Jennifer published The Heritage Brand: How to Build a Heritage Brand People Love — a business book for cultural entrepreneurs whose products are rooted in identity, story, and tradition. Drawing on two decades of building The Irish Jewelry Company and The Italian Jewelry Company, The Heritage Brand reveals why some brands inspire lifelong loyalty while others are forgotten the moment the sale ends — and delivers a proven framework for closing what Jennifer calls the “belonging gap.” Part strategy, part manifesto, and entirely the product of lived experience, it is essential reading for every artisan, maker, and heritage brand owner who knows their work is meaningful but can’t quite figure out why it isn’t selling the way it should. The Business of Belonging starts here.
Online Courses, Now Live on Udemy
The Heritage Brand Bundle: Build a Business People Belong To turns the book into three video courses for any small business. Each one ends with a real project you can use the next day. Readers of the book get a reader price on all three courses through November 18, 2026, only through these links.
- Course 1: The Heritage Brand Method: Business of Belonging (beginner). You finish with a one-page Belonging Brief.
- Course 2: Heritage Brand Marketing: Content That Builds Belonging (all levels). You finish with a 90-Day Belonging Content Calendar.
- Course 3: Heritage Brand Growth: 12-Month Belonging Roadmap (intermediate). You finish with a 12-Month Belonging Roadmap.
Limited time. One use per person. Valid on Udemy only. Price shown at checkout.
Explore the book, the online course and the course worksheets at theheritagebrandbook.com.
About Jennifer Derrig
Jennifer Derrig is a jewelry designer trained at the Fashion Institute of Technology in New York City, where she earned her degree in Metal and Jewelry Arts. She has spent more than thirty years in the jewelry industry, beginning her career designing for major jewelry brands before building her own companies.
She founded The Irish Jewelry Company in April 2006 and has designed its collection ever since. The company operates as Kierand LLC, is family-owned in the United States, and has traded continuously for close to twenty years. Its Celtic, Claddagh and Trinity knot designs are original work, protected by trademarks registered with the United States Patent and Trademark Office. The company holds an A rating with the Better Business Bureau, where its file has been open since 2008. She later founded The Italian Jewelry Company.
She also ran a brick-and-mortar Irish gift shop for eleven years, which closed during the COVID lockdowns. That loss taught her the lesson at the centre of The Heritage Brand: people do not buy products, they buy belonging.
Jennifer has been named Businessperson of the Year by the Nassau Council of Chambers of Commerce, serves as Executive Vice President of her local Chamber of Commerce, and was a Top 10 Finalist in StartupNation’s Leading Moms in Business. She is also the author of the novel The Red Thread and the children’s picture book Kiera Biera Loves Her Mouth, which she illustrated, and she teaches the business of jewelry design.
