Luxury boutique jewelry brands have steadily gained recognition in recent years, but few are built on a story quite like ITA Jewelry. Founded in 2019 by Puerto Rican Ines Capo and Turkish designer Afet Burcu Öztürk, the brand grew out of a friendship that began during their university years, when Capo studied journalism and Öztürk pursued fashion design. Today, that shared vision has evolved into a jewelry label that blends cultural heritage with contemporary design.
Looking back on the early days of ITA, Öztürk says the goal was never simply to launch another luxury brand but to create one that people could genuinely connect with.
"Our dream from the beginning was to create a brand that people would form an emotional bond with," she said. "We wanted ITA to be known as an international design brand with its own distinctive language, transforming cultural stories into contemporary jewelry."
For Öztürk, success goes beyond expanding into new markets. While the brand hopes to reach more countries and prestigious retailers, maintaining the soul of its designs remains its biggest priority.
"If one day people can look at a design and say, 'This is an ITA piece,' without even seeing the logo, I think we'll have achieved our goal," she said. "And if a piece from ITA is worn for years before being passed on to a new generation, that's the most beautiful definition of success for me."
