My Admission Statement: I’m Vivian Weyll (formerly known as Vivian Storms), I’m the CEO and Founder of Viv Storms Fine Jewelry and upcoming fine jewelry line Joie de Viv. Like so many women today, I’ve worn many hats and held many roles including founder, designer, serial entrepreneur, explorer, risk taker, cinephile, foodie, art aficionado, divorcee, and proud mother. These life experiences have all contributed to my discovery of new loves, passions, some heartaches, but always a unique joie de vivre completely my own. 32 years old and inspired by life’s many unique journeys and joys, I was inspired to create a sustainable fine jewelry brand for the modern woman who is sexy, desirable, and complex. More than simply jewelry, Joie De Viv is a deeply personal labor of love meant to inspire, uplift, empower, and transform the world for the better while making it a more beautiful place.
How did you get into the industry?
I was a successful executive in the art world for over 10 years. When I decided to become involved with jewelry, I was married to an artist who was also the main artist I was publishing. So, fascinated by his artwork and its potential, I challenged myself to find a way to turn his sculptures into wearable art and set out to accomplish this feat despite the countless individuals who thought it impossible. After 3 years of development and countless trial and error, I was able to create an extremely unique type of fine art jewelry never before seen by transforming his large crystal sculptures into pieces of wearable fine art. It was at that moment that I knew I was on the right path. Ultimately however, I decided to leave my old jewelry brand behind to forge a new path and brand for myself following our divorce.
Any emerging industry trends?
Value and innovation are at the forefront of today’s jewelry business. Direct-to-consumer brands are coming out on top in terms of value since their approach involves the exclusion of middlemen and cost-effective models which ultimately save money while buying beautiful, high-quality and luxurious jewelry. For my brand, Joie De Viv, we also implement innovation that focuses on lab-created diamonds using the most advanced technology and ethically sourced materials at great prices.
Any industry opportunities or challenges?
The world is filled with unethically sourced, poorly made jewelry. The diamond industry is as dirty as it gets. It’s time we make a change and technology is now allowing us to do so with lab created diamonds. We aim to make a powerful shift in the industry by offering traceable, ethical, sustainable, chic, and beautiful everyday jewelry that is accessible and affordable to everyone.
Inspiration for the business idea, and your vision for the Business?
Joie de Viv was actually born from the most amazing moment of liberation. I was going thru a very difficult divorce and trying to put my life back together when I realized I was doing it all wrong. Sometimes the best thing to do is to accept that something is over, start again and do it better! When I decided to close Viv Storms Fine Jewelry and create a completely new jewelry line, which would now be focused and based on my personal values and experiences, I felt truly free and powerful. I felt I was actually doing what I was meant to be doing and that type of empowerment is my biggest inspiration. Joie de Viv is the embodiment of this reality; the life of adventure, of new beginnings, of discovered landscapes, terrains, and new loves. Inside the DNA of Joie De Viv also lies a deep love for the history, culture, and style of Parisienne splendor. The entire brand will move forward always keeping in mind this inspiration and raison d’être.
What's next for the Business in the near future?
We will be launching 6 collections representing 6 journeys inspired by my constant search of self-discovery and new beginnings. Each collection is meant to be a part of the everyday and is drawn directly from life experiences as a citizen of the world, lover of fashion and culture, and my own personal liberation. We’ll also be launching an incredible bridal collection featuring 15 engagement ring and wedding band designs, all made with 100% traceable and ethically sourced lab created diamonds.
Your key initiatives for the success of the Business?
With my previous company, I always wanted to create something with my ex-husband’s artwork that more people would be able to afford so I worked very hard for 3 years to create Viv Storms Fine Jewelry, which was the very first Jewelry line of its kind. We launched on August 2nd, 2018 and within 7 hours, we had over 400 orders. During the first year of the line we sold over 3000 items and we were constantly backordered because we couldn’t produce the products fast enough to satisfy the demand.
By having a strong executive background with a degree in communications and forte in marketing, I work very closely with my marketing team to insure the success of the business. I’m aware however, that a successful business takes a lot more than just good marketing. It’s about the product first and foremost, the customer journey and experience and the team working every day to bring it all together.
