About Us

Eleven years ago, I started HelenaDia to disrupt the overpriced and mass produced models in the fashion industry. My ultimate goal is to give women all over the world the chance to feel glamorous, escape the ordinary and embrace their sensuality and beauty.

My love affair with jewelry started long before this company was created. I was always creating something for me and my friends. Road from my college dorm to the international company hasn’t been easy to say the least. But just like our pieces, I was determined to follow my special spark. Today with multiple partners in countries like USA, Germany, Switzerland, Italy and many more, HelenaDia has become a global community.

Every piece is created from scratch, by a team of professional designers. Handcrafted from the finest materials and assembled with meticulous attention to detail. Inspiration comes from life itself, the good and the bad. I believe everything can be turned into something gorgeous. We’re inspired by the brave, the mothers, the go-getters, the dreamers; and our designs embody this very spirit. They’re built for dominating, creating, and daring to break the rules.

Above all else, we create with the hope of bringing to reality our ultimate mission: to inspire you to live life with optimism while looking like a million bucks.


Be strong and be unique.
Love Jelena Mijailovic