Attire Accessories - May/Jun 2019 (Issue 76)

UP AND COMING 67 Tell me a bit about how the label was started. What was the inspiration? I am an artist who specialises in 3D sculptures, using abstract forms inspired by nature. I had never considered designing jewellery until three years ago. At that time, I happened to be working on a sculpture piece when I noted that one of the fragments of the object possessed characteristics that could be transferred into an interesting and quirky earring design. How were the initial products developed, and what was the response? Developed from my paper sculpture designs, my initial jewellery products consisted of a paper necklace and earrings that were inspired by bird feathers. I showcased these as a part of my university degree show. I was pleased to receive very positive feedback from the audience, which encouraged me to develop further designs. What challenges did you face, and how were they overcome when starting the business? A huge challenge that I faced when I started my business was finding suitable laser-cutting facilities, which are an integral part of my design and production process. I was therefore very happy and grateful to receive an Arts Council placement last November, which has given me access to a university’s facilities. This has been crucial in giving me the freedom to continue to develop and experiment with my jewellery designs, as well as being able to work on my art sculpture projects. What is it that sets you apart from your competitors? My jewellery designs reflect my sculpting philosophy, which is to take abstract forms as the basis of my designs in order to create unconventional three-dimensional pieces. You’re relatively new to the industry – is there anything in particular that excites/scares you about launching to market? Intense competition is scary, particularly as there are many designers with a lot more experience than myself. I am also very nervous as to whether my designs will prove popular with stockists and the general public. However, I must say that I am very excited by the thought that my designs may feature on the shelves of prestigious outlets and that people will be happy to wear my jewellery. How important is the location and history of the company to its success? Clearly, London is one of the world’s leading cities for art and design. Being based here, I am able to immerse myself in the diverse culture, which fosters innovation and creativity. For these reasons, I believe that I am in the perfect location to launch a business. How has the product offering changed since you started, and how would you describe your current collection? As I am a relatively new designer, I have retained many of my original product designs. I started out just using paper, whereas now I experiment with various materials such as leather. I would describe my current collection as being a combination of organic and architectural forms. How often do you launch new lines? This is my first year of trading, and I have launched two distinct collections. In the future, as I continue to experiment and innovate, I would hope to introduce two new lines per year to market. What trade shows do you attend and why? Since my business started in April 2018, I have attended New Designers and Top Drawer. My prime reason for attending both events was to promote my brand to as wide an audience as possible. I also realised that by participating in two prestigious exhibitions, I would have the opportunity to speak to many industry experts and fellow designers. What is your current bestselling designs? The Wing necklace. When was the website launched, and how does it support the business? I set up my website three years ago while I was studying my MA Textiles at Chelsea College of Arts. First and foremost, the website is a platform for me to showcase my jewellery collection and art sculptures. Clients