Violet Gray was started by Australian designer, Alexandra Olsen. Named after her 6-year-old niece, Alexandra has built her brand on honesty, integrity, purpose and passion. And her aim is simple: to create talisman jewelry that can be cherished forever.
“Our purpose is to not simply add another product to the unnecessary mass consumerism of the world but to rather offer something of meaning in your life.”
We chat with the lovely Alexandra Olsen to talk about her collection.
How did your brand begin?
“Violet Gray began in 2012, launching from a small timber table in the corner of a room, in Indonesia. I launched an Etsy site and from these humble beginnings, oh how she has grown...”
"My grandfather was an auctioneer and he kept a large dark timber box full of jewels and trinkets."
When did you first fall in love with jewelry?
“My grandfather was an auctioneer and he kept a large dark timber box full of jewels and trinkets. From time to time, he would pull out the box and we, as young children, could select something. This felt like magic, sacred.... and the beginning.”
What inspires your designs?
“Emotion and intention. All my pieces carry an intention and therefore share that with each wearer. The concepts behind each piece flood into my mind at all and any time of day.”
"I travel to distant lands, worldwide to meet all of my makers and suppliers."
How do you source your materials and gemstones?
“I travel to distant lands, worldwide to meet all of my makers and suppliers. I like to know them personally to ensure the integrity behind all of my offerings is in alignment with what the brand stands for.”
Tell us about your most inspiring customer?
“To be honest, all of my customers are inspiring. They are women from all over the world, and often, men that listen to and love their women, therefore purchasing for them.”
"It was an honour to share this moment."
Can you recall a particular moment with a customer that will stay with you forever?
“Recently I met up for a coffee (which led to champagne) with a lady who chose her engagement ring. It was so beautiful to be able to tell her about all of the rings, for her to wear and feel their energies. It was an honour to share this moment.”
If you could only wear one piece from your collection, which would it be?
“'I Am Open' in 9kt solid yellow gold. It is a staple in my life. She is simple and light, so she feels like a part of my own body. I love that the intention behind her offering is not 'fixed' but rather an individual interpretation.”
If you weren’t designing jewelry, what you be doing?
“I am a journalist by degree and worked in television before Violet Gray. But if I hadn't fallen into this craft and career, I might just travel and write. Who knows!”
Where’s your go-to meeting spot?
“Anywhere with good coffee!”