Shelly Duke, founder and designer at Shel, received her bachelors in Interior Design from Texas Tech University in 1999.  Backpacking through Europe fueled her fire to create and her passion for art.  In 2000, Shel started her career as a custom residential Interior Designer in Breckenridge, Colorado.  Continuing on to California, Shel focused solely on high end residential projects in San Diego. SoCal is where Shelly not only fell in love with California energy and fashion, but where she found jewelry.  Already a creative who loved architecture/interiors, painting & photography, Shel started hand-making her own jewelry in 2007 and the brand was born.  Years later Shel took her collection to a private show in Paris and a trade show in New York, solidifying her love for custom fine jewelry.

As a young girl, Shelly was influenced by her childhood memories of her playful and hardworking mama.  She and her sister would watch her sew costumes, clothing and accessories when she wasn’t at work, nurturing Shel’s imagination.  She learned to create without rules or boundaries which paved the way to “fearless fine jewelry for the wild”.

Shel lives in Encinitas, California with her husband, kids and two dogs. Meeting privately with bespoke clients at her home in an informal and intimate setting sets Shel apart from traditional fine jewelry designers. This unique approach allows her to provide a personalized experience that goes beyond the usual retail environment. By creating an intimate setting, Shel ensures that her clients feel comfortable expressing their desires and ideas for their custom jewelry pieces. This fosters a deeper connection and trust between Shel and her clients, leading to the creation of truly one-of-a-kind pieces that reflect their individual style and personality. Aside from the obvious joy of designing, connection with others is what Shel loves most about her work. The interwoven coincidences in every person’s story is to Shel, no coincidence, as she believes connection to each other and nature is why we are here on earth.

Many of Shel’s designs are talismans radiating intention and telling sacred stories.  Her newest collection, SHEL RISING, embodies the belief that each new day offers the power to manifest positive change and growth within one’s self.  Shel loves the idea that we spend our whole lives growing and becoming better humans, which has amplified ten fold as she has become a mother. Her affinity for Native American, Ancient Egypt and Mexican culture can be found in her designs, and it is no surprise that one of her newest rings, the "Mama Pajaros", holds a special place in her heart.