Featured Brand
Apr 7, 2025
Osa and Jen - Vibe Jewelry
Best friends Osa & Jen’s Vibe Jewelry channels Caribbean inspiration into women-empowering, socially conscious jewelry designs.
Jessica M. Nguyen
jessica.m.nguyen@fifthavemag.com
A Conversation with Osa and Jen, Founders of Vibe Jewelry
Today, we're speaking with Osa and Jen, founders of Vibe Jewelry, a Caribbean-inspired jewelry brand that has grown from a small island shop to a beloved destination for handcrafted pieces that spread positive energy. Through their remarkable 20-year journey, these two friends have built a business that transforms precious metals into vehicles for empowerment and community impact.
Thanks for sitting down with us. Let's start with this; what really inspired you to start Vibe Jewelry?
Osa: Our story began with an incredible friendship. I'm from Sweden, and Jen's from California, and we met while selling jewelry for a South African woman named Alayna in St. Thomas about 34 years ago. She became our mentor in a way. Then in early 2004, while I was visiting Jen in California, we started brainstorming. Jen had been making jewelry for a few years, and I had taken some jewelry-making classes. We looked around San Diego for opportunities, but nothing felt right. That's when we decided to check out St. John, and everything fell into place.
Your approach to jewelry making seems unique. Could you tell us about how you developed your craft?
Jen: Initially, our concept was "handcrafted, made with love." We started in a tiny shop on St. John - it was so small that it would flood every time it rained due to structural issues! We'd sit there making jewelry ourselves, but we knew we needed to grow beyond that. That's when we decided to name it Vibe Jewelry and build relationships with skilled jewelers. Now our designs are handcrafted in sterling silver and 14K gold, often featuring an abundance of different stones. We even rhodium-finish our silver pieces for extra shine and protection.
What sets Vibe Jewelry apart from other jewelry companies?
Osa: What truly sets us apart is our commitment to creating positive energy and giving back to the community. It's not just about selling jewelry - we've donated around $500,000 to various causes. We focus on three main areas: the Friends of the Park to preserve the beautiful National Park and protect turtles and reefs; women's empowerment through organizations like the Family Resource Center; and youth development through My Brother's Workshop. Every piece of jewelry we create is about spreading good vibes and making a difference.
How has your business evolved over the years?
Jen: While we still have our two flagship stores in St. John, we're now expanding our reach through e-commerce. We've built an amazing team that shares our vision for women's empowerment and giving back. Our head of growth, Moa, actually pointed out something special - unlike many companies where growth is about higher salaries or more stores, our drive for growth is simple: the more we grow, the more we can give back.
Your brand seems to have a deep emotional connection with its customers. Can you talk about that?
Osa: We have these amazing "aha moments" in our stores where people cry or laugh - it's such positive energy, and that's exactly why we named our brand Vibe. We see the difference we make in each person's life when they come in. Jewelry brings so much joy, and sometimes it's as simple as putting on a piece and feeling ready to have a great day. We want that feeling to reach beyond St. John, which is why we're expanding globally through e-commerce - to spread these good vibes 24/7.
What principles guide your business decisions?
Jen: As I get older, I've come to learn the sad fact that many people in this world don't have the same voice as others. That's what fuels me now - understanding that financial success brings the freedom to help others. We dream of having our own foundation someday. Our goal is to create jewelry that carries a vibration of love and light, that can make a difference in the world, one piece at a time.
You can explore Vibe Jewelry's collection of handcrafted pieces at vibejewelry.com, where each design carries a story of positive energy and community impact.
