Cast, the San Francisco-based jewelry brand co-founded by Rachel Skelly and Eric Ryan in 2021, has ceased operations, closing its three Northern California stores and taking its website offline.
Skelly has since reacquired the company’s intellectual property, including patents, trademarks, and the brand name, and has indicated plans for a potential relaunch.
Company Closure and Transition
Skelly announced the closures in a video posted to Instagram, stating, “I’m not done!… I’m going to recast Cast.” She cited market challenges affecting early-stage brands: “Sadly, after a chapter of incredible growth, we faced the same headwinds so many early-stage brands are navigating—especially in times as unpredictable as these. Ultimately, the very hard decision was made to wind the company down.”
On the final day of packing up the Palo Alto location, Skelly described the experience as “a day full of a crazy mix of emotions.”
Future Intentions and Ownership
Skelly confirmed she has reacquired Cast and its associated intellectual property. She said: “I’m already working on my plans for a relaunch with fresh creative energy. I’m excited about the next era of Cast and can’t wait to share.”
“I just couldn’t imagine a world where I didn’t get to continue on Cast,” she added. “I feel like we were just getting started, and there is still so much that I want to create. I’m beyond thrilled and grateful that my heartbreak has turned into hope. I’m excited about the next chapter for Cast.”
Brand Background and Collaborations
Cast was developed to spotlight the work of female designers. Contributors included Francesca Villa, Kristy Ford, and Alice Cicolini. The company also collaborated on limited-edition collections with actress Issa Rae, actress Eva Mendes, and artist Windy Chien.
Founded with the aim to “bring more warmth and wonder to fine jewelry,” Cast described its mission on LinkedIn as creating “everyday standouts thoughtfully designed and crafted to be loved for generations. Together, Skelly and Ryan are on a mission to invite everyone to enjoy artful jewelry and the empowering feeling of wearing it.”
Store Locations and Founders’ Background
Cast opened its first physical store in October 2022 in Corte Madera, California, later adding locations in Palo Alto and San Jose. Skelly previously served as Vice President of Creative at Olly Vitamins and Plum Organics, while Ryan had founded Olly, the Method cleaning brand, and Welly bandages.
Industry Context
Cast’s closure underscores the ongoing challenges faced by direct-to-consumer jewelry brands, particularly in navigating market volatility and increased operational costs. By retaining the brand’s intellectual property, Skelly has maintained the option to reintroduce the business in a new form.
Her plan to “recast Cast” may involve shifts in distribution, pricing, or product development. For jewelers, the situation reflects the broader need for business adaptability and highlights the role of intellectual property protection in brand continuity.
