About

ABOUT

Element + Mineral celebrates beauty in all things that are rough around the edges, a little unpolished, and always raw. Inspired by organic, earthy forms, the minimalist designs of E+M’s raw gemstone jewelry showcase the untamed and raw beauty found in nature. The effect is a subtle elegance with an understated glam. Our designs aim to complement the everyday and any day wearer, so individual and unique beauty can shine.

PERSONAL BIO

Preeti Kelapure, Founder + Creator

Having dabbled in the arts since childhood, creativity has been an underlying current in my life. Today, I’ve since surrendered, allowing that current guide me.

I received my formal education from the University of California, Santa Barbara, graduating with a double major in Art History and Business/Economics.

Unsure of my next step, and always trying to balance my left and right brain, I enrolled at the Fashion Institute of Design and Merchandising of San Francisco. There, I earned a professional designation in merchandise marketing, which catapulted me into my early career doing print, catalog, and early day email marketing. As a part of the digital revolution, I quickly transitioned to online and email marketing supporting fashion brands like Bebe, which eventually led to retention marketing in the tech world working for companies like Square.

In recent years, I’ve made intentional changes to my life in hopes to invite more time and space for creativity. After learning metalsmith fundamentals through formal class training, I started creating jewelry for myself. Through a natural progression, it only made sense to create Element + Mineral. Driven by my love of geologic forms and raw gemstones, I’ve continued my education in working with un-faceted stones and recently joined the San Francisco Gem and Mineral Society.

Today, E+M’s designs employ a variety of techniques in gemstone setting, wire-wrapping, metal-smithing, and electro-forming. More recently, Element + Mineral launched new fine jewelry pieces, merging raw minerals of the earth with precious metals, the rarer of elements. I look forward to expanding the collection.

KEEP IT SIMPLE. KEEP IT RAW.

“Imperfection is beauty, madness is genius and it’s better to be absolutely ridiculous than absolutely boring.”

– Marilyn Monroe

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