Meet Whim! After seven years working across the creative and operational sides of the fine jewelry industry, Laura Sneed launched Whim with a vision to create pieces that feel both refined and playful. The idea took shape after designing her best friend’s engagement ring, a moment that pushed her to build something more personal. Rooted in a love for natural stones and thoughtful design, Whim is built on the belief that jewelry should be lived in. Below, Laura shares her LAUNE, how New York inspires her, and more on her creative process.

1. Tell me about yourself and Whim. How was it created?

I’m Laura Sneed. I moved to New York City at 18 for college. I didn’t have a lifelong dream of living in New York so I showed up optimistic of what was to come. During my freshman year, I unexpectedly landed an internship at a fine jewelry company, which sparked what became my career in the industry. Over the last 7 years, I worked in a range of roles, learning both the creative and operational sides of jewelry. In 2024, I returned to that same company as Head of Operations and Production. While I loved the work, I felt a pull to build something more personal. That moment came later that year when my best friend asked me to design her engagement ring. That project became the catalyst for bringing Whim to life.

2. What is the LAUNE (mood) of Whim?

Refined & Playful

3. What does the creative process look like? How did you get interested in designing jewelry?

It always starts with the stone and/or the client. When I’m designing collection pieces, the design is led by the stones I’ve sourced—I’m drawn to stones that feel unique and a bit off the beaten path. When designing custom pieces, getting to know the client is just as important. I want to understand their energy and story so I can find a stone that truly reflects who they are. I’m not traditionally strong with a pencil, so sketching can feel daunting, but I’m lucky to work with jewelers who understand my drawings and see the vision as clearly as I do.

4. What inspires you?

My greatest source of inspiration is natural diamonds and gemstones. Every aspect of natural stones is mind-boggling—from their formation within the earth, to the realities of mining, to the precision and care required to cut them into their final form. While sourcing involves evaluating specific characteristics, it’s also about recognizing that each stone carries its own story. My role as a designer is to ask how I can highlight those inherent qualities in a way that truly does the stone justice.

5. Whim is about jewelry that “lives with you,” shifting from bold statements to quiet details. How do you design pieces that feel both timeless and deeply personal?

I firmly believe diamonds are meant to be worn, not stored away in a jewelry box. Jewelry should feel like part of your daily life, not something reserved for rare occasions. That belief shapes how I design. If a diamond is going to be worn every day, it needs a form that feels natural with a T-shirt just as much as it does with something more formal. My goal is to create settings and silhouettes that make fine stones feel effortless—pieces that elevate the everyday without feeling precious or out of place. And that the pieces have an aspect of convertibility. For example all of the pendants clip on and off so they can be worn on a cord or chain.

6. What do you love about New York?

New York is undeniably home for me. I love the sense of community here and the fact that creativity is woven into everyday life. Art, ideas, and inspiration are everywhere you look. It’s also a place that encourages risk—where taking a leap, trying something new, and following an instinct feels possible. More often than not, you find like-minded people doing the same thing just around the corner, and that shared energy is incredibly motivating.

7. What are you looking forward to in 2026?

Growth. For the first time, I’m fully self-employed and entirely focused on building Whim. I’m trusting that my vision will continue to resonate and that the community around the brand will keep growing. Even with so many unknowns, the direction feels clear. I’m excited by the uncertainty and confident in trusting my instincts as I move forward.

8. What’s next for Whim?

The goal for 2026 is growth through visibility and momentum. I want Whim everywhere—on real people, in real life. With the launch of the Spring collection in February, I’m focused on building new initiatives and pushing myself to market Whim in ways that feel bolder, more hands-on, and less conventional.