More than Just Married to Kevin Jonas: A Look at the Brand Created by Danielle Jonas

The Jonas Brothers are everywhere today – literally. Between their album Happiness Begins, their Amazon Prime documentary Chasing Happiness, television appearances, and recently kicked-off concert tour, it’s easy to get your Jonas fix satisfied.

Their personal lives have also been at the forefront, with the high-profile nuptials of Nick to actress Priyanka Chopra, and Joe to Game of Thrones star Sophie Turner. Kevin also has a powerhouse of a spouse – Danielle Jonas just happens to be an entrepreneur, spearheading her own designer label.

Danielle and Kevin Jonas | Jeff Kravitz/FilmMagic

When she couldn’t find what she wanted, she created it

Not one to take a backseat to her husband’s career, Danielle decided to launch a jewelry brand. Some personal shopping of her own gave her the idea for creating her namesake jewelry company.  ““I love jewelry, but I love dainty stuff. I’m into very simple, pretty jewelry,” she said in an interview according to Us Weekly. “I was starting to look for jewelry with my kids’ birthstones in it and I was just not finding what I wanted… I felt like their birthstones didn’t really look good together and I was just like, ‘Well, maybe this is my opportunity to create something and figure out something nice to go together.”

Hence, her jewelry line Moments was launched in December 2018, and she recently added the line Essentials. Danielle incorporates semi-precious gemstones in items that include necklaces, bracelets, cuffs and stud earrings, as well as custom nameplate necklaces. All her pieces are graceful and elegant but can be worn every day. Her friends and family were the inspiration for her designs.

Why she chose the jewelry biz

Danielle is no stranger to fashion, and recently told Forbes about her passion for jewelry. “Jewelry was always an interest of mine… I went with jewelry because of my consistent efforts of searching for the perfect pieces whether it was for myself or for someone special in my life. I’m very sentimental and I feel jewelry is the best creation of a keepsake that can be worn every day.”

The mom of daughters Alena and Valentina, Danielle describes her aesthetic as “dainty and timeless” according to Forbes, with the main pillars of her brand being accessibility, quality, and the idea of family.  Danielle made a point to price her merchandise for a wide audience. “I wanted to make it affordable for everyone to enjoy,” Danielle told Yahoo! Finance in December.

In keeping with the importance of familial ties, she’s hoping that her brand will be one that lasts through generations. “I would hope to evolve the brand by putting forth collections that can not only be worn every day but heirloom pieces that can be passed down from generation to generation,” Danielle told Forbes, “and kids can find themselves in their mother’s or grandmother’s jewelry box trying on my pieces.”

Her favorite piece of jewelry from Kevin

Apparently, Kevin knows fashion, where Danielle even sought his feedback when starting her company. “I always ask Kevin questions about fashion because he’s always been great with that stuff,” she told Us Weekly.

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She told Us Weekly that she loved the tennis bracelet Kevin had gotten for her as a gift, saying, “There was a lot behind the thought of it.” But the piece of jewelry from her husband that holds the top spot in her heart is on her ring finger, where she commented in the article, “my engagement ring will always be my favorite.”