So nice to meet you! First off, what’s your name? Tell our readers a bit about yourself—where you’re from originally and where you live now.

My name is Angelika O'Reilly, and I'm the co-founder of Eliana Curated, a family-owned jewelry brand creating everyday, elevated pieces designed to help women feel confident in what they wear every day.

I was born in Minsk, Belarus, and immigrated to the United States with my family when I was five years old. After spending much of my childhood in Michigan and building a career in technology, I eventually made my way to the Washington, D.C. area, where I've lived for nearly two decades. Today, I'm based in Arlington, Virginia, and our flagship boutique is located in the heart of Old Town Alexandria.

Eliana Curated is truly a family business. My parents handcraft many of our signature upcycled designer jewelry pieces in our Alexandria studio, and the company is named after my two daughters, Eloise and Julianna. What started as a small market booth has grown into a thriving brand with a brick-and-mortar boutique, an online store, and pop-ups throughout Washington, D.C. and Boston.

Tell us one thing you love about where you live now?

One of my favorite things about living in the Washington, D.C. area is how walkable and full of character it is. Almost every weekend, my family and I walk through Georgetown or stroll the cobblestone streets of Old Town Alexandria. There's something special about wandering down King Street Mile, discovering beautiful historic architecture, and supporting the more than 100 independently owned shops and restaurants that make Old Town feel so unique. It's an incredible community to live and work in, and it's one of the reasons we chose to open Eliana Curated's flagship boutique there.

Tell us a little bit more about what your company does and how it started? How does it help your customers?

The business started in 2021 as a side hustle with my parents while I was working in tech. After spending nearly two decades helping grow other companies, I wanted to build something of my own that blended creativity, craftsmanship, and community. What began as weekend pop-ups at Eastern Market in Washington, D.C. quickly grew into something much bigger as customers connected with both our designs and the story behind our family business. At the heart of everything we do is helping women build a jewelry collection they actually wear. We believe beautiful jewelry shouldn't sit in a box waiting for a special occasion—it should become part of your everyday life. Whether it's a pair of our one-of-a-kind upcycled vintage designer button earrings, a waterproof necklace you never have to take off, or a solid gold piece you'll wear for years to come, we want every customer to feel confident, elevated, and like the best version of themselves every time they wear Eliana Curated.

If someone wants to start a business, what advice will help them?

One of the best investments you can make as an entrepreneur is finding two or three business owners who are a few steps ahead of you and meeting with them on a consistent cadence. Learn from people who have already paved the road you're trying to travel. Those conversations can save you years of trial and error. Your mentors have likely already made many of the mistakes you're about to make, and their advice can help you avoid costly missteps, make better decisions, and grow much faster than trying to figure everything out on your own. I also believe that successful entrepreneurs are lifelong learners. Ask questions, take notes, and be coachable.. The right mentors won't build your business for you, but they can dramatically shorten your learning curve.

What was one feedback from a happy customer/client that you won't forget about?

One type of customer feedback I'll never forget is when someone walks into our boutique and says, "It's my birthday, and I've been waiting all year to come shop with you and treat myself." To me, that's the pinnacle of success. There are so many ways people can celebrate themselves, and the fact that they choose to spend part of their birthday with us is incredibly meaningful. It means we've become more than just a jewelry store—we've become part of one of the happiest days of their year. Those moments never get old. Knowing that customers see Eliana Curated as a place to celebrate milestones, make memories, and find a piece they'll treasure long after their birthday is the greatest compliment we could receive.

Where do you see your company in the future?

As we continue to grow, our goal is to thoughtfully expand into new markets where we know our customer already exists. Dallas and Atlanta are at the top of our list, and we're also exploring opportunities in Miami. We love bringing the Eliana Curated experience directly to customers through pop-ups before putting down permanent roots, so that approach will continue to be a big part of our growth strategy.

What is the biggest misconception about your industry?

One of the biggest misconceptions is that everyone buys jewelry online now because of Amazon and other e-commerce platforms. While online shopping is incredibly convenient, we've found that people still deeply value an in-person shopping experience—especially when it comes to jewelry.

Jewelry is personal. Customers want to feel the weight of a necklace, see how earrings look on them, compare different styles, and get honest styling advice from a real person. They want to celebrate birthdays, shop with friends, and create memories—not just receive a package on their doorstep.

We've seen firsthand that consumers are craving more human connection, not less. The most meaningful part of our business isn't simply selling jewelry; it's creating an experience where customers feel welcomed, confident, and cared for. That's something you can't replicate with a one-click purchase.

What has been one of your biggest struggles building your business and how did you deal with it?

One of the biggest challenges has been wearing so many hats at once. As a founder, you're responsible for everything—from payroll and inventory to marketing, digital strategy, customer experience, hiring, and constantly bringing new products to market. At the same time, you're expected to think about the future and identify the next growth opportunity.

I've learned that building a successful business isn't about doing everything yourself—it's about learning to prioritize what moves the business forward the most. Every week, I ask myself: What's the highest-impact use of my time? Sometimes that's reviewing payroll, sometimes it's launching a new collection, and other times it's focusing on digital marketing or improving our website.

I've also accepted that a business is never "finished." There's always another product to launch, another marketing idea to test, or another way to improve the customer experience. Rather than trying to perfect everything at once, we've embraced continuous improvement. That mindset has allowed us to keep evolving while staying focused on delivering the best possible experience for our customers.

Where can our readers learn more about you and your company?

Our website at www.elianacurated.com - visiting our store at 1003 King Street in Old Town, Alexandria and following us on IG @ElianaCurated