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
Thank you for being a part of VSA with me.
Love,
Finn xo
READ MORE +
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
Thank you for being a part of VSA with me.
Love,
Finn xo
Virgins In The House!
Have you ever wondered how influenced VSA is by Finn´s personal taste, home and interests?
Let's join Finn for a tour of Virgins in her house and find out...
Above: She is the Blessed Virgin Mary with Baby Jesus. She is French and was a gift when Tallulah (My Daughter) was born—from a celebrity crafter friend named Marisa Pawelko—who happened to have her baby boy, Joey, on the exact same day and year as Tallulah. Forever friends.
The Vierge Marie are five altar candles I purchased as a commemorative item from Notre-Dame Cathedral in Paris, marking Tallulah’s first visit to Paris at 5 years old. The artist of the painting in the background depicts Finn, Tallulah (at 2 years old), and her godmother Tata, who made Paris an important place in Tallulah’s life.
Five glittering Virgin candles on my kitchen sill, just watching over things and adding to the view.
This Virgin of Miracles is made of marble and was a gift from my family. During the big earthquake in Mexico City, she fell and was shattered. I took her to a restoration shop, and they put her back together again—a true miracle.
The Virgin of Providence is an inheritance from my Aunt Louise, who was a nun at Saint Mary-of-the-Woods College. She died more than 10 years ago. This picture hung in her bedroom for over 40 years, and now it hangs in mine.
A Virgin of Guadalupe collage was gifted to me at my baby shower two months before Tallulah was born. The artist has since passed, but I hold this piece close to my heart with the blessings she imparted onto it.
The Virgin of Miracles covered in Swarovski crystals. She was made by me & a Japanese artist in Mexico City.
The 6-foot-tall Virgin of Miracles is gold-leafed, with butterflies fluttering around her eyes. She stands at the end of my swimming pool, keeping us safe.
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Have you ever wondered how influenced VSA is by Finn´s personal taste, home and interests?
Let's join Finn for a tour of Virgins in her house and find out...
Above: She is the Blessed Virgin Mary with Baby Jesus. She is French and was a gift when Tallulah (My Daughter) was born—from a celebrity crafter friend named Marisa Pawelko—who happened to have her baby boy, Joey, on the exact same day and year as Tallulah. Forever friends.
The Vierge Marie are five altar candles I purchased as a commemorative item from Notre-Dame Cathedral in Paris, marking Tallulah’s first visit to Paris at 5 years old. The artist of the painting in the background depicts Finn, Tallulah (at 2 years old), and her godmother Tata, who made Paris an important place in Tallulah’s life.
Five glittering Virgin candles on my kitchen sill, just watching over things and adding to the view.
This Virgin of Miracles is made of marble and was a gift from my family. During the big earthquake in Mexico City, she fell and was shattered. I took her to a restoration shop, and they put her back together again—a true miracle.
The Virgin of Providence is an inheritance from my Aunt Louise, who was a nun at Saint Mary-of-the-Woods College. She died more than 10 years ago. This picture hung in her bedroom for over 40 years, and now it hangs in mine.
A Virgin of Guadalupe collage was gifted to me at my baby shower two months before Tallulah was born. The artist has since passed, but I hold this piece close to my heart with the blessings she imparted onto it.
The Virgin of Miracles covered in Swarovski crystals. She was made by me & a Japanese artist in Mexico City.
The 6-foot-tall Virgin of Miracles is gold-leafed, with butterflies fluttering around her eyes. She stands at the end of my swimming pool, keeping us safe.
Living and Creating in San Miguel de Allende: A Lifestyle of Jewelry Design
For the past 25 years, San Miguel de Allende has been more than just my home; it has been my muse, my canvas, and my playground. As a jewelry designer, every moment in this enchanting town has shaped my work, infusing it with the rich history, vibrant culture, and spiritual essence that define San Miguel. Here, where Virgins, Saints, and Angels come to life in art and tradition, I find endless inspiration. My designs are more than jewelry—they represent a lifestyle deeply rooted in the heart of San Miguel de Allende.
Drawing Inspiration from the Spiritual
San Miguel de Allende is a town steeped in spirituality. The presence of Virgins, Saints, and Angels is palpable in every corner. From the grand Parroquia de San Miguel Arcángel to the small, intimate chapels scattered throughout the town, religious imagery and iconography are ever-present.
These spiritual elements deeply influence my jewelry designs. The heart, or "corazón," is a recurring motif, symbolizing both love and the Sacred Heart, a central theme in Mexican religious art. I often incorporate intricate designs inspired by the ornate altars and statues of saints that fill the churches. These elements add a layer of meaning and reverence to my pieces, making them not just adornments, but talismans of faith and devotion.
