The brand was founded in 2010 by me, Maria Black, with the ethos of designing contemporary precious metal pieces that were gender-neutral. I graduated as a goldsmith in 2009 and started the brand by selling my jewelry designs on Sunday Upmarket in east London. I wanted to build a brand that was playful and was determined to do things that made sense instead of following the status quo. For example, we insisted on selling our earrings singular, which is standard today so that people could play with stylings. Our designs and image have changed considerably over the years as we evolved our style and found new inspiration and interests, but our core values of freedom of expression and promoting acceptance of our differences are the same. It’s always been me that has designed all collections but in 2020 the design team was expanded with 2 incredibly talented females that have brought new perspectives and energy.
Our strength in re-thinking jewelry designs and ways to wear it comes from operation in the fashion market as compared to the traditional jewelry market, so that meant that we very early in adopted a ‘live and let live attitude in our way of designing and our marketing; styling men in pearl earrings and women in statement pieces that didn’t scream feminine. And we strive to represent all types of people in our images, not just the norm model.
We believe in honesty, inclusivity, and responsibility in all areas of our business so that is reflected in the way we source and design. We are the first major jewelry brand to include Fairtrade gold in all our production, in fact, we are incredibly proud to have pioneered and developed the GSP program together with Fairtrade UK and we use recycled metals in all our production. Our current project is to re-think our packaging and think of circularity in all our output from the workshop all the way to the person who invests in one of our pieces.