June 3, 2026 By Hilary Jenison (photos provided)
What started as a lunchtime creative spark has grown into one of the South Shore’s most colorful and sought-after jewelry brands.
What happens when two creative friends, a collection of beads, and a lunchtime idea come together?
For Hingham residents Nina Davies and Nora Decembrele, the answer is straND, a colorful jewelry brand that has grown from a passion project into one of the South Shore’s most talked-about accessories businesses in less than a year.
Known for its gemstone and glass-beaded necklaces, vibrant color combinations, signature charms, and magnetic clasps, straND has built a loyal following through creativity and word of mouth. This weekend, the pair will celebrate the company’s first anniversary with a party at Split Rock Beer Garden in Cohasset, complete with giveaways, treats, and plenty of colorful straNDs.
A Friendship Turned Business Partnership
The friendship behind the business began through their children at Derby Academy, where their sons quickly became close friends. Between school events, sports games, and everyday life, Davies and Decembrele discovered they shared more than similar parenting experiences, they shared a creative spark.
“We quickly realized how much we had in common,” they said. “We became great friends, and that personal connection eventually laid the foundation for our business.”
Davies, a Hingham native, attended Derby Academy before heading to Boston College with her husband. Decembrele grew up in Walpole and attended Georgetown University before moving to New York City and later San Francisco with her husband, whom she has known since childhood.
“We both always loved Hingham, so when we made the decision to move back east, we didn’t look much further than here,” said Decembrele.
The First straND
The idea for straND was born during lunch at Davies’ home. The two had been discussing a creative project when Davies suggested making a necklace from beads she had collected over the years.
That afternoon, they created their very first “strand.”
“We were so excited about the color combinations and the magnetic clasp,” they recalled. “Then we started wearing them out, and people kept stopping us to ask where they got them.”
The response was immediate. Nora launched an Instagram account, Nina built a website, and the pair listed 10 necklaces in their first online drop.
They sold out almost instantly.
“That was the moment we thought, ‘Okay, maybe we’re really onto something here,'” they said.
The name straND reflects both a strand of beads and a strand of beach along the shoreline, a place the founders both love. The capitalized “ND” is a nod to their partnership and shared initials.
Colorful, Custom and Community-Driven
Today, straND’s pieces are designed to feel personal and collected, jewelry that becomes part of a person’s story.
As the founders describe it, straND is “cool, colorful, custom, and made to get you happily straNDed.”
“Our pieces look just as right with a white tee and denim as they do layered over a breezy vacation dress,” they said. “The vibe is effortless, joyful, personal and designed to add a spark of color and personality to what you’re already wearing.”
Like many successful local businesses, straND grew thanks to a supportive community. Friends wore the necklaces everywhere, introducing new customers and helping spread the word. Early trunk shows hosted by friends quickly became successful events and helped establish the brand’s loyal following.
Along the way, there have been some memorable “pinch-me” moments. The pair recently designed an exclusive capsule collection for Nantucket’s beloved Space on Nantucket boutique, received shout-outs from brands they admire, including Big Time Adulting and Shit That I Knit. They were recently invited to participate in The Current at Boston’s Seaport District this holiday shopping season which they are excited about.
Enjoying the Journey
Despite the growing success, both women say the most surprising part has been how much FUN they’ve had building the business together.
“We are constantly bouncing ideas off each other and laughing along the way,” they said. “We always take a moment after events to appreciate the incredible people we’ve met along the way. We just feel lucky to be having so much fun while also building and running a business.”
As straND enters its second year, Davies and Decembrele remain focused on collaboration, creativity, and enjoying the journey.
“We always want to take a beat, look around, laugh and appreciate exactly where we are,” said Davies and Decembrele.
Celebrate straND’s First Anniversary
Join Nina and Nora on Saturday, June 6, from 2 to 6 p.m. at Split Rock Beer Garden in Cohasset for straND’s first anniversary celebration. Guests can enjoy shopping, giveaways, treats, and the chance to meet the founders behind one of the South Shore’s fastest-growing jewelry brands.