FASHTALKS WITH ANNAKEY

How did your brand come to be?

AnnaKey was born from our desire to create something that blends aesthetics, quality, and everyday wearability. We wanted to design pieces that aren’t just “beautiful,” but have character and a story—pieces that make the person wearing them feel confident and truly themselves. It started organically, with a lot of hands-on work, and evolved into a brand that clearly reflects our style and values today.

What brand values are most important to your brand?

Our core values at AnnaKey are:

• Quality (materials, craftsmanship, attention to detail, longevity)
• Authenticity (nothing forced—everything has a purpose)
• Aesthetics with substance (minimal, yet full of character)
• Respect for the customer (experience, service, consistency)
• Growth (continuous improvement in products and processes)

"Beyond sunglasses, we’re preparing our new annual collection of handmade jewelry with real pearls, as well as a leather bag line. We want to grow without compromising quality or identity—and make the brand even more complete."

What inspired you to become a designer?

We’ve always been inspired by how an object can shift someone’s mood and confidence. We naturally notice details—shapes, textures, and the “why” behind design. At some point, we realized we didn’t just want to consume aesthetics—we wanted to create it, with our own point of view and signature.

How did the brand’s name come to be?

AnnaKey has a deeply personal story, because behind the brand there are two sisters: Anna and Eva. Anna was, is, and will always be the inspiration behind what we create. And Eva is the one who designs and brings that inspiration to life—the “key” that gives it form. That’s how AnnaKey was born: a name that connects inspiration with creation and “unlocks” our brand identity.

When was your first industry experience, and how did it impact you?

Our first real experience in the industry showed us that the difference isn’t only in the product—it’s in consistency, in the details, and in how you make the customer feel. That became the foundation of how we build AnnaKey today: with strong attention to quality, clean aesthetics, and genuine respect for the customer experience.

What sets your brand apart from the rest?

What sets us apart is the combination of premium aesthetics, real functionality, and an obsession with detail. We don’t simply follow trends—we create pieces that are easy to wear, feel special, and last. Above all, we build relationships with our customers: we want them to feel there are real people behind the brand who truly care.

What has been your biggest accomplishment to date?

What sets us apart is the combination of premium aesthetics, real functionality, and an obsession with detail. We don’t simply follow trends—we create pieces that are easy to wear, feel special, and last. Above all, we build relationships with our customers: we want them to feel there are real people behind the brand who truly care.

What are some challenges you’ve had to overcome with your brand?

We’ve faced many challenges: maintaining consistent quality as the brand grows balancing creativity with business, and evolving without losing our identity. The biggest lesson has been that growth takes patience, clear strategy, and unwavering attention to detail.

How do you gather feedback from your customers, and how does that influence product development?

We gather feedback through direct communication with our customers (messages, comments, purchase experience), as well as through our global wholesale network, which gives us a clear view of what different markets are asking for. This directly shapes our decisions—from improvements in fit/materials/details to choices around new lines, colors, and collections.

"We wanted to design pieces that aren’t just “beautiful,” but have character and a story—pieces that make the person wearing them feel confident and truly themselves. "

Besides your brand, what are you passionate about?

We’re passionate about aesthetics and creation in general—fashion, detail, styling, and the storytelling behind every piece. We’re also driven by growth: learning, improving, and building something with meaning and longevity.

What are some daily habits or practices that help you stay productive and motivated?

We stay productive with a clear plan and routine: we start the day with priorities, work in focused blocks, and keep balance between creative work and operations. Seeing even small progress every day keeps us consistently motivated.

What’s next for your brand’s future?

Next for AnnaKey is purposeful growth: expansion, franchise development, and new categories that naturally complete our world. Beyond sunglasses, we’re preparing our new annual collection of handmade jewelry with real pearls, as well as a leather bag line. We want to grow without compromising quality or identity—and make the brand even more complete.