There is a specific kind of magic that happens when family and high-end design collide. Sara and Marcy, the sister duo behind littleG, have managed to bottle that elusive sense of childhood wonder and refine it into something even the most discerning adult wants to add to their own collection. It’s a brand rooted in nostalgia, but powered by a very modern, very Minnesotan sense of community. I sat down with the pair to talk about the “why” behind the sparkle and what it’s like to build a dream with your sister and best friend.
Courtesy of littleG
When you think about the origin of littleG, tell me about the “why” behind the brand. What inspired you to launch it?
Sara: During COVID, we were both home with our kids. I was deep in the world of Goldfine Jewelry, and Marcy had recently stepped back from a long career in retail. We were constantly dressing our toddlers in cute outfits, but we realized we were missing those nostalgic, fun accessories we loved as kids, like those stretchy heart bracelets everyone remembers.
Marcy: I turned to Sara and said, “What do you think about doing a kids line together?”
Sara: We started dabbling and quickly realized there was a massive need. What began as a kid-inspired line turned into pieces we wanted for ourselves. It gives you nostalgia and self-expression, as well as a sense of ownership at a young age. I want my kids to take responsibility for their things, whether they cost two dollars or a hundred. Jewelry is a great teacher for that; they see it’s special, so they learn to find a safe place to put it. When they put it on and light up, that confidence is everything.
Marcy: Even Sara’s son, Jackson, who is a total sports kid, goes crazy for it. He picks out different charms every morning to wear to school. We even make bag charms that I’ll sit and play with as an adult. They come with a gold chain so you can switch them from a bag accessory to a necklace. I get bored easily and need constant stimulation, so coming up with new, colorful items with Sara is the perfect outlet.
How do you two work together?
Marcy: We are seven years apart, but have always been extremely close. It was a dream of mine to have kids at the same time, and then it actually happened. Working with a sibling might not be ideal for everyone, but we’re great. We might fight occasionally, but we’re good.
Sara: We work better together on the brand than we do in general family dynamics. We have a perfect yin-and-yang. Marcy is the “task rabbit”: give her a job, and she will buckle down and get it done immediately. I tend to sit on things and deliberate. She doesn’t mind the repetitive work of making, while I’m already thinking about the next design or how we’re going to promote what we just finished. It’s a great balance.
Starting any brand takes courage, and family requires an extra dose. What is the best piece of advice you’ve received?
Sara: Having had my other business for so long, it’s hard to remember the very first tip, but the best advice is to not do it all yourself. As a creative, it’s hard to delegate, but you have to spread out the responsibilities.
Marcy: Because our personalities are so different, we don’t really butt heads. People questioned if it would be tough to go into business with a sibling, but we have a unique relationship. I’m not afraid to tell her if I’m upset, and she’s not afraid to talk through it.
What is one element in your creative process or quality of goods that you never compromise on?
Sara: If we don’t personally love it, we’re done. Even if it’s for a child, I have to be able to go back to that place in my own childhood and feel that “I want that” spark. It has to inspire and reflect a personality. If it doesn’t have that energy, it doesn’t make the collection.
Marcy: I am very particular about quality control. Things have to be perfect. If I see one spot that isn’t appealing when a piece turns, I won’t sell it. I’m obsessed with the details.
Resilience is key for any maker. Tell me about an unexpected challenge that shaped how you approach the brand.
Sara: Early on, we had events where the turnout wasn’t great. Instinctively, I’d think, “Maybe we shouldn’t do this; the return on investment isn’t there.” But then you get one amazing response and realize it’s all part of the process. Every bit of energy you put in has a reward, even if you don’t see it right away. Sometimes it’s a connection that leads to something much bigger later. I’ve learned to take a breath and not be reactive.
Marcy: My retail background helps there. I know seasons fluctuate, and some days are just better than others. I don’t let a slow event bother me because I know I want to do this, and we’re lucky to be doing it together.
What energy do you want your work to impart on everyday life?
Sara: I want it to spark excitement. You know those mornings when you don’t feel like getting dressed? You see a piece of littleG in your closet, and it brings you energy. My eight-year-old son has his own jewelry box neatly organized. Watching him concentrate on choosing his charms for the day, then seeing him glow in the mirror, is pure joy. It’s a conversation piece. People say they aren’t creative, but when they choose how to accessorize, that is creativity.
Minnesota Monthly is rooted in local heritage. What does the spirit of Minnesota and that “Northern energy” mean to your aesthetic?
Sara: It all speaks to community. Our local community has been so incredibly supportive. They’ve shared the brand with friends, and that’s how it spread outside of Minnesota. We truly couldn’t do what we are doing without that support system.
Courtesy of littleG
Final Thoughts
In a world that can often feel a bit too serious, littleG is a reminder that fashion should, above all else, be fun. Whether it’s a charm chosen by an eight-year-old or a bag charm repurposed by a fashion-forward adult, Sara and Marcy are proof that when you build something with heart and a little sisterly grit, the whole community wants to be a part of it. Ultimately, littleG is a reminder that creativity isn’t reserved for the “artists” among us. It is found in the way we choose a charm, the way we accessorize a bag, and the way we carry a piece of our childhood self into our adult lives.
As Sara puts it: “Don’t tell me you don’t have creativity. There it is.”
