Meet the Maker: KEVA

For Ginny Ball, every product starts with a person and their story. Sometimes it’s an artist she met at a networking event. Sometimes it’s a retailer looking to celebrate a local tradition. Sometimes it’s someone she’s admired from afar for years, waiting patiently for the right opportunity to work together. That people-first approach has shaped KEVA since Ball and co-owner Eva Harris launched the company, combining Ball’s background in sales and marketing with Harris’ expertise in sourcing and operations. “It was really this perfect marriage in business life,” Ball said. “She loves the operational sourcing side, and I love the branding and marketing and selling side of the business.” The company began with handcrafted leather jewelry made from Italian leather, including lightweight earrings, bracelets and cuffs. Today, the assortment has expanded into home décor, gifts, accessories and KEVA Home. Nearly 90% of products in KEVA’s classic collection are still handmade in Midlothian, Virginia. Growth, however, has never been the sole objective. Instead, Ball’s focus has remained on building a platform for artists and finding new ways to bring their work into customers’ homes. “We wanted it to be a brand that focused on female artists and creatives,” she said.

CENTERING ARTISTS

As KEVA evolved, so did Ball’s vision for what the company could become. She saw an opportunity to support artists whose creativity was often stronger than their access to manufacturing, distribution or sales channels. That idea eventually became the foundation of KEVA’s “Created By” collection. “I kept going back to this artist who was creative, who had great ideas, but really needed somebody to help with the selling and the manufacturing of their designs,” she said. Today, the KEVA + Created By collection spans home décor, gifts and accessories, all developed with two goals in mind: showcasing the artwork and highlighting the artist behind it. “We look at the collection as this collaborative way of showcasing their art,” Ball said. The artist roster itself has been built through relationships. Some introductions came through friends or mutuals, but others grew from years of admiration and persistence. “I have this gift of being persistent without being pushy or aggressive,” she laughed. “Even though they say I’m not able to right now, it’s just on my radar as someone to circle back with.” That approach helped KEVA partner with artists including Laura Marr, Jeanetta Gonzales, Molly Hatch and Evelyn Henson, among others. The artists aren’t merely licensing artwork; they’re also active participants throughout product development. “One of the things that we talk about every season with the artists is, ‘What are some of your dreams? What are some of the things that you want to see come to life?’” Ball said.

HANDCRAFTED DESIGN

While trends come and go, consumers continue to gravitate toward products that feel personal and human-made. KEVA’s designs are handdrawn and handpainted, with an emphasis on color, texture and visible artistry. Even simple patterns such as stripes begin as painted artwork before becoming finished products. “I love the imperfections within the art,” Ball said. “That’s what makes it really special. … In this world of computerized ChatGPT images, there is still a huge place — and I think even more so — for that handcraftsmanship and what makes it unique out there in the world,” she said. That appreciation extends beyond the artwork itself. KEVA intentionally incorporates artist stories into product packaging, allowing retailers and consumers to connect with the people behind each design. “They all will see that this female artist is the person who created it.”

COMMUNITY ROOTS

Artists are at the center of KEVA’s products, and community is at the center of its business model. Ball vehemently believes that independent retailers are more than storefronts — they are gathering places that serve their communities. “When you walk into that retail store, you’re not just shopping, you’re connecting,” she said. That belief has influenced the entire business, from product development to custom, retailer-specific collaborations. For example, KEVA recently partnered with a Georgia retailer on a collection celebrating the National Vidalia Onion Festival. Another project commemorated Virginia’s upcoming 250th anniversary through artwork featuring historic sites such as Monticello, Mount Vernon, Jamestown, Colonial Williamsburg and Gunston Hall. According to Ball, those projects represent what independent retail does best: celebrating local stories. “That’s what makes our country and our community so special,” she said. From photographers and graphic designers to legal and accounting support, many of KEVA’s earliest collaborators were neighbors in the Midlothian, Virginia, community. “We built this brand with our own community in mind,” Ball said. “They were our biggest fans and cheerleaders.”

LOOKING AHEAD

As KEVA continues to grow, collaboration remains at its core. Among the newest partnerships is artist Lauren Dunn, whose work will appear in an upcoming collection centered on back-to-school and gameday themes. Ball hinted that additional collaborations are already in development. “Our whole business is about collaborating,” she said. “If there are opportunities to do that, that makes my heart super happy.” The company is also investing in the next generation through an internship program that brings high school students into the business and exposes them to the creative and entrepreneurial sides of the industry. For Ball, it’s one more way to strengthen the relationships that have fueled KEVA from the beginning. The company was never built around just SKUs — it was built around people.