How a brain tumor diagnosis inspired two sisters to launch a thriving jewelry company


Elizabeth White and Jacquelyn Tugwell, sisters, had no intention of starting a jewelry brand, let alone one with 250 locations…

In fact, neither of the partners has a background in jewelry or business. However, an unexpected life event altered everything.

Tugwell tells “We started by accident.” “When my daughter Banks was two, she was diagnosed with a brain tumor. My sister kept me occupied by stringing beads and creating throughout that time.”

While it began as a creative outlet, the two soon realized that what they were doing wasn’t available anyplace else.

The team liked the idea of a statement item, but what was available on the market was mainly “costumey” flashy metal or rhinestones…

“We wanted a raw, organic, natural-feeling piece that we could throw on with jeans and a t-shirt or a dress and still have it be the ‘wow’ piece that could transform your style,” White explains.

White and Tugwell created a couple necklaces at the beach using natural elements such as shells and wooden beads strung on twine.

“We both wore them all summer, and people started asking where we got them,” White says. “We put our strung beads onto a suede strap for comfort, and this became Twine & Twig’s recognized hallmark.”

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