Creating Bonds That Last

A new Magazine Street retailer brings a hot jewelry trend to town.

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Love Weld // 5631 Magazine Street
504-233-8334 // // // @love.weld

While an old advertising campaign once insisted that “a diamond is forever,” a new jewelry trend is challenging that statement with a fashionable way to express togetherness without breaking the bank.

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The idea is a piece of jewelry that cannot easily be removed. A bracelet, anklet or necklace that has no clasp and is instead welded on. The company is Love Weld.

The premium 14-karat permanent jewelry boutique opened its doors on Magazine Street last fall, providing a unique and lasting experience for jewelry lovers and fashion-forward friends and family.

Originally launched in 2020 in Austin, Texas, the Uptown location is the first of the boutique brand’s New Orleans locations. Founder Sarah Sides knew the brand would be the perfect fit for New Orleans from day one.

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“We have 14 locations across the company,” Sides said. “They are all owned by my family and have been launched and operated by women who are passionate about the Brand’s mission. It’s also a lot of fun.”

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Love Weld is a new permanent jewelry boutique that features clasp-free necklaces, bracelets, anklets and rings Jewelry is custom welded to the wearer.

Sides, who grew up with a background in both jewelry making and in family-owned retail, hit upon the permanent jewelry trend after researching international trends and was immediately hooked on the idea.

“The Love Weld magic all began with a spark of inspiration when I was conducting trend research for a jewelry brand I designed for,” she said. “At the time, there were two stores in Paris and New York, where clasp-free jewelry was an ancillary service to a traditional jewelry store. I found the concept fascinating, became a bit obsessed, and quickly decided that the concept needed to be its own brand.”

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According to a September 2023 report by Time Magazine, permanent jewelry appeals to a wide range of ages and backgrounds. It is seen as a fun alternative to, say, more permanent body enhancements such as tattoos as a way to mark special occasions, celebrate with friends and family, or simply as a new adornment that can stay put through daily wear and activities.

“If you’re the type of person who tends to wear the same bracelet and earrings every day, a piece of permanent jewelry can save you the hassle of putting it on each morning and taking it off each night,” explained the report. “It’s also an excellent way to mark a special occasion, milestone, or a relationship, sort of like a grown-up friendship bracelet.”

Love Weld fits right in with the trend, offering a variety of experiences for individual customers and parties, from mother-daughter days to bridesmaids, spouses, friend groups and more.

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The spa-like boutique offers space for bridesmaids’ parties, dates, birthdays or other special occasions with family and friends. Customers can choose between a range of chain sizes and custom charms.

“We host all types of celebrations in our studio,” said Sides. “We recommend booking an appointment or party on our site. This gives you the opportunity for the best experience. We host the clients and help them build their personal Love Weld styles.”

“Made popular on TikTok, permanent jewelry has a high search volume, with 32k average weekly searches,” said a January 2023 report by TrendAnalytics. “Permanent bracelets, more specifically, have 322 million views on the app, increasing social buzz by 3,200%. This safe bet jewelry trend [has increased] 400% from last year.”

Love Weld boutiques aim to provide a very specific kind of setting for individuals, partners, friends, families or parties to gather and celebrate with a special piece of jewelry. The Uptown location embraces its retail surrounding and Magazine Street tradition.

“It’s a beautiful space, I love the neighborhood, and I loved that our predecessor was Dirty Coast,” she said. “I look for spaces that architecturally capture the heart of the city, and we keep that identity in how we inhabit our spaces. They might not always be the most obvious choice, but if it’s a sterile box and doesn’t have some sort of roots, it’s not right for us. Our spaces aren’t your normal jewelry store setup, they’re much more inviting and are centered around living rooms. We regularly host parties for those in the community. Additionally, each studio showcases local creatives’ work in the design, product and team.”

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Customers can choose between a variety of styles of 14-karat yellow, white and rose gold rings, bracelets, necklaces and anklets. Prices range from $58 for a ring to $1,800 for a necklace, depending on the design and weight of each chain. Each piece is custom-fitted to the wearer’s measurements and charms may be added for customization. Charms start at $40 each and include personalized initials, hearts, stones, shapes and more.

For Sides and her team, Love Weld is more than a jewelry brand, it’s a celebration, one they intend to continue to grow in community and in the spirit of its name.

“Along with my husband, we came up with the Love Weld name,” she said. “We wanted the name to be timeless, simple and all about the customer. Ultimately, it’s in the name ‘Love’ to me. It needed to be a ceremony to celebrate the connections and bonds we make in this world. I wanted to create a brand that was hyper-focused on this idea. We need safe havens to gather and celebrate the good in this world, especially today. We are very excited about the team and communities we have had the honor of being a part of these last couple years. We are looking forward to getting to enjoy those who have partnered with us, and now we want to deepen our roots.”

FAQs from

What is permanent jewelry? Permanent jewelry is a necklace, anklet or a bracelet that doesn’t have a typical clasp. Instead, the ends are welded or “zapped” together.

Why do you only use 14-karat solid gold? The main reason is we weld truly #foreverbound jewelry. 14-karat solid gold is heirloom quality, sustainable, durable, will not tarnish and is hypoallergenic.

Does it hurt? Our welding technology ensures a seamless, pain-free experience, letting love do all the talking.

Can it be removed? You can simply give a gentle snip at the welded ring with scissors.  We’ll be here to re-weld for a $20 service fee to rekindle that eternal sparkle.


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