Laura Gaines was studying criminal justice at Auburn University when she decided to take a job at a jewelry designer’s shop in Birmingham over Christmas break. What started as a seasonal gig became her passion, and now, you can spot her jewelry brand, Shalla Wista, everywhere — from The Bachelorette to the Paris Fashion Week runways. Get to know this talented FACE of Birmingham!
Tell us a bit about your life before Shalla Wista.
I was born and raised in Birmingham. I’ve lived here just about my entire life. I come from a great big family of five kids. While I was at Auburn majoring in criminal justice, I came home to Birmingham for my birthday. I happened to meet a jewelry designer at a Halloween party who was opening a jewelry store. I asked if I could help her out when I came home for Christmas. The rest is history. I loved working for her and eventually came on full-time at her shop. I trained under her for the next seven years. I have always loved fashion (I still have a crazy desire to do clothes one day!), and I got to design jewelry for her and loved it.
I moved to Atlanta in 2006 and started Shalla Wista cold turkey. I was terrified to start on my own after a salaried job. I attended my first trade show, The Atlanta Gift Show, and did pretty well. Then, about 14 years ago, I moved into our bright, beautiful studio space in Crestline Village in Birmingham. Three years ago, we opened our downstairs retail shop.
What’s the meaning behind the name Shalla Wista?
I couldn’t think of a name for the business. Everything kind of sounded used or cheesy. I sent an email out to my friends and family asking for their input. As a baby, I would walk around whispering “shalla wista” all the time — so much so that it became my family nickname for a long time. So, my friends and family came up with the idea to name it Shalla Wista, which had not even crossed my mind.
I wasn’t sure if I was crazy about it at first, but I love it now. And it’s so cool how it came to be. Other people tell me they love it and that it’s memorable. While we’ll never know the meaning behind it, the name stuck!
What was it like, growing Shalla Wista into a national brand?
It has taken a lot of hard work and countless hours for years and years. It took years of reaching out to different people, and we worked really hard getting into stores across the U.S. I’ve had great sales reps that have helped tremendously. A big break was getting invited to Paris Fashion Week, which was one of the most incredible experiences of my life.
Then, we were in the movie Something Borrowed. We met with the designers and probably sent them around 60 pieces for that movie. We’ve also been on The Bachelorette for several seasons and we’ve loved getting to work with all those people and the designers on set.
Where you draw inspiration for your pieces?
My creative process is largely instinctual. I love to travel, and I’ve been blessed enough to travel to a lot of different places around Europe, Mexico, and the U.S. I draw inspiration from everything I see — the animals, the colors, the cultures; I incorporate that into whatever I’m working on.
I tend to be a little bit rustic, but I also add a lot of light to my designs to create that beautiful, tone-on-tone look. I also love looking at fashion and seeing what they’re doing for the next season. Then, I think about what I would wear with those clothes.
What do you like to do when you’re not working?
I love to read. If I could read all day, every day, I would! I also love yoga and eating really good food. And I love serving my church. I love my church, and I love serving others when I can.
What is one rule for styling jewelry you wish everyone knew?
Really, there are no rules. If you want to put on 20 necklaces and stack them up, I think it’s beautiful no matter what. You can mix metals. You can wear lots of long or short links. Just wear it! I love helping my customers figure out how to wear what they want. And once they start doing it, they realize how happy it makes them feel. People often comment on how they wouldn’t think to layer certain pieces or didn’t think they could pull off a certain style. But then they do pull it off, and it changes up an entire outfit. So, just go for it!
Who or what is inspiring you personally right now?
My mom definitely inspires me. She is one of the most beautiful people I know, inside and out. We get stopped every single time I’m with her, and people tell her how beautiful she is. But I think it’s also the love of the Lord and the kindness she shows other people.
She’s so sweet, and she loves other people. I hope that I can be more like her one day because she’s just incredible. We lost my dad last year, and I’ve never seen someone be so strong in my entire life. And joyful! She’s so joyful no matter what.
What is your best piece of advice?
Be kind. Always. You never know when a smile, a kind word, or a compliment could change someone’s day. Especially in today’s world, you don’t always get that. People tend to keep their heads down and be a little bit more negative. But it’s never hard to be kind to people.
Name three things you can’t live without:
My dog, Doc Holiday, coffee from our retail neighbors, Church Street Coffee (we drink it every single day!), and fabulous clothes.
LIGHTNING ROUND
Last delicious local meal? Kafta Kabobs with extra hummus from The Olive Branch in Cahaba Heights.
Favorite place to vacation? Nantucket, hands down. It’s my favorite place. It’s just so charming, peaceful, and beautiful.
Your go-to gift to give? Anything warm and cozy, and, of course, Shalla Wista pieces!
Favorite recent TV show binge? Presumed Innocent on Apple TV+
Book(s) on your bedside table? Talking to Strangers by Malcolm Gladwell and Swan Song by Elin Hilderbrand
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Birmingham women are doing inspiring work. Meet more of them over at our FACES archives!
