Interview: Frida of fridaandfreya.com

What first inspired you to start Frida & Freya?    

I have always loved jewellery. My Grandma had an exquisite ruby ring and every time I would go to her house, I would ask if I could wear it.  I would put on her pearls and walk around the place feeling like a princess. That’s what I think jewellery can do – it can make you feel special. Frida & Freya was born out of this idea and that women wear different jewellery for different purposes. For me, jewellery fits into two categories – sometimes i’m looking for affordable pieces that I can pick up easily to inject a little embellishment into an outfit.  Be it because i’m going on holiday or I need a piece to complete an evening outfit, but at the same I also want intricate investment jewellery that I can wear everyday and I know will last.

The philosophy behind Frida & Freya is to offer people what they want and at an affordable price which is why you won’t see any products that extend much further beyond the £350 price tag.

What are your top tips for anyone wishing to start their own jewellery business?              

When starting up a jewellery retail store, the most important thing is to know your customer. Find out who they are, what they want and how you’re going to get their attention. That will in turn influence your branding, the designers you carry and every other business decision you make.

What do you look for in a jewellery designer when looking to grow your range? 

I always have my customer in mind when selecting a jewellery designer. I look for brands that you can’t pick up on your average high street and who each have a different style so that my customer has variety. Daisy Knights, for example, is a designer based in the Cotswolds. Each collection surrounds stories about people in her life and all of her pieces are handmade here in Britain so they have a very distinct look and finish. Katie Rowland, on the other hand, draws her inspiration from beguiling and powerful female characters in history and mythology, creating collections that offer not only unadulterated opulent pleasure but escapism.

Is there a particular style of jewellery that you personally like?   

Not really. I love mixing things up. Some people say you can’t wear silver and gold together but I personally think it looks great. My style generally depends on my mood that day and the outfit i’m wearing. Some days I’ll layer a bunch of dainty necklaces and other days I’ll go for some statement pieces, such as a cuff bracelet or a large detailed necklace. If I’m feeling like something a bit more fierce and edgy, my go-to brand is Zoe & Morgan, especially the Garden of Delights ring and necklace.               

What is your personal favourite piece from Frida & Freya’s designers and why?  

The Anton Heunis Round Crystal Leaf Motif Necklace is my personal favourite. I love how just one piece of jewellery can completely transform your outfit. I often wear it with a plain t-shirt to add a bit of glam to a day outfit. I get so many compliments whenever I wear it.

What would be your top 3 picks for Valentine’s Day gifts this year?          

On our website, we have a dedicated Valentine’s Day Boutique that helps partners choose the perfect gifts based on their wife/girlfriend’s interests so you can narrow down your choices.

If you really want to treat your partner, the Bill Skinner Galloping Horses bracelets are super cute. It’s been so popular that Bill Skinner is continuing the bracelets in his Spring/Summer 2014 collection. We have them in rose gold and rhodium plated.  Nature-inspired jewellery is also very on trend at the moment.

If you are unsure what style or type of jewellery your wife/girlfriend likes, I would recommend the Katie Rowland Ishtar Athani Pendant. It’s subtle and delicate enough that your partner can wearing it everyday or she can layer it with other pendants to add more impact to her look. The blue topaz stone looks stunning against the rose gold and if you really want some brownie points, we have the Ishtar Athani stud earrings to match also.

For those on a budget, the She Wears Gold Love Heart Bangle is a great gift. It’s simple and perfectly fitting for Valentine’s Day. It’s bound to make a girl smile.

We’re also giving away the Zoe & Morgan Love Lasso Ring in time for Valentine’s Day. To enter, just follow us on Twitter @FridaandFreya and retweet one of the tweets that detail the competition. Alternatively, like and share our Facebook page at www.facebook.com/ fridaandfreya. The lucky winner will receive the ring in time for Valentine’s Day.

Do you have a special piece of jewellery you wear which has a particular meaning to you?

My Grandma’s ruby ring started my love affair with jewellery and when she passed, it was left to me. If I have a big day ahead and I need to feel confident and strong, I wear it to remind me of her and of how far i’ve come.

I have read that you aim to inject colourful, statement pieces into your customer’s lives. What advice can you give to anyone wanting to start emboldening their style?

