Meet Madeleine Foy | Artist

We had the good fortune of connecting with Madeleine Foy and we’ve shared our conversation below.

Hi Madeleine, can you walk us through the thought-process of starting your business?
I originally started investing in collector’s crystals and gemstones (as well as connecting with them spiritually), which of course led me right into the world of gemstone jewelry. It’s an extremely saturated industry, and there are so many style possibilities, so it took quite a while for me to truly find a gap in the market. As a consumer I noticed that amongst the various styles of gemstone jewelry, most pieces were larger and sometimes even bulky for the average daily jewelry-wearer. Or, if it was primarily a simple, more dainty style, there would be very little variety when it comes to the actual crystals and gemstones. When it comes to the spiritual aspect, collectors will seek out specific crystals for their metaphysical benefits, so I wanted to create a brand that carried as many crystal options as possible- for collectors such as myself who wanted simple, but not basic, crystal pieces.

Alright, so let’s move onto what keeps you busy professionally?
Most pieces of jewelry in my shop are crafted using silver- and gold-plated wire, a super popular medium when it comes to crystal jewelry. Creating “new” concepts and designs can be challenging within such a saturated industry, making it hard to be considered innovative as a newer artist. My jewelry is known for being intricate, small, and dainty in nature, so the design aspects have to be carefully considered in order to stay within these parameters. I use smaller gauges of wire to create small, simple design aspects that elevate your usual basics, by creating patterns with the wire and gemstone beads.

I am proud to say that about 90% of the elements used to craft my pieces are sourced from other Canadian small businesses; such as my beads, chain material, and findings. The chain material I choose to use currently is 1mm in diameter, making it virtually impossible to use “regular” jump-ring connectors to attach extension chains onto items such as necklaces and bracelets, so I figured out a way to create my own “knotted jump rings” out of extremely skinny and pliable wire to ensure the durability of each piece.

It took a long time to find methods of crafting my jewelry that stood out in the market, but the value of including and supporting other small Canadian businesses in my process cannot be understated. It made it significantly more challenging when it came to finding variety, however I believe it was well worth the effort to find the quality I wanted for my pieces, and the average art-consumer is always happy to support multiple small business by purchasing from my shop.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Ottawa is an amazing city for tourists! There are so many events, activities, and sights to see. But, if I had to choose, I would start with a tour of the ByWard Market area. It is packed full of restaurants and is nearby both one of the biggest shopping centres in the city as well as Parliament Hill! If you’re in the capital, it’s a must to take a nice crisp walk along the river near Parliament and go for brunch at one of the local pubs or bars, and definitely do a little shopping in Rideau Centre.

My favorite sweet spot in ByWard is Cacao 70, where you can enjoy the most delicious crepes and other amazing desserts while sipping on a cocktail. If the weather is agreeable, I recommend venturing over to one of the many freshwater beaches, such as Britanna Park or Westboro beach, which are both found along the Trans-Canada Trail.

Depending on the time of year, there are several music festivals (my favorite is Bluefest) and other themed festivals offered across the city! Glow Fair and the Annual Tulip Festival are some of my most memorable experiences in Ottawa.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I was heavily inspired by other artisans, but specifically my mom! She started her own small yarn-dyeing business called Alley Cat Yarns about a year or so before I had ever considered starting my own, and it is very successful. Her confidence and excitement when it came to every aspect of the business made me look at my crystal collecting as an opportunity to create a career, and truly love what I do.

Throughout my journey in growing my business to where it is today, I’ve had the privilege of interacting with the most incredible artists, gemstone collectors/dealers, and entrepreneurs who have been nothing but supportive these last couple years. The encouragement from every one of them has gotten me through all the lows of running a business, especially my friend AJ who runs her own crystal jewelry shop (Everyday a Witch). Her work really kick-started my crafting journey, as she was the first small business I had ever purchased jewelry from.

I’d also like to shoutout a few more entrepreneurs that I’ve connected with along the way: Andrea at DresDesigns, Angelyca at Rebirth Jewelry, Sierra at Faycreek, Jenna at the Crystal Garden, Jennifer at Prairie Coven, and Olivia at LoopedbyLivia. Their support has made a world of a difference throughout my years of running Cardinal Crystals, and I couldn’t have done it without them!

Website: https://www.etsy.com/ca/shop/CardinalCrystals111

Instagram: CardinalCrystals111