Nialaya Jewelry was founded in 2009 by Jannik Olander as a home-based business. The hand-crafted jewelry has become a high-end exclusive jewelry line, seen sported by many celebrities, including Justin Bieber, Usher, Paris Hilton, Lil' Wayne and Richie Nuzz. Richie met Nialaya owner, Jannik Olander, through a friend while modeling in Los Angeles and fell in love with his Shambhala-inspired jewelry line. At the time, the company still operated out of Jannik's home. The two quickly became friends and Richie often attended the company's promotional events.
When Nialaya held the grand-opening for its first store on Melrose, Jannik asked Richie to be the feature model for the event and to represent the brand on the company's online magazine. Richie was also one of Jannik's first loyal customers, spending $4,000 at the store's opening.
Soon after, the brand took off and became an exclusive sought-after fashion item, worn by numerous celebrities. Although no longer being the official brand ambassador for Nialaya, Richie continued to represent the brand by wearing the jewelry every day, even at his other fashion shoots.
To Richie, Nialaya brand fits perfectly with his image and music. "Nialaya preaches a zen and balanced lifestyle, while also being in touch with the modern fashion and style." To this day, Richie doesn't leave the house without his Nialaya jewelry.
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