Attire Accessories - Feb/Mar 2019 (Issue 74)

PROFILE 93 Affordable luxury Anna and Richard Haynes, owners of Cavendish French, talk about the brand’s wide product range of affordable jewellery and their ongoing commitment to quality items Tell me a bit about how the label was started. What was the inspiration behind the brand? Cavendish French was established 25 years ago and introduced quality, chic vintage jewellery designs into the UK. In collaboration with workshops based in Europe, the first antique-inspired collection was developed by the original owner of Cavendish French, who was an antiques dealer, using original vintage stampings. Liberty London was one of the first accounts to sign up for the collection, and people loved the uniqueness and affordability of the jewellery, which is almost indistinguishable from bank vault originals. As the company has developed, our sterling silver collections, for which we are now best known, offer very good quality, beautifully designed jewellery that is all about style and individuality. Our aim has always been to offer affordable luxury to everyone. How were the initial products developed, and what was the response? Our first silver collection, which moved us from a costume jewellery company to precious jewellery, was developed as a response to feedback from our retail customers and looking at influences from the fashion world and media. We felt there was a real opportunity for silver jewellery that offered quality distinctive design at affordable prices, filling the gap between cheap costume or lightweight silver jewellery that has a short shelf life and is quickly replaced by the next trend. Likewise at the other extreme, fine designer jewellery, which can be expensive. We collaborated with workshops across the world to create pieces that were a little bit different. The response from our wholesale customers and, in turn, their customers was excellent, and the sterling silver collections have gone from strength to strength over the years. What challenges did you face, and how were they overcome when starting the business? Relocating the business from Buxton to Surrey was challenging – as was understanding the jewellery and gift market, having worked in other industries previously. The seasonality of the fashion world was also something that took time to learn, especially with its influence on design and stock levels. Finding new workshops to work with that reflect our values is always demanding, as are escalating costs from suppliers and volatile commodity prices.