Conversations with Marlee Erickson

Today we’d like to introduce you to Marlee Erickson.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’ve always been drawn to jewelry. I grew up in a small town in South Dakota, constantly inspired by the creativity and work ethic I saw around me. After studying product development at FIDM, I designed my own engagement ring — an experience that showed me how meaningful and personal fine jewelry truly is.

In 2020, after an unexpected job loss, I took a leap and launched TOVAA from our one-bedroom condo. What started with a single sale has grown into a boutique fine-jewelry brand based in Scottsdale, specializing in bespoke engagement rings, sustainable stones, and heirloom-quality craftsmanship.

Today, TOVAA is built on intention, transparency, and a white-glove, 1:1 experience. And while we’ve grown, the heart of the brand remains the same: creating meaningful pieces that become part of someone’s story for generations.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Starting TOVAA during a time of personal and global uncertainty came with its challenges. Building trust as a new luxury brand, finding the right partners, and creating processes that felt both scalable and personal all took time and persistence. There were plenty of learning curves, but each challenge ultimately helped shape TOVAA into the intentional, service-driven brand it is today.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
TOVAA is a boutique fine-jewelry brand specializing in bespoke engagement rings, wedding bands, and heirloom-quality fine jewelry. We focus on sustainable stones — primarily lab-grown diamonds and moissanite — paired with intentional design and meticulous craftsmanship.

I personally work directly with each client from start to finish, guiding them through the full design process — from the initial concept to the final ring delivery. Nothing is mass-produced; every piece is hand-finished and created to last generations.

What I’m most proud of is the trust clients place in me to create pieces that hold so much meaning. Being part of such important moments in their lives is something I never take for granted.

What sets TOVAA apart is our combination of attainable luxury, ethical sourcing, and deeply personal service. We create timeless designs with modern craftsmanship — pieces that feel elevated, intentional, and truly one-of-a-kind.

If we knew you growing up, how would we have described you?
Growing up, I was always creative, detail-oriented, and drawn to anything artistic. I loved dance, design, and finding ways to express myself visually.

I was the kid who loved accessories, borrowed my mom’s jewelry any chance I got, and paid attention to the little details most people overlooked. Looking back, it makes perfect sense that I’d end up in a field where creativity, craftsmanship, and personal connection all come together.

Contact Info:

• Website: https://www.tovaa.com
• Instagram: @tovaaofficial
• Facebook: https://www.facebook.com/tovaaofficial/

Image Credits
Lauren Runnels @halfmoonlaur

Stephanie Neiheisel @stephanieneiheisel