Attire Accessories -Jul/Aug 2018 (Issue 71)

128 ATTIRE Katie Loxton talks us through why, having already established a successful range in Joma Jewellery, developing a new namesake brand was the logical next step for this husband and wife duo Tell me a bit about how the label was started. I started the Joma Jewellery brand company with my husband, Geoff, nearly 10 years ago. We were travelling through the Far East and China and were looking for some opportunities. We discovered a market where you could design your own jewellery, so we stayed for a couple of days and created a small collection of about 20 -30 one-off pieces. Once we were home, we held a small jewellery party at our home with friends and family, who kindly bought the pieces – we then decided to fly back out to China the following week and create our first full collection. It was a huge leap of faith, and we’ve never looked back. With our first collections, we really wanted to create high-quality jewellery that felt luxurious at an accessible price point. Back then, we were working with sterling silver but quickly moved into silver-plated jewellery with a strong focus on gift-led pieces.This remains at the heart of our collections today. Our Katie Loxton brand started two years ago and was a much larger initial launch, as we had already built a huge network of gift stores that we were lucky to work with. We collaborated with a number of new suppliers to create a multi-category company and developed our initial collection. I really wanted to create a new lifestyle brand taking the same core values of quality, price point and sentiment into the products. I feel we created something very new to the gift market and New directions