Jenny Be Free is a Calgary-based jewelry and accessories brand founded by creative soul Jennifer Pitoscia, who turned her lifelong love for art and adornment into a business built on quality, comfort, and confidence. Frustrated by overpriced pieces that didn’t last and accessories that irritated sensitive skin, Jennifer launched Jenny Be Free to offer stylish, affordable, hypoallergenic jewelry designed for everyday wear — no green fingers or itchy ears here.
Jenny Be Free’s designs are made to empower people to express their authentic selves without fitting into anyone else’s mould. Whether you shop online or visit their cozy retail space inside The Loft at The Clothing Bar in Marda Loop, you’ll find thoughtfully made pieces that elevate your style and reflect who you are.
From students and professionals to busy moms and trend-savvy shoppers, Jenny Be Free’s community is united by a love for pieces that are both durable and beautiful, with the bonus of free shipping and that unbeatable tarnish resistance.
What is your business called and what does it do?
My business is called Jenny Be Free, and we sell jewelry + accessories.
What made you want to do this work?
I was always a creative growing up, and art and creating was something I always loved. It didn’t really come about until I had a huge love for jewelry and accessories, and to be honest, it just kind of happened!
What problem did you want to solve with the business?
I’ve always loved jewelry and accessories, but I was tired of buying pieces—sometimes even expensive ones—that didn’t last. Whether it was rings turning my fingers green or earrings irritating my ears, I knew there had to be a better option. I wanted to create a brand that offered affordable, high-quality jewelry that anyone could wear comfortably and confidently. I also noticed that some brands made it feel like you had to be the “it girl” to wear their pieces, but I believe in the opposite. I wanted to build a brand that empowers people to be their true selves—to wear what they love and express who they are without feeling like they have to fit a certain mould.
Who are your clientele/demographics?
Our core clientele is women ranging from 18 to 60 years old. They’re stylish, expressive, and value both quality and affordability. Whether they’re students, young professionals, busy moms, or women simply looking to elevate their everyday style, they’re drawn to our pieces because they’re versatile, on-trend, and made to last. At the heart of it, our customers want to feel confident and authentic in what they wear—without sacrificing comfort or breaking the bank.
How does your business make money? How does it work?
We’ve been an e-commerce business from the very beginning, shipping our products all across North America. We generate revenue through both direct-to-consumer sales and wholesale partnerships with boutiques and other small business owners. Recently, we also expanded by opening a small retail space located in The Loft of The Clothing Bar, giving customers a chance to shop our pieces in person and create an amazing community with the beloved Clothing Bar.
Where in the city can we find your profession?
You can find us at the Clothing Bar located in Marda Loop!
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
How do I know your jewelry will last and is safe for sensitive skin?
A: That’s one of the most important things to ask when buying jewelry! At our brand, quality and comfort are at the core of everything we make. Our pieces are crafted with metals such as sterling silver, gold-filled and stainless steel, finished with durable gold plating, making them tarnish-resistant and perfect for everyday wear. They’re also hypoallergenic—so even those with sensitive skin can wear them worry-free. We believe jewelry should make you feel confident, not uncomfortable, and we’re proud to offer high-quality, affordable options that truly last.
What is the best part about what you do? What is the worst part?
The best part is seeing people try our pieces and genuinely fall in love with them—when they realize the quality, comfort, and style are exactly what we promised. It’s such a rewarding feeling to build that kind of trust.
The hardest part is keeping up with the constantly changing trends. It can be overwhelming, but we do our best to stay current while also creating pieces that feel timeless and versatile. It’s all about balance.
What is your favourite joke about your own profession?
People say diamonds are a girl’s best friend, but I’m pretty sure it’s free shipping and tarnish resistance.
Where can we follow you?
PAY IT FORWARD: What is another local business that you love?
I love Sanctuary Candles! They also give back to local charity from every purchase.
