Making the cut – Jewelry family scion goes his own way

You’re looking for a unique ring. How about one inspired by the ironwork on the balconies in the French Quarter?

Not a problem.

Matt Patton, the young owner of contemporary custom jewelry start-up CutFJ, made that happen for a client this summer.

Patton grew up in a family of diamonds and gold. His great-grandfather founded Pattons Fine Jewelry in 1944. His grandfather and father, enamored with their legacy, always spoke proudly of Matt, their fourth-generation jeweler.

There was only one problem. The outspoken Baton Rouge native wanted to strike out on his own.

“That conversation was very difficult to have with my father,” Patton says. “At the same time, he was incredibly supportive. I just felt there was a different calling, a different way of doing this.”

Next month, that different way will be realized with the opening of the modern showroom for CutFJ and a brand relaunch for Patton’s custom jewelry services. Gone are the glass cases with a sales rep standing guard behind them. This showroom is open and interactive—not unlike an Apple Store—where visitors can hang out and create content, such as photos all ready for posting on Instagram.

“It’s a risk, because he’s not going after the same clients his family is, but it fits with his vision,” says CutFJ’s brand developer Orhan McMillan, founder of dezinsINTERACTIVE.

Patton sees his venture as a contemporary evolution of the jewelry-buying experience—one aimed at the creative class and progressives.

“I’m all about the relationships,” he says. “And you will not go into another jewelry store in Louisiana that looks like this.” cutfj.com