Designer Q+A: RdFrd
RdFrd didn’t begin as a formal idea. For Malibu-based Heidi Semrau, it started with her mother’s pearls and a desire to make them feel more her own. That instinct has since expanded into a pearl-centered collection shaped over time, with materials gathered, pieces hand-knotted slowly, pairing pearls with ancient glass beads and subtle wabi-sabi irregularities.
We talked with her about her life in Malibu, what inspires her most, and the pieces she never takes off.
Did you always feel drawn to making things with your hands, or did jewelry come into your life more casually?
What woman hasn’t been drawn to jewelry!? I’ve always sought out unique pieces that reflect one’s personality and can be worn all day or night, and now enjoy creating and hand knotting strands that I hope others will enjoy as well.
What drew you to working with pearls specifically?
It started with redesigning my mother’s very traditional pearls. And I love the organic nature of pearls as well - each strand is truly unique. Maybe it’s the Aquarian in me that’s drawn to water elements.
Are you someone who plans designs ahead of time, or do things come together more intuitively as you work?
A bit of both? Some designs come together when I have my pearls and beads in front of me, but most just sort of appear as I’m wandering around aimlessly through amazing scenery with my husband on one of his beloved motorcycles.
What’s the story behind the name RdFrd?
Ha! It’s a combo of my favorite color, red, along with an old nickname, Fred, from the pre-historic show “My Three Sons” starring Fred MacMurray. And yep, I’m the proud mother of 3 wonderful sons. All are married to amazing women, and have brought 6 boisterous grandchildren, 5 boys and 1 princess, to our lives.
What are your own most treasured jewelry pieces - the ones you wear on repeat and/or never take off?
I usually have on some sort of Evil Eye or Resilience emblem, along with my Mom’s redone pearls.
What is your “uniform” - the specific pieces of clothing that feel most like you or that you have multiples of?
Chimalas! Thank you Lucy :)
What’s a perfect Malibu day for you, from morning to evening?
Too many fun options….surf, beach walk, moto ride with my husband, pickleball with friends, and dinner here on our patio with a good glass of wine.
Quick Fire!
• I start my mornings with... always coffee in bed to wake up my brain.
• A book I recommend to everyone: The Memory Police by Yoko Agawa
• An unexpected source of inspiration for me is...daydreaming on the back of my husband’s motorcycle.
• My favorite escape for a long weekend or staycation getaway: Stinson Beach, Treebones in Big Sur. Los Olivos is also a gem.
• Three things always in my bag are: lip gloss, a hair tie, and I have to admit, my phone
• The songs or playlist I'm listening to on repeat: I’ve really been enjoying Hozier lately and some of his collaborations with Mumford and Sons.
• Where I'm traveling this year...first stop is City of Hope in Duarte, CA where my husband will be undergoing a stem cell transplant. Once he recovers, wandering through California and our beloved Colorado will be first on the list.
• A color (or color combination) I’m loving right now: Boring beige? Combined with a great cardigan, Chimalas, sneakers, and pearls.
