The Queen of Hoops Goes Uptown—Inside Jennifer Fisher’s Madison Avenue Flagship Opening Party

“I started my first jewelry company randomly when I was five years old—I called it ‘JJ’s Buttoneers,’” Fisher said. “My parents traveled a lot when I was a child, and my mom would always bring back a charm from every country they went to.”

Though the “Queen of Hoops” admits she wasn’t much into jewelry growing up—considering herself more of a tomboy—that early charm business was the beginning of her story. She went on to work as a celebrity stylist in Los Angeles, quickly absorbing the fundamentals of the fashion industry.

After relentless health struggles, including a desmoid tumor diagnosis—a rare condition that can lead to infertility—Fisher stepped back. Motherhood brought her back to her roots: she designed a one-of-a-kind dog-tag charm necklace for her firstborn son, Shane.

“I wanted my charms on a necklace, and people were like, ‘Charms don’t belong on chains—they belong on a bracelet,’” Fisher said. “I went to the biggest people in jewelry, and no one would do it for me, so I thought, I’m going to do it myself.”

She refused to waver on the specifics—and it paid off. The gold-chain dog tag quickly became a sought-after piece, leading to commissions for celebrities like Uma Thurman and Nicole Kidman. Today, Fisher has three store locations—including the new Madison Avenue flagship—and her style has evolved toward bolder, more expressive designs that resonate with women everywhere.

“Who I am as a brand is—I want everyone to be able to buy it and wear it every single day,” she said. “I always say I want to be the jewelry that’s on your nightstand, not in your safe.”