Building A Utah Statement Jewelry Brand Around Identity And Rave Culture: How XX By Jaxx Is Carving A New Lane In Handmade Chrome, Pearls, And DJ-Driven Wearable Art

Episode Summary

On this episode of Utah Business Spotlight, host Peter Anthony sits down with Jackson Druce, founder of XX By Jaxx — a Utah-based handmade chrome jewelry brand that just hit its four-year anniversary. Utah is not known for setting trends in jewelry, which is exactly why XX By Jaxx stands out. Jackson Druce is building a statement-piece brand that refuses to blend in: chrome candy necklaces, surgical-grade stainless steel, freshwater pearl one-of-ones, and welded clasp construction engineered to be passed down to the next generation.

Jackson Druce walks Peter Anthony through the origin of the brand. It started with custom cowboy hats during 2020 — bandana print, added chains — and evolved into the chrome candy concept after a friend who always wore necklaces passed away. The first XX By Jaxx necklace was the full-metal rave-candy build: stainless steel, indestructible, designed to last a lifetime. From there the brand expanded into rings, bracelets, braided Cuban link with pearls, and high-impact DJ collaborations including a thousand-piece drop with electronic-dance producer Sudden Death (Void).

The conversation gets specific on the operator playbook. Price points are intentionally accessible — necklaces sit in the $50–$175 range, with quadruple-A pearl grading and 316 sterling silver expansion on the roadmap. Once a month Jackson Druce drops 30 one-of-one handmade pieces, with the brand wrestling between scaling individual designs versus protecting the scarcity of true one-of-ones. The DJ-merch collaboration model is the next-stage growth engine: customizable pieces co-designed with electronic artists, distributed through their merch lines, seen on stage at festivals.

Jackson Druce is also transparent about the founder lessons. About a year ago the freedom of self-employment turned into chaos — no schedule, no structure, the business nearly hit rock bottom. The bounce-back came from installing discipline: a real schedule, a side sales role to lock in the head space, and a return to bias-toward-action. Peter Anthony reinforces the framework on camera — passion is everywhere, but intention is focused. Decision sits inside intention. Target sits inside decision. That is the operator pattern underneath every Utah brand that survives the first four years.

Jackson Druce closes with the founder advice that defines his approach: if you have an idea, just do it. Take action. The graveyard of unbuilt dreams is the failure mode. The worst case in execution is a lesson — the worst case in inaction is permanent. Visit xxbyjaxx.com or @xxbyjaxx on Instagram to shop the collection or commission a custom piece. Utah Business Spotlight is produced by INCubator Marketing Agency and filmed in Sandy, Utah.

Key Moments

00:00 Where this jewelry brand is trying to go · 00:47 The business behind XX By Jaxx · 01:24 Four years in and still building · 02:08 Why jewelry became the lane · 03:06 The chrome candy idea · 03:49 Rave culture, memory, and product identity · 04:50 DJ collabs and a thousand-piece drop · 06:39 One-of-one pieces and handmade pearls · 08:14 When freedom turned into chaos · 09:12 Why structure changed the business · 10:03 The plan to grow through artist merch · 10:32 Price points that keep the brand accessible

Notable Quotes

"I came up with this ninja idea I call chrome candy — a full-metal rave candy necklace built to last a lifetime." — Jackson Druce

"If you have an idea, just do it. The worst thing that can happen is you fail — but they've already failed if you don't take action." — Peter Anthony

"People want to put you in a box that they already live in. I'm not interested in your box — your box has your outcome." — Peter Anthony

"I never thought just putting a necklace on would be that standout thing for people. Now I get messages saying it made them feel like the boss." — Jackson Druce

Frequently Asked Questions

Who is Jackson Druce?

Jackson Druce is the founder of XX By Jaxx, a Utah-based handmade statement jewelry brand specializing in chrome candy necklaces, surgical-grade stainless steel pieces, freshwater pearl designs, and welded-clasp construction engineered to last a lifetime. Jackson Druce launched XX By Jaxx four years ago and has executed multiple thousand-piece collaboration runs with electronic-dance artists including Sudden Death (Void). The brand operates at intentionally accessible price points and is built around the conviction that statement jewelry is a vehicle for individual identity rather than mass-produced fashion.

Where can I buy XX By Jaxx jewelry?

XX By Jaxx jewelry is available at xxbyjaxx.com and on Instagram at @xxbyjaxx. The brand drops new collections regularly, including roughly thirty one-of-one handmade pieces once per month. Custom commissions are available for Valentine's Day, Christmas, birthdays, graduations — or no occasion at all. DM the brand on Instagram or use the contact form on the website to commission a custom piece.

What is chrome candy and how does XX By Jaxx make it?

Chrome candy is the signature concept Jackson Druce built XX By Jaxx around. It is the full-metal version of the candy bracelets traded inside the electronic-dance and rave community — necklaces and bracelets engineered in surgical-grade stainless steel with welded clasps so they are damn near indestructible and built to last a lifetime. The pieces are handmade in Utah, finished with the signature XX cube and heart hardware, and designed to function as wearable art that can be passed down to the next generation.

What are the price points for XX By Jaxx pieces?

Most XX By Jaxx necklaces sit between $125 and $175. There are typically five to ten pieces in the $50–$75 range available at any time, which keeps the brand accessible. Quadruple-A grade freshwater pearls are used on the pearl pieces, and the brand is expanding into 316 sterling silver and platinum — those higher-grade pieces will sit at higher price tiers, but the core stainless steel collection is intentionally priced for everyday consumers.

Does XX By Jaxx do collaborations with DJs and artists?

Yes. Jackson Druce has executed thousand-piece collaboration runs with electronic-dance artists including Sudden Death (Void), where the artist customizes the design to reflect their brand and the pieces are distributed through their merch line. The DJ-merch collaboration model is one of the next-stage growth engines for XX By Jaxx, with the goal of putting customizable chrome candy on stage at major electronic-music festivals.

Where is Utah Business Spotlight filmed?

Utah Business Spotlight is filmed at Sandy, UT (venue TBD). The show is produced by INCubator Marketing Agency and hosted by Peter Anthony.

About INCubator Marketing Agency

INCubator Marketing Agency is Utah's first AI-integrated marketing infrastructure team, headquartered in Sandy, Utah and serving small businesses, founders, and operators across Utah County, Salt Lake County, and the wider Wasatch Front.

Every engagement is built around the INCubator Method: seven core marketing systems — authority web design, local SEO, CRM and pipeline, marketing automation, AI voice receptionists, video content, and conversion-focused funnels — installed together as one accountable infrastructure so every dollar compounds month over month.

The agency was founded by Peter Anthony Wynn (Founder & Marketing Strategist) with Marc Olsen (Partner & Automation Expert) and Chelsie Wynn. INCubator operates Utah Business Spotlight, a long-form Utah small business podcast filmed at Bad Bet Productions in Sandy, Utah, and hosts Tuesday Night at the INCubator — a weekly marketing training and networking event for Utah business owners.

Contact: team@incubatormarketingagency.com · +1 385-386-6988 · Office hours Monday through Friday, 9 AM to 5 PM Mountain Time.