How I Got Here: Keren Yoshua Stacks Up a Jewelry Success Story

By Karen Dybis | January 21, 2026

Keren Yoshua is the first to admit she doesn’t get everything right the first time—but looking back, the creative director of Artizan Joyeria realizes how much the experience of having to make a new decision has taught her.

One example: Yoshua’s husband, Sasha. They met when they were in high school; she was only 15, so quite a few years passed before she could determine they were meant to be together in life and business. Now, nearly two decades after she founded the company they run together, Yoshua says she loves the life she’s built with her spouse and their three children.

There was also her first career choice. Yoshua majored in advertising at Universidad Católica Andrés Bello—Venezuela’s largest and oldest Catholic university—but shortly after graduating in 2004, she moved to Madrid and “immersed herself in the creative scene,” she says. She also decided to go the entrepreneurial route, and in 2008 began buying and wholesaling artisanal jewelry.

“I remember hitting the streets at dawn with a suitcase full of pieces, knocking on doors of stores I hoped would vibe with my vision. It required immense courage and willpower,” Yoshua says. “I was shy at first, but I learned that rejection is just part of the process. You have to believe deep down that you can do it and keep pushing forward.”

artizan joyeria bracelet stack — *Artizan Joyeria’s Khanti bracelet stack ($185) features five bangles in 18k gold– and rhodium-plated stainless steel.*

That work “began laying the groundwork for Artizan Joyeria,” says Yoshua. Eventually she started designing her own jewelry—it was much easier to sell something she truly believed in, and she used the jewelry she loved to wear as her guide as a designer.

“The biggest lesson I took away from that time was the importance of authenticity. I realized that to stand out in a crowded market, I had to create something unique that resonated with me personally,” she says.

With her husband, Yoshua grew Artizan Joyeria in Spain, Paris, and New York City through wholesale jewelry shows. In 2015 the couple moved to Miami, which itself became a source of inspiration for her: the vibrant colors, edgy energy, and people wearing clothing as well as jewelry in unique ways.

Artizan Joyeria debuted its direct-to-consumer website by 2019, and its sales showed its pre-styled layered necklace and bracelet sets were on point, she says.

Artizan joyeria belt bracelets — *The four-bracelet Belted stack ($155) includes bangles with zirconia stones.*

Artizan Joyeria’s latest collection, The One, offers statement bangles and earrings that might stand out in a stack or can be a hero piece worn alone. “For years we have played with the idea of more, from layers to stacks and mixed textures,” Yoshua says. “With the One collection, we wanted to explore what happens when you strip everything back and let a single piece carry the story.”

Like the brand’s other jewelry, The One is affordable, made of stainless steel with 18k gold plating. Yoshua says her design philosophy in general is to make fashion as opposed to follow it. She named her company Artizan Joyeria because she wanted to marry the traditional feel of artisan jewelry with a modern, high-fashion attitude.

“At Artizan, we believe luxury should be accessible to everyone,” says Yoshua. “Our goal is to solve a problem for women: finding jewelry that isn’t mass-produced, but instead resonates with their personal style and empowers them to seize the life they want.”

Top: Venezuelan-born Keren Yoshua runs Artizan Joyeria, her affordable jewelry business, from Miami with her husband. (Photos courtesy of Artizan Joyeria)