Shane Vitaly on designing jewellery and staying true to style

When Shane Vitaly, Politics and Governance ’11, sketched a two-finger ring on a napkin while backpacking through Bali, he didn’t expect it would launch a 14-year journey in fashion, design and entrepreneurship. The piece became the first spark of Vitaly (external link, opens in new window) , the jewellery brand he founded in 2010 that has since grown into a globally recognized name worn by artists such as Billie Eilish and Taylor Swift.

“Vitaly wasn’t planned,” he said. “At first, I thought I’d just bring a few back as gifts, but when people started asking where they could buy them, I realized I might be onto something.”

Above: Minimalist designs from Vitaly’s latest collection.
 

Built on genderless design and recycled stainless steel, Vitaly speaks in architectural lines and subtle edges. A few years later, Shane founded Clocks and Colours (external link, opens in new window) , rooted in his love of heavy rock, motorcycles and tattoo culture. 

“Unlike Vitaly, which evolved over time, Clocks has been laser-focused since day one,” he said.

The two brands take distinct approaches. One fluid and progressive, the other forged and visceral, but both are united by Shane’s belief that consistency and vision matter more than chasing trends.

Shane credits his time at TMU as an important step in shaping that perspective. He began studying political science, driven by an interest in human rights and punk values, before shifting to marketing. “That shift changed everything,” he said. “Even basic things like cash flow analysis ended up being super practical.”

Working multiple jobs while managing a full course load also built the discipline he would later rely on as an entrepreneur. “Looking back, I’d say TMU gave me the training wheels for entrepreneurship,” he said.

Today, his work reflects a sharp sense of style rooted in clear design philosophies. Vitaly leans into underground club culture and high fashion, while Clocks modernizes classic biker jewellery for a new generation. Collaborations from Travis Barker to Icelandic musician JJ Julius Son bring new energy while staying true to each brand’s DNA.

Above: Clocks and Colours designs modernize classic biker jewellery for a new generation.
 

Shane describes his approach as balancing power and restraint. “It’s not about being loud for the sake of it. It’s about creating something that feels lived in. Legendary, but humble.”

As for advice to alumni and emerging designers, Shane returns to the idea that creativity and brand-building cannot be separated. 

“Great brands say something. They carve their own path. They reflect the people behind them,” he noted. “If you’re trying to build something that lasts — something that actually means something — you have to honour the creative process. That’s the job.”