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Designer Nak Armstrong on Building a Jewelry Brand That Lasts

Local jeweler reflects on building a lasting brand, industry shifts and the creative instincts that continue to shape his work

By Tribeza Staff
March 16, 2026

Nak Armstrong, a jewelry designer based in Austin, Texas.

Nearly three decades into his career, Nak Armstrong has become one of Austin’s enduring names in jewelry design. Known for pushing beyond traditional metalworking techniques and embracing an experimental approach to color and form, the designer has built a brand defined by craftsmanship, innovation and a distinctly artistic point of view. After launching his namesake label in 2011, Armstrong’s work quickly found a following among luxury retailers and major fashion publications.

Today, he operates a flagship boutique on South Congress, where his Austin-based brand continues to evolve. We caught up with Armstrong to talk about the inspiration behind his business, the industry shifts he’s witnessed and what has helped his brand stand the test of time.

Nak Armstrong Jewelry Austin — Nak Armstrong Jewelry in Austin. (Photo by Brittany Dawn Short)

What was the original inspiration for opening your business? Does it still hold true today?

I knew from an early age I’d work in a creative field. My father was a violinist and my mother a painter so I was surrounded by art and music throughout my childhood. I felt I had something to contribute creatively to the world so it was just a matter of me finding the medium that best fit my talents and resources. After graduating from UT, I cut my teeth in the fashion industry in NY and it was through that experience that I knew I’d have my own brand one day.

Specifically, I learned through my design work in NY that I had a unique creative vision. I returned to Austin to open my first business in textiles which fairly quickly transitioned into jewelry. Today I still covet the creative control that having my own brand affords me. It has served me well in a rapidly changing industry, allowing me to quickly pivot when needed and evolve the vision for my brand on my own terms. Today that vision includes our own boutique in Austin, permanent in-store residencies in Chicago and Vietnam, as well as numerous luxury retail partners throughout the U.S.

Nak Armstrong serrated necklace in opal, diamond and 18K gold, worn with the brand’s chrome tourmaline fold-over ring. (Photo by Clay Grier)

Trends have come and gone during your many years in business. Is there a trend of the past that you’d like to bring back?

Not so much a fashion trend as a trend in the industry writ large; I’d like to see the return of thoughtfully edited retailers like the ones we had in the past, i.e. Barneys NY. There is a big hole left in the creative landscape that Barneys used to occupy and nothing has come along yet to take its place. The buyers of that era had an educated eye and took very seriously their task of discovering new brands and presenting an artfully curated selection that set them apart. We’re in a moment of sameness generated by the over saturation of social media brands. The client is worn out which I think has something to do with why we have such a devoted following. I look forward to a modern iteration of the Barneys model.

On Jess: Top by alice + olivia ($275), Skirt by alice + olivia ($2,495), Necklace by Nak Armstrong ($2,975), Ring by Nak Armstrong ($650) On Gabby: Dress by alice + olivia ($695), Ring by Nak Armstrong ($675), Earrings by Nak Armstrong ($1,325). — TRIBEZA Holiday Shoot with Nak Armstrong jewelry. (Photo by Kaity Cox)

What is something that has stayed the same for your business after all the years?

Fundamentals of creative businesses like innovative, original and thoughtful design, staying true to one’s vision and strong client relationships never change.

What do you think has contributed most to your staying power in Austin?

The soul of Austin has always been creative and I think that’s why I’ve always felt so embraced by the community. I think we share a desire to excel and push the boundaries of what’s possible as an entrepreneur and artist. I’ve always felt like I can be as creative as I want as a jeweler and Austin will embrace and support my vision.