Voysey Brands Hosts Fireside Chat with Krua Founder on Craft, Growth, and Staying True to the Brand’s DNA

HELSINKI, 31 July 2025 — Voysey Brands, recently hosted an intimate fireside chat between Diana Viegas Moreira, founder of Krua, and Marine Antikainen, Managing Director of Voysey Brands. The discussion provided an inside look at the journey of Krua, from its early beginnings in Portugal to its evolution under Voysey Brands’ stewardship.

The conversation touched on craftsmanship, creative inspiration, the challenges of scaling while staying true to one’s roots, and the unique path that Krua continues to carve in the jewelry industry.

A Brand Born from Personal Legacy

When asked about Krua’s origins, Diana shared how the brand was deeply personal from the start.

"I inherited a lot of jewelry pieces, and even clothes, from my mother and grandmother," Diana explained. "That experience taught me the value of pieces you can pass down, things that carry stories and emotional weight. Today, so much is disposable. But I wanted to create jewelry that lasts, not just physically but emotionally too."

Krua was co-founded by Diana alongside Laura Osorio Gómez, whose Columbian cultural background brought rich textures and botanical inspiration to the brand. Their collaboration began informally, over a lunch break, yet quickly evolved into a shared vision to create jewelry that reflected their own tastes and traditions.

"We wanted to create something with identity, that feels like ours," Diana said. "Something that people could wear for years and eventually gift to their children or friends, carrying the story forward."

From Custom Pieces to Storytelling Jewelry

Krua’s first collection wasn’t born in a typical design studio but from a highly personal commission.

"The very first piece I made was for a bride who wanted a custom set of earrings inspired by Pico Island, where she got engaged," Diana recalled. "That process taught me how to translate personal stories into wearable art. And that’s stayed central to Krua ever since."

Nature remains a consistent theme in Krua’s collections, flowers, plants, textures, and forms from the natural world are carefully reinterpreted into elegant, raw designs that carry the founder’s creative imprint.

"You can’t say a flower is outdated," Diana joked. "Nature is timeless. It’s how you translate it that makes each piece unique."

Arcana Volare: A New Chapter

The chat also revealed an exclusive preview of Krua’s upcoming collection, Arcana Volare, set to launch in 2025.

"Arcana Volare means ‘flying into the mystery’ in Latin," Diana explained. "It’s about butterflies and transformation, which actually mirrors Krua’s own journey. We were this small Portuguese brand, now growing into something new with Voysey Brands, stepping into the unknown but knowing it will be beautiful."

Diana has already sketched new designs, with Arcana Volare marking a new collection planned for the year.

Craftsmanship at the Core

The creative process behind Krua remains deeply hands-on. Every piece begins with a wax model, either carved by Diana herself or produced via 3D printing to achieve the brand’s signature texture.

"Krua is about rawness, not polish," Diana emphasized. "That’s even where the name comes from. ‘Crua’ in Portuguese, with a C, means raw." Working closely with artisans is central to the production process. Diana collaborates with expert craftsmen, particularly in Portugal’s north, where generations of jewelry-making tradition thrive. "It’s not one person doing everything," she explained. "Each supplier has their own specialty, from casting to finishing to gold plating. One of my closest partners helps translate my wax carvings into final pieces. It’s a true collaboration."

Diana highlighted the trust-based relationships she’s built with suppliers, "It’s all based on trust and word of mouth. You call one person, they introduce you to another, and that’s how you build the network."

Learning Patience and the Art of Imperfection

Scaling production after Krua’s acquisition by Voysey Brands has not been without challenges. Diana spoke candidly about the learning curve. "I had to find new suppliers who could handle larger orders but still keep the craftsmanship," she said. "And I had to learn patience. Handmade jewelry takes time. Sometimes you think it’s done, and then you have to start over."

Even small details, like engraving the Krua logo onto pieces, took months to perfect.

"We tried embossing, debossing, laser engraving… It took four months to get it right," Diana shared. "But that’s part of the process. It has to meet my standard while still feeling raw and authentic."

Balancing Creativity and Business

Diana reflected on her dual role as both creative director and in business operations, a dynamic she embraces. "My background is in management, but I’ve always had this creative side," she said. "With Krua, I get to combine both. I love designing, but I also love thinking about how to price the pieces, how to negotiate production costs. It’s the perfect balance for me." Her creative process often starts with a photo, snapped in the moment, followed by sketches that evolve into full collections. "I never design just one piece," she explained. "It always has to fit a theme, a concept. Like Arcana Volare, it’s all about transformation, so the pieces have to speak to that."

Keeping Krua’s DNA Alive

Marine Antikainen closed the discussion by asking how Krua maintains its recognizable identity as it evolves.

"Krua has its own personality," Diana responded. "It’s raw, textured, nature-inspired, and effortlessly elegant. Every piece has to reflect that. If it’s too polished, it’s not Krua. And because the creative process comes from me, it naturally carries that DNA forward."

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