Our Story

With over a decade of experience, Guy & Eva's CEO Daniel Choi has seen both the good side - and the bad side - of the direct sales industry. As a former sales consultant himself, he's seen countless consultants find success, a sense of hope, and financial freedom. And on the bad side, he's unfortunately personally encountered false promises and companies that took their consultants for granted.

It's those very experiences that inspired Daniel to start an organization based on honesty, transparency, and good-old fashioned work.

Guy & Eva was founded to serve its consultants and help them find success. We believe our Style Advisors are the very best thing about Guy & Eva. And as we grow, they continue to shape and define our company.

How did this former high school football player get into jewelry? In a word, his wife, Gina. Before her, like most men, Daniel was clueless about accessorizing. But one day it hit him - jewelry wasn't just an afterthought. It could make the entire outfit! (Gina could have told him that years ago.) It transformed a woman's look, and when she looked fabulous, it gave her confidence to face the world. Daniel loved how the right jewelry made his wife feel amazing, and it inspired him to bring a diverse collection of jewelry with accessible prices to women everywhere.

We'd love for you to become part of our ever growing story! Learn more about Hosting a Style Session or Becoming a Style Advisor.