Interview with our founder on THE WHITE COMPANY
View here: http://bit.ly/2kVkloy
5 minutes with the woman behind our new jewellery collection
This season, we have collaborated with London-based brand Georgiana Scott Jewellery to bring you an exclusively designed collection of sterling-silver hoop earrings. A brand that wholly aligns with our values of quality, everyday luxury and timeless style, Georgiana Scott produces all its pieces with precision and care in Italy. We caught up with the talented designer, Juliet Rowe, to talk about building a brand, knowing your customer and the enduring appeal of the humble hoop.
Your collection for The White Company focuses on hoop earrings. What is it you love most about this style?
Hoops are not only timeless, but also ageless – and they’re a staple in everyone’s jewellery box. Actually, it was your founder, Chrissie, who suggested we work together on a hoop collection – she has been buying our silver ones for years. Our hoops are light to wear, made in the best-quality sterling silver and manufactured in Italy, meaning they never cause discomfort. THE HOOP STATION [the sister brand of Georgiana Scott] was actually launched purely from working behind the counter at Fenwick of Bond Street. Customers and editors often referred to us as the ‘Queen of Hoops’, saying ours were the best-kept secret in London!
Georgiana Scott was launched by your mother in 1991, and you are now at the helm. Did you always want to follow in your mother’s footsteps?
I grew up surrounded by jewellery – literally all over the kitchen table. I have always been drawn to pretty things and sparkles and it must have been in my subconscious. My father is also in retail and I used to work in his picture-framing store on the weekends when I was 14 or 15, being a little bossy and telling customers which colour frames they should be choosing.
Your pieces are made in Italy. Can you tell us more about the process?
I have continued my mother’s commitment to having all of the sterling-silver pieces made in Italy. Italy is the land of design and style and, whenever I touch a piece of jewellery, I innately know if it has been made there. The Italians just do it better! The finish of the products is second to none and it’s simply impossible to find this anywhere else in the world. We are avid supporters of the artisans who are based in Italy, and this is why working with The White Company makes so much sense; the company’s stance on quality-made products and ethical working environments is precisely what makes Georgiana Scott – our brand and our team – tick.
What inspires you when creating a new collection?
I always have to take into consideration the commercial aspect, i.e. will this be something that will suit our typical customer? It needs to be something which appeals to a lady with discerning taste, who likes a look that is classic, but with a little extra twist. I am very hands on, and I do like to be on the shop floors as often as is possible – this is where you really see what the customer wants.
What are your tips for women looking to update their look with jewellery this season?
We look at trends each season, but we are not ruled by them. The brushed/satin finish is a strong contender for SS17, as is the oval shape (Chrissie’s idea). We are delighted with our bespoke, satin-finished oval hoops launching for this collaboration. We are creating a variety of oval-shaped pieces so watch this space; they’re such a flattering shape for all bone structures and for every age.
How would you style up the pieces stocked at The White Company?
I would love to see our Silver Mini Polished Hoops styled with a crisp, classic white shirt, with hair tied back and only the simplest of jewellery items. The large Silver Polished Hoop Earrings lend themselves to a slightly more relaxed look with soft, messier hair – great for desk-to-dinner style. For evening, the Diamond Cut Hoops have such a fabulous, sassy sparkle, and would look great teamed with a drapey top and slim trousers. Try a tailored dress with the Oval Matte Hoop Earrings and, of course, heels. Once the evenings become lighter again, the larger hoops will look great with linens and silks.