The dream that became Vienna Domani

Nicole Cowl’s lifelong creativity has led her to create an award-winning Kimberley business

For Nicole Cowl, the beginning of Vienna Domani came in a dream—literally. As a Grade 12 student preparing to graduate, Cowl had already spent years exploring her creativity through painting, drawing and making jewelry. Then, one early morning, she woke from a vivid dream in which she was vending her own jewelry at a market. Unable to fall back asleep, she spent the morning planning what her business could look like, feel like and offer. That moment became the spark for Vienna Domani, a Kimberley-based brand rooted in thoughtful design and intentional living.

Today, Cowl’s approach is shaped by a lifelong love of jewelry, an early introduction to silversmithing and a deep appreciation for the romantic beauty of Italy. From shadowing local silversmith Landon Gunn at age 16 to earning the Kimberley Chamber of Commerce’s Young Entrepreneur of the Year award in 2024, her journey has been one of turning creativity into a business while staying connected to her hometown. In this Q&A, Cowl talks about the inspiration behind Vienna Domani, the meaning behind her designs, the challenges of creating quality pieces and her goals for the brand’s future.

What first moved you to create Vienna Domani?

I was graduating high school at the time of starting the business. I have always been a creative person, spending my free time painting, drawing or creating jewelry items for myself to wear. It was toward the end of my grade 12 year that I decided I did not want to give up creating to pursue any other career. Then one early morning, I had woken up from a dream where I had been vending a market with jewelry items. It felt so real, and I could not fall back asleep. I ended up spending the rest of my morning planning how my jewelry business would look, feel, and what items I would sell. And after that, I have never looked back.

What inspired the business name?

Vienna Domani’s name is a culmination of two things. “Vienna” is inspired by the Billy Joel song. A reminder to slow down, and enjoy where you are. The song has been a lifetime anthem for me, and I think also for a lot of young people. I visited Italy at 15 years old with my mom. We went to Ponte Vecchio in Florence, where there is roads of jewelry shops. I had the privilege to watch these jewellers create and connect with them personally.
I am very inspired by the romantic and ethereal aspects of Italy, more specifically in Italian architecture. “Domani” means tomorrow in Italian, and together, Vienna Domani reflects the belief of slow and intentional living.

Can you tell me about your experience with silversmithing and how it led you to your current work?

I had the privilege to shadow Kimberley local silversmith Landon Gunn when I was 16 year old. Everything leading up to us connecting was very serendipitous. I was very grateful to have the chance to learn one-on-one, that’s not an opportunity many people come by. Learning the basics of silversmithing was very eye-opening for me. You don’t really understand how much time and work goes into making something until you try it. I found that I loved to create by hand, but my passion was more so in designing than creating. My experience working with metals and creating by hand really educated my decision in outsourcing production and committing to my passion in design.

How old were you when you designed your first piece of jewelry?

At sixteen, I was commissioned to design and make a ring for someone in my community—an item and experience that I hold very dear to my heart. But I was around 8 years old when I started crafting my own jewelry from wire, craft beads and dollar store finds. It was a lot of experimenting, the kind that you would imagine for that age. I really just enjoyed crafting. I have always been a heavy consumer of jewelry so I think that my passion from a young age, and my infinity to create really informed my design decisions still to this day.

What has surprised you the most about entrepreneurship so far?

In terms of entrepreneurship specifically, not much has surprised me because I have always been a detailed and hard working person. I have also always been determined to meet any goal I set. However, I was delightedly surprised how much community support and media interest I received when I started a 2-month pop up shop in Kimberley, BC.

What has been the biggest challenge in running your own company?

I think the most time consuming and challenging part of owning a product-based business is refining the items to create the products at the level of quality I strive for. There are a lot of steps and care that go into the process from conception to testing samples and ensuring material compatibility. Sometimes I have to make design adjustments before launching into full production, through to delivery.

What has been the greatest honour?

I have been honoured to be able to start and grow Vienna Domani in my home town. I really feel privileged and humbled at the positive response to my jewelry designs from the community and more. I have had a lot of media interest and have also been recognized by the business community in Kimberley. In 2024, I received the title of Young Entrepreneur of the Year awarded by the Kimberley Chamber of Commerce. It really means a lot to me to share my story and business with others.

Do you have a favourite piece you have designed?

I think my favourite items so far have been my Baby Angel Number Ring and Pavé Initial Ring. They are also my bestsellers. The Baby Angel Number Ring has a small angel number inscription on the inside of the band. I love anything that incorporates meaning to design.

What trends are you seeing in fashion that resonate with your customers?

Unique designs with a story. My design process does not take trends into account. My customers value items that feel personal and wearable for every day, not just on special occasions. I create items that I personally would want to wear and that are unique to my brand, and I have found that my customers resonate most with that design philosophy.

How important is durability in your designs, and how do you ensure your products stand the test of time?

Long-term wear is very important to me. Toward this goal, Vienna Domani has had an evolution of materials leading us to where we are now. Currently, Vienna Domani is transitioning to 925 silver jewelry with an 18 karat gold plating, and an e-coating which adds an extra layer of protection to each item. This has allowed us to create a durable product not only in material but also in our stone settings.

What are your goals and dreams for the future?

My goal for the future is to grow Vienna Domani’s online presence, and also expand into a physical location where I can share my love for my designs and products to customers in-person. Pursuing Vienna Domani has ultimately been my dream. And I will always love to continue to breathe life into the business any way I can.