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 last decade, Yeo, a Singaporean who has lived and worked in both the US and Britain, has been heralded as a designer to watch. In 2014, the Alexandra Alberta Baroque Drove was named one of the Top v Emerging Designer Collections in the United Kingdom by the very industry-respected Professional person Jeweller Magazine.
Fashionistas, influencers and media akin note Yeo's power to combine playfulness and whimsy with sophistication and elegance.
Having moved domicile a few years ago, she is hard at piece of work designing new collections every bit well as improving her brand's online presence, embracing the reality that e-commerce is very much the hereafter of retail.
DID Yous Always KNOW YOU WANTED TO Brand BEAUTIFUL THINGS?
When I was trivial, my mother had many pretty things, namely, jewellery from brands like Givenchy and Chanel that she would purchase on her trips to Paris and Italy.
My mother was a style buyer, so she has fantabulous taste. She had this cute box of jewels of many different colours, and I would accept them out every day and admire them. I was and so lucky. She would buy me very unique, cute wear from Paris. During my gratuitous time at home, I loved to manner myself with her beautiful jewellery and article of clothing, sometimes scarves and things.
So, yes, from a young age, I was very fortunate to exist exposed to beautiful things. Because of that, I think my sis and I grew to dear beautiful things. That definitely inspired me to create jewellery that I hope people see as cute.
YOU WORKED AT SOME GREAT LUXURY BRANDS WHEN YOU STARTED YOUR CAREER. WHAT LESSONS DID Yous Acquire FROM YOUR EXPERIENCES THERE THAT YOU HAVE CARRIED OVER TO YOUR Own BUSINESS?
I have been fortunate to accept 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 fashion houses I admire and love: Rag & Bone, Opening Ceremony and Lanvin. What I learnt from these amazing creative companies is that information technology is really important to grade relationships with your clients.
I also learnt that it is really of import to sharpen ane's design vision, and exist really clear about the make's ethos.
WHEN AND WHY DID YOU Make up one's mind TO Motion INTO JEWELLERY?
I moved into jewellery after working at some fashion jobs. I felt that my involvement really was focused on jewellery. I felt that my forte and passion had always been in accessories. Equally a student growing upwardly, I'd ever go caught for over-accessorising! So, subsequently a few stints in fashion, I enrolled at the Gemological Institute of America in New York.
AND WHAT DOES ONE Larn There? HOW DOES One TRAIN TO BE BOTH A GEMOLOGIST AND A JEWELLER?
Preparation to be a gemologist, you lot accept to complete coursework in both Diamonds and Coloured Stones. Mine was done at GIA New York merely there are other schools offering this programme. I likewise went on to practise training in jewellery blueprint at Central 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 about accuracy and precision. So, y'all need to score 100 per cent for your tests. Any less is not accepted.
DID You lot ALREADY HAVE A PLAN FOR ALEXANDRA ALBERTA WHEN GOING THROUGH YOUR GIA COURSES?
No, I did not. Merely prior to graduation, my all-time friend's swain approached me to custom-make an engagement ring for her. It was a pink kunzite spodumene, pink tourmaline and diamond ring.
Working on that first commission prompted me to showtime my own business organisation. The conclusion to beginning the business concern came quite naturally. It was an easy ane actually.
HOW Practice YOU Define THE STYLE OF YOUR PIECES?
I would say the way of my pieces is whimsical and edgy.
I am inspired by architecture, nature and unusual colour palettes. I like to find inspiration in the details. As I said before, I've loved jewellery since I was a child and channel this youthful love into my designs as well.
WHAT HAS BEEN THE BEST THING THAT HAS HAPPENED TO YOU TO Appointment BECAUSE OF THE Concern?
Well, I would say but having amazing people assertive in me enough to committee me to create unique and special pieces for them. I also 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 one prepares an entrepreneur for merely how much you have to practice yourself. But it's all worth information technology in the end.
I UNDERSTAND YOU'RE Dorsum IN SINGAPORE NOW. ARE YOU Dorsum PERMANENTLY OR Merely DURING THE PANDEMIC?
I'm dorsum in Singapore permanently now after living in Los Angeles, New York and London. It's great to be home.
WHAT, IF YOU HAD TO SINGLE OUT CERTAIN PIECES, ARE YOUR HERO PRODUCTS?
My Khrysler Earrings are definitely iconic to my brand. They are strongly inspired by the Art Deco era. They are from the METROPOLIS collection. The EXOTICA durian earrings also are special every bit they are a tongue-in-cheek representation of Southeast Asia. That first band I made for my all-time friend is however a very special piece for me. First, it was for my best friend and second, it helped catalyse my company (into being).
There are other bully pieces I am proud of, such every bit a rare eight-carat flawless ceylon sapphire encrusted with diamonds, and my multi-gem pastel shade earrings mixed in with diamonds.
WHAT PERCENTAGE OF YOUR Concern IS BESPOKE?
About twoscore per cent of my business organization is bespoke. I actually enjoy the process of making something unique for a customer. It's a little more personal. I love getting to know clients, learning near them and what defines their style.
WHAT, IN YOUR OPINION, DEFINES LUXURY?
Luxury is being able to accept something unique, something well-made, something long-lasting.
HOW HAS THE PANDEMIC AFFECTED YOUR BUSINESS?
We take placed more effort into revamping our website as – and I am sure most people would concord – the Web is the future. However, I still believe in in-store products. Something like jewellery sometimes needs to exist touched and tried on.
Any COOL PLANS FOR THE YEAR YOU WOULD Like TO SHARE?
Aye, I accept 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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