“We’ve seen a huge shift in ‘conscious consumerism’, where we collectively care more about communities, than we do about conglomerates. Indeed, in the new normal, it’s less about demanding ‘now!’ and more about asking ‘how?’“How is it made? How is it sourced? How long will it last? How will it impact the causes I care about? As a brand, the only option for survival is to make the move, and for us, this lies in the bespoke market.” For Croft, the jewel in her crown lies in making pieces to order, as this allows each customer the freedom to choose every element: from the band metal and width, to the stones’ cut and colour. Not only does this allow them to stay in control of the design, feel, and budget; but it also means that you can take into account requests for fair-trade, locally sourced, or recycled materials, to make each aspect more ethical. Bespoke pieces are also the key to unlocking experiential opportunities in post-Covid times, says Croft. With social distancing, reduced capacity, and limited chances for in-person events, she sees the process of designing and making one-of-a-kind pieces fills the gap that’s left behind in giving customers an ‘experience’.
“Bespoke jewellery offers customers an opportunity to crystalise – quite literally – their personal stories. There is a special reason behind each commission, whether it’s to mark the start of a new chapter or celebrate a milestone along the way.”“Equally, with our ability to rework pieces, it also gives people the healing process of rewriting their stories: from redesigning an heirloom piece inherited from a loved one; through to reclaiming pieces from relationships past into jewellery you can love once more,” she adds. “By moving away from ready-made pieces, towards unique options, you put the power in the hands of the customer in a way that feels more personal, intimate, and authentic – elements that all of us have come to treasure more in recent months, more than ever before.”
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