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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 ove

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