How did I start Avelle Jewelry?

Honestly? There was no master plan.

I didn't have investors, or a five-year roadmap to building a jewelry brand.

I've just always loved jewelry.

The kind of pieces you put on in the morning and somehow feel a little more put together. Not necessarily more dressed up. Not more expensive. Just more like yourself.

Over time, I found myself constantly saving inspiration, browsing jewelry collections, and wondering what it would be like to create something of my own.

At the time, I had no idea what that would actually involve.

I think most people imagine building a brand as something exciting. And sometimes it is. But the reality is that most of Avelle happens after bedtime.

When the house is finally quiet.

When the kids are asleep.

When the laptop comes out, another cup of tea is made, and my second shift begins.

That's when I film content, answer messages, work on the website, pack orders, and come up with new ideas.

There have been plenty of moments when I've thought:

"What exactly did I get myself into?"

Because building a business with a baby and a toddler isn't exactly the easiest hobby.

But there's something special about working on something that's truly yours.

Something you created.

Something that slowly takes shape right in front of you.

Avelle isn't just a webshop to me.

And it's not just jewelry.

It's a creative outlet. A place where I can bring ideas to life, learn new things, make mistakes, grow, and build something under my own name.

And while I still have a long list of ideas and plans for the future, there's one thing I already know for sure:

I'm really glad I started.

Even if most of the work begins after 10 p.m.