Devi Ann Ionas, co-founder of Viea Jewelry, is not just designing accessories—she’s crafting future heirlooms. Alongside her cousin Rhea Saño, the creative visionary behind Viea has brought to life a jewelry house that marries modern femininity, gold-plated permanence, and elevated ease. With features in Tatler UK and a growing global following, Viea is fast becoming a symbol of refined yet fashion-forward expression.
In this conversation, Devi opens up about the art of building a brand rooted in thoughtful design and ethical intention. From her creative rituals and materials sourcing to her views on digital luxury and timeless appeal, she shares what it means to create with purpose—and how jewelry can become a quiet, powerful extension of self.
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Devi Ann Ionas in VIEA Jewelry pieces
1. Hello dearest Devi Ann! It’s truly a pleasure to have you with us. For those who are just discovering you and the beautiful world of Viea Jewelry, could you kindly introduce yourself? Tell us a little bit about who you are, your background, and how your journey into jewelry design began.
Hello! I’m Devi Ann Ionas, founder and creative director of VIEA Jewelry. My background has always been rooted in style and storytelling, and jewelry became the medium where I could merge both. I’ve always been drawn to pearls and gemstones—materials that hold a sense of timelessness, history, and individuality. What started as a personal love for curating pieces evolved into building a brand that celebrates jewelry not as an accessory, but as the look itself. My journey really began when I realized how powerful jewelry is in shaping confidence and presence—it became my way of creating something lasting and meaningful.
2. How did Viea Jewelry come to be—what inspired you and your cousin Rhea Saño to launch the brand, and what was the defining moment that affirmed you were on the right path?
VIEA was born in 2020 during a time when my cousin Rhea and I were looking for ways to channel our creativity. The brand started as a passion project but quickly grew into something bigger as I realized there was a space for editorial yet wearable jewelry that combined pearls, gemstones, and modern design. The defining moment for me was seeing how women connected to the pieces emotionally—it affirmed that VIEA was more than jewelry, it was storytelling in wearable form.
Devi Ann and Rhea Saño
3. Viea has been featured in Tatler UK as a brand delivering "sophisticated and fashion‑forward jewellery made to last," promoting modern‑chic premium gold‑plated pieces. How do you translate that vision into every new collection?
Being featured in Tatler UK validated our vision for creating jewelry that is both sophisticated and fashion-forward. For every collection, I hold onto the idea that the pieces must feel lasting—emotionally and physically. I translate this vision by focusing on strong narratives for each collection (like our upcoming Terra e Mare launch), curating materials that age beautifully, and designing with intention rather than trend.
4. Can you describe your creative process—from initial concept to finished piece? Do you start with a sketch, mood, tactile material… or something entirely different? How do you strike the balance between timeless elegance and forward‑thinking design in your collections? Have you ever experimented with unconventional materials (e.g., oxidized metals, leather, unique gemstones)? What attracts you to such experimentation?
My process always begins with mood and storytelling before it ever reaches sketches. I think in themes—earth, ocean, movement, memory—and then allow pearls, gemstones, and textures to bring that story to life. I experiment a lot, whether with oxidized metals, oversized baroque pearls, or uncommon cuts of stones. What excites me is the tension between raw natural beauty and refined elegance—that balance is what makes a VIEA piece distinct.
5. What role does craftsmanship play in shaping Viea’s identity? Do you work with small ateliers or established studios? How do you maintain consistency and quality, especially when navigating the production logistics of luxury pieces?
Craftsmanship is at the heart of VIEA. We collaborate with skilled ateliers and artisans across Asia who understand the value of precision and artistry. For me, consistency and quality are non-negotiable, especially when it comes to luxury. I’m deeply involved in sampling and testing—because every clasp, pearl, and finish represents our identity.
6. Sustainability and transparency are increasingly essential in luxury. How do you approach ethical sourcing—whether in metals, plating, or any gemstones used?