I’d recommend starting with what you’re comfortable with.  If you always wear a necklace then begin your experimentation there, and so on.

• Necklaces: Layering vs Single Statement

It’s amazing how a statement necklace can bring an outfit to life. You can create a statement by either layering lots of delicate necklaces of different lengths; I would recommend 3 or 4 at the most. Alternatively use one bib, crystal or beaded necklace which will have the same effect.

Wearing a block colour like a plain t shirt or blouse will also make the necklace ‘pop’.

• Bracelets: Stacking vs Cuff

If bracelets are your go-to piece of jewellery, stacking bangles or bracelets alongside your watch is an excellent way to create a focal point. You really needs your arms bare for this look so it’s especially great in the summer.

For a chic winter look, a large cuff bangle like our Anton Heunis Large Crystal Cluster Bracelet or the She Wears Gold Plait Cuff Bracelet can be worn over a knitted sleeve.

• Rings: Midi vs Cocktail

In terms of rings, midi rings are having a fashion moment. They are usually in the form of plain bands of different thickness. Try mixing one midi ring with a standard ring on the same hand.

If you prefer a large ring to make your hands the centre of attention, cocktail rings are perfect for this and you can introduce colour here as well. Make sure your manicure is in tip-top shape though and limit this look to one ring per hand.

Earrings: Studs vs Chandelier

People immediately think of stud earrings as being plain and simple but they don’t have to be. There are some really fun studs around now that can add colour, glitz and come in all sorts of shapes and sizes. Our She Wears brand includes owls, angel wings, flowers, lettering and leaves. For a designer pick, I particularly love the Daisy Knights Star Stud Earrings which features two stars on one ear and one star on the other to create a boho look.

Chandelier and drop earrings look striking with short hair or an updo hairstyle as they will catch the light and also the attention of the person who you’re talking to. When wearing these, I would recommend passing on the necklace and keep things simple with a bracelet or ring instead.

Some final tips…

If your clothes have a lot going on then tone the jewellery down.

Lastly and most importantly, don’t be afraid to add your own individuality to your look. Our She Wears range is designed to be affordable so you can experiment with styles and colours without breaking the bank.

What are your top trends for 2014?        

The beauty of jewellery is that trends change at a much more subtle and slower rate than fashion which is all about ‘what’s in this season’ and trying to be one step ahead.

Jewellery is a reflection of personal taste and individuality than it is of the latest catwalk look. Trends do emerge, however, but they are not quite as obvious. A few trends I have noticed for 2014 are:

• Chains & Links: This includes everything from necklaces to rings and ranges from big  chunky chains to small delicate links in every metal colour.
• Gold: Yellow gold is really big this year. I’ve seen it literally everywhere and it’s great because  it has a lovely warming tone so it’ll suit every skin tone as well.
• Colour Explosion: Colour is being used in more experimental ways this year. Texture is an excellent way to add colour into jewellery where you’ll see alot of velvet, ribbon, gems and  crystals coming through. It’s also ok to clash colours as well as mix subtle shades.
• Clear Crystals: Jewellery encrusted in clear crystals were seen on the runways of Roberto  Cavalli and Lanvin, amongst a few, this Spring 2014. The more crystals the better.

Do you have any up-coming exhibitions?            

We’ll be exhibiting this month at a Blogger’s Love Event in Leicester Square London which is a press event. It’s always a pleasure to chat to bloggers and get their reviews on our products.

As part of Jewellery Week, we plan to be at Jewel East At Hackney House/BL-NK in Shoreditch, just off Old Street from 12-15th June 2014 . This is open to the public so come and say hi!

Can you give us any hints about any up coming new collections?              

Within the next few weeks, we will be introducing a new LA-based designer that we’re really excited about. She fits in perfectly within our designer portfolio. Describing her style as delicate, earthy and glamorous, she already boasts a large celebrity following. As her only UK stockist, we’re eager to show off the brand and get our customer’s response.

Bill Skinner’s new Spring/Summer 2014 sees more nature-inspired jewellery which we should have on our site in the upcoming months. Be sure to keep an eye out for crystal encrusted leopards and golden hares. Just beautiful!

To see more of FridaandFreya’s ranges visit the website: fridaandfreya.com