Daily Inspiration: Meet Alexandra (Allie) Van Velsen

Today we’d like to introduce you to Alexandra (Allie) Van Velsen

Hi Alexandra (Allie), thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I always loved jewelry growing up. Playing dress up in my grandmas costume jewelry, going through my moms jewelry box and trying on all the layers of gold and gems. As I grew up I fell in love with the art and fashion industry as a whole and knew I wanted to be a part of it in any way I could. I started making jewelry for myself and my friends in high school. I started with feather earrings and ear cuffs because they were trending at the time. I graduated in 2011 and got accepted to Kendall College of Art and Design for the metals and jewelry program where I learned my basic metalsmithing skills. I then started working as a visual merchandiser and fell in love with the artistic side of the job. So In 2013 I transferred to GRCC to join the fashion merchandising program to advance in my visual career while still staying in metals and jewelry program. I made my first mini collection under the brand name Alexandra Jae Jewelry while I was going to school at GRCC. . The collection had 2 cuffs, 3 chokers and 1 ring. I sent the collection to my stylist friend Bryant Von Woodson who used a brass choker with 5 set stones in a shoot that got picked up by Vogue Italia, Flawless Magazine, and a few other online magazines. I then sent the collection to another stylist friend of mine, Marv Neal, who used my pieces in a shoot for Detroits Ambassador Magazine. From there I grew the collection, made custom pieces for anyone who asked, learned new skills as a jeweler and business owner, and in 2021 I changed my brand name to Vanvellie.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
There were definitely struggles along the way. Being a creative I mostly struggled with (and still struggle with) deciding what part of the fashion industry I belonged in. I love styling and designing jewelry, but I also love visual merchandising for retailers, so finding the balance between all the creative things I want to do, and putting my all into it each project while still maintaining everyday life wasn’t and isn’t always easy.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m a visual merchandiser by day, owner and designer and stylist of Vanvellie jewelry by night. Some people may know me from my visual work or from my personal styling of my jewelry and vintage clothing collection. My expertise is actually in visual merchandising and styling for retailers, I’ve been working as a merchandiser for 12 years for companies on all sides of the fashion industry, from jewelry and accessories, to currently working for a streetwear company. My jewelry business is still growing. My website currently has .925 sterling silver pieces that are made to order and are updated versions of my first collection I made in college. The shape on the Victor cuff and Pamela choker are inspired by the vertebrae of a human spine. Jewelry has always been my passion, and truly a part of my mind, body and soul so that’s where the designs and the collection name come from. I’ve always tried to stay true to my personal design and aesthetic. From styling an outfit I’m wearing with layers of my jewelry or planning a photoshoot for the Vanvellie website, it still feels like me.

How do you think about luck?
The luckiest thing that ever happened for myself or my brand has always been from collaboration with other artists and creatives taking a chance on my ideas and designs. From make up artists, photographers and model friends to stylists like Bryant Von Woodson and Marv Neal who took a chance on my designs very early on and put my name in magazines I had only dreamed of being a part of, like Vogue Italia.

Pricing:

• Victor bracelet – $150 | Pamela choker – $260
• Jaci hoop earrings – $80 | Jaci mini hoops – $60
• Allie ring set -$55 (always wearing in my personal styling)
• Liga bracelet – $55 | Sav chain bracelet -$85
• Odin chain – $55 (3.4) $75(5.4)

Contact Info:

• Website: https://vanvellie.com
• Instagram: https://Instagram.com/allievanvellie
• LinkedIn: https://www.linkedin.com/in/alexandravanvelsen?trk=contact-info