Meet Elena Vitiazeva | ViAsia Jewelry Designer

We had the good fortune of connecting with Elena Vitiazeva and we’ve shared our conversation below.

Hi Elena, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I was always passionate about jewelry, fashion, art creations and everything that makes our life feel so special and adding sentimental value. But even though, I never had an idea to start my own business, especially in that area. Maybe because I didn’t have enough time in day to day routine just to stop and think about it, or maybe because it wasn’t the right time. Until one moment… I still clearly remember that day when I woke up in the morning with a strange feeling that something should changed in my life. In my mind I had only one picture, I saw a beautiful jewelry piece, it was a necklace. The same day I opened my phone and googled the closest hobby store nearby. I went there and bought all the necessary materials, when I got home with this huge bag of strange (for that moment) things and tools I couldn’t imagine it would be my biggest passion for the rest of my life. I made the necklace I saw in my head and it turned out so pretty, it’s been a few months before I decided to share my creation with the world, most likely because I didn’t take it serious. But once I posted it on Instagram, it was immediately sold. I started trying making bracelets and earrings and it also was sold immediately. I guess this was the moment when I realized that my people like my creations like I do.

It is really hard to explain where my ideas and designs come from, it feels like someone already placed it in my head and it is just popping out at the right moment. I simply call it INSPIRATION. I know it might sound really strange, but some of my designs I see in my dreams at night, very clearly, with all the details and colors and it is so awesome. I believe it might happen because my brain is constantly thinking about new designs, trying to digest all things happening around in the language of gemstones. I am really excited and thankful I was able to found my path to make people happy, and bring beauty in this world. Of course, some ideas and designs take hours, some days, weeks or even years to become a piece of art, and some art is destined never to be, to simply exist as an idea or thought but it is really worth to see a real jewelry piece once it is finished. Jewelry making is a really dynamic area, we all trying to follow trends but I truly believe that what makes you feel comfortable and brings positive energy is more important aspect.

Alright, so let’s move onto what keeps you busy professionally?

Very interesting question, so I will try to be short. I am a jewelry designer and quality perfectionist. I guess this combination in addition with my passion to exclusiveness is giving the tremendous results while creating jewelry pieces. I truly believe that every person, every woman is unique and have their own personality that is expressed in jewelry she picks to wear. I know that not a jewelry compliments a person but the person creates jewelry to look special. I think it is one of the biggest human abilities to create mood and energy around non-material pieces. Because of that I know that this emotional connection between customer and my jewelry piece is a very important moment while choosing what jewelry piece to wear or to buy.

Another aspect that makes ViAsia Jewelry so special is exclusiveness. All my designs and pieces are one-of-a-kind and you hardly can see two similar designs. This comes from my own vision and perception. How would I feel if I meet the person wearing the same piece? I am so proud that I have this ability to create so many variations based on one model. It gives me a creative freedom and definitely pushes my boundaries to create more complex designs like cascade of waterfall gemstone earrings.

My path as a designer was not an easy way, I guess every creative person experiences this at least once in a lifetime. I started doing jewelry back in 2016, while working full time job in one of the Bay Area’s high tech companies, and creating pieces after work. It wasn’t easy because handling so many aspects from creating sketches, finding materials, creating jewelry, then making photos, retouching, post it on social media and shipping is definitely a complicated process. It was way too much for me as a wife and mother. But I know that it was part of my path that I needed to go through. Obstacles and challenges make us feel stronger and we find the ways to overcome them, so did I.

As a creative person and designer I love to combine different materials, colors and textures. I would say I am not following a modern trends but rather find and create them. Of course, I am always finding the new ways and techniques to create complex designs and at the same time wearable pieces. For instance, my recent creation is a massive earrings using super lightweight cotton pearl beads that makes earrings super lightweight and eye-catching at the same time. To be honest, I like to work with natural materials and stones as they create special look, I love working with pearls a lot, combining them with some metal parts or playing on a contrast colors. That is why I choose an expression “Be brave, be unique, be yourself” as a reflection of ViAsia Jewelry brand’s vision and idea.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I have to say Bay Area is one of the places on Earth where you can find everything for everyone! It is so adorable that you can do a coastal hike with breathtaking ocean view in Muir Beach and grab some food on the way back. San Francisco is definitely a city of contrasts. Downtown with lot of business and offices and coastal area with awesome seafood restaurants. One of my favorite is Boudin Bakery where you can not only get the best ever Clam Chouder but also a visit Boudin Museum & Bakery to see the bakers at work and and learn the full story of our famous sourdough bread. And I am not talking about Golden Gate Park and the iconic Golden Gate Bridge. I live in Mountain View that is about 30 mins away from the City, which has great places to eat and drink. My favorite is Crepevine Restaurant in downtown Mountain View and Paris Baguette for delicious deserts and coffee. For drinks Molly Magees is the best place. For someone who loves high tech industry, I recommend to visit Google Plex and Apple Park in Cupertino.

Who else deserves some credit and recognition?
First of all, I want to give a huge shoutout to one of my friend and amazing person Oksana, who encouraged me to start and continue making jewelry and never give up. In the beginning I experienced some ups and downs and she was the one who always admired my jewelry and already have a huge collection of my creations. She always believes in me and my talent. A huge shoutout to my family, my mom, sister, my husband and my son. Those are usually the first persons I share my designs and sketches with. I really appreciate them for their honesty, support, feedback and advices. Their support and feedback means everything to me and I am endlessly grateful to have my family support as an essential tool for developing my business and brand.

Also, a big thanks to all my customers. They all are so different but that is what makes us so unique and I am really happy that I was able to create a friendly community because we share the same values and vision. Many of them became my friends and we keep in touch on daily basis that always keeps me inspiring and gives me an additional impulse to create more unique pieces.

Instagram: https://www.instagram.com/viasiajewelry

Facebook: https://www.facebook.com/viasiajewelry

Image Credits
Elena Vitiazeva Raj Kumar Photography