Article: Founder Talk: My Journey to Vasana Jewelry
Founder Talk: My Journey to Vasana Jewelry
Founder Story – Chapter 1
How it all began: The origin of Vasana Jewelry
In this exclusive founder interview, founder Christina speaks openly about the beginnings of Vasana Jewelry – about origin, emotion and the moment when the vision for her own jewelry brand took shape.
“Christina, do you remember the moment when the idea for Vasana Jewelry was born?”
"I still wear the bracelet that my mother gave me in Bangkok."
For me, it is the origin of Vasana Jewelry.”
“Yes, absolutely. The first step actually began earlier, when I worked for a jeweler – initially in sales, later in production. There I became aware of how much love, precision and craftsmanship goes into every piece of jewelry.”
But the truly decisive moment came years later, on a trip to Bangkok with my friends. It was my first trip there since my mother's death – and correspondingly emotional. Jewelry has a special meaning in Thai culture – gold, Buddha pendants, and precious stones accompany many life events. I've carried this connection to symbolism and aesthetics within me since childhood.
During our last visit to Bangkok together, my mother gave me a delicate diamond bracelet from her trusted jeweler. I still wear it to this day, and every time I see it, it reminds me of that moment with her.
When I told my friends in Bangkok about this story and we visited this jeweler together, I sat there surrounded by all these memories – and at that very moment the thought simply came to me:
I want to sell my own jewelry – here in Germany, but with my own personal touch.
That's where the idea first began to take shape."
"What was the trigger to say: Now I'm going to start my own jewelry label?"
"I think it was a combination of many factors that ultimately came together. I've always been an independent person – and as an employee, you eventually reach your limits. Courage and a certain willingness to take risks are definitely part of it. I was raised from a very young age to think independently and take responsibility, and that feeling has always been there. It was just that the timing hadn't been right until now."
Looking back on my life today, I feel that none of my career paths were accidental. I had the privilege of working in retail for many years for major luxury brands such as Gucci, Louis Vuitton, and Dior. There, I learned how true luxury is lived: in the aesthetics, the commitment to quality, and above all, in the way customers are treated.
"These experiences have sharpened my perspective and continue to shape how I run Vasana Jewelry to this day."
"With all these experiences – combined with my love for aesthetics and fine jewelry – it suddenly became clear:
Now is the right moment. Now I'm going my own way and starting my own jewelry label."
"What significance do your Austrian-Thai roots have for Vasana Jewelry?"
“I carry two mentalities in my heart – the Austrian and the Thai – and both continue to shape me strongly. Family and togetherness are incredibly important to me. Loyalty, honesty, and appreciation of one's heritage are values deeply rooted in both cultures and are also reflected in my brand.”
I've experienced aesthetics and quality from both sides. I was once told I'm very critical – and honestly, I take that as a compliment. Because I'm extremely particular about jewelry.”
"I pay attention to every detail, every setting, every stone."
"For me, it is important that a piece of jewelry is not only beautiful, but that the wearer feels truly happy with it."
"What values were important to you from the beginning?"
"In short: quality, trust, and excellent customer service. These three values form the foundation of Vasana Jewelry."
Another key value for me is the authenticity and origin of the materials I work with. Even though there has been a strong trend towards lab-grown diamonds in recent years, I have consciously chosen to work with natural diamonds.
For me, genuine, naturally formed diamonds possess a special radiance – something timeless, original, and of lasting value. It is precisely this authenticity that I want to pass on to my customers.”
“What does the name Vasana mean to you – and what’s behind the logo?”
“I deliberately named my brand after my mother. She has influenced me my entire life. The name Vasana comes from Sanskrit – and in Thai it means ‘destiny’. This word actually best describes my personal journey to Vasana Jewelry.”
The logo also holds special meaning. It consists of the initial letter V and its shape is reminiscent of a compass – a symbol of orientation, clarity, and the path I have taken. Every professional decision, every experience, and every step on my life's journey has led me to where I am today.
"This feeling of direction and inner alignment is embodied by the logo for me – and therefore also by Vasana Jewelry."
Written by Christina Krenn
