Today we’d like to introduce you to Angelika O’Reilly.
Hi Angelika, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I was born in Eastern Europe and moved to the United States when I was five years old. My mom wanted me to live what she called “the American dream.” From an early age, I carried that immigrant mentality: work hard, don’t complain, build something of your own.
Entrepreneurship found me young. I started a driver’s ed school at 14 and a daycare business at 16. I’ve always been drawn to creating something from nothing. I later attended Michigan State University — my mom was determined I’d have a full American education from kindergarten through college — and during that time I interned at the White House, which ultimately brought me to DC and shaped much of my professional path.
Before building a brand of our own, I worked in tech in customer success leadership roles for three Washington, DC based tech companies that all had successful exits.
In 2021, my parents started Icon Line Design (now known as Eliana Curated), focused on upcycling authentic vintage designer buttons into statement earrings. I stepped in to help grow and scale the business. What began as a small pop-up concept quickly gained traction. In 2024, we completed 180 pop-ups across DC. In 2025, we scaled to 250 pop-ups and expanded to Boston— building systems, a team, and a loyal customer base along the way.
When we opened our brick-and-mortar store on King Street in Old Town Alexandria, we rebranded to Eliana Curated. The name is a blend of my daughters’ names — Eloise and Julianna — and represents the evolution of the brand into something more expansive: a curated jewelry destination that includes our upcycled vintage pieces, waterproof everyday styles, and solid gold imports from Italy.
Today, we’re woman-owned, family-run, and deeply community-driven. We’ve grown from folding tables at markets to a thriving storefront and multi-city pop-up presence. What sets us apart is the balance of grit and heart — we’re incredibly data-driven and growth-focused, but everything is rooted in story, craftsmanship, and empowering women to feel confident.
At the core, my journey has been shaped by resilience, hustle, and a belief that you can build your own version of the American dream — one bold step at a time.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not been a smooth road — and I actually think that’s been one of our biggest teachers.
Scaling quickly comes with real growing pains. When you go from a handful of pop-ups to 180 in one year and then 250 the next, systems break. Inventory forecasting gets complicated. Staffing becomes critical. Cash flow tightens. You’re constantly making decisions with imperfect information.
One of our biggest challenges was an experiential pop-up we opened in the Clarendon neighborhood of Arlington from April to July of 2025. On paper, it made sense — strong demographics, great energy, and a natural extension of our DC footprint. But the space was slightly off the main drag, and the foot traffic paled in comparison to our Old Town Alexandria store on King Street. The visibility just wasn’t there.
Ultimately, we made the hard decision to exit the lease early, which resulted in a $50,000 loss. That was not an easy pill to swallow. As a founder, those moments feel very personal. You question your instincts. You replay the decisions. But I’ve learned that protecting long-term health is more important than holding onto pride.
Thankfully, our expansion into Boston that same year performed exceptionally well and helped offset the financial impact of the Clarendon loss. That experience reinforced something important: diversification matters. When one location underperforms, another can carry momentum.
Beyond that, the usual entrepreneurial struggles apply — hiring the right people, managing rapid growth, balancing motherhood with a scaling business, and navigating risk in real time. But each challenge has sharpened us. The Clarendon experience, in particular, made us far more disciplined about real estate, traffic patterns, and data-backed expansion decisions.
We’ve been impressed with Eliana Curated, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Eliana Curated is a woman-owned, family-run jewelry brand rooted in craftsmanship, storytelling, and community. What started as a pop-up concept has grown into a multi-city operation with a brick-and-mortar store in Old Town Alexandria and a strong presence across DC and Boston.
We are best known for our upcycled vintage designer button earrings — authentic, sourced buttons that we transform into bold, modern statement pieces. Each pair is hand-drilled, polished, and finished with hypoallergenic 14K gold-filled posts. Sustainability is a core part of that story: we’re taking something archival and giving it new life in a way that feels elevated and current.
Beyond that, we specialize in everyday luxury. Our waterproof collection (designed to live in — shower, sweat, travel) has become a customer favorite, alongside our solid gold Italian imports and curated fine pieces. We focus on jewelry that feels intentional — pieces that women actually wear daily, not just save for special occasions.
We’re also deeply community-driven. We host in-store events, sip-and-shops, and appreciation nights. We collaborate with other women-owned brands. Our team has grown alongside the brand, and our customers genuinely feel like insiders. There’s an energy to our events and storefront that feels welcoming, elevated, and fun.
Brand-wise, I’m most proud of two things: first, that we’ve built something profitable and scalable without losing authenticity. And second, that our name — inspired by my daughters — represents legacy. This isn’t just a trend-driven business. It’s something we’re building thoughtfully and sustainably.
I want readers to know that Eliana Curated is for the woman who wants to feel confident, polished, and a little bold — whether she’s heading to a meeting, a market, or dinner with friends. Our pieces are meant to be worn, layered, and lived in. And behind every pair of earrings or bracelet is a small but mighty team that believes in building beautifully and building boldly.
What’s next?
The past 4.5 years have been about proving the model and building the infrastructure. After doing 180 pop-ups in 2024 and 250 pop-ups in 2025 — alongside opening our brick-and-mortar store in Old Town Alexandria — we’ve shown that the brand resonates in multiple markets and formats.
Looking ahead, 2026 is about intentional expansion.
We’re exploring growth into new cities like Houston/Dallas, Charleston, Philadelphia, and Miami. Each of those markets has the demographic, tourism, and event culture that aligns with our pop-up-first strategy. We’ve learned how to scale through markets before committing to permanent retail, so expansion will continue to be thoughtful and data-driven.
Beyond geography, we’re focused on strengthening the core: refining our in-store experience, growing our fine and solid gold offerings, expanding private events and styling activations, and continuing to build a high-performing team. I’m also excited about deepening brand partnerships and collaborations that elevate the community aspect of what we do.
What I’m most looking forward to is stepping into this next phase with clarity. The early years were about hustle and proving we could survive. Now it’s about building a seven-figure, profitable, sustainable company with long-term staying power — one that supports our team, contributes to the local economies we operate in, and continues to empower women through beautiful, wearable pieces.
The vision hasn’t changed. It’s just getting bigger.
Pricing:
- Gold Gold Collection – $225 – $500
- Upcycled Vintage Designer Button Earrings – $135 – $185
- Waterproof Collection – $32 – $95
- Freshwater Pearl Collection – $49 – $95
Contact Info:
- Website: https://www.elianacurated.com
- Instagram: https://www.instagram.com/elianacurated
- LinkedIn: https://www.linkedin.com/in/angelika-o-reilly-01263b7/
