The New Collection: Art Deco Typography

Having finally finished university in December, I had the opportunity to develope my new collection and I am incredibly excited to announce that the new Art Deco Typography Collection is now available at Joy Everley Fine Jewellers! (Currently in-store exclusive, coming soon online.)

The collection is intended to move away from the approach that is usually taken towards Art Deco jewellery which often ends up looking purely like reproductions or costume jewellery and create a collection that takes the 1920s as inspiration for a thoroughly modern aesthetic. 

For example, I have Jazz-era buzzwords like 'Love' and 'Vamp' in a structured, Art Deco style juxtaposed with being part of a knuckleduster, much like Baz Luhrmann's apparently jarring but clever use of modern hiphop and R&B artists to create the soundtrack for his adaptation of The Great Gatsby.

I did not want to follow the route of flapper-girls and pearls, cocktails and prohibition. Instead I took my influence from the gorgeous architecture of the time, not just the New York City skyscrapers but also the iconic buildings such as Battersea Power Station and the Hoover Building. Therefore all of the pieces in this collection have three dimensional details and clean, straight lines.

Each design is an initial or word, hence it being the 'typography' collection, but not each pendant or earring is an obvious representation of its letter. I wanted to create something that would be more personal than a potentially soulless reproduction of someone else's design and being able give someone a precious piece of jewellery with their own initial is a lovely way to personalize a gift. However I did not want the pieces to be limited to being initials, I also felt this would not be in keeping with the wonderful, intricate patterns found in Art Deco branding and interior design and so the initials are simultaneously letters and abstract shapes.

I hope my new collection will be enjoyed as much as the Beetles and I will be bringing more updates soon!

More to come!
Yasmin
xxx