Get to know Georgina Ainslie, director and jewellery designer at her eponymous jewellery brand – Georgina Yvonne – as she shares how she got her start in the industry, her influences and what makes her tick.
PJ: Can you share a little about your background in the jewellery industry?
GA: I moved to London when I was 20 with no job and no flat (I moved around hostels for months), just hoping I could get started in the industry. I had been creating jewellery, self-taught, since I was 16. Once I arrived in London, I emailed every jewellery business I could find, and one jewellery school replied to me.
I ended up working as an intern there for a short while, before going on to work in jewellery sales, production, and design for some leading names in the industry. Through the companies I worked for, I was able to complete various diamond and jewellery courses, which were incredibly helpful.
I fell in love with design throughout my work experience and did everything I could to make sure I could advance my skillset. I always had dreams of starting my own brand, and I’m glad I was finally able to make it happen. I took a very unconventional route getting started in the jewellery industry – I took a big risk when I was younger and thankfully it worked out!
PJ: What inspired you to launch Georgina Yvonne?
GA: I was inspired by my own experiences. I have struggled throughout my life with feelings of depression and anxiety, and have gone through a lot of loss, particularly losing my parents at an early age.
I wanted to take these negative experiences and turn them into something positive – art is a powerful healing tool, and I wanted to create jewellery that would inspire positivity, strength, and resilience. My hope is that people will wear Georgina Yvonne jewellery and be reminded of their power.
PJ: What are the key pillars that inform your designs, collections, and bespoke creations at Georgina Yvonne?
GA: I always want my designs to be innovative and bold but hold an elegance to them – each piece is designed to be wearable art. I always want my brand message to speak through the pieces, and I want the love and care that goes into the design and craftsmanship to shine through.
I pay attention to motifs, colours, and symbolism when creating my designs, collections, and bespoke pieces. I love when jewellery can tell a story and has thought behind every single element.
PJ: As a relatively new business, how are you building consumer awareness?
GA: Building consumer awareness as a luxury brand is certainly challenging, but I have been able to utilise networking opportunities and have received a lot of local support.
Jewellery is incredibly sentimental and brand visibility is therefore built upon trust and word of mouth, so I focus on putting my personality into my brand, building strong relationships with clients, and providing an exceptional service.
PJ: Have you experienced any challenges since launching? If so, how have you worked to overcome these?
GA: I think my biggest challenge since launching Georgina Yvonne has been my own mindset. Starting a business is exciting and life changing, but it can also mean a whole lot of self-doubt, fear, and stress.
I’ve overcome this by being completely transparent about my journey, and sharing my feelings and experiences through my art. I’ve learned to have more trust in myself, and my abilities, and I am lucky to have incredibly supportive people around me cheering me on.
PJ: You won the title of Emerging Brand in Professional Jeweller’s Collections of the Year 2023, what does this kind of recognition mean for you – both as a designer at Georgina Yvonne and as a new business?
GA: It was such an amazing achievement for me! The award means so much to me – as a new business, it can often feel like you’ve poured your heart and soul into your work, but you have these feelings of self-doubt, and you think to yourself ‘maybe no one else gets it!’
To see my work recognised by the industry was such an important moment for me because it shows the quality of my work and the message behind Georgina Yvonne was acknowledged.
PJ: Where do you see yourself and Georgina Yvonne in 24 months?
GA: In 24 months, I hope to have launched new work, and I hope to be collaborating with other designers and brands a lot more. I’m really excited about the possibilities for collaborations, and can’t wait to network with more people and create new, exciting art.
I would also love to be working with more stockists in the future, as well as expanding the Georgina Yvonne team – right now I’m a one-woman show, and I would love to start growing a great team!
