JewelStreet is an online community, home to over 700 independent designers from across the globe who sell unique handmade items and art pieces. After hand-picking emerging names, JewelStreet provides a platform for these designers to sell their pieces and build their brand, seeking to present creative and expert craftsmanship.
Here we talk to Paul Fraser, JewelStreet’s chairman, about the company's mission, the latest trends and some favourite designers.
Barnebys: Supporting small businesses has been on the minds of lots of customers ever since the pandemic started. How do you help independent designers grow?
Paul Fraser: JewelStreet supports independent designers by providing a place for them to sell as individual brands. This helps all creators retain the unique features of their business while being promoted on the platform.
We are a passionate team over here, and we celebrate the achievements of our designers by writing personalised content published on our website, in emails and on social media. The key is for us to know our partners and have a strong relationship between ourselves and the brands we work with. No designer is the same, which means we can provide the exact services that suit them.
What draws you to a specific designer when you’re picking them for your website?
A creator with something new that we haven’t seen before always impresses us. There are so many brands with innovative new ideas, particularly those that offer new ways for our customers to support the push towards ethical and sustainable production, or slow fashion. All our brands are united in the fact they are independent; and we are always drawn to handmade items, which come directly from the designer or talented artisans.
A desire for success is another vital ingredient when choosing who we work with. We want to build long-term relationships with companies that offer high-quality products and exceptional customer service. This means we can grow their brands over time. I think a combination of these factors is important when we handpick the designers we want to work with.
What gap in the market did you see that inspired you to launch JewelStreet?
I saw loads of independent creators with incredible ideas and products who didn’t have a team behind them, a platform to host them, or time to learn the fundamentals of digital marketing from scratch.
With so many people starting to pursue their true interests, I thought that these hidden gems should be promoted so that the creators could continue to focus on their true passion without the distraction of tedious admin and tech work. It’s important that creators and artists can have a personal service and people who care about their brands behind them.
JewelStreet was founded for jewellery and has now expanded to include categories such as fashion, art, home and décor. How do you see it further expanding in the future?
I am very excited for the future of JewelStreet and I think the potential for expansion is unlimited. Any product category can encompass our love of great design – it’s just about finding the right designers. We have recently launched a pet category, and we are also planning to expand our range of vintage products, as they are sustainable and low-impact by nature.
Our men’s range is rapidly growing at the moment too. This is a crucial area of focus for the future of JewelStreet so every customer can find their new favourite designer.
A lot of your designers have a focus on sustainable practices. What does sustainability look like to you?
For JewelStreet, sustainability isn’t a limited goal – it's about continually striving for better, and questioning current practices. Sustainable practice impacts every step of a designer’s supply chain. Working with brands who are transparent about this is integral.
We have strict guidelines for the products listed on our website and like to offer high-quality items, which will stand the test of time. Low-impact materials, offsetting transport and recyclable packaging are just a few things we encourage our designers to adopt. This ensures the entire life cycle of a product is sustainable. We seek to apply the ‘slow fashion’ outlook across all of our categories.
What jewellery pieces are trending on your website at the moment?
Our customers love jewellery with gemstones and crystals, particularly those with thought and special properties behind them. Pearls, opals and amethysts are among our top trends on the website right now.
The Lily Pearl Pendant by Amanda Cox, a longstanding designer on JewelStreet, is one beautiful classic piece which fits this trend. Another design drawing a lot of attention at the moment is Namana London's Gold Spiral Statement Earrings. These contemporary earrings are sure to take off, as they perfectly complement the summer wardrobe this season. For a splash of luxury, Mishanto London has some stunning offerings in their new ‘540’ collection, such as their Gold & Diamond Link Chain Bracelet.
What are some evergreen styles that never go out of fashion?
Evergreen is the perfect word for our classic pieces. Not only do our styles champion a green and eco outlook, their craftsmanship means they are here to stay in more ways than one.
The Linen Culotte Trousers from Natural Bohemian are suited for all occasions because they can be dressed up or down. Wear them with neutrals for a put-together city look or dress them down to embrace your inner hippie. We all know jeans will never go out of fashion. All-British designer Teddy Edward offers a range of women’s and men’s jeans, including these Black Moleskin Jeans which can even be personally monogrammed. How do you instantly elevate an outfit to the next level? The age-old method is of course to add a quality handbag. This Handcrafted Herringbone Handbag from Pratinava is the perfect example of a staple which is here to stay.
It will soon be what is referred to as ‘wedding season’. What styles and trends do you anticipate?
We have already seen engagement rings trending on JewelStreet and predict this wedding season will be bigger than ever as we gear up for an exciting summer ahead.
We expect to see more interest in our Marcello Ricco pieces. This expertly crafted fine jewellery is perfect for a wedding and is sure to catch the eye. People will also want to celebrate being a wedding guest again after lockdown. Our designer Rose Corps has some standout summer dresses which are perfect for these occasions, like the Green Bamboo Jade Dress. For those all-important but tricky wedding gifts, we foresee our beautiful array of homeware trending and have the ideal collection to help shoppers. We also have a ready-made collection of wedding jewellery to prepare for this season!
Do you have a piece or designer that you have particularly enjoyed as of late?
Lately, I have enjoyed exploring the works of Mark Stopforth Fine Art who offers contemplative landscape artworks such as his Waterland Dusk Painting.
The creative sculptures from Berd Vay’e also fascinate me. They are limited edition and contain vintage watch pieces. The Passage Through Time Sculpture is a beautiful example of this.
Explore more of JewelStreet’s independent designers on Barnebys
