Jewelry brand AEVA seeks inspiration in everyday beauty. Founder Anne Eva creates every piece by hand in her characteristic Amsterdam atelier, resulting in authentic-looking jewelry that stands the test of time. We visited Anne Eva (and her cute dog Teun) to talk about her design process, timeless aesthetic and the art of imperfection.
Hi Anne Eva. How did you start AEVA?
After I graduated from Fashion Design in Arnhem, I started working for several jewelry brands. However, I felt something was missing and started my own label. I enjoy the entire process from jewelry making to photoshoots to strategy. One moment, I am experimenting with material and the next moment I am designing displays for AEVA on fairs. The entire journey is very special and I learn from everyone I work with. I am constantly surrounded by everything that inspires me. It feels great!
How would you describe AEVA?
Everyday beauty is what triggers me. I create every piece by hand and I love the imperfections that show as a result of this. I was contacted by factories in India to take production out of my hands, but it does not feel the right direction for AEVA to head into. Wanting to do too much or making everything perfect leaves little room for creativity. With AEVA, I hope to show that imperfection can be just as beautiful.