Marlee Erickson is the founder and CEO of TOVAA, a boutique fine-jewelry brand that specializes in bespoke engagement rings, wedding bands, and heirloom-quality pieces.

Originally from Spearfish, South Dakota, Marlee’s first job was working in the jewelry department at her local Walmart — an early spark that would eventually lead to her founding TOVAA.

Marlee studied merchandise product development in fashion, a background that now shapes the way she designs jewelry: blending timeless elegance, modern artistry, and deeply personalized design.

Her proudest accomplishment is building TOVAA from the ground up — transforming what began as designing her own engagement ring into a full-fledged brand that creates meaningful, timeless pieces for couples embarking on life’s biggest commitments.

As a wife and mother, Marlee balances entrepreneurship with family life. She’s spoken openly about the challenge — and reward — of building a business while raising a young daughter, crediting that experience with giving her even more purpose in building something lasting.

Marlee draws inspiration from her parents, who instilled in her a strong work ethic, integrity, and the belief that one can build a beautiful life through hard work and creativity — values she says are woven into every piece she creates at TOVAA.

Finally, she emphasizes meaningful, ethical jewelry: sustainability, ethical sourcing, and a deeply personalized experience for every client — combining modern values with elegance and craftsmanship.