This Canadian jewellery brand is helping women celebrate life’s milestones
Fashion21.05.2025
Before she was helping customers find the perfect ring stack or pick out a meaningful gift, Talia Massaroni’s days looked very different.
From a young age, she was drawn to healthcare. She started working as a dialysis technician while still in high school – a job that launched a decades-long career and eventually led to a role in infection control.
But after nearly 10 years in the hospital system, and the arrival of her two children, Massaroni knew it was time for a change.
So she shifted her focus to another longstanding passion: jewellery.
Massaroni had long dabbled in creating and selling jewellery on the side, but it wasn’t until she left healthcare to pursue it full-time that her vision truly came to life.
“I’ve always loved working with my hands and creating things. I still remember in my late teens, I came across a bead store in Toronto, and I was just instantly hooked,” she said. “Over the years my love and my appreciation for craftsmanship and design and symbolism has really deepened, and now I see jewellery as more of a form of storytelling.”
That perspective inspired her to rebrand her jewellery line in 2022 to Olaeda – a name rooted in the Igbo language of Nigeria, meaning “precious” or “gold.” It was a perfect fit for a brand focused on durable, ethically made gold-filled pieces.
A gift with meaning
The leap to full-time entrepreneur didn’t happen overnight – and it wasn’t without its challenges. But as Massaroni puts it, “It was a shift toward building something of my own – something that brought me purpose.”
All of the pieces Massaroni creates are hand-made, and designed for life’s special moments. At Olaeda, jewellery is so much more than something pretty you wear, she said.
“It’s more representative of your style, personality, even milestones or special events.”
That’s why quality was top of mind for Massaroni, who prides herself on only producing 14k gold-filled pieces – the closest you can get to real gold jewellery, without the price tag.
“Customers really appreciate the uniqueness and the quality, and the fact that we help them understand what they are investing in,” she said. “Then from an ethical perspective, I feel better knowing that I’m working with a product that is sustainable and is going to last.”
From rings and necklaces to bracelets and a curated wedding collection, every piece is made with intention. And for Massaroni, the best part is seeing customers connect with her work.
Now, she’s building even deeper connections through Olaeda’s new downtown Toronto storefront, which opened in early March.
Moving from an online retailer to a brick-and-mortar space may run counter to retail trends – but for Massaroni, the physical space is all about deepening that personal connection.
The shop also features goods from other local, female-owned businesses, offering a one-stop destination for customers seeking something special.
“The store really is a physical expression of that evolution, and it’s a space where people can come and experience Olaeda in person,” she said. “We want to build more of a community. That’s always been at the core of our mission.”
“Done is better than perfect”
While Olaeda celebrates life’s joyful moments, Massaroni faced one of her most difficult in 2023 when she was diagnosed with breast cancer.
“I was just running myself into the ground prior to that,” she said.
As a solopreneur, Massaroni was wearing all of the hats for the business, while also trying to manage being a mom and a wife – something she recognizes is a common experience for many women business owners.
Now cancer-free, she says the experience reshaped her entire outlook, from how she approaches her health and her business to how she prioritizes what really matters.
And her new mantra? Done is better than perfect.
“It was one of the most difficult parts of my life, not only for me, but for my family, my husband and my kids. But I think there was a lot of positive that came from it,” she added. “Who knows why that happened to me… I don’t know. I don’t have the answers. But I really think that it was an opportunity for me to make my life a little bit better.”
Celebrating women now and in the future
With the new store up and running, Massaroni is starting to think more about the future of Olaeda.
New collaborations, and brand expansion are hopefully on the horizon, she says, but really her vision remains beautifully simple.
“I would love to continue growing a brand that powers women to feel strong, seen and celebrated.”
