Get to know the woman behind the brand. Loveness is our Founder and the creative force behind Loveness Lee. From being surrounded by architectural influences growing up, to being inspired by nature’s details, Loveness has brought her visions and designs to life to create a jewellery brand that creates stunningly bold jewellery pieces that are available worldwide. She’s a busy lady, so we sat her down so you can get to know her a little better.
Loveness, tell us where it all began!
I grew up with an architect mother who introduced me to the world of design and craftsmanship. I had an interest in sculpture and fine art and wanted to follow in her footsteps but on a smaller scale, which led me to jewellery! I’d always known that I wanted to create something that related to the human body so when I began to delve into the world of jewellery design, I knew right away that it was what I wanted to do. I went on to develop my craft and signature style at Central Saint Martins and Middlesex University, followed by a master’s degree at the renowned Sir John Cass Faculty of Art, Architecture & Design.
What inspired you to start Loveness Lee?
Even though I’ve been a trained jeweller for 10 years now, I still remember the moment I first got my hands on a set of jewellers tools! I sunk into it so naturally and I just knew that I wanted to make jewellery forever, and eventually have my own jewellery brand. I registered my company and trademarked my name whilst completing my degree in my early twenties and then I launched Loveness Lee shortly after graduating from my master’s degree.
What does a typical week at Loveness Lee look like for you?
I work five days a week at Loveness Lee, dedicating at least one of those days to hand-making jewellery. This could be for our permanent stock or a custom-made piece. This is where my passion lies and it really helps me to melt away from all the stress and anxiety of running a business! I try to meet with the Loveness Lee team once a week to hear updates and to set out and distribute tasks for the following days. Every Wednesday I have a peer-to-peer group session where a few entrepreneurs get together and we share problems we encounter as business owners and give each other advice. I also take evening classes on Thursdays to improve my business management skills, especially as the Loveness Lee team grows.
What do you love most about being the Founder of Loveness Lee?
The part I love most is being with my team. We are a very small, tight-knit team all with a huge passion for jewellery. Whether it be creating, designing, digital marketing, PR, or graphics, we all eat, sleep and breathe jewellery! It’s a tireless passion that the entire Loveness Lee team loves so much and I feel endlessly lucky to share it with them every day.
What’s been the highlight of your career journey so far?
The opening of my Loveness Lee Oxo Tower store has definitely been the biggest highlight of my career. Since launching the brand six years ago, I’ve dreamt of having a space whereby customers can browse and shop the pieces whilst observing the handmaking process first-hand. The store opening was a dream come true for me and it continues to make me so happy to meet our Loveness Lee customers face to face and see them try on my designs.
How do you come up with ideas for new Loveness Lee pieces? What inspires you?
New ideas always start with a little piece of nature, whether it be an abstract shape or texture that I or a member of my team have come across. Our Cactus Collection was actually inspired by a piece of dried-up, dead cacti that my Graphic Designer found in the Moroccan desserts! Travel, dance, architecture and art are all big inspirations for me too. Artists such as Simon Hantai, Jolan Van Der Weil and Hubert Duprat have also inspired me in my journey as a creator, in terms of their interaction with their materials and the process, as well as finding beauty in the most unexpecting of things.
What do you want people to remember about Loveness Lee?
There are probably three main things I want people to remember about Loveness Lee. Firstly, our designs and their abstract textures and shapes, all of which are inspired by the nature around us. Secondly, every piece is handmade in our London workshop by our small team of professional jewellers, all of who have worked hard to graduate from renowned UK universities. And finally, all our Loveness Lee jewellery pieces are made using locally sourced, recycled materials for minimal impact on the environment.
What are your favourite Loveness Lee pieces?
One of my favourites is the Chollas Earrings because I am a statement earrings girl! Part of the Catcus Collection, they’re inspired by the patterns veiled beneath the skeleton of the cactus plant. Beneath the chaotic exterior of a cactus, there are actually ancient structures and organic systems of profound beauty. I love them because they’re lightweight yet statement, so great to wear casually or on a night out!
My other favourite is the Tima Ruby Earrings. A classic hoop with a twist from the Prémice Collection which finds its inspiration from the root of love and life, the heart. We used a unique technique called “cast not set” in which the gemstones are enveloped by melted metal, creating uniquely textured pieces, in true Loveness Lee style.
Lastly, when you’re not busy being the boss lady, what are you up to?
I love being in nature, so on my days off, I start with a run on the heath. I might travel to a nearby National Trust and take photographs of natural textures, do some oil painting. In the evenings, I absolutely love to go bachata dancing!