Ava Costa, a senior at the Sawyer Business School, has pushed the envelope of what it means to translate knowledge from the classroom to the real world.
This past year, Ava and her sister, Olivia Costa, have dreamt, planned and executed the launch of Wired O’s, a jewelry business whose whimsical handcrafted pieces emulate style and funk.
Initially, the idea for Wired O’s came about eight years ago on a hot summer day when the sisters decided to go to Michaels and gather supplies to make jewelry for fun. Ava became disinterested, but for Olivia, a passion was born.
That summer, Olivia began watching YouTube jewelry tutorials, discovering new techniques and creating different looks. She decorated her family with jewelry, customizing her work for her mom, grandmother and Ava. When Olivia and her family wore the jewelry, friends and strangers would compliment it.
“People liked her stuff,” said Ava. “Every time I wore [the jewelry] people would say, ‘I love that! Where did you get it?’ and I’d say, ‘Oh, my sister made it!’ She was just really good at it. It was a natural thing for her.”
The feedback gave Olivia the idea to turn jewelry-making into a business.
Olivia originally featured her jewelry on an Instagram account called Stone Cold Funk in 2019, selling items occasionally through Etsy and Instagram. However, at the beginning of 2024, Olivia decided to rebrand and became dedicated to investing in the business’s success.
This time, Ava joined her as the company’s chief marketing officer, using the skills she’s developed at Suffolk in the Hub, a Suffolk marketing agency she’s a part of, to design and market the Wired O’s brand.
“I definitely have the more creative mind, and she’s more of the witty-gritty, marketing-type mind. I think we work well together to help make the business work,” said Olivia.
Wired O’s emerged this past February as a family venture, each sister balancing the other.
“We both have different perspectives but we have the same vision and goal,” said Ava.
The goal is to design jewelry that illuminates the wearer’s individuality and makes them feel confident in their distinct style. Olivia aims to use her creative talents to capture the essence of anyone wearing her jewelry. Ava’s position is to communicate that creativity into a business model that succeeds.
“I want my jewelry to be unique and one of a kind. I want to enhance the wearer’s style. I want them to feel confident when they put on their jewelry. I want [the jewelry] to make their outfit a little more them,” said Olivia.
Wired O’s produces earrings, necklaces and bracelets and gives the option to place customized orders. The Costa sisters are committed to designing jewelry that perfectly exudes each customer’s spirit and preference. The statement pieces are meant to be authentically you. Wired O’s jewelry covers a range of aesthetics, using delicate crafting to shape wires into artistic spirals embedded with vibrant beads.
“Spirals symbolize the journey of finding your true self. That’s something that’s been a challenge for me throughout my life. Trying to find the real me and feel comfortable with myself. The process of life is such an up-and-down thing. Some days are so much better than others. The spiral symbol represents that,” said Olivia.
The Costa sisters hope to continue growing Wired O’s by expanding their Instagram following, creating a TikTok account showcasing their work and maintaining a consistent product drop schedule throughout the year. Eventually, the sisters aim to open an in-person boutique with a work studio for Olivia.
You can find more information about Wired O’s through their Instagram account, @wired_o_jewerly, and their website, wired-o-jewelry.com. You can also check them out at MassArt’s upcoming Night Market Oct. 4.
