When sisters Tori Gonzales and Desiree Cox came up with the idea for All the Wire, no one knew just how big their kitchen-table idea would become. With the simple philosophy of hand-stamping words onto metal jewelry, their lifestyle brand is transforming how people share their personal stories. The duo’s work has attracted the attention of celebrities such as Miranda Lambert and Korie Robertson and brands like 7 for All Mankind along the way.
Since launching All the Wire in 2013, the women have stamped in hotel rooms, chained necklaces in the car, and gotten ready in bathrooms for trunk shows. Sometimes, with up to 2,000 orders a night, they’ve had to wrap their hands in gauze to keep going.
IT'S TIME Y'ALL!!!! We've got another treat for you JAB fans! Shop our #shesliketexas and #dallaslove cuffs this Wednesday at @therusticdallas before our boys @joshabbottband hit the stage! The FIRST 50 people to purchase will receive an autographed bag from the band!! A percentage of each sale will be given back to @jabcares to help fund research for duchenne muscular dystrophy. #linkinbio #liveyourstory #joshabbottband #allthewire
“We didn’t want perfect stamping; we wanted unique, one-of-a-kind jewelry,” Gonzales says. “We want to hammer each letter and really put some love into it.”
In 2013, Desiree lived in Denton with her husband Jeff and two kids while Tori was working a sales job and co-starring on the reality show “Courtney Loves Dallas.”
“At that time, I was filming nonstop and working full-time, so my escape was to be crafty and creative,” Gonzales says.
The idea for All the Wire emerged one night while the sisters were hanging out and messing around with jewelry. They wasted no time, immediately purchasing the rights to the name as well as to any potential websites. The duo veered from the typical Etsy route, focusing instead on Instagram and their website.
Within an hour of announcing their concept on Instagram, they had five orders, and the next day, Cox stamped the very first piece—an aluminum bar that said “Caroline.”
But within those first five orders, one stood out. A woman emailed her order, wanting an “XXOO” stamped on the right side of the necklace. For clarification, they emailed her back, thinking she’d mistyped. She responded, confirming that she wanted it stamped on the right side because her mother had experienced hearing loss in that ear from the removal of a benign tumor.
“We would make this jewelry and cry at night, because these stories were so powerful,” Cox says. “Whether joyful or sad, we were just so honored that people would allow us to be a part of their memories. These would spark a conversation that may have never started before, and people got to share their stories through our jewelry.”
Although their business has since grown far beyond email-only orders, it’s still only the two of them.
“The thing is: stamping is a dime a dozen,” Gonzales says. “Bloggers are a dime a dozen. Apparel companies are a dime a dozen. What separates us is that there’s a story behind what we do. Wear your story; live your story.”
Shop All the Wire here, and follow them on Instagram @allthewire.