#CNILux: Making Jewellery Mindful
“It’s taken me 15 years to realise that small is beautiful,” jeweller to the stars Solange Azagury-Partridge told Suzy Menkes at the CNI Conference, as she explained her strategy of stripping back all the ancillary details of her eponymous jewellery label to focus on what matters to her. This involves, she said, being mindful and present when it comes to choosing a location for her brand.
“In every city, you need to build up a customer base and that takes a lot of time,” said Partridge, who currently has shops in Notting Hill and the Big Apple. “From London to New York, you need to be a part of the fabric of the city – a part of the social scene.”
It also involves, on Partridge’s part, the determination to keep her namesake business free from investment. “I like to keep things close and control everything. In order to control the creative, you need to control the money.”
It’s an independent spirit that is mirrored in her work. Drawn to work with jewels and stones because of the energy they provide (“I think that colour is life – it’s light, it’s the frequency at which light reverberates and coloured stones have an inner vibration”), Partridge believes that jewellery has the capacity to be a truly mindful luxury item.
“A lot of experiences are no longer material, but the great thing about jewellery is that it’s both,” she said. “It’s emotional and material – you’ll never forget the moment you received a piece of jewellery and the story behind it, whether you received it or bought it for yourself. There’s also the power aspect – jewellery is worn as a religious symbol, it’s worn by royalty, they are talismans, and love objects (which is the most important one). I like to explore the energy of it all.”