Jewels | Jewellery

Behind the brand with Sammie Jo Coxon


Posted by , 16th December, 2016

We all love the finer things in life, especially at Beyond Bespoke. We talk to bespoke jewellery designer, Sammie Jo Coxon about her stunning jewellery collections and the great story behind her great brand. 

Firstly, can you tell us about the Sammie Jo Coxon bespoke jewellery brand?

Sammie Jo Coxon is for the style savvy client who wants jewellery that is relevant now and will be for their generations to come. My pieces hold a sophisticated beauty that exudes an element of fun to every occasion.

Did you always want to work in jewellery design? Where did you start your career?

I have always leaned towards a creative career from a young age. This led me to study jewellery design at Central Saint Martins, University of the Arts London. I then continued my studies at the Gemological Institute of America and became a Gemologist. After graduating, I worked at design houses such as Stella McCartney and Matthew Williamson in their jewellery departments, and before I launched my own brand I worked at a diamond dealers in Hatton Garden.

I worked at design houses such as Stella McCartney and Matthew Williamson in their jewellery departments
Sammie Jo Coxon

Surprisingly I designed my launching collection Demeter while helping my father with the harvest, I would design my jewellery in between the spells of rain. It was named Demeter after the Greek goddess of harvest and protector of marriage, in homage to the nature in which it was designed.

bespoke jewellery

What inspires your products — do you focus on trends?

I am predominantly drawn to furniture design, architecture and art that feature repetition and geometry. I am drawn to artists such as M.C Escher of whom approaches art in a mathematical manor, Wassily Kandinsky and Yayoi Kusama’s extraordinary dotty vision, her work is incredibly interactive, which I find very appealing and try to translate that through my jewellery.

Trends definitely inspire me. I don’t actively pull trends together onto a tangible mood board, it hinders my creative reach when designing and therefore it is not my most effective way of working. I find that I prefer to subconsciously absorb trends, and if something sticks it will continuously play over in my mind and those elements eventually find their way into the next collection. It is a very organic process, and one I most enjoy.

bespoke jewellery

Sammie Jo Coxon
Aurora Earrings
£8,070 >

bespoke jewellery

Sammie Jo Coxon
Calendis Half Hoops
£1,210 >

What is your product philosophy?

My product philosophy is innovation and quality, one does not work without the other, so it is imperative that time and research is spent on both.

What is it that appeals to your clients?

My clients are always in search of something unique that exudes a timeless quality. They are drawn to the geometric nature, the quality of the gemstones and the high luster of the freshwater pearls. In my new Stellar collection the pieces incorporate numerous gemstones including diamonds, rubies, sapphires, tanzanites, peridot amethyst and aquamarines, so sourcing such a variety of gemstones requires a  lot of research to  guarantee top quality at the best possible price. Quality is paramount to my brand, so I take great satisfaction in knowing that this is a key factor that draws in my clients.

Do you have a favorite design or piece?

My bespoke service is an important element to my business. It is always incredible fun collaborating with clients, but if I had to choose it would be the wedding ring that I designed for my best friend. My brief was simply to design the ring based on a Forget-me-not flower. Her job as an art dealer along with her bubbly personality inspired me to create something contemporary, unique and colorful that would sit in harmony with her existing vintage engagement ring. As her bridesmaid I stood alongside her at their beach wedding in the south of France, I watched as they exchanged their vows with the rings I had designed. This was a first for me, and something that filled me with so much pride, making it a career highlight that I will never forget.

bespoke jewellery

What does British craftsmanship mean to you?

It is incredibly important to me as a British designer. Championing  independent, local businesses is a unique selling point that I take great pride in. It is also hugely appealing to my clients.

Who inspires you in the world of product innovation?

Honestly, Wallace Chan is the master of jewellery innovation. I saw his stand at Masterpiece this year and it just blew me away. His most famous gem carving technique is The Wallace Cut, he creates a reverse image in the back of a gem using cameo and intaglio carving techniques that result in a multiple-dimensional trompe l’oeil effect. It took Chan two and a half years to master this approach to jewellery carving, and another six months to build the tools. He then carved the gem while it was submerged in water because the carving tools generated too much heat that could damage or crack the gem. You can’t fault his tenacious attitude. The man is a genius.

What’s next in 2017?

Great things are happening in 2017 that I am incredibly excited about, the only thing I can really say is to watch this space very closely!

For more great jewellery, please browse our jewellery category or if you would like to buy more from Sammie Jo Coxon, click here.

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