
January 13, 2025
MENASHA/GREEN BAY – Just as Weld + Arrow celebrates its first anniversary in downtown Menasha (180 Main St.), the permanent jewelry studio owned by local entrepreneur Julie Nelson gears up for the opening of a second location – this time in Green Bay.
Located in Green Bay’s Rail Yard District (340 N. Broadway), Nelson said Weld + Arrow’s Titletown studio will offer the same services as its Menasha counterpart – “claspless, micro-welded jewelry, made with quality metals and custom tailored to you.”
Moving two times in Menasha since opening Weld + Arrow in February – outgrowing its space each time – Nelson said it was important to her when opening a second location in Green Bay that “I found the right location.”
The more-than-1,800-square-foot studio – currently under construction – in the Rail Yard District, she said, was that space.
“I have been working diligently with our interior designer and have put so much thought into the layout of this new space,” she said. “This studio will highlight all of our jewelry experiences and contain working stations to accommodate larger groups. The space is going to be amazing, and I cannot wait to start sharing the build-out.”
Nelson said she will continue to update customers on the Green Bay location’s process through social media.
Knew from a young age
Growing up in an entrepreneurial, immigrant family, Nelson said she always knew one day she’d own a business of her own.
“I always wanted to own my own business,” she said. “I love connecting with other people. I love introducing myself and seeing how I can help them.”
Nelson said her parents moved to the U.S. from Laos after the Vietnam War.

“They went to Michigan first and then migrated over to Wisconsin,” she said. “When I was young, I remember going to multiple ‘business meetings’ with my parents – they would bring me along.”
Looking back, Nelson said she realizes those “business meetings” were actually networking events.
When her parents divorced when she was in third grade, Nelson said she and her three sisters were raised by her dad – who often worked three jobs to make ends meet.
“It was a very hard lifestyle,” she said. “We had to help cook and clean around the house because he was always working, and we always relied on the community.”
Nelson said her upbringing has always inspired her to do more.
After high school, Nelson went on to attend the University of Wisconsin-Eau Claire before marrying and returning to the Appleton area.
Eventually, she went back to school – this time online through the University of Wisconsin-Stout, while working full-time in the Fox Valley.
“I earned a bachelor’s degree in management with a minor in HR,” she said.
After graduating, Nelson said she met her current husband, a Chilton native and fellow aspiring entrepreneur, so they decided to stick around the area.
Through it all, she said that entrepreneurial spark never went away – where it would lead her, however, was still unknown.
Finding the right fit
In 2019, Nelson said she and her current husband bought into a business in downtown Appleton.
“That opportunity was a really great learning experience for us,” she said.
Through the co-partnered venture, Nelson said it was clear to her and her husband that they wanted to own something themselves.
“It can be hard sometimes when you have a business partner and have differences – they want to run it in a certain way and you want to run differently,” she said.
That realization, Nelson said, led to her opening her own sugar cookie business – Whimsical Cookies.
“I loved it,” she said. “I loved making the cookies and networking with the local community.”

