My•Goodness•Me

Health, Hustle + Heart

Bold-Hearted: Alex Olsen

Heart, Lifestyle, Bold-Hearted ConvocationsFrancesca MasperoComment
Bold-Hearted Interview: Alex Olsen of Violet Gray

Alex is one half of Violet Gray Design, the very popular intentional jewellery range that has so many yogis and wellness junkies raving about it online (myself included). Alex recently officially joined forces with her sister, Frances, to expand this beautiful brand as life behind VG excitedly picks up speed.

Alex radiates authenticity and from the moment I stumbled across her swoon-worthy jewellery, snippets of wisdom and heart-filled philosophy I knew that this lady was the real deal. Need proof? Check out #imperfectlymeVG on Instagram (@violetgraydesign) to witness the online flash mob in celebration of our perfect imperfections that Alex and Frances, were responsible for on Valentine's Day. Meet Alex, the creative force behind Violet Gray...


Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

// The Big and Bountiful //

1.    Share with us a short story of personal triumph (big or small) and what limiting beliefs you had to dismantle along the way.

Getting Violet Gray to where she is today (yes I do talk about her like she is her own little person).  It has been a huge journey – one of which has come before almost everything else in my life. I arrived home to Australia at the end of 2012 with a near empty pocket and a large DHL cardboard crate on route full of beads and crystals. Not for a second did I doubt that it could work but that doesn’t mean I haven’t come up against challenges. Throughout every day of building a business you are deconstructing and working against limiting beliefs, it is an ongoing battle.

How do you get through it? Take life and yourself lightly. A very wise Indonesian Mumma of mine once gave me the most perfect (broken English) advice.  We were sitting on the floor of her tiny alleyway shop and Ibu Ayu says, “Alex life is full of ups and downs. When it is down, don’t go down, just keep looking forward”.  I think of this often.

Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

2.    What does it mean for you to live boldly from a place of love?

Literally, f**k it... just be who you are. When you truly embrace who you are then living from a place of love comes with ease.  

 3.    What makes your heart sing and lights you up?

Waking up to my niece Olive, who is 20 months old. Frances is her Mum, also my sister, the other dynamic half of Violet Gray and we live and work together in the hinterland. I hear Olive walking across the deck in her little pink gumboots and it doesn’t matter what time it is or how tired I am, my body wakes up instantly for that little spirited lady. It is such a blessing to have the opportunity to be so close to her daily and watch her grow.

Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

 4.    What grinds your gears or leaves you less than lukewarm? (Everyone has something)

Okay… I am going to get honest here: when people directly imitate our branding, designs, ethos and message, especially when these brands are in a local proximity.  I take it quite personally and in that first reactive (emotion filled) moment, it can be challenging as I really do attempt to operate from a place of internal creative guidance. I whole heartedly believe that authentic inspiration has to come from within, but there is so much external search that we all can easily loose what authentic is to each of us personally.  And then unconsciously we mimic.  I have enough awareness to realise that nothing is ever original and we are all just reinventing the wheel. But my ego definitely spikes up when I see blatant replication!  Then I remind myself to continue to evolve.

5.    What identities have you shed recently?

Oh gosh, I feel like identities are forever falling away and then rebuilding in different titles or forms. I lived in a perception of what I thought my life looked like or ‘should’ look like for many years. This has shifted; I am more grounded and focused on the satisfaction in living where I am, just in this very moment. So I had to let go of a lot. I find titles suffocate, why do we need to attach to words to form an identify?  Unattachment is a goal of mine.  

Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

6.    You’re an explorer by nature - can you give us a little insight into the role this plays in your creative process and how it translates into the jewellery pieces?

Well, I love to travel. I have spent the majority of the last 10 years travelling, living internationally or planning travel. Therefore it was a natural progression that travel would play a big role in my business – I fly all over the world to hand select stones and personally work with local artisans. This is really important to me. I am not interested in purchasing bulk amounts of product from large faceless companies that I do not have a personal connection with. We do not just import and attach creative names to our pieces, I design all of our jewellery and the intention behind each piece is so important.  For me, it has to be a conscious process.

Travel makes me feel alive, free and unlimited. When I am travelling to design, I am in the flow. Plus, any excuse to jump on a plane and my bags will be packed even before the ticket is purchased.  

7.    Violet Gray has really whipped up a storm online and has a loyal fan base. What is it that’s so special that Violet Gray brings to women’s lives?

Authenticity. I really believe that Violet Gray’s success is based on the fact that it is truly authentic. Everything I write about, create, design is a true reflection of who I am and how I live my life. That ethos translates into the jewellery and can be felt from our community worldwide. I would hope it then inspires women to live in the same way; to walk and love their own path.

Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)
Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

// & Other Pieces of the Puzzle //

1. Favourite word = Bullshit.

2. Current fascination: My daily yoga practice.

3. I seek nourishment through… Moving my physical body and stillness. Both sides of the coin!

4. I seek expression through… Creating, writing, conversation.   

5. I seek growth through… Daily intuitive connection with myself.


Bold-Hearted Interview: Alex Olsen (Violet Gray Design)

Alex is a freedom addict, passionate traveller and kick ass aunty, as well as the founder and designer of Violet Gray, an intentional jewellery label from Australia, using high quality precious metals and authentic, semi-precious stones. Working from a place of heart, Alex has designed each piece to act as a daily reminder of the positive changes, desires or manifestations that you intend to bring into your one beautiful life. 

Alex recently joined forces with her sister, Frances, the Operations Manager, Data Analysis Queen, minimalist, wife and mumma, to spread the word of Violet Gray and expand their beautiful community.

You can learn more about about VG and watch a video from the beginning of their journey here, and get to know the girls little better over here.

Where to find them:

Website :: Instagram :: Facebook :: Pinterest


This woman practically breathes intention and beams conscious creation. Refreshing, huh?

We'd love to hear in the comments how you bring intention into your life. Do you have any daily/weekly/monthly intention setting rituals or objects to remind you of your intentions?

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