Today we’d like to introduce you to Jasmine Redding.
Hi Jasmine, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My entrepreneurship journey started with a simple observation: luxury should be a feeling, not just a look.
I founded La’Donn Crowned because I wanted to create what I didn’t see in the market — accessories that didn’t just complete an outfit, but crowned the woman wearing them. I saw so many powerful, brilliant women moving through the world as supporting characters in their own stories, and I wanted to build something that interrupted that. Something that made her look in the mirror and remember her power.
I started with that mission and built from the ground up. No blueprint, just vision, faith, and a commitment to intentional design. Every early decision — from sourcing, to sculpting our signature D Pyramid, to choosing the weight of the gold and the placement of every accessory detail — I made with the woman in mind. I wasn’t just designing jewelry, I was designing armor. Affirmation you can wear daily.
Like most entrepreneurs, the beginning was the hardest teacher. Learning how to build a luxury brand independently, learning how to protect the vision while also learning the business side — supply chain, storytelling, community building, and trusting that slow, intentional growth is still growth. I had to learn to lead with both grace and grit.
That commitment is what got me to where I am today. La’Donn Crowned has grown from an idea into a kingdom built on a standard we call “Draped in gold, rooted in grace.” Our collections like Crowned Currency and Queen Self Devotion have become known for turning everyday moments into main character moments. Today, we’re not just selling accessories — we’re cultivating confidence. We’re helping women own the room, close the deal, and choose themselves.
The most rewarding part of this journey has been the transformation I get to witness. When a woman puts on La’Donn Crowned, her posture changes. Her energy shifts. She remembers she is expensive, exclusive, and always in demand. That’s the dynasty I’m building.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it has not been a smooth road — but it has been a purposeful one.
I emerged from the world of creative disciplines and digital media, with my academic foundation in Digital Film and Video Production from The Art Institute of Wisconsin. That creative lens was my differentiator, but early on the struggle was proving that creativity and strategy could co-exist in corporate environments that were undergoing rapid change.
My corporate chapters tested that. As a Retention Specialist with Spectrum Enterprise, I was in one of the most competitive and customer-sensitive sectors — learning how to de-escalate challenges, identify real customer needs, and design responses that balanced client satisfaction with operational goals. Then at Northwestern Mutual as a Specialized Client Care Services Representative, the struggle shifted to precision and trust — managing high-value client relationships where accuracy and integrity had to be absolute.
Entrepreneurship has been central to my story, and that is where the road got even more real. As CEO of La’Donn, I built my enterprise from the ground up. That taught me firsthand what it means to guide an organization through uncertainty, competition, and opportunity. You learn resilience, adaptability, and decisive action quickly when you are both the vision and the operation.
That journey continued as I moved into automotive and technology as a Sales Specialist with Mitchell1, where I had to translate complex technical information into customer-ready value and support product introductions and transitions in a fast-moving market, Today as Regional Manager at VMS, I bring all of those chapters together. I lead through insight, integrity, and enduring commitment — driving innovation, elevating customer experiences, and shaping high-performance sales cultures. It’s a role that leverages everything I’ve learned: strategic clarity, disciplined execution, and servant leadership. The road wasn’t smooth, but it built a leader who is prepared to help teams and organizations unlock their potential and build sustainable paths to success.
Thanks – so what else should our readers know about La’donn Crowned & VMS?
My business is La’Donn — the house I built from the ground up as CEO, blending artistic vision with operational insight to support innovative offerings across design, branding, and strategic development. Our flagship is La’Donn Crowned, a luxury accessories brand built on the belief that self-love is a luxury practice.
What we do and what we’re known for: Across all my organizations, my work has been centered on driving innovation, elevating customer experiences, and shaping high-performance sales cultures.
I emerged from creative disciplines and digital media, with a background in Digital Film and Video Production from The Art Institute of Wisconsin — and that fusion of creativity and strategy became a signature thread throughout my career.
La’Donn Crowned is known for turning everyday moments into main character moments. We specialize in intentional luxury — our Crowned Currency and Queen Self Devotion collections, our signature D Pyramid, the weight of the gold and iced details. But La’Donn as an enterprise also provides brand strategy, creative execution, and product planning rooted in customer satisfaction and operational discipline.
That breadth comes from my cross-industry journey. As a Sales Specialist with Mitchell1, I supported product introductions and new software releases by translating technical information into customer-ready value. As Publisher with Best Version Media, I supported community-driven media initiatives that highlight local stories and celebrate small business success.
What sets us apart: What sets La’Donn apart is how we lead. I lead with humility, integrity, and consistency, grounding every decision in fairness and respect. I excel at breaking down processes, identifying patterns, and building structured plans that drive sustainable outcomes, and I communicate with clarity, patience, and empathy to ensure stakeholders feel understood and supported. Its luxury meets operational excellence — draped in gold, rooted in grace.
What I’m most proud of brand-wise: I’m most proud that La’Donn was built to guide an organization through uncertainty, competition, and opportunity, shaping me into a leader who values resilience, adaptability, and decisive action. I’m proud that our pieces don’t just accessorize — they shift how a woman carries herself when she walks into the room.
What I want readers to know: Today, as Regional Manager at VMS, I bring that same comprehensive blend of strategic insight, operational experience, creative perspective, and servant leadership to a larger organization. Whether it’s through La’Donn Crowned’s offerings, our branding and strategic development services, or through my leadership at VMS — the mission is the same: help individuals and organizations unlock their potential through strategic clarity, disciplined execution, and unwavering dedication to excellence.
If you’re looking for a brand that crowns you daily, or an organization that leads with both vision and integrity — welcome to La’Donn
Alright, so to wrap up, is there anything else you’d like to share with us?
I always strive to keep my morals and integrity intact — no matter the room I’m in.
For me, leadership has never been about taking the popular route, it’s been about taking the right route. I lead with humility, integrity, and consistency, grounding every decision in fairness and respect. My actions reflect a deep commitment to accountability and doing what is right, even when it is not easy.
In business, that has meant protecting the standard of my brand when it would have been easier to compromise, honoring my commitments to clients and teams even in high-pressure environments, and prioritizing people and long-term impact over short-term approval. It’s not always the loudest choice, but it’s the choice I can stand behind.
At the end of the day, popularity fades — integrity compounds. I’ve built my businesses and my leadership on that principle: do what’s right for you, do what’s right period, and let the results speak.
Contact Info:
- Website: https://www.valuedmerchants.com/agents/jasmine-redding
- Instagram: https://www.instagram.com/ms.reddingvms
- Facebook: https://www.facebook.com/share/1GsKcCscPa/
- LinkedIn: https://www.linkedin.com/in/jasmine-redding-51b070165
- Other: https://www.instagram.com/ladonn_crowned
