While many professionals can feel limited by the constraints of their fields, Dr. Lynna Van Merkey, DDS is shaking up the status quo. Dr. Van Merkey, a Doctor of Dental Surgery, has seamlessly merged her expertise in healthcare with her deep passion for fashion and artistic expression. Through her brand, V Coterie, she is redefining the intersection of style, wit, and the traditionally stoic world of medicine and academia.
As the Founder and Creative Director of V Coterie, Dr. Van Merkey has created a refined jewelry and accessories line that celebrates curiosity, individuality, and a departure from the clinical aesthetics often associated with the medical profession. Driven by a love for materiality and a desire to inspire creativity, she has curated a collection that resonates with professionals and fashion enthusiasts alike, earning features in renowned publications such as Forbes, People, BuzzFeed, and PopSugar.
We had the honor of connecting with Dr. Van Merkey, and she shared her remarkable journey with us- from her distinguished academic achievements, including her induction into the prestigious Omicron Kappa Upsilon dental honor society, to the inception and growth of V Coterie.
Check out the full interview below.
Can you tell us a bit about your professional journey and what led you to create V Coterie and its unique blend of fashion and healthcare/academia?
Dr. Lynna Van Merkey, DDS.: I spent most of my time in kindergarten doodling rainbows and meadows with purpose. In 2nd grade, I proudly marched alongside my mother at the open house to deliver my handcrafted paper flower bouquet to my new teacher. That same year, I won first place in an anti-littering illustration contest.
Over the years, this budding artistic curiosity flourished as I experimented with self-taught methods across various mediums, including digital illustrations, acrylic paintings, ceramics, furniture restoration, wedding stationary, and even wooden figurines (cake toppers!). I developed my own kind of craft — creative problem solving.
Interestingly, though, I grew up in an environment that unconventionally nurtured my creativity. I’m the daughter of incredibly gritty, resilient Vietnamese immigrants. Upon my parents’ arrival to the States from Vietnam following extreme conditions in “re-education” camps, my parents were determined to start their lives anew. My father was a physician back in Vietnam, whose skills then were ruthlessly subject to the whim of the officers in the prison camps. Then coming to the U.S., his medical credentials were completely denied. Unable to afford to go back to medical school, my father instead found odd-end work in cabinetry, nail salons, and later opened a restaurant. My mother pursued nursing. She tirelessly assisted him during the week and worked at the hospital on weekends.
We lived in the apartment behind our restaurant. My sisters and I would get off the bus stop and walk to our rooms through the restaurant doors. I remember getting a nosebleed and busting into the restaurant, crying for my mom, paying absolutely no mind to the customers eating there. Our lives always felt awkwardly on display… doing homework at the booths, folding silverware in between our meals, and just helping around the restaurant in ways we could. We couldn’t walk barefoot on the carpet without our feet turning black. It wasn’t glamorous by any means. But though our upbringing felt cramped and chaotic, it was perhaps the necessary adversity that pushed my creativity to create my own world to escape into. For many artists and creatives, I think we masochistically require a certain amount of internal struggle for “good art” to come through.
The socioeconomic challenges experienced by immigrant parents often prompts a desire for their children to pursue a more traditional career pathway: doctor, lawyer, or engineer. It’s by necessity or survival rather than passion, and it is definitely something my parents encouraged us to follow (healthcare specifically). I happened upon dentistry for its unique blend of art and science. (All of my sisters pursued careers in healthcare: the oldest a pharmacist, me a dentist, the third a sonographer, and the fourth a pharmacy student).
I’ve always been this kind of DIY, tinker-er — I think it should’ve been obvious to me that I’d be multi-hyphenate in my professional life. I wear so many hats now as a founder, jewelry designer, creative director, CEO, dentist… but I am a creative above all else. That’s the internal compass that guides my direction in life, and really, how V Coterie could possibly come to be. I never set out to start a business. It kind of just “happened.”
Can you share the story behind the name “V Coterie” and the meaning behind it?
Dr. Lynna Van Merkey, DDS.: V is in my maiden name (Van), and the word “Coterie” is an elevated way to describe a group of people with shared interests or tastes. That’s our bright, passionate community.
So no matter where you’re at in the journey through lifelong learning, be it an eager student to confident clinician or even kidney transplant survivor, we’re here to celebrate you.
When you decided to pursue V Coterie, where did you start? How did your first designs come to life?
