The Singaporean jeweller whose fashionable mum inspired her love of style
Certified gemologist and designer Alexandra Alberta Yeo founded her eponymous jewellery brand in 2010 and speedily made a proper noun for herself in London, where she was based at the time.
Over the terminal decade, Yeo, a Singaporean who has lived and worked in both the U.s. and UK, has been heralded as a designer to picket. In 2014, the Alexandra Alberta Baroque Collection was named one of the Summit 5 Emerging Designer Collections in the United Kingdom by the very industry-respected Professional person Jeweller Magazine.
Fashionistas, influencers and media akin note Yeo'due south power to combine playfulness and whimsy with composure and elegance.
Having moved dwelling a few years ago, she is difficult at work designing new collections as well as improving her brand'due south online presence, embracing the reality that e-commerce is very much the future of retail.
DID You lot E'er KNOW You lot WANTED TO Make Beautiful THINGS?
When I was picayune, my mother had many pretty things, namely, jewellery from brands like Givenchy and Chanel that she would buy on her trips to Paris and Italy.
My female parent was a fashion buyer, so she has excellent taste. She had this cute box of jewels of many dissimilar colours, and I would take them out every twenty-four hour period and adore them. I was and so lucky. She would purchase me very unique, cute article of clothing from Paris. During my complimentary time at home, I loved to manner myself with her beautiful jewellery and clothing, sometimes scarves and things.
So, yes, from a young age, I was very fortunate to be exposed to beautiful things. Because of that, I think my sister and I grew to love beautiful things. That definitely inspired me to create jewellery that I hope people meet equally beautiful.
YOU WORKED AT SOME Neat LUXURY BRANDS WHEN Yous STARTED YOUR CAREER. WHAT LESSONS DID YOU LEARN FROM YOUR EXPERIENCES THERE THAT YOU HAVE CARRIED OVER TO YOUR Own BUSINESS?
I accept been fortunate to take lived in Los Angeles and New York, both during college and when I started my career. I spent my summers and time after college working for designers and style houses I admire and love: Rag & Os, Opening Anniversary and Lanvin. What I learnt from these amazing creative companies is that it is really important to course relationships with your clients.
I likewise learnt that it is really of import to sharpen one's pattern vision, and be really articulate about the brand's ethos.
WHEN AND WHY DID You DECIDE TO Motion INTO JEWELLERY?
I moved into jewellery subsequently working at some fashion jobs. I felt that my involvement really was focused on jewellery. I felt that my forte and passion had ever been in accessories. As a student growing upward, I'd always get caught for over-accessorising! So, after a few stints in style, I enrolled at the Gemological Institute of America in New York.
AND WHAT DOES 1 Learn THERE? HOW DOES ONE TRAIN TO Exist BOTH A GEMOLOGIST AND A JEWELLER?
Grooming to be a gemologist, you lot have to complete coursework in both Diamonds and Coloured Stones. Mine was done at GIA New York only there are other schools offering this programme. I also went on to practice preparation in jewellery design at Fundamental Saint Martins also as at the GIA in London for technical drawings. I would say the Gemology courses are challenging. Gemology is a scientific discipline that is nearly accurateness and precision. So, you need to score 100 per cent for your tests. Any less is not accepted.
DID You ALREADY HAVE A PLAN FOR ALEXANDRA ALBERTA WHEN GOING THROUGH YOUR GIA COURSES?
No, I did not. But prior to graduation, my best friend's beau approached me to custom-brand an engagement ring for her. It was a pink kunzite spodumene, pink tourmaline and diamond ring.
Working on that start committee prompted me to get-go my own business. The decision to offset the business concern came quite naturally. It was an piece of cake ane actually.
HOW Do Yous Define THE STYLE OF YOUR PIECES?
I would say the style of my pieces is whimsical and edgy.
I am inspired past architecture, nature and unusual colour palettes. I like to observe inspiration in the details. As I said before, I've loved jewellery since I was a kid and channel this youthful love into my designs as well.
WHAT HAS BEEN THE BEST THING THAT HAS HAPPENED TO YOU TO Appointment Considering OF THE Business concern?
Well, I would say just having amazing people believing in me plenty to committee me to create unique and special pieces for them. I too really enjoy re-creating and rejuvenating their pre-loved pieces, injecting new and fresh life into them.
Additionally, seeing my jewellery pieces physically in stores, and now online with amazing retail partners, is definitely very gratifying.
AND WHAT WAS THE TOUGHEST OBSTACLE YOU HAD TO OVERCOME?
The initial few years was the toughest. I had to build everything from scratch. No i prepares an entrepreneur for simply how much you take to do yourself. But it'due south all worth it in the end.
I UNDERSTAND YOU'RE Back IN SINGAPORE At present. ARE YOU BACK PERMANENTLY OR JUST DURING THE PANDEMIC?
I'm back in Singapore permanently now afterward living in Los Angeles, New York and London. It'south great to be abode.
WHAT, IF YOU HAD TO SINGLE OUT CERTAIN PIECES, ARE YOUR HERO PRODUCTS?
My Khrysler Earrings are definitely iconic to my make. They are strongly inspired by the Fine art Deco era. They are from the METROPOLIS drove. The EXOTICA durian earrings also are special every bit they are a natural language-in-cheek representation of Southeast Asia. That commencement ring I fabricated for my best friend is still a very special piece for me. Commencement, it was for my best friend and second, it helped catalyse my company (into beingness).
There are other cracking pieces I am proud of, such as a rare viii-carat flawless ceylon sapphire encrusted with diamonds, and my multi-jewel pastel shade earrings mixed in with diamonds.
WHAT Percent OF YOUR BUSINESS IS BESPOKE?
About 40 per cent of my business organization is bespoke. I actually relish the procedure of making something unique for a customer. Information technology's a little more than personal. I love getting to know clients, learning most them and what defines their style.
WHAT, IN YOUR OPINION, DEFINES LUXURY?
Luxury is beingness able to accept something unique, something well-made, something long-lasting.
HOW HAS THE PANDEMIC Affected YOUR Business organisation?
We have placed more effort into revamping our website equally – and I am sure near people would agree – the Spider web is the futurity. However, I still believe in in-store products. Something like jewellery sometimes needs to be touched and tried on.
Any COOL PLANS FOR THE YEAR YOU WOULD LIKE TO SHARE?
Yes, I have some new collections that I will be launching. And I am working on a new sustainable concept. Stay tuned.
Source: https://cnalifestyle.channelnewsasia.com/entertainment/singaporean-jewellery-designer-alexandra-alberta-yeo-249686
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