Former Treasure Designer of the Year on her plans for the UK market.
Cypriot designer Myriam Soseilos of jewellery brand MyriamSOS, formerly OWC, talks about her plans for the UK, working with the needs of retailers and what makes her collections stand out from the crowd.
Professional Jeweller: You won Designer of the Year at the Treasure show during Jewellery Week in 2013- what did this award mean for your business?
Myriam Soseilos: Wining this award meant a great deal to me. It is a huge achievement for my business and a great feeling to have been acknowledged for my work. Starting a new career is a big step, as well as a huge risk. Nothing comes easy and being a designer requires a lot of commitment, patience and passion. I am really thankful for the support I have and will continue to put all of my energy and efforts into my designs in the hope of inspiring people to add this ‘je ne sais quoi’ to any outfit. My wining collection, entitled Transformers, offers cutting-edge and versatile designs with an elegant feel. Created with the modern woman and busy lifestyle in mind, this playful collection allows creativity and authenticity.
PJ: What kind of feedback did you get from UK retailers, press and consumers during Treasure?
MS: The feedback was really positive and gave me huge encouragement. People often commented on how unusual my pieces were and how unexpected the transforming nature of the jewellery is. I was able to receive feedback first hand from the consumers as well as the industry’s biggest influencers, which to me is invaluable. Their comments gave me a fresh perspective and insight into my work and this will be something that I take into account going forward, when I work on new designs.
PJ: You are now planning to boost your presence in the UK market – what kind of initiatives are you doing to build awareness of the MyriamSOS brand?
MS: I have appointed Sterling Media to handle my marketing and communications campaign in the UK and I am planning to participate in various jewellery trade events, private sample sales, designer awards and competitions. I have various projects in the pipeline, which I am very excited about. I am also looking to collaborate with other luxury brands and designers. I recently participated in the Wolf & Badger Autumn Winter 2014 New Designer Showcase during London Fashion Week and realised that people recognised my work. Some journalists and bloggers already featured it, which gives me a great boost. The comments I have received thus far in response to my collections have been very encouraging and give me great confidence pursuing my vision.
PJ: What type of UK retailer are you targeting with your collections?
MS: People perceive my designs as being unique and versatile, and I am currently looking at retailers that share the same philosophy and ethos. I am a huge fan of boutique and bespoke retailers, as well as the iconic and high-profile retailers and luxury department stores. I want to be able to showcase my creations to as wider female audience as possible, as I believe my collections contain something to suit everyone.
PJ: Finally, tell us more about your collections and what makes MyriamSOS stand out from the crowd?
MS: I pride myself on using premium precious materials and handcrafting all of my designs. Depending on my mood and inspiration, I use precious or semi-precious gemstones including diamonds, sapphires, emeralds, rubies and spinels. I channel all my creativity into making delicate statement jewellery, which are adaptable and easy to wear for the on-the-go 21st century woman. The bespoke service I offer allows the customer to pick the colour, type and size of gemstones and metal that they want. I also design pieces especially for specific events such as weddings or for corporate gifts.
I believe both of my collections stand out due to my personalised approach and the inspiration I take from architecture and geometrical figures, which clearly are reflected in my designs. The Transformer collections represents artisanal, handcrafted jewellery and gives a whole new meaning to the concept of adaptability. The collection is designed to offer flexible jewellery solutions. Each piece is entirely changeable and can create different looks, of different colour combinations. On the other hand, the Naked Square collection is very much focused around I call ‘the grammar of shapes’. My main inspiration for these collections was taken from the ‘square’ and my efforts discover its voyage over the centuries. The vision for the range is to re-think the way in which classic diamond jewellery is viewed and presented. I use traditional materials, age-old handcrafted techniques and individual designs. The stones used in both of these collections ‘are the smallest possible in size that can be set by hand.