FROM VINTAGE VIBES TO CHIC CREATIONS

For Amaya, “repurposed” is more than a buzzword. It’s a philosophy. It encompasses anything of quality, from sentimental heirlooms to forgotten pieces from a jewelry box. “Whether it’s sentimental items from your jewelry box that were passed down, or just pieces that are unused from previous purchases,” she explains, “anything of good quality can be repurposed.”

Unlike many designers who scour markets for vintage finds, Amaya operates on a made-to-order basis. This allows her to focus on the unique stories behind each piece. “Approximately 60% of our work involves repurposed items,” she shares, “while the other 40% consists of engagement rings, for which we source the diamonds.” For these stones, she relies on trusted suppliers, relationships built on loyalty and priority access to extraordinary gems.

The creative process is a collaborative dance between Amaya and her clients. “Given that most of our work is custom, we work closely with our clients to bring their vision to life,” she says. “Some are very involved, bringing many ideas to the table, while others prefer to lean on our guidance.” After six years in the business, Amaya finds it incredibly rewarding to see her designs featured on client mood boards, a testament to her growing influence.

Amaya’s design aesthetic leans towards “big and chunky, alternative designs,” a style she attributes to her maternal grandmother’s taste rather than direct cultural influences. While she doesn’t explicitly incorporate Latina symbols, her heritage shines through in her approach to customer service. “Latin people are the most welcoming and helpful,” she believes. “I think I’m super approachable, and my customers feel that.”

Balancing the history of a piece with her artistic vision is a delicate act, one that depends entirely on the client’s desires. “It depends so much on what the customer is looking for,” she says. One defining moment in her career came early on, when a woman asked her to redesign her engagement ring to reflect a personal transformation.

Working with repurposed materials isn’t without its challenges. “There are moments when I feel tempted to give up repurposing—it can be both emotionally draining and extremely time-consuming,” she admits. From low-quality gold to cracked stones, the process demands patience and expertise.

In a city saturated with jewelry brands, Amaya has carved out a unique niche through word-of-mouth marketing, a testament to the power of authentic connection. “We were blocked from Meta ads six years ago, and to this day, we’ve never figured out the reason,” she says. “In hindsight, it’s been a blessing in disguise.” Her clientele is diverse, ranging from creative individuals in their 50s to young couples ready to settle down, all united by a desire for personalized, meaningful jewelry.

Amaya is passionate about sustainable fashion, though she’s wary of greenwashing. “It’s great, but I do have concerns about greenwashing—especially when it’s used merely as a marketing tool,” she says. “I believe customers should be empowered to ask plenty of questions.”

Looking to the future, Amaya dreams of diving deeper into alternative bridal engagement rings, her true passion. Her advice to aspiring designers is simple: “Concentrate on carving out a unique identity in this crowded market and understand their target audience and define their niche as precisely as possible. Then, they can offer to repurpose.”

In a world of mass production, Jonne Amaya stands as a beacon of individuality and sentiment, transforming forgotten treasures into timeless works of art, one story at a time.