Furthermore, I believe in going above and beyond the industry standards when it comes to sourcing our materials ethically and responsibly. Our exceptional selection of certified lab created diamonds, precious stones, and top-grade metals are free of harm and full of charm. We've gone to great lengths to guarantee that they're not only conflict-free, but that our suppliers adhere to internationally recognized labor, trade, and environmental standards. These practices cannot be overlooked in today’s market as more and more individuals are taking environmental and ethical best-practices to heart.
Ideal experience for a customer/client?
I believe jewelry should be luxurious, fun, ethical, and a part of your everyday. That’s what we want our customers to experience. Our inspiration is drawn from the joyous moments in life that transcend the mundane. We create timeless pieces using only the finest materials, and pair that with ethical, environmentally conscious practices that we can proudly stand beside. We aren't just producing essentials, we're producing elegant necessities for the modern woman. We empower women to create beautiful collections that echo their individual journeys, each unique piece reflecting a moment to remember and a moment to cherish.
Career advice to those in your industry?
My advice would be to embrace your personal journey and draw inspiration from your life experiences & passions. I’ve learned that it is important to find joy in everything you do. Life can be challenging sometimes, but those challenges make you stronger and help you grow if you can see the opportunity in them. Look at the bright side of things and don’t ever give up. If you believe in something, allow it to happen. You are in control of your own reality and don’t let anybody tell you otherwise!
What do I do best?
I can dream up and envision new ventures at the blink of an eye! Imagining where I would like to be and then moving towards manifesting that vision is my strongest attribute.
What makes me the best version of myself?
Perseverance and vision has allowed me to continuously move in the direction of my desires.
What are my aspirations?
On a personal level, I would like to reach an even greater state of ease and inner-peace in every aspect of my existence. In business, I am looking to become the world-wide leader in direct to consumer fine jewelry.
My Biggest Success?
My biggest success was rediscovering my sense of self and reinvesting in myself first and foremost. Investing all of my time and effort in caring and tending to others, in wanting to please them, led me to lose my focus and drive in life and had me heading in a direction opposite to what I desired. I remembered that if I wasn’t taking care of myself and putting myself ahead of others, then I really didn’t have much to offer them or myself.
My Most Challenging Moment?
I moved to the US at age 21 to attend film school when I met my ex-husband who at the time was a starving artist filled with potential. I was a successful actress in Brazil at that time and my plan was to go to school and head back to Brazil to keep acting and eventually direct. I became pregnant and gave up on my actress/director career to do everything in my power to build-up my ex-husband’s artwork and status as an artist to the level that in my eyes, he was supposed to be at. Pregnant, struggling to pay $700 in rent and working 24/7, I took over managing his career and started working towards building his exposure through social media, and every all possible marketing channel available including placing his work in fine art galleries world-wide.
Be true to yourself.
My Favorite People/Role Models?
My Favorite Places/Destinations?
Miami, Montreal, Rio de Janeiro, Paris and the Amalfi Coast.
My Favorite Products/Objects?
My Dyson hairdryer! Nothing blows hot air like this thing! Rocket power in the palm of my hand! (And great hair drying ability as well!).
My Current Passions?
Learning to cook homemade pasta albeit at the scrutiny of my Italian-Canadian significant other! I purchased multiple pasta making books and went straight for the one entitled “Mastering Pasta”. He didn’t approve but that’s me! Aim for the top and believe I can do it!
My Daily Thoughts:
Goal of the Day: Create something new.
Thought of the Day: How can I take this to the next level?
Action of the Day: Get up and get the blood flowing!
Deed of the Day: Hold the door open for someone.
Tip of the Day: Appreciate everything you have, always.
A Day in My Life:
What do you love most about Your City?
Going to the beach.
Favorite breakfast restaurant?
Favorite Breakfast meal – White Mocha & Butter Croissant
Favorite Restaurant – Pummarola Pizzeria Napoletana
What are you doing at:
6:00 AM – Waking up
10:00 AM – Arriving at the office
12:00 PM - Favorite Lunch spot/meal?
Heading to lunch – Beaker and Gray Wynwood
7:00 PM - Cooking Dinner
11:00 PM – Sipping tea before bed
What drink do you need to get through the day and at the end (and how many)?
To get thru the day – Water (8 glasses)
At the end of the day – Wine (1 or 2 glasses)
Most used App/Favorite Instagram Account?
What should everyone try at least once?
Where do you enjoy getting lost?