Sustainability is part of the long game for VIEA. We are mindful in our sourcing, working with pearls and gemstones that can be traced, and choosing plating and packaging materials that align with responsible practices. I believe luxury should last, and that includes making choices that respect both the planet and the people behind the craft.
7. About client relations and building a community, are there any memorable customer stories or moments where someone’s reaction to a piece deeply reaffirmed your purpose?
One of my favorite moments was when a client shared that wearing her VIEA pearl necklace made her feel powerful during a major presentation—she called it her “armor.” Stories like these remind me why I do this: jewelry isn’t just decoration, it becomes part of someone’s personal narrative.
8. How have platforms like Instagram influenced Viea’s growth, especially beyond just showcasing product—into lifestyle and storytelling? In an increasingly digital world, how do you preserve the luxury experience online?
Instagram has been instrumental for VIEA—not just for showcasing pieces but for weaving in lifestyle, storytelling, and behind-the-scenes moments. It allows me to bring my community into the journey. At the same time, I’m intentional about preserving the luxury experience: curated visuals, thoughtful captions, and brand consistency all ensure the online presence mirrors the in-person one.
9. As a creative entrepreneur, how do you manage the tension—and synergy—between artistry and business imperatives? What key challenges have you faced in scaling a niche, elegance‑focused brand, and how have you navigated them?
As a creative entrepreneur, it’s a constant dance between artistry and business. The biggest challenge is staying true to the niche of an editorial, elegance-focused brand while scaling sustainably. I’ve learned to embrace structure—timelines, clear brand pillars, and consistent messaging—so that the creative work has a strong foundation to flourish.
10. What’s next for Viea Jewelry—in terms of new directions, materials, markets, or perhaps expanding into high‑jewelry? How do you envision the luxury jewelry landscape evolving in the coming years, and how will Viea adapt or lead? Is there a dream collaboration, campaign, or concept you hope to explore next?
This year marks a turning point with our Terra e Mare collection, which will debut during Paris Fashion Week. It’s about bridging earth and ocean through pearls, gemstones, and sculptural statement pieces. Looking ahead, I see VIEA expanding further into demi-fine and perhaps eventually high jewelry, but always staying rooted in storytelling. The goal is to become a recognizable editorial jewelry house that buyers and clients seek out for pieces with meaning.
VIEA's new collection moodboard
11. As a creative businesswoman, what values, routines, or inspirations sustain your passion and drive? We also adore following your personal journey through @curatedbydev, where you beautifully document your travels and lifestyle—how do these experiences influence your creativity and approach to work?
What sustains me is discipline and perspective. I believe in showing up every day—even on the hard days—with intention. A big part of this is my health and fitness journey. I’ve learned that in order to have presence of mind, clarity, and sharp decision-making, we need to take care of our bodies. Just like muscles, our brain also needs training. For me, working out and keeping my body active ensures my mind stays oxygenated, alert, and capable of making quick, thoughtful decisions.
My personal brand, @curatedbydev, is where I share this side of me—lifestyle, styling, reflections, and the practices that keep me grounded. It’s a reminder that creativity and leadership don’t just come from inspiration; they come from maintaining a healthy body and a clear mind.
12. As we wrap up, I’d love to know—who or what continues to influence and inspire you today? Whether it’s a designer, an artist, a philosophy, or a life experience, what continues to shape your creative journey?
I draw inspiration from my travels. Iconic jewelry houses like Bvlgari, Cartier, and their ability to create timeless signatures, but also from trailblazing women. I deeply admire women like Diane von Fürstenberg (DVF), who built not only a fashion empire but also a philosophy around empowering women through style. I’m also endlessly inspired by the modern women who wear VIEA: strong, graceful, layered, and unapologetically themselves. They are my muses and they shape my creative journey just as much as the great design houses do.
Devi Ann, thank you so much for sharing your time, thoughts, and story with us. Speaking with you has been such a joy—I’ve truly learned so much through our conversation. I’m deeply inspired by your vision and intentional approach, and I absolutely can’t wait to see what’s ahead for you and for VIEA Jewelry.
Visit VIEA.com for more!
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