Hand-crafted zirconia jewellery inspired by Ab Fab and 'pub culture'.
Designer Maha Lozi was born in Lebanon and has lived and studied in the UK and Europe. She now resides in London where she oversees her own-label jewellery brand.
Her collections feature cubic zirconia stones set into bold designs inspired by everything from affluent London neighbourhoods to ‘pub culture’ and TV show Absolutely Fabulous. Think horn pendants, filigree rings and chunky cuffs with stone details.
Professional Jeweller: Why have you chosen to launch in the UK and what are you plans for the market?
Maha Lozi: Firstly, London has always been home. Secondly, I believe London has a lot to offer. Not only is it rich in talent in terms of designers, I also believe the broad mix of international customers is ideally suited to the type of brand positioning that my product is aiming to capture. We truly are an international company. I’m Lebanese, educated in Europe and the UK. I call London home yet our unique pieces are made in Lebanon and Dubai.
PJ: What type of retailer are you hoping to sell your collections through – department stores, high-fashion retailers or fine jewellery retailers?
ML: Our pieces are handmade; we are not mass producing. Thus we are being selective how and where we sell. We are very happy with the partners we have in London, and believe Shop at the Bluebird does an excellent job. However, there are other high-end channels that are positioned in the market place similar to us, such as Matches, Liberty and Browns. We want to continue to grow our business and customer awareness, but it’s important not to compromise our brand or service in the process.
PJ: Are you taking part in any trade events or trade shows in the UK to boost outreach to buyers?
ML: Sure, selectively. We are also considering events in Paris and New York.
PJ: What kind of marketing are you using to drive awareness of the Maha Lozi brand?
ML: We use social media. It allows direct feedback from our customers and the interaction is always welcomed. We are in discussion with certain bloggers where we feel there is a mutual understanding and fit. And occasionally we do tap into traditional media where relevant – such as magazines.