A Ring and a Prayer
With their flames, fuzzy dice and hood ornaments gleaming in the sun, classic cars have become the driving force behind alternative unisex jewelry and cool fashions.
Luke Burrett, owner of Silver Star Casting Co. in Newport Beach, has introduced a line of sterling rings that pay homage to retro rods. Like the cars that inspire them, Burrett’s rings are neither subtle nor small.
“They’re big, gaudy stuff guys would wear, but women wear them too,” Burrett says.
NA*NA in the Lab also carries classic-car looks, including creepers--lace-up boots--with flames by TredAir, and decals and T-shirts with hot-rod characters by artist Ed Roth.
“It’s part of the tough-guy image of the ‘90s,” says Tracy Horwath, sales rep at NA*NA. “These are people who like Elvis and tattoos. They’re more into the image than having an actual hot rod.”
Many of Burrett’s rings feature insignias from Fords, Chevys, Cadillacs and other makes. His Ford ring comes shaped like a piston, and the Caddy has a tiny reproduction of the crown hood ornament found on the real thing.
One of Silver Star’s bestsellers: A V8 symbol.
Small wonder that Burrett’s line has already been touted by Hot Rod magazine, a publication not otherwise prone to gushing over jewelry.
“All of the hot-rod guys are buying our rings, but we’ve got business guys wearing them too,” Burrett says.
He also designs rings with stars, dice, dollar signs, horseshoes and other favorite motifs from the retro/rockabilly/’50s looks being worn to raves and local clubs. His Evel Knievel ring comes festooned with stars and stripes.
Most rings are made of wide bands of silver, and some of the flashier models have chunky Austrian crystals. They look best when worn while holding a steering wheel of a classic car, such as Burrett’s ’62 Lincoln Continental, with its leopard interior and flame-embellished hood.
Burrett, 28, of Costa Mesa used to detail cars for a living before deciding that he’d rather combine his passion for hot rods with fashion. He consulted his friend, Black Flys owner Jack Martinez, who advised him that, though there were already plenty of sunglasses on the market, there was a shortage of cool jewelry.
Burrett started the line three years ago, first designing rings with horseshoes and spades that did well enough.
“Then I did a Caddy ring, and that took off,” he says.
Dennis Rodman began flaunting his Superman ring. Mike Ness of Social Distortion, Rev. Horton Heat and plenty of punk-rockers started wearing the rings too. Actors flash the rings in an upcoming motorcycle flick called “Fresno,” and members of Metallica wore them for a recent photo shoot. People like the line “because we’re different,” Burrett says.
“A lot of our customers are in the 20- to 30-year age group who dress ‘50s. They wear jeans and their hair slicked back and they’ve got tattoos.”
Burrett has more than 70 ring designs. The molds are carved by an artisan he met at a swap meet, and the rings are manufactured in Los Angeles.
Silver Star sells to 320 accounts including House of Flys in Costa Mesa, Electric Chair in Huntington Beach, Shoe Zoo in San Clemente and Newport Beach, the Habit at the Lab in Costa Mesa and Front End in Newport Beach. The rings retail for about $38.
Several months ago, Burrett opened his own retail shop--Silver Star in Newport Beach across from the Balboa Fun Zone. He’s now working on expanding the line to include bracelets made of links shaped in dollar signs, stars and other hot-rod or rockabilly-inspired designs.
“I’m going to make millions. I want to open tons of stores and sell my rings for $200 to $300. I’m a persistent guy,” he says.
Burrett, the son of a minister, was raised in a converted pottery shack on a ranch in Mendocino and is driven to succeed because he wants the financial comfort he never knew as a child.
“Coming from a family who didn’t have much, I wanted to be first to bring home the money,” he says.
His father has grown accustomed to the hot-rod tattoos that cover much of Burrett’s upper body. A large Lincoln symbol adorns his chest.
Followers of hot-rod style don’t necessarily own souped-up old cars. Many just like the retro car culture.
“Hot rods represent a very happy time, when going to drive-ins or diners or A&W; was the thing to do. So a lot of the clothing is triggered toward the car culture,” says Patrick Sweeney, sales rep for House of Flys in Costa Mesa, which carries jackets and shirts adorned with hot-rod flames by Johnny Suede.
It’s a longing for the past; for Sweeney, that means saving up for a 1960 Coupe de Ville.
“I have red fuzzy dice on the rearview mirror of my ’95 Ford Ranger to remind me of my dream,” says Sweeney, who used to tool around in ’64 and ’67 Impalas. “Every time I look at the dice, I remember what my next car will be.”
