Summer may have come to a close but you can still feel those seaside vibes all year round with Salt Air{e} Collective, a New Jersey-based brand featuring apparel, home, and lifestyle goods inspired by the ocean. Started by NJ native Jennifer Caramma, this brand offers everything from gorgeous hand-dyed kimonos, loungewear sets, to throw pillows and luxe beach blankets for anyone craving an endless summer. Jennifer sat down with The Montclair Girl to tell us more about her brand. Read on to learn more about Jennifer’s inspirational journey to start Salt Air{e} Collective and where you can get your hands on these one-of-a-kind pieces.
(Photo credit: @erinmcdevittphotography)
MG: Can you tell me a bit about Salt Air{e} Collective and the products you offer?
JC: We offer a unique mix of new and vintage because a great item has no expiration date. The products are a blend of colors and patterns draw from nature’s beauty and are inspired by the wonders of the ocean. Each item is hand-dyed using an artisanal process of dyeing, making each piece a rare treasure, just like a sea shell you may find at the beach. We also feature a curated assortment of other female-owned brands. At Salt Air{e} we believe that beauty is in the imperfections, it is through this lens that we create and curate for everyday life.
(Photo credit: @erinmcdevittphotography)
MG: How did your business come to be? What were you doing prior?
JC: I started my career in the luxury fashion industry as a Buyer for nearly two decades. Things shifted, and I began to follow the energy pulling me, like the current to the ocean. For as long as I can remember, I have always wanted my own shop. A space uniquely my own, where I could combine my love for products with my entrepreneurial spirit that was instilled in me at a young age, watching my parents with their own small business. I’m still fairly new to the dye scene. What started out as a fun DIY project last year with my mom changed the instant my hands hit the dye vat: I was bit by the bug.
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(Photo credit: @rosebudphoto.ck)
So, when the time came to turn my DIY into something more, it was the natural choice to begin building a brand that merged all my loves together. Which includes my love of the beach! I always say I want to “shrink” New Jersey: growing up at the beach, it is very much a part of who I am, but now having lived in the Montclair/Bloomfield area for over 20 years, I love it here too. Somehow shrinking the state would merge all my loves together. And well, since that’s not possible, my hope is to build a brand that feels as if one is always near the ocean, even if it is just a frame of mind.
(Photo credit: @rosebudphoto.ck)
MG: You are often partnering/collaborating with other local women-owned businesses. Why is supporting women important to you?
JC: A strong woman makes waves, and that’s just what I intend to do! Salt Air{e} would have never come to light if it wasn’t for the support of the kick-ass women in my life. My mom has been my backbone and by my side since day 1; she helps every step of the way and has even gone as far as converting her garage to a temporary studio space for me! Her unwavering support through this entire process has kept me going. I am also incredibly grateful to Nicci and Amy, the owners of DollyMoo, who gave me the much-needed ‘nudge’ to take that first step and continue to offer their support to this day. These are just a few of the incredible women in my life that have helped along the way and I hope to pay that forward to other female entrepreneurs. All of the outside products we carry are mindfully sourced from other female brands; together let’s dream bigger and achieve greater heights.
(Photo credit: @erinmcdevittphotography)
MG: You are such an inspiration to female entrepreneurs, what advice do you have for someone who is interested in starting their own business?
JC:! My advice would be to dive in! Immerse yourself in it! Learn, dream, grow, trust, fail, concur, do all the things! If you’re anything like me, you overthink everything. My favorite part of Salt Air{e} is how organically everything has happened, there was no grand plan. I’ve come to realize that some of the best things in life are unplanned. I trusted the signs, listened to my gut, and dove in head first…haven’t looked back since!
(Photo credit: @erinmcdevittphotography)
MG: Where can we purchase your products?
JC: You can find us traveling around to some of our favorite Jersey towns to host in-person pop-up events. Still being fairly new to the scene, it is important for us to remain intimate with our customers and get to know them. DollyMoo is gracious enough to host us and other small businesses throughout the year; the sense of community there is nothing short of amazing. Our first pop-up ever was hosted there just last August and we are excited to announce we will be coming back at the end of September, follow along on IG @SaltAireCollective for details! LeWillow83 is another local spot we love to pop-up; the shop has a wonderfully curated assortment with rare treasures, just like Salt Air{e}. You can also find us “down the shore” – whether it be Long Branch, Asbury Park, or all the way down the GSP.
MG: You are always buzzing around town, what are some of your favorite places/businesses in Montclair?
JC: One of my OG’s was Jafajems in Upper Montclair. I love Glen Ridge Ave featuring unique shops like White Rabbit & Black Heart, you can find a gift for anyone on your list (including yourself) and the best chocolates. Right next door is another favorite, DollyMoo, which is a complete vibe! The store has the most beautiful handmade bath & body products, and the space transports you to a magical oasis. When looking to treat myself, you can find me at LeWillow83 or Dot Reeder. Howell is a staple for unique household pieces, Le Salbuen for date night, and let’s not forget Paper Plane + Java Love to keep me caffeinated. So many others!
(Photo credit: @erinmcdevittphotography)
MG: What does the {e} stand for in Salt Air{e}?
JC: The {e} is for Energy. Salt Air{e} came to light because the energy was pulling me like a current to the ocean. The feeling of calm that takes over your senses the moment you step onto the beach, that is the energy behind Salt Air{e}.
MG: What is the meaning behind the hummingbird in the brand’s logo?
JC: The hummingbird is subtle in placement while being the anchor; it is positioned proudly while fluttering on the sidelines. These are some of the nuances that are a nod to my late father. Ever since his passing, the hummingbird has been a symbol for him. I wanted something that would not only honor him but also act as a reminder to myself that he is always near, and to reach further to make him proud.
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(Photo credit: @erinmcdevittphotography)
MG: What’s next for Salt Air{e} Collective?
JC: Our wheels are always turning! We have beautiful new products coming for Fall/Winter and some fun, new collaborations in the works that we can’t wait to bring to light. Getting e-commerce “going.” Our goal is to have a small sampling of products online to shop and give people a sense of Salt Air{e}. We will remain on the pop-up scene and continue to ride the wave wherever it takes us, but we sure hope it leads right into a brick-and-mortar store near you soon.
To stay in the know about Salt Air{e} Collective’s latest products and pop-ups, follow Jennifer on Instagram @SaltAireCollective.
