Her vision for the line and being let loose with precious metals.

Earlier this month QVC announced its latest jewellery design partnership with model and TV and radio presenter Lisa Snowdon, who has created a smart capsule collection of wearable silver and gold vermeil jewellery interspersed with diamonds. She tells Professional Jeweller about the design process.

Professional Jeweller: You are obviously very familiar with fashion and design through your modelling; how was it working with jewellery?
Lisa Snowdon: I love my jewellery – I’m a bit of a magpie – so it was something I felt really at ease with, and very passionate about. When thinking of any look and in all my time working in fashion, I see the dress or clothing as the canvas and the jewellery as the icing on top, completing every look.


PJ: What kind of design ideas did you have in mind for the collaboration?
LS: I had a very clear vision of the type of collection I wanted to create; something that was fun, elegant, beautiful and that women would really enjoy wearing. For me, jewellery should be timeless, so when designing each piece I wanted to ensure that there was classic element that had a modern twist – which hopefully you can see. I also wanted to create pieces that as well as being luxurious had an element of fun – fashion should be fun – and pieces like the snake ring (with 2013 being the Year of the Snake), the horse shoe ring and the stacking rings reflect this.

PJ: How were your designs developed?
LS: Following an initial production meeting with the QVC team, who gave me full creative control and helped me to source the best materials to achieve the quality I wanted to, I thought about the type of pieces that I was drawn to and the ways that I like to wear jewellery myself. I love stacking jewellery and combining golds, rose gold, silver – all metals – with beautiful diamonds, so these elements can be seen throughout. With this thinking and my initial creative ideas, after some initial sketches and designs, I worked with QVC to refine the designs to ensure that they were achievable from a manufacturing perspective and also that every piece was of the highest quality.

PJ: Who do you see as the target customer for the collection?
LS: All women that love jewellery. The pieces are elegant and subtle enough on their own to add a touch of glamour for those that enjoy the "less is more" approach, but you can combine and layer a number of pieces to achieve an equally glamorous but more statement look.

PJ: Was the price important, for example keeping the range under £300, and in line with self purchasing?
LS: To be completely honest the price was secondary. The focus was creating beautiful jewellery that women could enjoy wearing, with no compromise on quality. Ranging from £45 to £269, I’d like to think there is something for everyone.

PJ: Which is your favourite item in the collection?
LS: I love so many of the pieces – basically I love my jewellery. The Crossover Ring is a particular favourite because it’s really feminine, delicate and gorgeous and really epitomises the modern twist on a classic element that I had in mind when creating the collection.

PJ: Do you own pieces of jewellery that you wear everyday?
LS: I have a pair of diamond stud earrings that I wear day-to-day. I love them because they’re classic, elegant and go with everything.