Well, you’re here to know more about why I have decided to close my jewellery business? Awesome.
So, my brand took off so quickly as fresh out of Central Saint Martins I got a big order from Net-a-Porter so Daisy Knights was born. Luckily, I had just come back from an internship with the amazing Melissa Joy Manning who taught me the business side of the industry. She has the most amazing New York based jewellery label which is eco conscious and become a real mentor to me.
So, skip forward a few years through magazine front covers, celebrities wearing my work like Rihanna and Cara Delevingne, stocking shops like Harvey Nichols, Selfridges, collaborations with Olay, Lacoste and many more, you get the picture. I started to feel a bit disconnected with the industry, showing at London Fashion Week each season saying ‘buy this’ then the following season ‘now buy this not that’. Getting my work copied by highstreet stores was a big thing too, and made me realise it’s not necessarily the industry for a sensitive creative soul.
I started to slow the business down, my amazing Sales Director Michelle moved back to Canada and I carried on for a few years before gradually quieting the label down. I stopped paying a big PR and sales agency and had a few small PR firms, then decided not to promote at all. I tried to concentrate on a personal service and sell less by not selling into stores or promoting.
Still this feeling of anxiety krept in, even when I decided to focus on my other career path with a big digital agency in London where I headed up a social media team on site for one of their clients. I was doing Daisy Knights as a side hustle which felt good for a bit. But then became truly exhausting. I had a full time nanny and was now hardly seeing my daughter, my husband is away a lot for work (I mean a lot, like six months of the year a lot!) so Sylvie wasn’t getting much time from either of us. Plus, the client I worked for didn’t exactly fit with my eco mindset. CI had a constant feeling that I was doing all aspects of my life badly- bad mum, bad at work and bad for the earth. So I quit the corporate job.
So….(we are nearly there, thank you for reading this far!) Here I am, wondering what to do to be proud of my impact on our planet. What to say when my daughter asks what I contributed knowing that the earth needed saving and out consumer mindsets need a major adjustment. I don’t think saying ‘I had an eco brand’ would sit comfortably with me. So, after 10 years, I decided to put Daisy Knights to sleep forever.
I am studying to be a yoga teacher which I will be documenting on this here blog. So please, get in touch, just to say Hey or for coffee/yoga meet up!
Thank you for your support on this wild journey to become a better human. D x