However, when she was pregnant with her son, Nelson said she developed tendonitis in both of her wrists.
“It was so painful, I couldn’t even wash my own hair or do anything normal,” she said.
Though she had surgery, Nelson said “it just wasn’t the same anymore.”
“I got physical therapy for my wrists, and I came to the conclusion that I can’t do this business anymore,” she said.
Itching to find a new passion that allowed her to tap into her creative side and give back to the community, Nelson said, led her to permanent jewelry.
“I got my first permanent jewelry bracelet with one of my best friends, and it was so hard to find somebody who did it,” she said.
From there, Nelson said she set out on a journey to fix that.
“I became trained and certified in micro-welding and started doing some branding work – trying to figure out what I wanted this business to be for the community,” she said. “I have a vision for this business, and I am just praying and hoping that it goes well.”
As a business owner, Nelson said she does whatever she can to help out the community – just as her community did for her and her sisters growing up.
“I’ve met so many incredible families and other business owners that I’ve collaborated with,” she said. “I’ve already had the opportunity to participate in many fundraisers to help people raise money for a cause. Or I’ve donated jewelry for a raffle or a fundraiser.”
More on Weld + Arrow
Named after her son – Archer – Nelson said Weld + Arrow is a full-service claspless, micro-welded permanent jewelry studio.
“We have more than 60 chains to choose from,” she said. “Then we customize the size to them and weld it. We also offer complimentary re-welding. So if someone breaks it, they can always make an appointment and come back to us, and we’ll always put it back on for them.”
Weld + Arrow also has a variety of charms and clasps available.
Though permanent jewelry has gained traction in the region in the past few years, Nelson said many of those who sell it don’t have a brick-and-mortar location.
“I feel we stand out from the others because we have a permanent location for them to come back to,” she said. “A lot of places will just do it as pop-ups. And so I’ve heard from many clients that it’s just frustrating because they’ll get this gorgeous piece of jewelry with their friend or family, and it breaks and they can’t find the person who did their piece of jewelry, and then they can’t put it back on.”
Having all of Weld + Arrow’s staff trained and certified, Nelson said, also helps them stand out.
“When I hired my two employees,” she said, “I made sure they got trained and certified as well so they know how to check to make sure the weld is right and to educate customers who are buying the jewelry that they know what they’re getting.”
In addition to creating jewelry at Weld + Arrow, Nelson said, they also create an experience.
“When they come in, they get a mocktail,” she said. “We have a very welcoming environment for customers to come browse and hang out. We do a lot of private parties, where customers can rent the studio and we partner with other local businesses who do things like charcuterie boards.”
Location, location, location
Having both Weld + Arrow locations situated downtown, Nelson said, was done very intentionally.
“I knew that when I launched a location that it had to be downtown, because it needed to be in the community where we could participate in events and be able to help other businesses as well,” she said. “So, that is why I was patient and I waited (until the right locations became available).”
Pulling the trigger on a downtown Green Bay location, Nelson said, was driven by customer feedback and one of Weld + Arrow employees.

“We have a lot of clients that travel from Green Bay, and it’s far for them – so I have been hearing that for a while now about a need for a Green Bay location,” she said. “I knew that when I did open a location in Green Bay, I also wanted it to be located downtown so I would be able to participate in events. One of my employees actually lives in Green Bay, so that’s why I’ve been keeping my eye out for a while.”
A networking encounter with Paul Belschner, the president/CEO of Base Companies – a founding developer of Green Bay’s Rail Yard District – Nelson said, sealed the deal on Weld + Arrow’s Green Bay location.
“He said, ‘We do have a space open, and I think your business would be perfect in our little space,’” she said. “However, first, I needed to network with On Broadway, because I wanted to make sure this was the right location where we could participate in community events.”
When she received a resounding thumbs up from the folks at On Broadway – “they said, ‘Yes, you’d be a great fit’” – Nelson said she made the leap and signed the lease.
Though a concrete opening date for the Green Bay location isn’t set yet, Nelson said she’s aiming for a March grand opening.
The plan, she said, is to hire another employee, and “I’ve already promoted Taylor Diny to manager of the Green Bay location.”
“We’re so excited to be a part of the Broadway community and look forward to contributing our business services to Green Bay,” she said.
Looking to the future, eventually, Nelson said she would like to either relocate the Menasha location to downtown Neenah or open a third location in the downtown Neenah area.
“I just love the community there,” she said. “Since I’ve been in the Valley, I’ve always gone downtown Neenah and supported those business owners. Everybody’s just so welcoming and nice.”
A location in Oshkosh in the future, Nelson said, isn’t out of the question either.
“I can envision myself having a location in downtown Oshkosh in the future as well,” she said.
Giving back
Nelson said the part she enjoys the most about being a small business owner is being able to give back and “not having to ask permission.”
“I love being able to have that freedom to be able to tell someone, ‘Oh, you’re having a fundraiser and need a donation? Yes, we can donate,’” she said. “I like being able to do something without getting approval first.”
Nelson said she also enjoys connecting with other entrepreneurs.
“I’m an entrepreneur at heart,” she said. “I love being able to meet new people and understand and learn about what got them into small business ownership and see how my business could help theirs.”
For more on Weld + Arrow, visit weldandarrow.com.