By AML Publisher
Photos Courtesy of Fallen Hearts

In the upcoming New Moon movie, Jacob Black gives Bella Swan a dream catcher for her birthday. Fallen Hearts’ pewter pendant with turquoise colored enamel accents, $24.

If you have not been privy to the media buzz surrounding this Friday’s release of New Moon, the second installment of the Twilight saga, then well, you must be living in a cave. Although considering New Moon’s storyline is based on a troubled vampire, perhaps a cave is a good place to emerge from just in time for the November 20th theater debut. The highly anticipated flick is based on author Stephenie Meyer’s four book blockbuster—of which 70 million copies have been sold and subsequently translated into 45 languages across the globe. Last November’s Twilight earned $70 million in its first three days and has since grossed close to $400 million worldwide.

With her Twilight-inspired Etsy store Fallen Hearts, West Philly jewelry designer Desiree ReDavid (pronounced Ree’-David) has tapped into the tens of millions of Twilight fans, known collectively as a Twilighters. Starting her sensationally successful jewelry line was, as ReDavid explained, “a happy accident.”

The movie, New Moon, is expected to draw over 100 million fans to theaters starting this Friday, November 20th.

Working in a used bookstore in Havertown two and half years ago, Desiree befriended a regular customer who encouraged the Delaware County native to discover the Twilight series of novels. “I had not heard of it before, I went out and bought the book and really enjoyed it. I really did not know it had such a popular following. Within a few weeks, I had read all three books (the series is now a four part saga) and I was intrigued by the part of the series where Bella was given a bracelet,” explained ReDavid. A little bit of online research turned up a few interpretations of a Twilight-inspired line but the budding designer did not think they hit the mark.

So, ReDavid made herself a one-of-a-kind bracelet and a couple of customers who came through the bookstore commented and asked where they could purchase the piece. Desiree decided to put a few early pieces up on Etsy last fall to test the market and she had three sales in a matter of minutes. A few months later, she quit her current job to invest her time and talents in Fallen Hearts. Now, a year later, she boasts 1,000 sales and a very promising future. “I’ve had so much encouragement from my family and friends. It’s very exciting, what has come from the store. This is something that I don’t know when it will end so for me right now as an entrepreneur, it is a great time to flourish and enjoy this success.”

Etsy Shop: fallenhearts.etsy.com

Facebook Fan Page: www.facebook.com/FallenHeartsJewelry

Twitter: twitter.com/FallenHearts

Renesmee Locket, $30
Inspired by the necklace that Bella Cullen gave her daughter, Renesmee, for her first Christmas is the most popular piece in the Fallen Hearts line.

Time on Etsy: April, 2008

Sales: 1,000

Price Range: $9-$50 (approx)

Selection: Over 150 pieces of stunning Twilight inspired pieces make this Etsy shop quite tempting for New Moon fans!

High School: Friends Select & Homeschooled

Hometown: Colwyn Borough

Current Residence: West Philadelphia

Custom Pieces: Twilight fans can order customized, one-of-a-kind treasures working with ReDavid and their artistic vision.

Mom Bond: Desiree ReDavid grew up in a creative family—her mother is a writer and artist. When she was 13, Desiree and her mom took a class at a bead shop on South Street. After a few classes at Moore College of Art and Design over the years to learn the finer points of jewelry design, Desiree took it upon herself to make jewelry as regular gifts for friends and family before launching Fallen Hearts.

Materials: ReDavid uses the finest quality metals along with real crystals, gemstones and glass beads. “There are many young girls who are part of the Twilight phenomenon so it was important from the beginning for me to make this line very affordable and high quality at the same time,” explained ReDavid.

Midnight in Forks ring, $20
Vintage Brass Filigree Blue Goldstone Ring

Customer Love: “I get emails every single day from Etsy clients who compliment me on the line. It really is truly amazing to have that kind of constant interaction as a designer,” enthused Desiree.

Favorite Part of Etsy: The blog, The Storque, is a must visit every day for Desiree.

Globetrotter: At last count, Desiree has shipped her jewelry to over 23 countries in the past year. “The Twilight craze is huge here in America, but it has international appeal. Every time I get an order on Etsy from a country that I have not shipped to, I get a little thrill. It’s really unbelievable.”

Best Seller: Renesmee Locket, $30

The Meadow: ReDavid’s bracelet called ‘The Meadow’ is a translation of an encounter between Bella and Edward’s intriguing afternoon swooning in a field. A pivotal part of the Twilight series, Desiree uses an antiqued brass chain chocked full with gorgeous beads and charms as her interpretation of this key chapter.

Publisher’s Pick: Liquid Topaz Twilight Inspired Crystal Drop Necklace, $20, with its rich amber crystal is a subtle nod to the series. ReDavid explained the inspiration for this piece: “Edward Cullen’s honey smooth voice and golden eyes are the inspiration behind this elegant necklace.”

A Handful of Desiree’s Favorite Etsians:

For art, www.etsy.com/shop/stilettoheights is one of my favorites. I have an original of hers and it’s just stunning.

www.etsy.com/shop/andreakett is a newer discovery, and I’m having such a hard time narrowing down what to order first. I want absolutely everything listed in this shop!

Looking at www.etsy.com/shop/wiggleperfume instantly makes me feel about ten times more flirty & fancy. Her perfumes smell just as good as they look, too.

www.etsy.com/shop/stitchandswash actually made the bag that Bella carried in the Twilight movie. She made me a custom bag in grey instead of brown and it is hands down my favorite ever. Stitch and Wash’s line is amazing quality, and the seller is fantastic to work with!

A planter from www.etsy.com/shop/giddyspinster is definitely on my ‘gifts to myself’ holiday shopping list.

www.etsy.com/shop/savor has the most delicious soap in the whole world.

And I fully intend to torture my cats with these awesome hats www.etsy.com/shop/ToScarboroughFair

A full selection of Fallen Hearts Twilight-inspired jewelry line, with over 150 pieces to choose from, can be found on ReDavid’s Etsy Shop at fallenhearts.etsy.com. To inquire about custom orders, email: desiree@fallenhearts.net.

Know a great Etsy vendor that’s based in the Delaware Valley? Send us their link for consideration for our Etsy Phavorites series via: info@aroundmainline.com