Azin Rohani Designs Jewelry With Purpose at Avina by Azin

Before Azin Rohani designed a single piece for her own jewelry, she designed creator support tools at Meta used by 265,000 people. At PwC, she redesigned workflows for 106,000 internal users. Today she brings that same research-led process to jewelry, accessories, and home goods. Every piece she makes starts with a real person and a reason to exist.

Azin Rohani is the founder and designer of Avina by Azin, an independent brand of jewelry, accessories, and home goods based in Los Angeles. She brings 16 years across product, industrial, interior, and jewelry design, and she has been building Avina on her own since 2025. A member of the Entreprenista League, Azin designs for women 30 to 75 who love meaningful, culturally rooted design. Her first collection supports children’s education in Iran through an NGO.

“In my designs, every piece has a story and a reason to exist.”

A product designer’s approach to jewelry

Azin has spent the last 7 years as a product designer, and her method has stayed the same across every role. She starts with real people and their needs, then designs toward them. At Avina, that thinking shapes each collection around a story, a purpose, and the woman who will wear or use the piece.

“My product background gives me structure, and my jewelry and industrial design background gives me the hands-on craft,” she says.

Avina began with her passion for art and design. The brand blends her artistic side with the discipline of design thinking, and it gives both a home under her own name.

Collections that give back

Every Avina collection has its own story, and each one supports a cause. With the first collection tied to children’s education in Iran, each purchase reaches beyond the woman who buys it. Customers know their purchase gives back, and they connect with a culture and a story every time they wear or use a piece.

“I created Avina for people who want pieces that feel personal and mean something,” Azin says. “The pieces are well-made and unique, so they’re something you’ll want to keep.”

She wants the brand known for 3 things: design with purpose shaped by research-led thinking, giving back with every collection, and meaningful, culturally rooted design. Other founders have built on a similar idea, including Vicky Gkarmiri, whose jewelry line Next Door Goddess draws on her Greek heritage and supports a cause with every purchase.

The moment people connected

Azin knew Avina was working the first time she showcased her designs. People connected with the pieces, and purchased. “It motivated me when they liked and bought my work,” she says.

When she shared early pieces with a small group, they told her the designs were beautiful and unique. Several said they would give them as gifts. “That showed me my designs can feel personal and meaningful to someone else,” Azin says.

Running it solo and asking for help

Avina is a one-woman operation. Azin designs, decides what to make first, keeps every collection feeling like part of one brand, and finds customers, all at the same time.

Carrying the load solo taught her to start small and test ideas before making more and put brand clarity first, because every piece needs to feel like it belongs. And also to ask for help sooner. “I don’t have to do it all alone,” she says.

She wishes she had learned that earlier, along with sharing her work sooner. “Both save time and money, and other people can help a lot.”

Two mottos keep her moving: design with purpose, and consistency is the key to success. “In my business and daily life, I show up consistently, even in small steps, because that is what builds results over time,” she says.

Taking Avina beyond California and New York

Azin is in the foundation-building stage, and she is clear about the work ahead. She has designed her first collections and showcased her work. Next she is focused on growing Avina’s Instagram and community, releasing new collections, and establishing the brand.

Over the next few years, she wants to reach customers beyond California and New York. Each new collection will carry its own story and its own cause, the same way the first one did.

Share your work early

Her advice for founders is the advice she gives herself. “Start small and test your ideas before you make more. Ask for help early, because you don’t have to do it all alone. Be consistent, since small steps add up over time.”

And one more: “Share your work early. Don’t wait for it to be perfect.”

You can connect with Azin on LinkedIn, follow Avina by Azin on LinkedIn, and find the collections at avinaadesign.com.

If Azin's approach to designing with purpose resonates, the Entreprenista League is a community of women founders who value connection, shared experience, and practical business insight as they grow. Learn more about the Entreprenista League right here.