Sydney Dinkins: Enhancing the Meaning of Eunoia

For Sydney Dinkins, a third year psychology major with an art minor at Spelman College, her entrepreneurship has been a vehicle to bring not only the beauty of her artistry, but its powerful message as well. Dinkins’ beautiful ornate jewelry pieces feature unique configurations of crystals sold in bracelets, earrings, necklaces, thigh beads, and one of a kind customizable waist beads. Dinkins’ brand Eunoia by Sydney is intentionally named after the word Eunoia, meaning pure, well balanced and of good mind and spirit. The message of mental health and caring for oneself shines through the stunning craftsmanship of her jewelry. 

Sydney began her business in the summer of 2020 during COVID-19, around 4 years ago, while struggling with her mental health. She looked into ways of caring for her mental health, and jewelry making became one of them. Sydney researched African jewelry culture as inspiration for her jewelry, and crystals became a staple. The tie to African heritage for her jewelry helps her feel connected to her ancestry; discovering the meanings of crystals like rose quartz and amethyst helped her craft such pieces. Her use of natural materials like shells in her jewelry gives her creations a quality of artistry that is unique to her brand. Dinkins recalls when she began her business, she said her biggest obstacle was a lack of direction in business. Sydney says the Blackstone fellowship, which is connected to Spelman College’s innovation lab, helped her tremendously; it helped her and other business owners learn more about running a sustainable company. Sydney also utilized Spelman College’s “Market Fridays,” a day where small businesses come to campus and set up tents for students to see various available products and purchase them. 

Sydney features an eye-catching shoot on her page, @shopofeunoia, of a group of black women including herself in nature. Black women of an array of skin tones and body types sit adorned with her jewelry. When asked about the significance of her shoot, Sydney explained that her jewelry is for everyone regardless of complexion, as everyone should have freedom to adorn themselves with whatever they’d like. She adds that the waist beads she creates has significance in African ancestry, often connecting the wearer to African ancestry. In the meantime, Sydney is constantly developing her brand and craft.

Currently, Sydney takes orders from her @shopofeunoia Instagram page, but in the near future, we will see an Eunoia business website.