Jewelry designer Dorothy Deng started Flaire & Co. during the pandemic from a simple, personal desire to find jewelry that was affordable, chic and hypoallergenic. Taking matters into her own hands, Deng created a line of affordable, stylish jewelry and accessories with flair. And with the success of Flaire & Co., she hasn’t looked back since. The entrepreneur chatted with Beauty News NYC about building a brand, what it means to be a woman business owner and what she’s currently working on with Flaire & Co.
Tell us about Flaire & Co.’s beginnings.
Flaire & Co. was born during the pandemic in July 2020 from my own frustration with jewelry — either it was beautiful but too expensive, or cheap and turned my skin green! I wanted to create pieces that were high-quality, hypoallergenic, and actually accessible. That’s why our entire site is still under $35 and has barely changed over the years, because paying a huge markup for jewelry is not justifiable or reasonable for most people. I truly believe that luxury accessories should be accessible to all. It’s a big dream of mine to extend that mindset to other types of accessories in the future as well.
Can you share with us any details on upcoming collections?
In the spirit of uplifting other amazing AAPI creators, we have been designing an amazing collection with Kim Tish (@itskimtish), focused on her Filipino heritage and experiences as an immigrant herself. We felt Kim was the perfect creator to start a jewelry design collaboration with, and are so excited to release this exclusive collection with her in the coming months!
We also have a Pawsitive Change collection in collaboration with Wags n Walks Dog Recuse in LA (@wagsnwalks) for the summer. For this collection, 100% of all proceeds will be donated to their amazing rescue, and will help save countless lives as these pups find their forever homes. We are also planning to host in-person events in Los Angeles to raise more awareness and donations.
What are some goals for the brand in the future?
We’re always chasing accessible luxury, and are expanding that to accessories beyond jewelry. We want to keep making jewelry that fits into real life, but also create more accessories that are typically overpriced in the industry, like sunglasses, for example. We just launched a new sister brand to Flaire & Co. called Maeri, which is focused on eyewear and adorable sunglasses! The idea behind every decision we make is simple: our products should be easy to wear, easy to love, and durable enough to handle whatever your life throws at you.
Are there any female leaders and/or companies you’re inspired by?
I’ve been particularly inspired by Allison Ellsworth, the founder of Poppi. What stands out to me is how she transformed the brand through their rebrand. It wasn’t just about aesthetics, but about fundamentally rethinking their approach to connect with customers. Her ability to stay true to the brand’s core while adapting to the market is something I really admire. That balance between consistency and flexibility is what I strive for with Flaire & Co.— keeping our foundation solid while staying open to thoughtful evolution. It’s encouraging to see how staying attuned to what people want, while maintaining that authentic vision, can lead to real growth. That’s the kind of leadership that resonates with me as we continue building our brand.
Who is the typical Flaire & Co. customer?
Our customer is someone who values both style and simplicity — she’s drawn to pieces that effortlessly fit into her life, not pieces that demand extra care or attention. Whether she’s building a career, juggling motherhood or navigating life on a student budget, she doesn’t have time to baby her jewelry. That’s exactly why we created Flaire & Co.: to offer timeless, well-crafted designs that keep up with her, not the other way around. The fact that we have such a high rate of returning customers tells us we’re on the right track. These are women who appreciate that our jewelry is designed to be worn daily—through workouts, commutes, or late nights—without losing its polish. At the end of the day, we’re here for the woman who wants to look put together without having to think twice about it.
What does style mean to you?
To me, style is about small choices that make you feel like yourself. It’s not just about keeping up with trends, but finding pieces that work for you—whether that’s a pair of earrings you can wear all week or a necklace that goes with everything. Our jewelry is designed to be that kind of quiet staple. I honestly am the type to find a good necklace stack and wear that for a while, or keep in the same earring stack for months. That’s a big reason why I founded Flaire & Co., because I was so sick of my jewelry not being able to handle life. Style for me is a lot of quiet statement pieces—simple but with big impact.
Since this is for Beauty News NYC, can we ask about your beauty routine?
I love my morning routine — it’s my quiet time to prepare for the day. Skincare and makeup are a part of that ritual, and I really enjoy the process. Taking those moments for myself in the morning helps me feel centered and ready for whatever comes next. Lately I’ve been really into Korean beauty products, so a lot of my routine has that incorporated into it.
