In the run up to High Street Fashion Week, at the end of April, I will be posting a number of interviews with brands that will be featured at the event, and the first in my series is with Amanda Payton, the owner of jewellery brand Urban Charms.
I would describe Urban Charm as on trend, affordable, wearable and beautiful!
What lead you to working with jewellery
About 3 years ago a friend started selling ‘wholesale’ jewellery at parties. When I saw it, although some of the pieces were lovely, I felt that corners had been cut when sourcing materials, as some of it was badly made. No love and care had gone into making it so I decided to have a go myself! I bought a jewellery making book and the rest as they say is history!
Do you have a background in design
I don’t have any design background at all.
Do you make custom made pieces
I quite often make custom made pieces. I have customers asking for an item of jewellery to complement a specific outfit or in a style that suits them. I recently made a crystal charm bracelet for a gardening fanatic… Not something I would ordinarily do but it’s what my customer wanted. I get a lot of returning customers that come back because they know that I can create something to their design.
How long does it usually take you to construct a piece
Construction time is dependent on the detail involved…. Anytime between 1/2 hour to a few hours.
Who do you envision wearing your work
I’d like to think that urban charm is accessible to everyone. From children to adults… From everyday wear to bridal wear. I spend a lot of time sourcing the best materials at the best prices to keep my jewellery affordable without sacrificing quality.
What is your favourite item from your line
At the moment my favourite pieces have to be the ‘Beau’ range and the men’s range. Both are selling really well and I’m receiving some great feedback.
Where do you find the inspiration for your work
I get inspiration from all over but I like to research what’s ‘out there’ and see what’s on trend in the fashion world. both style and colour wise, and then use what I find to create my designs. I also like to talk to my customers to get a feel for what works.
Where would you like to see your brand in 5 years
In 5 years time the dream would be to see Urban Charm available in a mainstream retail outlet! But I would be more than happy to continue to expand my current customer base by creating designs that people want to wear.
Do you have any plans to expand your brand into other areas
I am in the process of designing urban charms first bridal range! Including not only jewellery but tiaras, headbands, cuff links and flower girl accessories so watch this space!
I can’t wait to see Urban Charms at High Street Fashion Week, and get the chance to meet the lovely Amanda. If you want to see more of Amanda’s designs you can see them on her Facebook Page and you can talk to the lovely lady herself on her Twitter Page