Awna Jewels

Awna Jewels: Embodying Minimalist Elegance

Photography by Ebony Davis @ebony__davis | Jewelry from AWNA Jewels | Modelled by @hanakadri_, @bellaalbertina_ & @katarinarocic | Set: Saxony Glen show home by @rohitcommunities | Published by @the_issuemagazine.

When telling future generations about the painfully challenging years that began in October 2020, many of us might describe it as “the time-slowing, society-detaching, professionally-testing universal phenomenon of COVID-19”. However, the story does not simply end in kind for Shawna Truong, founder of Awna Jewels, an Edmonton-based jewelry business that sprouted in the midst of the pandemic and has been budding beautifully since. 

A curation of jewelry that embodies minimalist elegance, Awna Jewels elevates the wearer instead of overshining them. As a Vietnamese-Chinese woman, Shawna wanted her culturally-ingrained love language of gifting gold jewelry to reflect in the abundance of dainty, feminine gold pieces in Awna Jewels’ collections. Through the brand’s offerings of intricate hoops, alluring pendants, and elegant bracelets, the jewelry designer wanted to provide her customers with the same ability. These embellishments, as well as the Awna Jewels rings, anklets, and silver pieces, compliment the wearer and empower them to conquer the demands of the day all adorned in meticulously-sourced gems. A glimpse at the brand’s online and offline displays of affordable – and frequently sold out – luxury pieces presents a promising label with a crystalline brand identity, and we here at The Issue Magazine were charmed with the opportunity to learn the backstory of this passion project from the founder herself, Shawna. Read on for our interview with the entrepreneur and designer, lightly edited for clarity and comprehension.

Owner Shawna Truong, Photography by Ebony Davis @ebony__davis

How or when did you know you wanted to do this?

“From a young age I knew I had an entrepreneurial spirit in me and always loved being busy. There wasn’t a time when I would just sit down and do nothing. I got my very first job at 13 and since then, I’ve consistently had 2 to 3 jobs on the go. Being busy was something I quickly got used to – it was my sense of ‘normal’. 

What really made me love the idea of working for myself was being a freelance makeup artist in 2016. I was able to build a network within the beauty and fashion industry, where I had the opportunities to work with women-founded startup companies, including JC Luxury Lashes and Posh Couture Cosmetics. I soon became an integral part of the industry’s commercial side as a lead makeup artist for Western Canada Fashion Week, Zoolander Fashion Show, and Fashion Fest, and I also worked as an assistant makeup artist with ESPN. Being around such inspiring women made me want to be able to provide the same amplitude of empowerment to women around me. This made me fall in love with doing what I did. That's when I knew I wanted to take being a female entrepreneur to a meaningful next level.” 

Photography by Ebony Davis @ebony__davis

What does the process of creating your designs look like?

“I take my time prior to releasing any new pieces as I want every collection to have a theme or story behind it. Not only that, I also want to ensure that the jewelry will endure the test of time. I recognize that everyone has different preferences on price and quality. For that reason, Awna Jewels carries a variety of quality pieces fit for every price point, and that includes gold plated, vermeil, and gold-filled. No matter the metal, Awna Jewels emphasizes the importance of providing the highest quality of pieces you will love!”

What are some of your favorite styles out this season?

“Definitely pearls! It makes me so happy that pearls are back in style because they are such a timeless statement piece. The Priya Necklace and Clio Hoops are my top selling pieces of 2022, and they seem to clear off the shelves every time I restock them! Otherwise, I believe gold dainty jewelry will never go out of style, just like the jewelry I was gifted at a young age which I still wear to this day.”

Clio Hoops + Priya Necklace, Photography by Ebony Davis @ebony__davis

What is something most people wouldn’t know about Awna Jewels?

“Almost all the pieces are named after people and inspirations in my life! Most of them are shortened by taking part of the name or letters of the name. I look at every piece and think about the person it reminds me of.”

What advice would you give to someone starting a new business?

“The biggest advice I can give is to have a ‘why’. Having a constant reminder of why you started your business is the most helpful motivator when you feel like you’ve fallen off track (which is normal). Another piece of advice is to surround yourself with people who inspire you, people who support you, and people who make you a better version of yourself.”

What advice would you give yourself in the past knowing what you do now?

“Don’t be afraid to ask questions! I really struggled with imposter syndrome, especially when doing something with minimal knowledge. All I knew was that I had a vision and I needed to make it tangible. There were many times when I almost backed out of creating Awna Jewels because of all the unknowns: Will this brand be successful? Will people love my pieces? What happens if I don’t make a single sale? Am I jumping into this too quickly? Am I doing this right? – The list goes on. However, simply asking questions moved mountains for me! It made me almost wish I would’ve started sooner.”

Photography by Ebony Davis @ebony__davis

If you could go back and do it all over again, would you change anything?

“I wouldn’t. I love every single part of my journey, from the day I started to the present day, the bad and the good. Picking myself up from all the lows has shaped me into the business owner I am today and taught me to appreciate and celebrate even the smallest of wins!”

Well, Shawna has definitely won the hearts of fellow dainty jewelry enthusiasts (me, spoiled for choice, included). Find her pieces at https://www.awnajewels.ca/, on Instagram and Facebook, and physically at the following locations: 

Edmonton

• BB HAIR XO (10139 82 Ave NW)

• Estilo Beauty Studios located at House of Snob (11807B 105 Ave NW)

Sherwood Park

• Morning Brew (192) (3920 Sherwood Dr #280)

Lac La Biche

• Jazzys Studio (10119 101 St)

Check out Awna Jewels on social media for ongoing updates on the next markets or at https://www.awnajewels.ca/stockist!