It's no exaggeration to say that Monica Vinader's eponymous jewellery brand is something of a retail phenomenon. Since launching in 2002, the Spanish-born, Norfolk-based jeweller has launched boutiques in the Spanish cities of Madrid, Sevilla and San Sebastian, won stockists at Liberty, Selfridges and Harrods and, this October, launched a standalone store on London's fashionable South Molton Street.
In a crowded market place Vinader's chic, sleek, colour infused approach to jewellery design has won her an army of fans, acres of press and a Jewellery Brand of the Year award to boot.
When asked to what she attributes her success, Vinader suggests it may lie in creating collections that have a timeless quality. But while her jewellery - inspired by "travel, adventure, nature and colour," is inarguably versatile and beautiful, aesthetic appeal is only half the story. Where Vinader sets herself apart is in putting her customers' desires centre stage and in so doing, tapping into jewellery's all important sentimental appeal.
Whether inviting customers to create their own piece of jewellery online, or submit engraving ideas to a prize draw, Vinader encourages them to become part of the creative process and, as a consequence, part of their jewel's story. It's an idea that undergoes further exploration in January when Vinader unveils her 'This Is Me' campaign. Accompanied by a new collection, the ethos underpinning the forthcoming venture is, says Vinader, about "making our customers feel involved and uninhibited in customising their creations to their own needs and style".
Because met with Monica to find out more…
