Inspired by her family’s jewellery business, which spanned two decades, Laura Vann set out on a mission to design and restore jewellery that has survived the test of time.

Having founded V by Laura Vann back in 2013, she has built a community of stylish women who share her love for anti-fast fashion. Her Art Deco-inspired jewellery is now stocked by the finest jewellers and fashion brands around, including Fortnum & Mason, Harvey Nichols, Liberty, and Selfridges. What a woman!

It goes without saying that you are *quite* the woman! Tell us a bit about your business journey so far… 

It all began back in 2013 when I started working part time at my dad’s jewellery business. I had noticed a gap in the market for timeless stone-set jewellery that was well made but affordable. Dad was wholesaling generic pieces into catalogue companies at the time – but his company was built on solid foundations. It was the perfect platform to launch the V by Laura Vann brand which, 11 years on, has been worn by Meghan Markle, Katy Perry and FKA twigs, and is now stocked in Selfridges, Liberty, Harvey Nichols and Fortnum & Mason!

What inspired you to set up your business and what have been the most significant steps in growing it to where you have to date?

The brand was born from a desire to democratise Art Deco Jewellery. I worked for COS and loved their ethos of accessible, great quality, timeless design – but this didn’t exist in the jewellery world. Art Deco spoke to me as a style that is A) always in style B) unaffordable and C) hard to copy – so making affordable modern deco jewellery was Step 1 to growing the brand. Step 2 was partnering with stockists who grew us with sales. And Step 3 was brand awareness via our ‘Bling Ring’ project which saw me design bespoke rings for talents including Camille Charriere, Charlotte Olympia and Self Esteem.

Did you dive straight into entrepreneurial life, or did you take your time planning?

I guess I got straight into it! Looking back it would have been good to take some time planning – especially back then when my diary was clear (sigh). But I guess I just didn’t have the luxury of time, I needed to earn money and needed to make the business viable immediately.

Business support comes in so many forms – accelerators, mentors, finance, and networking, to name a few. What support have you found the most significant in helping you to start and scale?

My dad has of course been my main source of support throughout. It’s been a really valuable relationship, he has a wealth of business knowledge and the trust between us is unquestionable. That said, there’s a limit to his expertise when it comes down to branding so fellow female founders have been a source of support along the way.

What’s on your vision board this year?

*googles vision board* …WELL, on my vision board for this year is community. I want to grow the V brand within Birmingham, London, and beyond. That starts with networking, events and maybe a physical store 😉 My board also includes lots of new designs including an engagement ring offering which I hope leads to a slightly slower pace of work. And finally, my board has my family on it – something I want to prioritise this year with more time. *…makes vision board*

They say “if you don’t ask, you don’t get” so what’s the magic bullet that will help you scale and who do you need to make it happen?

What I want is to build out an incredible team – maybe even recruit a co-founder – I just want to work with people that I can learn from. Think Steve Hewitt to Gymshark: I want someone with amazing expertise to come into the business, teach me things and help me run it. I’m not sure if that comes in the form of investors or just a really amazing individual… time will tell.

Apparently, a founder’s morning routine says a lot about them. Talk us through yours…

HAHA – snooze the alarm, give my daughter a cuddle as she has no doubt clambered into bed during the night, frantically get her dressed as we battle a tantrum and realise we’re now running late, skip breakfast and head to work for 8.30am. I call it ‘Chaos with a sprinkle of love’.

What are your non-negotiables, in both business and life?

Time with my family – if you hadn’t already guessed!

As a successful founder, how easy do you actually find it trying to have work/life balance?

Honestly I’m not striking the right work/life balance – my ambition is boundless, but my capacity isn’t. So I don’t exercise all that much, I work late every night, my kid is in nursery five days a week etc. But I try to not pity my situation, young me would kick older me if she saw me not taking every opportunity in this fast growth phase, and I know it’s temporary. I love what I do and thankfully I have an incredible husband who shares the load.

Are there any go-to resources you’d recommend to fellow founders – be that books, podcasts, memberships, or something else entirely?

I honestly find that stuff quite overwhelming – when I’ve spent a day at work to then listen to Diary of a CEO etc can just be a bit too much, but I think that’s just because work already consumes most of my day. For anyone feeling like me I’d suggest going outside for a walk, tuning off from work and most importantly leaving your phone at home.

On the subject of advice, what’s the most BS advice you’ve ever received? Did you ignore it straight away or learn the hard way?

I don’t have a singular piece of advice per say, but I remember at the start a lot of people questioning if anyone would want to buy “fine jewellery” that wasn’t made of solid gold and diamonds. I obviously ignored them and now we’re the top selling demi-fine brand in Fortnum & Mason and have just opened our first shop-in-shop there.

Finally, we believe in the power of celebrating your wins. What are you most proud of?

I’m proud to be a self-funded Brummie brand that is penetrating a global market. I’m proud to be democratising the jewellery industry. I’m proud of the ethical practices we employ in our manufacturing. And I’m proud to be showing my daughter what a resilient, capable woman looks like every day by striving to reach my ambition.

Check out V by Laura Vann: vbylauravann.com

WHAT. A. WOMAN!

Do you know a founder that will inspire The 51% Club community?
Get in touch with us and tell us a bit about her story: girlpower@the51percent.club