Perseverance, Passion and Desire To Build A Unique Jewellery Brand- With Vania Truchsess.

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9d ago 46:53

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What if one partnership could change your entire brand trajectory? Meet Vania Truchsess—Venezuelan-born, New Zealand-based jewelry designer whose handmade pieces landed in Karen Walker stores and unlocked a flywheel of credibility, stockists, and DTC growth.

In this episode, we cover:

How Vania went from babysitting to building a handmade jewelry label in NZ
Why wholesale increased her direct-to-consumer sales (not the opposite)
Pricing, margins, and range editing (and why you must revisit them yearly)
Trade shows as a one-good-stockist play (LTV thinking > vanity order counts)
Using markets, email (Flodesk), and workshops to fuel DTC demand
Collaborations that borrow audiences and build brand equity
Balancing creativity with cash flow, admin, and sustainable routines
The mindset that keeps her shipping: perseverance (and a bracelet to prove it).

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Vania Truchsess is the founder of Vania, a handmade jewellery brand inspired by nature and gemstones. Her ranges span everyday unisex pieces to woven “Daydreamer” earrings and gemstone necklaces using freshwater pearls and 14k gold-filled elements.

Timestamps:
00:00 Meet Vania + what the brand stands for
02:20 Early making roots in Venezuela + family influences
04:45 Markets, morphing to the Kiwi aesthetic, and first “real job” detour
08:30 Range, pricing, and staying differentiated in a saturated category
09:50 The Karen Walker moment—and how credibility compounds
12:40 Why wholesale boosts DTC (yes, really)
14:50 Seasonality, Australia expansion, and realistic timelines for conversion
16:45 Trade shows: playing the long LTV game
18:20 DTC levers: email, paid/organic, markets, and beading workshops
21:10 Risks, bulk buying, duties, and owning what you do
27:40 What success looks like beyond revenue (impact stories that matter)
32:10 Evolving into fine jewelry; skills, vision, and authenticity
34:00 Creative vs. CEO time: routines and grace over perfection
41:20 Long-term partners > one-night collabs
43:15 Final advice: perseverance + smart risk

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Business Coach for product-based businesses. Teaching creative business women how to build a scalable and profitable million-dollar product business whether a physical Retail store or Brand.
Over 25 years as a Retail and Wholesale Strategist (Sales and Marketing for Brands).
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