Alright – so today we’ve got the honor of introducing you to Vivianna Rivera. We think you’ll enjoy our conversation, we’ve shared it below.

Vivianna, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

At IN THE SAND SHOP, our mission is simple—but deeply personal.

I want women to feel confident, seen, and celebrated through pieces that are effortless, meaningful, and made with love. But the why behind this runs deep.

I didn’t grow up in the foster system, but I do know what it’s like to not feel safe at home. I know what it’s like to move between houses. I lost my mom when I was six years old. I know what it’s like to grow up without her, and I also know what it feels like to be adopted—something I’m incredibly proud of. Even though my young life was hard, I was also blessed. It’s a mix of pain and gratitude that’s hard to explain, but it’s shaped everything I do.

That’s why I started IN THE SAND. I wanted to create permanent bracelets and jewelry that hold meaning. Something you wear every day that reminds you of your own strength, your journey, your story. Our jewelry isn’t just pretty—it’s a memory. It’s a reminder. It’s yours.

Every time you wear one of our pieces, I want you to feel better—honestly, in just five seconds. That’s what I promise.

And there’s more. Most of our jewelry is made by Hispanic women. Supporting them means everything to me. When you support our small business, you’re also helping us put food on the tables of hardworking families who handcraft our pieces with love. One bracelet can do all that.

Our bigger dream? To one day grow enough to give back directly to the foster care community. Because helping others who are walking a path I once walked—that’s the heart of it all.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi! I’m Vivianna, but most people call me Vivi. I’m the founder of IN THE SAND SHOP, a jewelry and lifestyle brand built on resilience, self-expression, and community. I didn’t just start this brand to sell cute things (although yes- we’re very cute 😄). I created it to give women something meaningful to wear, something that reminds them every day how far they’ve come.

I got into this world because, truthfully, I’ve always had a strong connection to objects that carry stories—especially jewelry. My childhood was rough. I lost my mom when I was six. I was adopted. I moved from house to house and didn’t grow up feeling safe or stable. So jewelry became more than an accessory, it became a symbol of identity and survival. When I wore a necklace or a bracelet, it felt like I was holding onto something that was mine.

Fast forward: I started IN THE SAND in 2021 as a way to create effortless, feel-good pieces for women who are busy, strong, and constantly giving to others. Our permanent bracelets and jewelry are designed to be worn daily, to move with you, grow with you, and mark a moment in your journey.

But beyond the sparkle, we’re a brand rooted in community. Most of our jewelry is handmade by Hispanic women, and supporting them is part of our mission. When you shop with us, you’re helping us support Latina makers and small-batch creators. You’re putting food on their tables, and you’re part of something bigger.

I’m also building towards something deeply personal: one day I want IN THE SAND to be big enough to give back to foster care organizations, because helping kids who are going through what I went through? That’s my ultimate dream.

What sets us apart? I’d say it’s our heart. Every piece has a story. Every collection is personal. And our customers? They become family. Whether you’re walking into our cozy little studio inside Mango + Main in Annapolis or ordering online, I want you to feel like you’re seen, celebrated, and never alone.

I’m most proud of how far we’ve come, and the fact that we’ve done it while staying true to who we are: a small but mighty brand built on purpose, storytelling, and love.

Xoxo,
Vivi

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

What’s a lesson you had to unlearn and what’s the backstory?

I was a store manager for over 13 years, working in corporate retail. And while that experience taught me a lot, one of the biggest lessons I had to unlearn was the idea that success means following someone else’s rules.

Now, I’m no longer working under someone else—I’m building something of my own, with my community at the center. For years, I followed systems and goals that weren’t mine. But now, I get to create a space where people feel connected, seen, and inspired. A space where we move with purpose, not pressure. It’s not just about the product—it’s about the people.

That shift wasn’t easy. Having your own business is a challenge—it will shake you and test you. You have to know your big why, or you’ll lose yourself in the process. For me, that meant reintroducing myself to myself. I had to learn how to connect with my community in a way that was real and honest.

I’m not under anyone anymore—I’m building something that’s mine. I’m learning to lead with purpose, and I’ve realized that running a business isn’t about me—it’s about serving. You have to fall in love with your community. That’s where everything changes.

Have any books or other resources had a big impact on you?

Yes! One thing I’ve learned as a business owner is that you have to keep developing yourself—not just your skills, but your soul. To have a business that thrives, you need to nourish your mind and your heart. And if you’re not into reading, that’s okay—audiobooks and podcasts count too. What matters is that you’re investing in yourself.

Some of the resources that have really shaped how I think as an entrepreneur are:

Marketing Made Simple by Donald Miller

Building a StoryBrand by Donald Miller (Game changer! It helped me get clear on how to talk to my customers.)

The 5 Second Rule and Let Them Theory by Mel Robbins

Gutsy and Built to Belong by Natalie Franke (I love how she talks about building community over competition)

Get Your Sh*t Together by Sarah Knight (Bold, real, and helped me get out of my own way!)

All these books reminded me that it’s not just about strategy—it’s about clarity, courage, and connection. And those three things are at the heart of how I try to lead every day.

Contact Info:

• Website: https://inthesandshop.com
• Instagram: inthesandshop
• Facebook: inthesandshop

Image Credits

Alex Smith