I Didn't Want to Create Just Another Jewelry Brand

When I first started AV Jewels, I knew one thing for sure — I didn’t want it to be just another place that sold rings and necklaces. There are already so many beautiful jewelry brands in the world. What I wanted was something that felt personal. Something that felt like it actually meant something.

AV Jewels started in a season of my life where I was rebuilding myself. I was learning how to be more confident, more independent, and more honest about what I wanted. Creating this brand became part of that process. Designing jewelry, naming pieces, imagining the girl who would wear them — it all reflected who I was becoming.

I realized quickly that jewelry is emotional. People wear it on first dates, during big changes, on hard days, and on days when they feel powerful. It becomes part of their story. That’s why AV Jewels isn’t about trends — it’s about connection.

The Cocktail Club was created to represent that. Each piece is inspired by a moment, a mood, or a phase of life. A drink becomes a memory. A memory becomes a design. And a design becomes something you carry with you.

I didn’t want to build a brand that felt cold or corporate. I wanted to build something that felt warm, feminine, and real. A place where girls could feel seen while they grow into themselves.

AV Jewels is still becoming — just like me. And that’s what makes it special.