Dr. Lynna Van Merkey, DDS.: I was President of the American Student Dental Association (ASDA) chapter at my dental school during my third year. We needed to think of fun ways to bolster member engagement. My first inclination was to get a fresh start — our chapter was in desperate need of a rebrand. I commissioned a graphic designer friend to create a new logo for us, and I took that logo to a pin manufacturer and the rest is history. We would use the pin as a giveaway to incentivize student attendance at our events, and I saw just how attractive a simple commemorative lapel pin was based on our student body’s reaction. Needless to say, they were a hit!
I thought I could replicate the process with playful ideas I had in my own head, so I rolled up my sleeves, taught myself how to digitize my hand sketches with Adobe Illustrator, and listed my first few designs on Etsy. It was simply a way to get my creative energy out. Fast forward to today, and we boast over 1000s of SKUs. I had direct involvement with a large majority of the designs on our website, but with the help of our incredible team of creative assistants, we’re continually testing fresh concepts and expanding into more professions.
When you launched the business – what was your initial marketing strategy? And what words of wisdom would you offer to brands launching in a B2C space?
Dr. Lynna Van Merkey, DDS: It was simply a “post to IG and see what happens” strategy. We can’t solely rely on that bare minimum, organic approach anymore, but as we continue to expand into a more omnichannel presence, we still maintain a scrappy approach and keep authenticity top of mind.
We’ve stepped into our marketing approach in a very serendipitous way — there’s an amount of “luck” that worked to our benefit. It was a different time and media landscape then, even just a few years ago. With the rising cost of earned attention, if I can offer words of wisdom to newer brands launching into the D2C space in this current climate, I would make sure you’ve really thought about your customer profile — a persona so-to-speak, their main pain points and such; then do thorough research on your competitive landscape, customer acquisition funnel, etc. to guide your go-to-market strategy. You’ll be traveling in a more coherent direction than we were!
In what ways does V Coterie aim to inspire creativity and depart from the traditional “stoicism” associated with the medical field?
Dr. Lynna Van Merkey, DDS.: It’s so much more than jewelry and accessories to me. It’s about self-expression, representation, and humanism in a place that traditionally requires us to strip ourselves of our personalities in order to succeed or get ahead. A lot of it is rooted in antiquated ideals of professionalism.
I remember I was in my final year of undergrad, about to matriculate into my first year of dental school. I literally had balayage blue hair (which I thought transitioned from black to blue tastefully!) But I needed to bleach it out and re-color it a “natural” hair color in order to fit the handbook requirements of what was expected to be a professional appearance. I think it is all a balance, though. Of course, be well-kempt and clean, but we shouldn’t be put inside these “boxes” to check off. No one should be seen as weak or less intelligent or capable because they have dreadlocks or like the color pink—things like that.
Can you describe some of the key design elements or collections within the V Coterie lineup that reflect this mission?
Dr. Lynna Van Merkey, DDS.: Some of our puns or phrases push the envelope more than others, but we still feel like we have to subtly tuck in elements with hidden meaning to “get away” with it in a professional setting. Some of the statement pieces are definitely bolder choices, but we want to be that kind of conversation starter and part of the customer’s storytelling. Obviously, your work/profession is only one facet of your overall identity; but since work makes up so much of our lives, we might as well have fun with it!
What have been some of the biggest challenges in launching and growing V Coterie?
Dr. Lynna Van Merkey, DDS.: I refer to our teammates affectionately as the V Team. You know the quote “You’re the average of the five people you spend the most time with”? We spend so much of our lives working, so we absolutely should enjoy the environment and the people we work with!
Hiring will always be a challenge, and at this early growth stage of our business, I have a direct involvement in that process. But when the cogs align, and we all start turning the wheel in the same direction together, that’s when the real magic happens.
What advice would you give to other professionals, especially those in healthcare, who are interested in pursuing creative entrepreneurial ventures?
Dr. Lynna Van Merkey, DDS.: There is a meme about non-traditional medical students (those who enter the profession after 2nd or 3rd careers) that says “you’re gonna be 35 anyways, so you might as well be a Doctor.”
I’d modify that a bit and say well, we’re lucky to get to be “old” or to even reach retirement, so you might as well bet on yourself and do what you truly love, while you can.
How do you balance your roles as a dentist, fashion designer, and business owner – and your personal life? What strategies have you found effective?
