The Deco and minimalist-inspired brand winning the hearts of buyers.
It may have been founded in April 2013, but 2014 has been V Jewellery’s year. It has moved into brand new headquarters, transformed from an old steel warehouse in Birmingham into something more in-keeping with the brand’s minimal and geometric aesthetic.
A joint venture by creative director Laura Vann and her father Timothy Vann, V Jewellery has found its niche in the marketplace by largely ignoring obvious fashion-led trends and sticking to its affordable, vintage-inspired designs. “V hit the market with such quick pace and we opened over 50 accounts in our first five months of business,” explains Laura. “Maintaining this expansion was certainly going to be a challenge. However, I have tried to put less emphasis on the quantity of stockists attained and focus on their suitability for the brand instead, which has been great for preserving V Jewellery’s identity.”
For Laura, this identity centres on a flurry of active social media accounts, all perfectly in-sync with the clean, minimal style of V Jewellery. With her 25th birthday just around the corner, Laura’s ascension to the helm of creative director has tied in perfectly with the rise of Instagram, something she accredits to the success of her brand online.
If she’s not busy checking emails – Laura admits she’s still thrilled by the potential of that next inbox alert – she’s running her business with three key buzzwords in mind; fun, relaxed and addictive. She admits: “I love designing, seeing, touching, analysing, discussing and promoting jewellery, so I fi nd all aspects of my work fun. I’ve always disagreed with the idea that if you’re having fun you’re not working hard enough, I think fun in the workplace means you’re positive and really getting stuck in to your role.”
This optimistic streak, coupled with a friendly and informal working relationship with buyers, editors and fellow designers, is what Laura hopes will propel her brand forward in the long term. With a final flourish, she concludes: “I often don’t think there is need for an air of distance, people appreciate being spoken to as a person or friend rather than a commodity.”
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