Creating with a Palette of Colors and Symbols
San Miguel de Allende is a symphony of colors. The ochre and sienna of the buildings, the vibrant bougainvillea, and the clear blue skies at dusk all find their way into my work. Each gemstone I choose reflects a facet of this vibrant environment—turquoise for the sky, amethyst for the twilight, and garnet for the fiery sunsets.
The wrought iron work that adorns windows, balconies, and doors is another source of inspiration. Its intricate patterns and robust forms translate beautifully into delicate filigree in my jewelry. These designs capture the strength and elegance of San Miguel’s architectural heritage, creating pieces that are both timeless and contemporary.
The Interconnectivity of Life and Design
My creative process is deeply intertwined with my experiences in San Miguel. Each piece of jewelry begins with a spark of inspiration—a sight, a sound, or a feeling. This initial idea evolves through sketches, experimentation with materials, and the incorporation of traditional techniques. The result is a piece that tells a story, capturing the essence of San Miguel's rich culture and vibrant spirit.
Much like my jewelry, my home is a living, breathing entity that evolves alongside me.
It is continuously shaped and shifted by my creative impulses, reflecting my journey as an artist. The spaces where I live, work, and create are in constant dialogue with my brand, each influencing and inspiring the other. This interconnectivity ensures that my designs are not just products but reflections of a lifestyle deeply rooted in the art and culture of San Miguel.
More Than Jewelry: A Lifestyle
My designs are more than just jewelry; they are an embodiment of a lifestyle that celebrates the beauty, history, and spirit of México. When you wear my jewelry, you are not just adorning yourself with a beautiful accessory—you are embracing a way of life that values creativity, tradition, and the art of living fully.
With love & inspiration,
Finn xo
READ MORE +
For the past 25 years, San Miguel de Allende has been more than just my home; it has been my muse, my canvas, and my playground. As a jewelry designer, every moment in this enchanting town has shaped my work, infusing it with the rich history, vibrant culture, and spiritual essence that define San Miguel. Here, where Virgins, Saints, and Angels come to life in art and tradition, I find endless inspiration. My designs are more than jewelry—they represent a lifestyle deeply rooted in the heart of San Miguel de Allende.
Drawing Inspiration from the Spiritual
San Miguel de Allende is a town steeped in spirituality. The presence of Virgins, Saints, and Angels is palpable in every corner. From the grand Parroquia de San Miguel Arcángel to the small, intimate chapels scattered throughout the town, religious imagery and iconography are ever-present.
These spiritual elements deeply influence my jewelry designs. The heart, or "corazón," is a recurring motif, symbolizing both love and the Sacred Heart, a central theme in Mexican religious art. I often incorporate intricate designs inspired by the ornate altars and statues of saints that fill the churches. These elements add a layer of meaning and reverence to my pieces, making them not just adornments, but talismans of faith and devotion.
Creating with a Palette of Colors and Symbols
San Miguel de Allende is a symphony of colors. The ochre and sienna of the buildings, the vibrant bougainvillea, and the clear blue skies at dusk all find their way into my work. Each gemstone I choose reflects a facet of this vibrant environment—turquoise for the sky, amethyst for the twilight, and garnet for the fiery sunsets.
The wrought iron work that adorns windows, balconies, and doors is another source of inspiration. Its intricate patterns and robust forms translate beautifully into delicate filigree in my jewelry. These designs capture the strength and elegance of San Miguel’s architectural heritage, creating pieces that are both timeless and contemporary.
The Interconnectivity of Life and Design
My creative process is deeply intertwined with my experiences in San Miguel. Each piece of jewelry begins with a spark of inspiration—a sight, a sound, or a feeling. This initial idea evolves through sketches, experimentation with materials, and the incorporation of traditional techniques. The result is a piece that tells a story, capturing the essence of San Miguel's rich culture and vibrant spirit.
Much like my jewelry, my home is a living, breathing entity that evolves alongside me.
It is continuously shaped and shifted by my creative impulses, reflecting my journey as an artist. The spaces where I live, work, and create are in constant dialogue with my brand, each influencing and inspiring the other. This interconnectivity ensures that my designs are not just products but reflections of a lifestyle deeply rooted in the art and culture of San Miguel.
More Than Jewelry: A Lifestyle
My designs are more than just jewelry; they are an embodiment of a lifestyle that celebrates the beauty, history, and spirit of México. When you wear my jewelry, you are not just adorning yourself with a beautiful accessory—you are embracing a way of life that values creativity, tradition, and the art of living fully.
With love & inspiration,
Finn xo