We’re excited to introduce you to the always interesting and insightful Galina Sowls. We hope you’ll enjoy our conversation with Galina below.

Galina, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

That’s a great question! It actually took me over a year to come up with the name. Naming a business is hard. I remember spending countless hours making lists in my notes app, writing down every possible name and word that came to mind. I’d go back and forth, trying to find something that truly captured what I wanted to create. Some ideas were close, but nothing felt quite right.

One day, my husband and I were at the beach, sitting by the water, my feet sinking into the cool waves as they rushed in and out. The salty breeze, the rhythmic sound of the tide—it was one of those moments where everything just felt right. We were tossing around name ideas, and then—Lavish Tides. The second I said it out loud, I knew. It was like the ocean itself had handed it to me.

Lavish speaks to that generosity, the way the sea gives without hesitation. It’s about the feeling of wearing something crafted with intention, something that carries a piece of nature’s beauty. It’s that little luxury, the warmth of holding a sun-kissed shell in your hand, the comfort of knowing the ocean is always there, waiting.

Tides reflect life’s natural rhythm, the ebb and flow, the way things shift and evolve, just like the water, just like us. Tides remind us that change isn’t something to resist, it’s something to move with, something to trust. They carry the ocean’s whispers, the stories of time, and the push and pull that keeps everything in motion.

It took time to land on a name that felt right, but when I did, I knew. Lavish Tides holds everything I love about the ocean—its beauty, its energy, and the way it stays with you long after you’ve left the shore.

Galina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For as long as I can remember, the ocean has been my place of peace. My name, Galina, comes from the Greek word Galene (γαλήνη), meaning serenity, and in Greek mythology, Galene was a goddess of calm waters. Maybe that’s why I’ve always felt so drawn to the ocean’s quiet power and endless rhythm. Some of my best childhood memories are from summers by the Black Sea, where my brother and I would spend hours stacking stones and skipping them across the waves. The salty air, the warmth of the sun on my skin, the endless rhythm of the water. It felt like time slowed down. In those moments I felt connected, grounded, home.

That connection stayed with me. After one beach trip, I made a simple pair of seashell earrings. I didn’t think much of it at the time, but when I wore them, something shifted. Every time I touched them or caught my reflection, I felt like I was back on the shore, breathing in the salty air. It was like an anchor, a way to carry that sense of calm with me wherever I went. That small moment sparked something bigger, and Lavish Tides was born.

At Lavish Tides, I create sea-inspired jewelry and gifts for free-spirited souls who feel connected to the ocean. My designs capture that salty-air, sun-on-your-skin kind of feeling. Pieces that bring a little bit of the sea into everyday life. I combine sustainably sourced gemstones with natural beach elements like shells, pearls, and sea glass to create pieces that tell a story.

I carefully select high-quality, natural materials and work with ethical suppliers from around the world. One of my recent favorite materials to work with is recycled glass beads, handmade by artisans in Ghana’s Krobo community. These artisans transform discarded glass, like old bottles, into beautiful frosted beads that remind me of treasures shaped by time and tides. Purchasing these beads at fair trade prices supports African women artisans and gives new life to discarded materials. A full-circle connection that mirrors the ocean’s ability to transform and renew.

Lavish Tides is all about connection. Whether it’s a pair of earrings that brings back memories of a favorite beach trip or a bracelet that becomes a daily staple, I love knowing that my designs hold meaning beyond just being accessories. My goal is to create pieces that help people feel grounded, free, and connected to nature, like a little piece of the ocean’s magic they can carry with them every day.

How did you build your audience on social media?

I have an amazing community of beach and jewelry lovers on Instagram. But it wasn’t always easy. In the beginning, I remember posting and refreshing my feed every two seconds, only to see that nobody was engaging with my content. It was frustrating, but I realized that stressing over likes and follower counts wasn’t getting me anywhere. What really matters to me is that the right people see my content, the ones who genuinely connect with my designs and share that love for the ocean.

The truth is, connection happens outside of trending audios and viral hooks. I love chatting with my audience, hearing their beach stories, and seeing how my pieces become part of their lives. My best advice? Focus on the people, not the numbers. Show up, share what you love, and don’t be afraid to experiment.

That said, social media is just the surface. My VIP email community is where real conversations happen. That’s where I get to spoil my biggest supporters with special deals, sneak peeks, and early access to new collections. It’s more private, and I love being able to share the heart of my work with people who truly get it. I also share personal details about my life that I don’t post anywhere else, it’s like chatting with best friends.

If you love the ocean and meaningful, sea-inspired jewelry, I’d love to have you join the community!

Where do you think you get most of your clients from?

Personal referrals have been the heart of my business. When someone shares my jewelry with a friend who loves the beach, it means everything to me. There’s nothing more powerful than a genuine recommendation from someone who truly connects with my designs. Even if you’re not shopping right now, tagging a friend or mentioning Lavish Tides to someone who might love it makes a bigger impact than you know.

Collaborating with other small businesses has been an amazing way to reach new customers too. I love working with brands that share a similar vibe because it goes beyond exposure—it builds a community. Those connections make running a small business even more rewarding.

If you know someone who loves the ocean and meaningful, handmade jewelry, send them my way! Every share, mention, and recommendation helps Lavish Tides grow, and I’m so grateful for it.

Contact Info:

• Website: https://lavishtides.com
• Instagram: https://www.instagram.com/lavishtides
• Facebook: https://www.facebook.com/lavishtides

Image Credits

Orion Lynne Photography