On demand for rose gold, new collections and celebrity collaborations.
In a series of Q&As with the Professional Jeweller Hot 100 2013 NexGems, we find out what came next for this savvy set of designers since they were chosen as ones to watch in our annual jewellery industry celebration. Today we hear from Alyssa Smith, the vivacious designer that is pushing her brand forward with a new website, new collections and a boom in bespoke requests.
Professional Jeweller: What has being a Professional Jeweller Hot 100 NexGem meant for you and your business?
Alyssa Smith: To be recognised by the jewellery industry while still being a relatively new and young designer on the scene really has been so fantastic for my company, Alyssa Smith Jewellery. Building a jewellery brand from nothing is really hard, especially in such a saturated industry, so being chosen for the Professional Jeweller Hot 100 just gave me confidence to take the company to the next level. The kind of recognition and publicity which has blossomed from this has been great for boosting sales and reaching out to new customers too, and I do feel so honoured to have been chosen. It’s difficult to come up with a brand which really does stand out, but I think that we have now started to establish our place in the jewellery world.
PJ: Tell us about the time since you were given the Hot 100 accolade – how has business developed?
AS: We have done so much in the past seven months since the Hot 100 accolade – and I am proud to mention the Hot 100 in every interview I give, and everyone I talk to about the business. The company is still growing faster than I would have ever imagined and we have just moved into a new office space to accommodate future growth. We have a wider choice of collections available on our website now, with faster and free delivery – meaning that we really are able to compete with larger companies when customers want something very quickly. We are also taking on more bespoke work under our Alyssa Smith Bespoke Design House service, which is great. It’s so lovely to work on unique projects for customers, as well as coming up with pieces for the larger collections online. We have created some great pieces for more famous faces, and are continuing with celebrity collaborations too – including the Formula One-inspired jewellery designed with F1 presenter Suzi Perry. I also won the Hertfordshire Business Awards Entrepreneur of the Year 2013 in November last year, which has given me more confidence to keep Alyssa Smith Jewellery growing. I think one of my most recent favourite achievements has been making jewellery for Ed Milliband – something I never saw myself doing in a million years.
PJ: Any exciting projects in the pipeline or new collections? If so, what can we expect next?
AS: Oh yes! We’re now starting to phase out all older collections and designs to give the company some fresh, new and innovative collections, and we are having our website completely rebuilt to accommodate our ever growing bespoke service and online collections. We have a few collaborations in the pipeline with some large UK based companies – I cannot wait to reveal the news. I love designing for other companies too as a guest designer, so this is something I will be doing a lot more in the coming years. Rose gold is definitely a trend that will stay for Alyssa Smith Jewellery.
To discover the designers, retailers and business persons selected for the Professional Jeweller Hot 100 2013, click here.
To browse the digital edition of the Hot 100 Book online, click here.