The female form

Lara Stafford-Deitsch started her jewellery business as a sideline while on furlough during the pandemic, now the company is making waves in the industry.

selection of rings and jewellery in gold and silve When did you start up and why? During my time being furloughed from my job as a jeweller's apprentice I set up a bench at home and started making and selling pieces on social media from there. Then there was no looking back, I balanced working part time for another jeweller and working for myself on my day off . I'm now working full time on my business.

What prompted you to launch the business? The positive feedback that I got in the early days encouraged me to launch, in particular the new contacts that I made following from posting the ring that I made to complete my apprenticeship. This ring is what I have based my collection on. It is the citrine carousel ring, it has 5 hand engraved female figures on the band, that spins when you push it (meaning the wearer can change which one is viewed beneath the citrine).

What challenges have you overcome since the company's launch? Material costs are at an all-time high, in particular precious metals, which has been challenging as this has increased buyer hesitancy. Perseverance has been key here, and also ensuring that I cost my pieces true to their value, so as not to undersell. Tell us about your product offering. I make jewellery using 18ct yellow gold and silver. I'm passionate about celebrating women through my work. I make statement pieces based on the female form, featuring bold signet rings, necklaces and earrings with hand engraved figures and diamond set nipples.

What are your most popular products? Some staple favourites are the Carla Signet Ring, the Scarlett Hoops and the LSD Ring.

row f signet rings in gold and silver with female designs How do you keep your designs fresh and current? Do you follow trends? I try to design as authentically to myself as possible, and to avoid fleeting trends. All of my jewellery pieces begin with a life drawing, and luckily there are thousands of models out there. So it feels as though the design process is limitless!

What sets you apart from your competitors? With a strong focus on the female form, my jewellery stands out with its bold signet ring shapes and intricate engravings. I love the tonal contrast of the bright and luxurious 18ct yellow gold against the cool matte silver.

How are you finding the current climate in the UK? Is it affecting business? As I have only been running my business during the difficult UK climate (started in 2020), I personally don’t have much to compare it to. However the price of gold is sky high and this is obviously reflected in my pieces, which will of course cause some understandable buyer hesitancy.

How do you view the future of independent retail? The world is becoming more and more digital and product selling businesses have needed to adapt with the times and make sure they don’t
get left behind. As the need for a physical shop space is lessening, it’s becoming more and more important for sellers to have a strong online presence.

two pendants and earrings in a row Are you active on social media? How is this important for the business? Instagram has remained a vital tool for my business. It has allowed me to engage with new customers and build a loyal following. I love the creative freedom it gives me, and see it as a window into my shop front. Without Instagram it would have been a much harder task to spread the word about my jewellery.

Do you have any advice for new businesses starting out in the world of gifts? Consider what makes you different from people selling a similar product to you, and hone in on it. Always pay close attention to all the details.

What can we expect in the future from the company? Expect more statement pieces featuring more iconic poses.

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