The maker of these regal creations? Mary Collins of Vauje Jewelry, who inadvertently became the go-to supplier for all of Hollywood’s crown needs. It didn’t start out that way, but ever since she launched her crown and tiara collection in 2012 (three years after Vauje Jewelry was born), she’s built quite an impressive roster of celebrity fans, making custom-made pieces for Blue Ivy, Jason Derulo, Tyra Banks, Rick Ross, Jordin Sparks and Kevin Hart.
How did you get into crowns?
I was creating pieces for retail, and sales were pretty low. I was getting bored and discouraged, so I decided to focus on photographers and stylists. I wanted to go big. So I came out with my crown line in 2012. I started showing pieces, and they got so much attention. Photographers and stylists began to pull my items for editorial, and it took off. Sometimes I have to remind people I don’t just design crowns, but that’s usually what they’re looking for. And it’s for everyone, not only celebrities -- I make them for birthdays, a newborn and so on.
Who was the first celebrity to wear one of your pieces?
I thought my first celebrity would be a woman, but it was a male. It was Jason Derulo, and one of my good friends knew him and I hadn’t heard his music. I didn’t know much about him. I did my research before I met him. He was very nice and sweet -- a really, really nice guy. I got to see my first big celebrity and be backstage after his concert. He wore a gold crown with a 2-inch metal in the middle and four or five little ornates on top.
Why do you think celebrities are drawn to crowns?
Because people want to feel like royalty. I noticed it with Rick Ross. He always carries himself with confidence, but when he wore his crown on his birthday, and I could see a notable difference, that he was like, "I’m the king. I own this. I’m the boss." I see it with little girls too. When I had my pop-up shop, little girls wouldn’t want to take their crowns off.
