When Annoushka Ducas couldn’t find an engagement ring she liked, she decided to create one of her own – and from there a new jewellery brand was born…
Firstly, can you tell us about the Annoushka brand? How did you start and what has been the evolution of the brand since your launch?
As a designer, I have always been passionate about rethinking the way women buy and wear their jewellery. I had found a lot of traditional fine jewellery quite formal, both from a design and cultural perspective, so everything in me wanted to counteract that. I wanted to design pieces that women wanted to wear, that they wanted to buy for themselves and that would become an integral part of how they lived their daily lives.
Did you always want to design jewellery? Where did you start your career?
Growing up I had no idea what I wanted to do! I started designing about 25 years ago, when I created my first piece of jewellery — my engagement ring. I couldn’t find anything I liked on the market; it was either too ‘cold’ or too predictable. Much to John’s (my then husband-to-be) dismay, I created my own piece.
Comfort and practicality were at the top of my priorities as I wanted it to be something I would wear all the time. Although I was adamant that I wanted an emerald centre stone, strangely enough I ended up with a ruby which was the last thing I thought I wanted. However it was much better suited to my skin tone; it’s amazing how a stone can really ‘speak to you’. I decided on a bezel setting so it wouldn’t get caught on anything, and to this day I have never taken it off!
What inspires your designs — do you focus on trends?
My approach to design is one of distillation. Something I might have been feeling on a personal level, or a wider social trend that I have noticed triggers a stream of thought which in turn brings forms, objects, pictures, colours and artworks to my attention in ways I hadn’t previously considered.
Additionally, I have always had a love of nature and these organic inspirations continue to emerge in our collections. Take Mythology or Butterflies; both of these collections were influenced by nature, thanks to a butterfly momentarily landing on my sleeve. This fleeting moment is reflected through the playfulness of the collection.
What is your design philosophy?
I love to create jewellery that is fun, comfortable and timeless — my pieces should feel like an old friend. I want to create jewellery with a ‘yuminess’ that defines exquisite jewels and must-have pieces with a strong sense of sentimentality, a keepsake of individual memories. Comfort and tactility are also key, as are a mix of golds, textures and colours.
Shop Dusty Diamonds collection
What is it that appeals to your clients?
I think the strong sense of playfulness that my jewellery evokes means each piece can be worn with other collections. My client’s often tell me how they are surprised by how well the pieces work alone or very naturally with jewellery they have had for years – it allows them to think about jewellery in a different way.
Jewellery is such a personal thing for a woman and my motto is to ‘dress up your jeans’. Women should be wearing their jewellery daily and enjoying it rather than only saving it for their cocktail dress or ballgown.
Do you have a favourite collection or piece of jewellery?
The Dream Catcher collection is a firm favourite. The name of the collection came to me one morning and the designs followed a few weeks later. There is so much narrative and sentiment that I really love. The combination of rose gold, texture, brown and black diamonds and mother of pearl (subtle but complex) gives the collection a sophisticated femininity. The pieces are dramatic yet simple and evoke a feeling that is so important in the world today – capturing and holding on to your dreams.
What does British craftsmanship mean to you?
Having started out on my own in the world of jewellery design with little experience or specific training, nurturing craftsmanship is something very close to my heart. British craftsmanship is incredibly innovative and sets the bar very high. The high standard of craftsmanship in the jewellery world would not be achieved without the work of the new Goldsmiths’ Centre Apprenticeship Programme, which I hope will rejuvenate the industry.
Who inspires you in the world of design?
I don’t think there’s one single person that inspires me. I tend to take reference or inspiration from things, places and experiences, whether I am travelling to wonderful places in search of stones, or just for fun. I am fascinated by how other cultures adorn themselves and this subconsciously influences what I do. I love art — I might see a shape or a picture that sparks something. I recently went to the Alexander Calder exhibiton at Tate Modern and loved his drawings of circus characters, which prompted and inspired my Alphabet Hoopla collection.
What’s next in 2016?
I’m excited about my new Flamenco collection which launches in September. It explores the wonderful movement and attitude of the dance I spent so much time watching as a child with my best friend who lives in Jerez, Andalusia.
I am also very excited to be returning to Addis Ababa to visit the award-winning charity Give a Future, where I have supported the micro finance programme for women for a few years now. On this trip I will also be visiting the mines from where my Opals are sourced. My Ethiopian Opal Collection supports Give a Future, as 20% of each sale from the collection is donated to the micro-finance program.
For more information, visit Annoushka
The post Behind the brand with Annoushka jewellery appeared first on Beyond Bespoke.