Can you say a bit about your value pillars?
The value pillars are a key part of our ‘sustainability’ mission, which depends on transparency and accountability and less about the word itself, which can often lead to greenwashing. We want to share why we make the choices we make, and how we think about the future. It’s an honest look into our ethos - not for making us look good and generating sales, but to inform our consumers and set an example hopefully for other brands who are striving to achieve similar standards.
And your views and practices when it comes to sustainability?
For us, sustainability requires a thoughtful and holistic approach because there are so many points of consideration. Specifically, the ethics of environmentalism, humanitarian concerns and business operations are three areas we work to address in our efforts to be “sustainable”. I often use sustainability in quotes (or air quotes when I’m talking) because it does need to be defined to hold weight. We treat it as an ongoing effort, and something we are always actively striving for –– not a definitive marker of achievement.
What are your thoughts on growth?
As a brand we embrace our own version of what success and growth look like. Rather than striving for limitless expansion, we choose to challenge capitalism’s hustle obsessed narrative and write our own rule book — one that embraces sustainable growth, quality of life, genuine relationships and creating a lil beauty and joy along the way.
What was the first piece of jewellery you made?
My first finished piece was a hand fabricated silver band ring with a hammered finish. So so simple, but chic nonetheless. I gave it to a friend, but I have fond memories of that first one. Hand fabrication (versus a method such as cad or wax carving, which both require you to cast from the wax and then hand finish the piece) can be so gratifying because you sit down to create something and by the end of it have a finished wearable piece that you made by hand.
Who do you make jewellery for?
We see a lot of language used in our industry that tells women “this product will empower you” or “you need and deserve this,” as though jewelers are providing something necessary or benevolent, which is such a fiction. Jewellery is extra, it’s fun. It’s special and rare and expensive and hopefully something the customer will deeply consider as a special purchase that will last them a lifetime. We envision our customer as someone who saves up for that perfect piece of jewellery they’ve wanted for so long, or to commemorate a major life event. Hopefully they will pass it down one day as an heirloom. This feels closer to reality, which is important when we are continually exposed to entire social media feeds that promote excess as the norm. The prevalence of fast fashion works against us in so many ways and everything comes back to sustainability. Trend based shopping is a wasteful pursuit. If the consumer started thinking about their purchases from a cost per wear perspective it could change the whole design industry.