We recently connected with Vanessa Espinoza and have shared our conversation below.
Vanessa, appreciate you joining us today. Quality control is a challenge almost every entrepreneur has had to focus on when growing – any advice, stories or insight around how to best ensure quality is maintained as your business scales?
When I first launched VÄES, I was nine months pregnant and still working full-time. It started as just one small store, a dream I brought to life during one of the busiest seasons of my personal and professional life. By the end of 2023, we had expanded to three stores in three different states—and that was the moment I decided to fully commit and leave my full-time job. Fast forward to the end of 2024, and VÄES had grown to 16 stores across 9 states.
With growth comes challenges, and one of the biggest has been maintaining the quality of our handmade pieces. Everything we create is crafted with care in-house, and we’ve never outsourced production. That’s a choice we made early on and have stood by—even when faced with intense competition from mass-produced accessories, particularly from overseas. These cheaper products often look beautiful in photos but lose their quality quickly, changing color or breaking after just a few uses. That’s not what we want for our customers.
To protect the integrity of our brand, we implemented strict quality controls early on. Each piece is inspected multiple times before reaching the customer—during the crafting stage, after assembly, and before shipment or display in-store. We use high-quality materials like 18k gold plating, and we test our products in real-life conditions before approving them for sale.
One moment that reinforced the importance of quality control was when a customer came back to tell us how she wore one of our bracelets daily for months—and it still looked brand new. Stories like that remind us why we do what we do and confirm that sticking to our values is worth it.
My advice to others worried about quality control while growing: never compromise on the values that define your brand. Growth is exciting, but it should never come at the expense of the product experience. It’s better to grow slower with consistency than fast with regret.
Vanessa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Vanessa Espinoza. I’m a proud Latina, a mom, and the founder and designer behind **VÄES**, a family-run brand that creates high-quality, handmade accessories. My journey into this business started as a hobby—I loved creating pieces by hand, playing with textures, colors, and stones. But deep down, I always dreamed of opening a physical store.
For years, I searched for a way to make that dream a reality, but the startup costs always felt out of reach. I never imagined that the opportunity would finally come just a few weeks before giving birth to my daughter. I still remember painting the walls of my first store with a huge baby bump—it was chaotic, emotional, and incredibly special.
VÄES is built on family and passion. My husband, my mother, and my sister all work with me. I personally design each accessory, and we only use premium materials: natural stones, crystals, and 18k gold-plated components. Every piece is crafted with intention and love. As we grow, we’re also beginning to expand our product line to include clothing and new accessories, always keeping our commitment to quality and style.
Running a business, being a mom, and managing a home is not easy—it takes a lot of discipline. But I truly believe in organization, planning, and most of all, passion. That’s what fuels me every day.
What makes VÄES different is that we don’t just sell accessories. I believe each piece has the power to transform how a woman feels—especially women like me: entrepreneurs, mothers, dreamers. Our products uplift confidence and self-esteem. They help women feel beautiful and empowered, and to me, that’s priceless.
I’m incredibly proud to say that in just a year and a half, VÄES has grown to **16 locations across 9 U.S. states**, and we’re getting ready to launch our **online store very soon**. But more than the numbers, I’m proud of the message we carry: that dreams, no matter how impossible they seem, are always worth chasing.
At the end of the day, VÄES isn’t just a business—it’s a family dream brought to life. And every product we sell carries a little piece of that dream.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been a combination of genuine customer care, word of mouth, and a strong focus on product quality**. From day one, I’ve believed that if you truly take care of your customers, they will take care of your brand. That’s exactly what has happened with VÄES.
I personally guarantee the quality, of every product we sell. We work with top-grade materials like natural stones, crystals, and 18k gold plating—and I always provide clear care instructions to help our customers keep their pieces looking beautiful over time. But if something ever goes wrong, I make it right. If a piece arrives damaged or doesn’t meet our quality standards, I’ll send a **brand-new replacement at no cost**. No questions asked.
That level of commitment builds trust and loyalty, which is why so many of our clients recommend us to friends and family. In fact, a large part of our growth has come from referrals and repeat customers who not only love the designs, but also feel seen, respected, and valued.
I truly believe that when it comes to quality and price, VÄES stands out. We don’t cut corners, but we also keep our prices fair. Our clients know they’re getting a piece that’s not just beautiful, but meaningful and durable.
At the end of the day, it’s not about selling just another accessory—it’s about creating a lasting connection and delivering an experience that makes women feel confident, elegant, and appreciated. That’s what keeps them coming back.
How did you put together the initial capital you needed to start your business?
The truth is that I really took a risk to start this business. I didn’t have much money saved, but I had the desire, the passion, and the determination to make it happen. I knew I wanted to bring VÄES to life, even if the timing wasn’t perfect. I was weeks away from giving birth and working full-time, but something inside me told me it was now or never.
Since I didn’t have the capital I needed, I made the decision to use my credit cards, pushing them to the limit. It was a scary move, especially with a baby on the way, but I believed in my vision. I told myself, “If I’m going to bet on something, let it be on me.”
I started small, managing every little detail myself—from designing the pieces to painting the walls of the first store with a huge baby bump. It was stressful and emotional, but also incredibly fulfilling. I moved forward with fear, yes—but I moved forward.
Little by little, with consistency, love for what I do, and support from my family, we’ve built something beautiful. And now, VÄES is in 16 locations across 9 states. That first big risk became the best decision of my life.
Contact Info:
- Instagram: @vaes_boutiques
- Facebook: @vaes_boutiques
- Other: WWW.VAESBOUTIQUES.COM IS COMING SOON
