British Designer Expands to Tackle US Market

In January, Wales will move her studio, workshop and core team of artisan wax-workers and goldsmiths to a building in downtown Los Angeles. The new 2,500-square-foot space will house her workshop and in-house casting facility, as well as a showroom, design studio and bespoke consultation service.

“We having been building our brand in the U.S. slowly for the last nine years,” Wales told National Jeweler. “We have had a small cult following but in the last three years we have really grown, mostly in the U.S, where, as I see it, jewelry and craftsmanship is really held in high regard. People have an awareness of fine jewelry, and it’s an exciting thing to be part of that.”

With the change in scenery from a more rural setting to the action of L.A., Wales said she’s excited not to be “limited to the geography, creatively,” as well as to expand her workshop and set up a wholesale showroom to showcase what the brand has to offer.

In addition to her partner, who does all of the casting, Wales is bringing five key members of the team with her because her jewelry needs a “very specific eye to be able to work with the aesthetic and the finish,” she said. She added that she wants to maintain the “rough luxe” aesthetic of the brand as well as keep together the team that has helped her develop the unique processes used to create her jewelry and build her business.

Two people will remain behind to run the U.K. office.

More than 40 U.S. retailers carry Wales. With her unique cast-in-place process, the designer has become known for setting her stones in precious metals in such a way that creates a “from-the-earth” aesthetic. This is particularly appealing to engagement ring clients looking to put inherited stones in more modern settings.