Erica Potholm, the creative force behind MaddAlex Designs, utilizes primarily semi-precious gemstones, Swarovski crystals, vermeil, karat gold and sterling silver in her designs. The MaddAlex Designs jewelry collection is often described as earthy and organic...some of Erica’s favorite gemstones to create with include pyrite (fool’s gold), lapis lazuli, blue Peruvian opal, turquoise, rock crystal quartz, red coral, blue kyanite, and the full spectrum of agates. Erica hand-selects every gemstone, crystal and component and designs each piece herself to be beautiful, unique and affordable. Her creations feature a comfortable and casual elegance…the same jewelry that you might wear with a little black dress will also go great with your favorite jeans and a simple t-shirt. And many of Erica’s creations are one-of-a-kind; they incorporate unique objects or stones acquired during her gem shopping excursions.

Erica is the daughter of nationally-known, glass beadmaker and artist, Inara Knight. For well over 25 years, Erica has been exposed to and inspired by beautiful beads and handcrafted jewelry. And if you are curious about the name of the business, it was inspired by Erica’s two boys. Her 8-year-old son’s middle name is Maddox and her 5-year-old son's middle name is Alexander, which morphed into MaddAlex Designs and brings with it the creative spirit of the family's next generation.