how you look cause it’s really not. It’s really about the extension of your heart’s intention in what you’re wearing and giving yourself permission to adorn yourself in the way that you think is the most beautiful and highly vibrational.
I’ve got this meditation that I love that really springs to mind. It gently guides you to see your ideal version of yourself. I feel that at various times in my life, I’ve struggled to see myself in my next phase. What this meditation asks is, What am I going to look like? What does the ideal version of myself look like? What does my skin look like? What does my hair look like? What color am I wearing?
And it sounds like it could be slightly vain, but it’s really not because what the ideal version of you [looks like] is a reflection of who your soul is on the inside. Getting clear on the external expression of your soul is such a big part of adornment rituals.
What’s your highest vision for the work that you’re doing?
My highest vision is to inspire healing and transformation, and to move people from a space of complacency to a really intentional spiritual practice to inspire transformation and deep healing.
How do you adorn yourself to show up in the world as only you can?