So, This Is Me...

Hey, I'm Virni...But my friends call me V!

Founder, designer, dreamer and the hands behind VLDR Jewellery.

The journey to VLDR Jewellery has been a long time coming, shaped by a lifelong love for design, making things, and a bit of sparkle. It all started when I was little, watching my mum work as a jeweller for a wholesaler. I was obsessed. I'd sit right beside her, completely mesmerised as she threaded, wired, and delicately worked beads into something magical. It wasn’t just what she was making, it was the feeling behind it, and I wanted to be part of that.

As I got older, I started helping her, little jobs here and there and that's when the bug really hit. The joy of turning raw materials into something beautiful? Completely addictive. And that feeling has never left me.

By the time I was 16, I landed my first Saturday job with a London jewellery designer. That hands-on experience only deepened my love for the craft, a love that really started years earlier, thanks to my mum. I already knew jewellery was what I wanted to do.  I studied at Central Saint Martins, the iconic London art and design school.  It wasn’t where I discovered my passion, that happened long before but it’s where I nurtured it. My time there helped me grow creatively, explore new ideas, and develop the confidence to shape my own design voice.

From those early days, I was designing, crafting, and producing high-end pieces for a boutique in Kensington West London, a heritage business I’m proud to still support today.

Fast forward to 2024, when my amazing husband Gary gave me that final push to turn my passion into my own brand.  Together, we came up with the name VLDR (it was him really!) and created a logo that hints at my love for monochrome and a bit of playful chaos...Think Dalmatian print and dopamine dressing. Since then, it’s been a journey full of growth, learning, and a lot of love for what I do.

So, what inspires VLDR? The answer is simple: Joy. I’m constantly chasing those dopamine fixes...Things that bring me a spark: vibrant colours, the latest fashion trends, interiors that make me swoon.

Then there’s the chaos of motherhood, the balance of marriage, and all the little things that make up a life. They sneak in, shape my perspective, and keep me grounded all while fuelling my creativity. I pour that joy and fulfilment into every design. Each piece is more than just jewellery; it’s a little burst of happiness.

Since launching the VLDR brand, I’ve learned so much, and I’m grateful for every step of this journey. But I’m just getting started. VLDR is my story, my passion, and a constant reminder that life is my best inspiration of all. Where this road leads, who knows...But I’ve got my toolkit, a head full of ideas, and I’m all in.

I hope you love what I do as much as I love creating it.