Women, what whimsical and enchanting creatures are! They hold the mystery of the universe, and switch their mood as the moon with its new face. Around these mystical beings, Anastasija Koneva built her SunWitchJewellery as praise, elevation, and gift to them. A handmade ‘kindly esoteric’ experience for the everyday witch.
I met Anastasija in a magical place where stories come to life, a theatre in Birmingham (the REP) where we were used to working together until COVID-19 set us apart. Ironically, I discovered her love for handmade and jewels from a safe distance.
While many theatres are still closed, I host her handcrafted story on this personal stage. I wish to pass you Anastasija’s touch with her SunWitchJewellery in this intimate interview…
How and when was your shop born?
I guess I’ve always liked witchy jewellery, anything with a goddess vibe to it, especially celestial pieces. But I found that a big percentage of these sorts of items were what you would call statement pieces. They were very bold and very large. And while I am as much a fan of some statement jewellery as the next person, it’s not really an everyday kind of item. So my shop started from this place of not being able to find jewellery, especially earrings that were witchy, and goddessy, and celestial, and pagan, that were interesting and yet appropriate for everyday wear. Something you could totally wear to work and not ruffle any feathers.
Could you tell us something about your background? Where are you from?
I was born in Latvia (in Northern Eastern Europe) and my family is of Russian descent, so we speak Russian. I started moving around with my parents when I was a teenager and I lived in a variety of different countries, eventually settling in the UK. I’ve been living here on and off for over 10 years now and I think I’ll probably be staying here for most, if not all of my life. The UK is a great country to be living in, it really offers a lot of opportunities to people who come here. Completely honestly, as artistic of a place as Latvia is, I’m not sure I’d really be able to start an actual business if I had stayed back at home
When have you met your passion for creations?
Oh, I was a very crafty child. I don’t think I remember a time when I wasn’t making something, or drawing something, or reading about making and drawing something. I mean I always wanted to sell what I was making and have my own shop. As soon as I heard about Etsy, when I was a teenager, that became my big life dream – to be an artist, an artisan, a creator, to sit at home, quietly making things and be able to make a living from it. I imagine that is a dream for most crafters, and it was definitely a big dream of mine.
See the complete Pagan Dangle earring collection by SunWitchJewellery by Anastasija Koneva on Etsy
What’s your goal?
To keep making more different items. I started my shop by making predominantly earrings, and I am currently expanding into necklaces and bracelets. But I just want to be able to keep going, keep expanding, keep making more items, keep making new and unique pieces. My goal is also to continue loving what I do, to be able to make a living with my passion and not have it turn into a chore, so I try to keep it interesting.
How do you imagine your typical customer?
Oh I love thinking about this, every time a sale comes in I can’t help but try to visualise what each and every customer is like: what do they wear, where do they live, what hobbies do they have. I imagine someone who is into witchcraft, someone who wears unique clothing and jewellery, someone who cares about nature and other people, a bohemian, maybe an artistic person. But really it’s just an image I have in my head, anyone can be a customer, many people actually buy my jewellery as gifts, so I don’t think I can really know for sure.
What inspires you the most?
Definitely materials that I work with, that’s the main inspiration. I love to play around with new mediums, sometimes I’ll sit down to make a new piece, and I don’t know what might happen. That’s why I also love to work with vintage pieces, a portion of everything I make is upcycled from broken vintage jewellery and is one of a kind. With vintage you never know what might happen, it can be challenging to incorporate these varied pieces, but I love a creative challenge!
Do you have any inspiring place, such as where you create or sketch your products?
My home! I think of my home as a bit of a sanctuary (I know that sounds really cheesy). You might have figured that out already but I’m a bit of an introvert and a homebody. I love my home, I spend a lot of time making my home the most inspiring and creative place it can be. I always try to cosy up somewhere nice and warm, be it on the sofa or in the kitchen. All of my materials and parts are stored in boxes that can be moved to anywhere in the flat, so I create wherever I feel the cosiest.
Do you have any projects for the near future?
Yes! There are some really exciting things I’m working on, I can’t really say too much, because they are kept a secret until they launch – I do give some sneak peek previews on my instagram though (@sunwitchjewellery). But I can tell you that I have been purchasing crystals and herbs for this new secret project that should – with a bit of luck – launch in the next month or so. It is going to be the witchiest thing I’ve made so far for my shop, so stay tuned!
The usual Valens is dying to know and would likely call upon her ancestors and scrutinise the sky to see into Anastasija’s future. But I’ll keep my powers for other occasions; the fate is doing its course. I let Anastasija following her celestial path and you discovering her magical Etsy bazaar.
Valentina Chirico aka Valens
