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Various earring designs and collections from ENID&CO.
Amanda Enid Davis from ENID&CO. making "Aguacero" earrings in her Norwalk home on Wednesday, July 6, 2022.
Earring holders at ENID&CO.
Amanda Enid Davis from ENID&CO. making earrings in her Norwalk home on Wednesday, July 6, 2022.
To some, the purpose of jewelry is to put the final touches on an outfit, but to ENID&CO., it is to make customers feel confident, according to owner Amanda Enid Davis.
The Norwalk jewelry brand sells handmade pieces inspired by the vibrant and colorful culture of Puerto Rico, Davis’ native land.
Amanda Enid Davis from ENID&CO.
She does a good job making herself feel like she’s back in Vega Baja, Puerto Rico playing music by Cultura Profética while brainstorming, creating and shipping out orders for her jewelry line. She creates the jewelry in her colorful office at home in Norwalk.
“Nothing makes me happier than my roots and being a woman,” said Davis. “That’s where the inspiration comes from.”
Davis co-founded the brand with her mom, Lydia Enid Rodríguez, with whom she shares a middle name — and that’s where ENID&CO. comes from.
ENID&CO.'s Lydia Enid Rodríguez and Amanda Enid Davis.
“We are both very artsy and love doing things together. One day, I looked at her and said ‘mom let’s do this’ and she was 100 percent in it,” said Davis.
“Joining this journey with my daughter gives me the opportunity to create and to support her dream in starting a business,” Rodríguez said in Spanish.
The mother-daughter duo love earrings and said that it is the one accessory that “puts it all together.” Davis recalls going to Puerto Rico and seeing the women wear bright, big and dangly earrings.
"Flores Statement" earrings by ENID&CO. in three different colors.
“I have loved earrings and jewelry for as long as I can remember and Puerto Rican earrings always stuck out to me. They were different and unique,” Davis said.
Each item is handcrafted with “mucho amor, risas y un chin de sazón,” which translates to “a lot of love, smiles and a bit of sazón," a Puerto Rican spice — or how they say “a little bit of flavor” on the island.
Amanda Enid Davis from ENID&CO. making "Aguacero" earrings in her Norwalk home on Wednesday, July 6, 2022.
Amanda Enid Davis from ENID&CO. making "Aguacero" earrings in her Norwalk home on Wednesday, July 6, 2022.
Amanda Enid Davis from ENID&CO. making "Aguacero" earrings in her Norwalk home on Wednesday, July 6, 2022.
"Aguacero" earrings from ENID&CO. made Wednesday, July 6, 2022.
During the process of creating their new design "Aguacero," Davis asks Alexa to play Cultura Profética to get her mind to her happy place. She then hums and sings the words out loud while attaching the blue rain drops and cloud pieces together with glue and hoops. Davis then let the pieces sit in her oven to harden.
Most of ENID&CO.'s materials are purchased from Davis’ favorite beach shop located in Viejo San Juan. Davis said she tries to visit “la isla del encanto” two times a year to stock up on raffia, rattan, brass, charms, beads, pearls and more.
“It has come to the point that the shop will close for me because they know I am going to shop until I drop,” she said. “I go in and fall in love with it all.”
"Mi Viejo San Juan" earrings from ENID&CO.'s Boriken collection made with sculpey clay mixed with sand from Marbella beach in Vega Baja, Puerto Rico.
"Mi Viejo San Juan" earrings from ENID&CO.'s Boriken collection made with sculpey clay mixed with sand from Marbella beach in Vega Baja, Puerto Rico.
For the Boriken collection from ENID&CO., Davis and Rodríguez made earrings out of Sculpey Clay mixed with sand from Marbella Beach in Vega Baja, Puerto Rico. They are designed to look like Puerto Rico’s famous landmark, El Morro.
Each order is put together in a square box and the earrings or necklaces are wrapped in tissue paper with a Spanish phrase such as, fuerte (strong), poderosa (powerful), chula (beautiful woman), brava (brave) and more. The earrings are placed in a holder meant to portray the "everyday" woman.
“We design for the everyday person, not just one type,” Davis said. “Our brand is for all ages, sizes, ethnicities and social classes. We want them to feel confident in their skin,” she said.
Various Spanish phrases ENID&CO. uses in their packaging.
Earrings from ENID&CO. preparing to ship on Wednesday, July 6, 2022.
Earrings from ENID&CO. wrapped and ready to ship on Wednesday, July 6, 2022.
Branded packaging from ENID&CO. on Wednesday, July 6, 2022.
Davis said she has shipped orders all over the state and in the country and hopes to start shipping to Australia soon as one customer from overseas asked. Sometimes she and her mom get so many orders of a certain item they have make them on the fly.
When brainstorming the next design or collaboration, ENID&CO. wants to make sure women feel sexy, confident, and good said Davis. From the name, design and to the way it is marketed, every piece has a story behind it. Many of the products’ names come from Puerto Rican culture, phrases or songs. The “mujer collection,” for example, was created to be an inclusive representation of all body shapes, colors and sizes with the goal of making every woman feel seen, represented and celebrated.
Influencers from Tik Tok like @LingandLamb and @Shawtysin and Instagram have worn ENID&CO. on their platforms. And Davis even used @Shawtysin as one of her models.
“I’ve even seen anchors in Puerto Rico and on ESPN wear my earrings on air and it’s a surreal moment,” Davis said.
ENID&CO. was also part of Yahoo’s “In The Know” back in September 2021, which brought together four Latinx beauty and style entrepreneurs to discuss building their brands with ties back to their culture and community. Davis said the conversation empowered attendees with valuable insights into building their brand and creating meaningful impact within their communities.
“ENID&CO. isn’t just jewelry, it’s an experience and we hope our pieces inspire women,” she said. “We want our customers to explore a never ending palette of color and have the confidence to dance salsa, drink a piña colada under the perfect sunset because they deserve it.”