Q&A With Crystal McCarty Of CH Designs Custom Jewelry
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DIANA: What inspired you to launch CH Designs?
CRYSTAL: CH Designs wasn’t started with a five-year business plan or the expectation of building a company of this scale. It began with two college kids who simply shared a passion for working for themselves, building something together, and creating with their hands. In the beginning, it was just the two of us day in and day out, handling all the tasks of designing, creating, polishing, social media, bookkeeping, and everything else in between. As the years passed, our strengths naturally fell into place: I (Crystal) found my passion in designing and creating, while Jace became the driving force behind our growth, helping turn our small dream into the thriving company it is today.
DIANA: What did those early days look like as you transitioned from college students into full-time business owners?
CRYSTAL: By the time we entered our senior year at Tarleton State, we joked that we were part-time students and full-time workers. Looking back, I can still remember our first Christmas season after graduating like it was yesterday. It was the busiest, most rewarding, and most exhausting four months of our lives. Our laundry room doubled as our workshop, and for those few months, we practically lived there, working 16 to 18-hour days, seven days a week to keep up with demand.
DIANA: How does your agricultural background and time spent roping influence your aesthetic?
CRYSTAL: Our lifestyle is the heart of our inspiration. From the people we surround ourselves with to Western and rodeo legends, and the ranching community itself - every person, experience, and aspect of this way of life influences our designs and fuels our creativity.
DIANA: Speaking of designs, is there a signature piece that truly defined the CH Designs identity?
CRYSTAL: Without a doubt, our Matching Horse Head Pendants. That design shaped our brand and became what we were known for. The idea came on an ordinary day while Jace and I were outside feeding horses. Out of nowhere, he looked at me and said, “What if we made a necklace that looked like [our horse] Missy?” It took me a second to process, and then the ideas just started flowing. I ran inside to start creating the vision in my head, and everything else we had planned for the day came to a complete stop.
I have always had a deep love for drawing - a gift I inherited from my dad - and today, I get to use that passion by hand-cutting every blaze. Knowing that each necklace represents someone’s horse and a cherished memory of their best friend makes every piece incredibly meaningful. That single design changed the way we looked at the world around us. We found ourselves constantly asking, “How can we turn this into jewelry?” That question continues to inspire so many of our pieces today.
DIANA: What does a typical day look like inside the workshop?
CRYSTAL: CH Designs is made up of multiple departments, spanning production, polishing, shipping, marketing, sales, and all the behind-the-scenes operations that keep the business running smoothly. With around 10 employees across production and sales, we’ve built a well-oiled team that we’re incredibly proud of.
Mornings are typically the busiest, focused on shipping orders, reviewing inventory, and producing pieces that need to be restocked or custom-made. By the afternoon, while production stays on schedule, our focus often shifts toward the creative side, developing new designs, planning collections, and bringing fresh ideas to life. Meanwhile, our sales team keeps the storefront running seamlessly to create an exceptional experience for every customer who walks through our doors.
DIANA: The Western and equestrian jewelry market is crowded. What sets CH Designs apart from the competition?
CRYSTAL: We’ve always stayed true to our roots, from our designs to the customer service we provide. Our focus has never been on what everyone else is doing, but on continuing to move forward, grow, and evolve. We believe that if you’re constantly looking at the competition, you’re already a step behind. Instead, we choose to invest that energy into innovating and building a brand that’s authentically our own.
Another differentiator is our absolute commitment to customer service. We believe that when you treat people well, they’ll come back time and time again. We want every customer to love the piece they receive, feel proud to support our brand, and know they are genuinely valued. Every order, every interaction, and every customer matters to us.
DIANA: Looking back over your journey since 2019, what has been your proudest milestone so far?
CRYSTAL: Our greatest milestone to date has been building our new storefront and production facility. Transforming an old veterinary clinic into the home of CH Designs was a dream that required countless hours of hard work, determination, and perseverance. The renovation took a real physical and mental toll on us, after working full days running the business, we’d spend our evenings at the job site for months through the Texas summer heat. It was one of the hardest seasons we’ve experienced, but also the most rewarding.
Having a facility that our team deserves and a space that creates an incredible experience for our customers means the world to us. But we’re not stopping there. We’ve already begun construction on Phase Two of our property, adding multiple retail spaces that will bring even more businesses together and create an even better shopping experience for our community.
DIANA: What advice would you give to young artisans or equestrian entrepreneurs trying to turn a creative passion into a business?
CRYSTAL: The advice Jace and I always give young entrepreneurs is simple, because it’s the exact mindset that shaped our journey:
“Hustle harder in your early twenties; your older self will thank you for it.”
Those years are the foundation for everything that comes after. We believe the sacrifices, long hours, and hard work you put in early create opportunities and freedom that are worth every bit of the effort. Build while you have the time, energy, and drive, and never be afraid to bet on yourself.
DIANA: Can you give our readers a sneak peek at any upcoming collections or exciting projects on the horizon?
CRYSTAL: We tend to keep upcoming projects and ideas pretty close to the chest until the time is right, but what we can share is that this upcoming Christmas season, our storefront will offer a whole new shopping experience.
With construction officially underway on the new retail spaces on our property, we are one step closer to a dream we’ve had since the very beginning: creating a true Western destination where customers can shop, experience our brand, and enjoy the atmosphere we’ve always envisioned. We’re incredibly excited to continue growing this space and creating something special for our community.
Social Media:
Instagram @ch.jewelrydesigns
Facebook @CHdesignsJewelry
Website: chjewelrydesigns.com
Written by Diana Bezdedeanu
A native of Westwood, Massachusetts, Diana Bezdedeanu is the founder and lead practitioner at Horses Offering People Education (HOPE in MA), an unmounted equine-assisted learning program. She has written for Sidelines Magazine, Community Horse, and Westwood Living. Diana is the proud owner of two retired bay off-the-track Thoroughbred mares, Coffee and London.
This article is from the September 2026 issue of Equine Business Magazine
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