Q&A: Mia Moross on Why She Invested in Changing Her Brand’s Name

By Karen Dybis | February 19, 2025

Fine jewelry designer Mia Moross says her decision to rebrand cost time, money, and attention—but there was no better way to step into who she is now as an artist and a person, even when life gets messy.

The brand changed from The One I Love NYC to Mia Moross Fine Jewelry in December 2024. Since then, Moross says, she feels like the fresh name, a new website, and a more tailored collection of jewelry make sense for her and her clients.

“I started building my previous brand in my mid-20s, and as I’ve grown into the designer and woman I am today at 38, it became clear that my old name and aesthetic no longer resonated with me,” Moross tells JCK. “The decision to rebrand required a significant investment, but it was unavoidable—I couldn’t continue on a path that didn’t authentically reflect who I’ve become.

“This transformation has been about stepping into my power, embracing my artistry, and representing my designs with a renewed sense of authenticity and intention,” Moross says.

Mia Moross rebrand — *Mia Moross says her rebranding was one of the most difficult things she had to do as a small-business owner, but it has been rewarding.*

So how did she do it? Moross says she reduced the number of pieces in her jewelry collections to be more tailored and revamped her website to show that intentionality. Now clients will see a curated selection of what she calls heartfelt jewelry rooted in beauty, authenticity, and sustainability.

The result is a mix of bold necklaces, multicolored gemstones, and refined designs made with antique gemstones and inspired by history and heart, Moross says. An edit of antique and vintage jewelry will remain, but on a smaller scale.

“Everything I design carries a piece of my heart and soul. This rebrand isn’t just about introducing new pieces; it’s about celebrating the incredible community of women who have supported me from the beginning—designers, collaborators, and clients alike,” Moross says. “I never followed a traditional business plan; my passion was my guide, and I found ways to make it work.”

Q: Why did you want to make a change?

A: My creative identity is my truest, most authentic self: messy, ever-evolving, and impossible to pin down to one style. It’s about embracing every facet of my personality—wild, unruly, and occasionally disorganized—and letting it shine through in my designs. Instead of chasing perfection or getting caught up in external opinions, I now focus on building what inspires me and releasing it into the world. I refine the details as I go, but the heart of my work lies in creating pieces that I love and that tell my story. This approach is liberating—it allows me to evolve continuously as a designer while staying true to myself, ensuring that each collection reflects the most genuine version of who I am.

Q: Why now?

A: Today’s consumer wants more than just a product—they crave a meaningful connection with the maker. For years, I leaned on my knowledge of antique pieces and their history—it felt safe, familiar. But as the market evolved, I came to understand that people want more than the beauty of the jewelry; they want the story behind it, that emotional connection. I had been afraid to fully embrace my identity in retail, but I reached a point where I knew my name needed to take center stage. This shift is about having the courage to show up as myself and stand firmly by my work. By putting my name on my designs, I’m not just creating jewelry—I’m making a statement that I’m here to be seen, to connect, and to share my authentic perspective with the world.

Mia Moross jewelry — *Mia Moross says she pared back the types of jewelry she offers under the new Mia Moross Fine Jewelry brand to be more specific and meaningful to her clients.*

I’m diving into this rebrand with all the passion and creativity I have—but this time, I’m not doing it alone. I’ve built a team of talented professionals—writers, photographers, and other experts—who share my vision. Instead of trying to wear every hat, I’m entrusting them with copywriting, lifestyle branding, and visuals, so I can fully focus on designing.
We’re also evolving beyond just an e-commerce presence. Our plans include hosting trunk shows, opening our showroom more often, and inviting people into the creative process through social media. It’s about sharing more than just the jewelry—it’s about creating a lifestyle and fostering a community. This includes hosting events to connect with other women in business and celebrate the shared journey of building something meaningful together.

Q: What would you do differently if you could look back and offer other jewelers your advice on this decision?

A: If you feel that instinct for change, trust it—don’t wait. I hesitated for a long time, worried about losing the reputation I had built and the costs involved. But I’ve learned that waiting for the perfect moment is a trap. Instead, focus on creating, releasing, and refining as you go.

On a practical level, plan for more resources than you think you’ll need—product development, branding, and marketing almost always require twice the budget you anticipate. When I launched, not all my collections were exactly where I wanted them, but getting my name out there took priority. Progress often matters more than perfection, and taking that leap is what sets everything else in motion.

For me, success isn’t measured solely by numbers—it’s about how deeply you’re willing to dedicate yourself to what you love, whether or not it’s a massive hit on paper. The team around me—especially the women who have shaped my journey—helped me understand that community is the true foundation for achieving any goal. This rebrand is a testament to that belief: With enough conviction and mutual support, you can build something meaningful from the ground up.

Top: Mia Moross rebranded from The One I Love NYC to Mia Moross Fine Jewelry to reflect who she is as a designer now (photos courtesy of Mia Moross Fine Jewelry).