Handcrafted and utterly covetable – LMJewellery put us in a state of jewellery-based joy when we stumbled across the brand’s Etsy store. From semi-precious rings to tri-colour statement pieces, the design led jewellery ooze contemporary chic and minimal magic that create maximum impact. They essentially opitomise cool and we wanted in! After acquiring a set of the brand’s achingly awesome Dotty Earcrawlers (check them out in our style post here), we just HAD to know more about the lady behind the lush. WARNING!: You are going to want it all (so yes, the links are shoppable). So click this way fashionistas and prepare to fall in love with Louise and her range STAT!
So Louise, we are loving the jewellery but we would LOVE to know more about how the brand came to life. Please – spill those beans!
I’m a Scottish jewellery maker living and working in London – everything is handmade in my Hampstead Heath studio. I studied for a BA in Fine Art in the Scottish Highlands, and after graduation moved south to study Fashion & Design at the London College of Fashion, and that led to 6 fun years working in the jewellery industry in the capital – customers including rock legends and Hollywood stars. After a while I knew I wanted to have complete creative control, and the only way to guarantee that was to set up my own business. The sales strategy concentrates on three main areas: throughout the year you’ll find me at Old Spitalfields market; in summer I’m at festivals; and in winter the focus switches to online. It’s interesting selling via different online outlets like Etsy and Depop, trading at markets and pop ups, also this year with the Secret Emporium at festivals Wilderness and Latitude. That’s the way I see the business growing – finding interesting new outlets.
Sounds fabulous – who doesn’t love fashion and festivals hey? So, what are the best parts and what are the more challenging aspects of your business?
I really enjoy meeting new customers and building relationships, but my favourite part of each week is the jewellery making. I love trying out new designs using a range of materials and seeing what works. For example, I recently found out that aluminium easily MELTS!
Crikey! Speaking of materials, we think it’s fab that you source all yours from local business – do you think there has been a shift in fashion to make it more home grown? We are strong advocates of the beauty of small business here at FDJ LDN HQ!
It’s not just a shift in fashion. Generally, people are thinking much more about where products come from. In a world where we’re encouraged to use the same phones, eat the same fast food, and wear the same clothes, individuality is being sought out. And so is craftsmanship. The growing number of consumers with that mind set provides a great opportunity for businesses like mine, and the local businesses I go to for materials.
Here here! That’s a fabulous ethic that we are onboard with wholeheartedly. What would you say was your proudest moment for the brand so far?
The very first festival I took my jewellery to was the Secret Garden Party, just four months after starting my business. I had a lot of pieces to make, and it took many late nights, but I did it. I thought that achievement would be what I’d remember most. But then, at the festival, DJ Eddy Temple Morris and Primal Scream’s Simone Butler bought an engagement ring from my stall. That was a lovely moment. Also recently I’ve worked with the photographer Martyn Leung and I’m so pleased with the shoot; very proud of how my work looks.
Wow! Having one of your pieces become such an important part of someone’s life must be so rewarding! Now, this is probably a crazy question but can you describe an average day at LMJewellery?
Most days are busy, but there isn’t a typical day. Some days it’s all about making jewellery, some days it’s full on at a market or a festival. But then it can be a bit of both plus restocking or making online orders. Social Media is also an important part of the working week (and weekend). I aim for a nice balance of fun and jewellery-focused posts on Facebook, Twitter and Instagram.
You gotta love that social media – we are absolute Instagram fiends! We find it great place for fashion inspo. What influences and inspires you?
It could be something on Instagram or Twitter or in a magazine or a shop window. I never know when or where inspiration will come from. It happens naturally.
Yes, you never know when creative lightening can strike! We are LOVING your range – if you HAD to pick, which piece/s would be your must-have to get you through SS16?
Definitely the semi-precious dot rings; mix and match colours to co-ordinate with all cute summer outfits.
Yes, they are so stackable and endlessly “combo-able”! What do you think the LMJewellery customer is like?
A wide range of ladies, though quite a lot of my customers are men buying gifts. Guys, if your girl is younger, they tend to be attracted to the skinny and midi rings; if they’re a little older, they’ll love the earcrawlers.
Great advice – get onboard fellas! We LOVE our earcrawlers! Which celebrity would you LOVE to see rocking your brand?
I’d love Olly Alexander from Years and Years and Matt Healy from The 1975 to be seen sporting my Unisex Meadow medallion. And I’d love to see my lovely lady idols Lilly Allan, Lucy Rose and Sia wear my earcrawlers.
Fabulous choices! We’ve chatted about celeb style, but what about the lady herself! How would you describe your own personal style?
On the edge of Gothic … I do love wearing all black with red lippy. Summer time’s all about festival fashion, feather eyelashes and glitter.
Love it!!! And finally…how’s AW16 looking at LMJewellery? What are your key trends that we MUST have?
Two tone skinny stacking bangles and large hoop earrings coming soon in the ‘O’ Collection.
Well, we will be sure to check out the new collection accordingly, as we can’t wait to add to our ever growing wishlist here at Fashion Du Jour LDN HQ. Be sure to visit LMJewellery’s online shop and Instagram and start putting together your lust list accordingly fillies! It’s going to be the beginning of a totes jewellery based love-in.
Until next time fillies,
Nicky and Leigh at Fashion Du Jour LDN HQ x