About
Deja Vu Apothecary exists for women who feel deeply and choose intentionally.
We create jewelry and objects designed to feel personal from the first encounter — pieces you’re drawn to not because they’re trending, but because they resonate. Familiar, considered, and meant to be lived with.
Our work is guided by intuition, self-expression, and the belief that beauty is something you inhabit. Not perform. Not perfect. Simply recognize.
Each piece is thoughtfully designed to move with you through everyday life — chosen instinctively, worn naturally, and carried with meaning over time.
This is not about becoming someone else.
It’s about staying close to what already feels true.
Intuitively Yours
Style is personal, shaped by instinct, self-expression, and how you move through the world. The right piece doesn’t transform you; it reflects something already present.
Each design is created to feel familiar from the start. Refined yet expressive, effortless without being ordinary. Our pieces aren’t meant to complete a look, but to become part of how it’s lived — chosen naturally, worn often, and allowed to take on meaning over time.
The Founder Story
Deja Vu Apothecary was founded by Nikki Crowell with a simple belief: beauty is something you inhabit, not perform. Inspired by travel, art, and the subtle rituals of everyday life, the brand reflects a more intuitive relationship with style — one rooted in presence, self-trust, and personal expression.
What began as a vision for thoughtfully designed jewelry continues to evolve as a space for objects chosen with care, meant to be lived with and returned to over time.
The Pillars of Deja Vu Apothecary
Intuition
We trust instinct over instruction. Our pieces are designed to be chosen naturally — without rules, trends, or explanation.
Presence
Jewelry and objects meant to be lived in, becoming part of how you move through the world rather than something you put on for show.
Refinement
Timeless forms, considered materials, and quiet details designed to endure beyond seasons.
Meaning
Not assigned, but formed — through wear, memory, and personal connection over time.