From a Simple Key Fob to a Global Icon: The Story of VSA’s Beginning

 It all started with a woven plastic bag.

I didn’t know at the time that this bag would lead me down the path of founding Virgins Saints & Angels, but sometimes the smallest things have the greatest impact. 

The story goes like this: I had a bulky plastic woven bag from Mexico that needed branding. Due to the nature of the plastic, attaching a label wasn't an option, so I decided to create a metal key fob with a logo and hang it from a loop woven into the bag. It seemed like a simple solution to a branding issue. But as fate would have it, that small keychain would soon take on a life of its own. 

The woven bags were tricky to ship from Mexico to the U.S. due to their size and weight, but I had clients who were intrigued by them—one of them being Fred Segal in Santa Monica, a hotspot for fashion-forward shoppers. One day, the buyer called and told me their customers were more interested in the key fob than the bag itself. Had I thought about selling the key fobs separately? In a heartbeat, I said, “Absolutely!” 

The idea of selling a small, sleek keychain instead of a bulky bag was a lightbulb moment. The fob was metal with a logo under resin, but I soon started to play with designs—adding crystals and kitschy taglines, like my favorite, featuring the classic Adam & Eve image and the line “They always look better than they taste.” 

In those early days, I was creating each keychain myself. I'd go to the workshop to pick them up, bring them home, cut out the images, paint the bezels, and place crystals by hand. I even dusted them with what I called “magic fairy dust”—a little extra gold sparkle that made them pop. To top it off, I sprinkled each order with holy water from the church across the street from my apartment. Something about the whole process worked, and soon, the orders started rolling in. 

 Then came the turning point. I loved religious imagery and was drawn to the symbolism all around me in San Miguel de Allende. One day, I decided to turn one of my keychains into a belt buckle for myself, inspired by my fascination with Guadalupe. On a trip to LA, a woman stopped me on Robertson Blvd, asking where I got my buckle. I told her I made it, and right there on the street, I sold her the one I was wearing. When I got back to Mexico, I made two more, and that was the start of the VSA buckle.

 Before long, religious references were everywhere in pop culture—The Da Vinci Code and The Passion of the Christ were huge, and my designs tapped into that energy. Soon, celebrities like Britney Spears and Miley Cyrus were wearing VSA, and my pieces were gracing the covers of magazines. The phone didn’t stop ringing, and I knew I was onto something special. 

I started hiring incredible women in San Miguel de Allende, brought on a sales rep in LA, and set up a distribution center in Arkansas, run by my sister. But the real “I’ve made it” moment? When John Galliano wore a VSA buckle down the runway during his second couture show for Dior. That’s when I knew this brand was destined for more than just keychains. 

Now, after 24 years, VSA has evolved into a global brand, creating dozens of styles each season. We’ve stayed true to our handmade roots, creating statement pieces that are loved by celebrities and customers alike. 

This story is a glimpse into the unexpected journey that started with a simple plastic bag and blossomed into a celebrated jewelry brand. Looking back, it was the key fob that opened the door, but it was the belief in the beauty of what we were creating—and the amazing people we connected with—that kept it growing