MIUSE: ISSUE 1

ERIKA: WHO DO YOU DESIGN YOUR
JEWELLERY FOR? IS THERE A TARGET ALICE
GWYNETH JEWELLERY CUSTOMER?
ALICE: Essentially the conscientious consumer
is my main target audience. As every piece is
handmade to order from Sustainable materials,
it can take up to four weeks to be finished.
Because of this, I tend to have customers that
share the same ethics as me and are happy to
support the sustainable process in return for a
piece that has had little ecological impact and will
last forever. That being said, AGJ is gender / age
neutral; I’ve had the honour of making and selling
jewellery to a vast audience of customers - I think
that’s the delight of my creations, they look great
on everyone!
ERIKA: HOW WAS THE ALICE GWYNETH
JEWELLERY BRAND BORN?
ALICE: I’ve always been creative, but It wasn’t
until I was living in New Zealand did I become
interested in making jewellery...after doing a
basic six week course I became hooked and
decided I wanted to pursue it further. I’ve always
been politically & environmentally conscious
and envisaged one day having a business that
combined my ethics and passion...from this, Alice
Gwyneth Jewellery was born.
ERIKA: ALICE GWYNETH JEWELLERY IS
HANDMADE ALL BY YOURSELF IN THE UK.
WHAT DIFFICULTIES HAVE YOU FACED SINCE
YOUR LAUNCH IN 2018?
ALICE: Being a one woman band can have
its difficulties. Having to do every aspect of the
business means that I have to balance my time
efficiently to ensure no side of the business is
lacking. It also means that I’ve had to learn from
some big mistakes along the way, some that may
have been avoided if it wasn’t just me. In saying
that, I’m proud of what I’ve achieved on my own
and thankful that I’ve had the opportunity to learn
from my mistakes so early on in the business
rather than later as it’s given me the opportunity
to learn and grown economically.
As a small independent business, the greatest
difficulty I’ve faced so far is the Covid 19 pandemic.
The decision to continue to continue trading was a
difficult but essential one; I think small businesses
have been affected the most. Luckily I have the
most loyal and lovely customers who have shown
an incredible amount of support.
ERIKA: TELL US MORE ABOUT THE
SUSTAINABLE AND ETHICAL ETHOS
THAT DRIVE THE ALICE GWYNETH
JEWELLERY BRAND.
ALICE: I think it’s so important for businesses
to take responsibility of how they are affecting
humanity and the environment. Our ‘fast fashion’
mentality is resulting in dramatic negative changes
to the environment and the way workers are
treated. Therefore AGJ prides itself of its ethics
of ‘Handmade, Eco & Sustainable’. All materials
and packaging are made from recycled materials.
Everything is handmade by me to order as this
not only reduces stock waste but ensures where
your piece is coming from and how it is made. I
also offer a service of cleaning, fixing and Gold
plating for free (T&C’s apply) to ensure that your
piece lasts forever.