Attire Accessories - Jan/Feb 2020 (Issue 80)

MIRABELLE PROFILE 93 Tell me a bit about how the company started. What was the aim of the label when it was launched? I was travelling a lot, so to pay for my travels I started to sell jewellery, sarongs, clothes – it was very organic and simple! How were the initial products developed, and what was the response? The initial products were developed in Bali. The response was good so it encouraged me to continue. What challenges were overcome when the company was starting out? Cashflow and lack of credibility as nobody knew me. What sets you apart from your competitors? A unique design and a different approach to work as intuition is a major part of how I function. How important is your location and history to the company in its success? The location and history of Mirabelle is definitely what makes it a success. I love where I am, where the stones come from and how the jewellery is made. How has the product offering changed over the years and how would you describe your current collection? My style has changed a lot over the years. I am really into crystals and gemstones now and this is here to stay. The colours and shapes change, but the natural stones are a joy to work with. My current collection is organic, natural, colourful. How often do you launch new lines and what are your best-selling designs? I launch new products when they are ready but mainly twice a year. I have a few collections going on that are very different from each other; each one has got their best sellers. The geometric fairtrade design is a success as well as the charms or the colourful gemstones – it all depends on who it is for. Do you visit any trade shows? I attend Top Drawer and Scoop. They are different from each other and work on different levels. When was the website launched and how does it support the business? The website was launched in 2004 and is becoming more and more important nowadays as a lot happens online. What have been the key milestones in the business? Being stocked by the V&A museum was a big one and still is – it’s has been 15 years now and I’m so grateful to be there. Also to be recognised as trustworthy and a good commercial brand so that people reorder from us – customers big and small are all important to us. How do you view the current market and what trends, in both product and business, do you see emerging over the current months? The current market is changing a lot, so we have to adapt. A lot of business is now done online and PR is changing – it’s all changing. I think the more you like what you do, the more it transpires in the collections and people are increasingly aware of this. What are your future plans for the business? Continue to do what I love to do, evolving with the times, and continuing to work with people I like. Is there anything else you’d like to add or say about the company? It’s a nice business with a great atmosphere and good ethics, and I will make sure it stays like that. MIRABELLE T: +44 (0)20 7267 5825 W: mirabellejewellery.co.uk @mirabellejewellery