Attire Accessories - Nov/Dec 2018 (Issue 73)

Tell me a bit about how the label was started. What was the inspiration? Our charm jewellery brand, Lily Charmed, was started seven years ago. It’s gifting-oriented with a traditional design heritage, using just sterling silver, 9-carat gold and precious stones. As designers – and jewellery fans – Lucy and I kept designing pieces that were edgier and didn’t fit Lily Charmed. Scream Pretty was born of those designs and trends as we flexed our creative muscles. Scream Pretty jewellery is inspired by a mix of high-end designer trends and street style but at an attainable price point. We knew there was space for great-quality jewellery design at a better cost. Plus, we wanted great fashionable earrings without spending £300 a pair for plated brass! How were the initial products developed, and what was the response? We launched with a modest collection on Notonthehighstreet.com, and our Starburst collection became a sellout in our first Christmas campaign with them. That gave us the confidence to grow the collection further and formally launch with our own website in summer 2017. We developed the range based on our taste and hoped people would share it. Notonthehighstreet.com was very supportive of our new venture, and our Instagram followers were great giving feedback. What challenges did you face, and how were they overcome when starting the business? Creating our own website on the Shopify platform was a steep learning curve, one we are still climbing! We also use several manufacturers for different designs, some of whom haven’t kept our designs exclusive, which had been tricky. We have had several issues with packaging too. First, we sold more jewellery than we expected and ran out of boxes. Then our packaging didn’t pass a tarnishing test by the Assay Office, so we had to find a new supplier to make sure our boxes would keep our jewellery in the best condition. What is it that sets you apart from your competitors? We are very responsive to trends and deliver a luxe product at a very affordable price – and we pride ourselves on decent, fast customer “In July, we were asked to showcase a fashion edit of the products representing the top jewellery trends for QVC, which was terrifying but brilliant.” service for retail and our boutique trade customers. Our customers give lots of feedback on social media, and we take inspiration from them on how they style our jewellery as much as suggesting ways through our own photography. That relationship keeps us in touch with street styles. How important is the location and history of the company to its success? We’re a family business, and our studio is near to the schools and our homes, which means we can keep work life flexible around family commitments. How has the product offering changed since you started, and how would you describe your current collection? We’ve got braver. Our current collection is eclectic, edgy and glamorous. We’ve been experimenting with heavier and more expensive lines and some very luxe finishes. I think the variety has made our collection stronger. How often do you launch new lines? Ha! We debate whether we should be more disciplined on how often we release new lines, but we get so excited about a new trend that we can’t narrow down our designs, so we do all of them – our huggies range is a case in point. We have two colours of opal, pave, rainbow, plain, drop sparkles, black gems, and opal bullets – and we want to do more! The rate they are released online is dictated by how fast we can photograph them and upload them. PROFILE 33