Dr. Lynna Van Merkey, DDS.: Work-life balance is more like a work-life blend. For me, work transcends beyond the 9-5 because living creatively is just in my blood. So whether it’s a DIY interior project or even crafting a home-cooked meal, there’s always a creative angle to it. It’s difficult to compartmentalize, I think, because many of us probably approach problems in our professional and personal lives in similar ways.
Plus, work also tends to expand on itself; I feel perpetually behind and have to be tactical about my to-do list. I’m still learning how to prioritize tasks and close tabs on others that can be tackled later.
Where do you see V Coterie going in the next 3-5 years? Any plans for expansion or new product categories?
Dr. Lynna Van Merkey, DDS.: I sound like a broken record based on how many times I say I feel like we’re just starting! From a numbers standpoint, we’re experiencing exponential growth period-over-period from our D2C channels.
However, there’s tons to be done on the B2B side, and our team is actively carving out this programming in the background. I’d love for us to continue building long-lasting partnerships where it makes sense, especially as it relates to universities, hospitals, and private clinics. We have yet to participate in in-person events, like large conventions and boothing. Maybe we’ll see you at a V Coterie pop-up soon!
Without revealing too much, the world of accessories offers endless possibilities for working with many mediums, such as textiles/fabrics, gemstones, etc. I’m a proponent of a “never say never” approach: innovation and curiosity keep me going.
What is the one key message or value you hope V Coterie conveys to the women who wear your designs?
Dr. Lynna Van Merkey, DDS.: The woman who cures cancer just might be wearing V Coterie on her wrist or lab coat. I hope that she sees our brand as a place for shared values and community. We’re real humans with complex emotions, unique hobbies. We just happen to do incredibly extraordinary, necessary, life-changing things — literally saving lives, pulling teeth, developing new treatments or vaccines, advancing humanity and helping people. There is so much to rejoice in that alone.
For up-and-coming entrepreneurs out there who might be considering starting a jewelry line – what was the most surprising thing you learned about the industry – and what advice would you offer to someone starting from scratch in this space?
Dr. Lynna Van Merkey, DDS.: One surprising aspect of the jewelry industry is that male-owned businesses still dominate the market. It would seem counterintuitive that male-owners brands be tasked with understanding and catering to women’s tastes, emotions, and purchasing behaviors. Historically, the big names in jewelry [think Cartier, Tiffany & Co., De Beers] were founded and led by men. So while the audience for high-end and fashion jewelry is predominantly female, the industry has long been shaped by male perspectives. I think it shows that understanding customer psychology, rather than direct personal experience with the product, is key to success in this space.
The jewelry scene is starting to change with the rise of female-led brands that emphasize more personal, relatable, and diverse approaches to jewelry design and marketing. It means there’s so much more room for women entrepreneurs to bring a fresh, authentic perspective, especially as more consumers seek brands that align with their values and identity.
Some advice for up-and-coming jewelry brands to carve out a unique space in a competitive industry:
- Start Small, Focus on Niche: Don’t try to appeal to everyone. Define a clear niche—whether it’s sustainable jewelry, custom pieces, or statement designs—and focus on that. A targeted approach helps build a loyal customer base.
- Prioritize Quality and Ethics: Today’s consumers value transparency. If your materials are ethically sourced, or you’re using lab-grown diamonds or recycled metals, make sure that’s front and center in your branding. Quality craftsmanship and ethical practices can help build trust with your audience.
- Learn to Adapt: Trends in jewelry change quickly. Stay flexible and pay attention to market shifts, whether it’s in design, technology, or consumer values. Adapting to change will keep your business relevant.
Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?
Dr. Lynna Van Merkey, DDS.: “Life isn’t about finding yourself. Life is about creating yourself.”
If you can envision the version of you that you want to be in 10 years, write down what she would be doing, wearing, eating; where she’s traveling; what hobbies or experiences she might be pursuing. You can’t get there until you’ve thought those thoughts, and that’s half the battle to actualizing them.
I think it’s important for us to take a proactive approach with our goals, passions, and personal growth. Then, be intentional about the ways to tangibly measure that progress; whether it’s a physical photo album logging all of the places you’ve traveled, a visual moodboard on your wall. It sounds so cheesy but having something physical and tangible forces you to slow down and reflect; and this mindfulness is the part so many of us often skip past to reach for the next “goal post” or target.
Be sure to check out V Coterie at https://vcoterie.com/
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
