TOVAA is a boutique fine jewelry brand specializing in bespoke engagement rings, wedding bands, and heirloom-quality pieces. Every design is custom and thoughtfully crafted in solid gold, with a focus on timeless design, exceptional craftsmanship, and a highly personalized, white-glove experience.
At the heart of TOVAA is storytelling – creating jewelry that marks life’s most meaningful moments and becomes part of a family’s legacy. The team works closely with each client from the initial consultation through the final piece, ensuring every detail feels intentional, personal, and made to last a lifetime.
AZF: What is your “life motto”?
Do what you love – and do it well.
AZF: Did you always know that you wanted to be an entrepreneur? If not, when did you realize that it was the right path for you?
I didn’t always know I wanted to be an entrepreneur, but I’ve always known I wanted to create. It wasn’t until I designed my own engagement ring that everything clicked – I realized I wanted full ownership over the creative process, the experience, and the meaning behind the product.
AZF: How do you feel best supported?
Solopreneurship can be lonely. I’ve found I feel best supported through genuine connection and trust. Having a team of people who believe in the vision, offer thoughtful feedback, and show up with encouragement makes all the difference. Sometimes support isn’t about having all the answers, but about being seen, understood, and reminded that you don’t have to build everything alone.
AZF: What motivates you to keep going amidst the challenges that come with being an entrepreneur?
What motivates me to keep going is the purpose behind what I’m building, especially as a mother. My daughter has changed the way I look at everything. I’m deeply motivated by the idea of creating a brand rooted in legacy – something she can one day look at with pride, knowing it was built thoughtfully, with integrity and care. I want TOVAA to stand for more than beautiful jewelry; I want it to represent values that can be passed down, just like the pieces themselves.
AZF: Describe your perfect Saturday morning.
Saturday mornings are for family, and afternoons are for client showings – a balance that keeps me grounded and inspired.
AZF: What’s one piece of advice you’d give to a young entrepreneur who is just starting out?
Dream big. Stay humble.
AZF: What excites you most about being an entrepreneur?
What excites me most is the ability to create something deeply meaningful from the ground up. As an entrepreneur, I get to blend creativity with intention – turning ideas, intuition, and personal values into something tangible that impacts real people during some of the most important moments of their lives.
I’m especially energized by building a brand that feels personal and human, where relationships matter just as much as the product itself. Watching TOVAA grow while staying true to its heart – craftsmanship, storytelling, and legacy – is incredibly fulfilling.
Learn more about TOVAA by visiting tovaa.com or following along on Instagram @tovaaofficial
About the Foundress
The Foundress is a creative community of female entrepreneurs established by Coley Arnold. The women-led networking group currently has over 120 members who receive exclusive access to mentorship from experienced female entrepreneurs and industry leaders; community gatherings that feature expert speakers and the opportunity to connect with like-minded women; as well as monthly Mastermind Groups where members can brainstorm and collaborate together. Learn more at foundress.co.
