Daniele Klien, the visionary force behind the bespoke jewelry brand Anne x Joseph, takes us on a captivating journey of creativity and resilience in the ever-evolving world of luxury craftsmanship.
House of Coco Magazine reconnects with this inspiring entrepreneur, a year after our initial interview, to explore the brand’s transformative growth, philanthropic endeavour’s, and the unique blend of personal and cultural influences that continue to shape Anne X Joseph’s distinctive identity…
Daniele, it’s wonderful to catch up with Anne X Joseph LLC after our last interview. Can you share some highlights of what the brand has been up to since our previous feature?
This past year has been incredibly transformative in so many ways. Mainly, we have collaborated with some incredibly talented Ghanaian artisans on various projects. We have been able to make much more of an impact through our philanthropic efforts due to being physically based in West Africa, and our brand awareness has significantly increased worldwide through wonderful PR partnerships. We’ve also hosted some of the most fun pop-up shops in Covent Garden, London, SoHo, NYC, and Accra, Ghana. There is no feeling more rewarding as a designer who is primarily based online than being able to interact with customers in person and tell the story of each piece.
Anne X Joseph LLC is renowned for its luxe handcrafted accessories. Can you tell us about any new materials, techniques, or design elements that you have incorporated into your bespoke jewelry since our last conversation, showcasing the brand’s evolution?
The beauty of handcrafting 90% of my pieces has always meant that they are never made in bulk. Over the years, I have been able to get a reliable pulse on what my clients gravitate toward. Instead of shifting to trendier pieces, I have honed in on what works best while trying to source even higher quality hardware.
One thing that I have done since we last spoke was to expand into leather goods. As my family and I are still stationed in Ghana on an expat assignment, I wanted to make full use of the incredible raw materials and talent here. I designed two styles of bags I wanted to produce under the Anne X Joseph Umbrella – a bucket bag with an optional crossbody strap, and a clutch with a crossbody strap as well. After months of research, I found a female-owned manufacturer who worked closely with me to bring my dream to fruition. She sourced the local leather and African Kente material of my choice and expertly manufactured the bags of my dreams. In the Summer of 2023, “Yaa by Anne X Joseph” – my leather goods line – was born!
The concept of upcycled designer pieces is fascinating. Since our last interview, have there been any particularly unique or noteworthy upcycled creations that you’d like to share?
Since our last conversation, I have shifted my focus to roughly 80% original Anne X Joseph designs and 20% up cycled designs. What I have begun to notice in that space is that there are a number of companies selling designer-inspired pieces under the guise of being upcycled pieces. In an effort to stay true to my goal of sustainably providing authentic upcycled pieces to my clients, I have become much more intentional and selective in the authenticated pieces I source to make my upcycled designs. This means less quantity but more unique, bespoke creations.
Limited collections in stores can create an exclusive experience for customers. How do you select the specific pieces to be featured in your New York City and London stores, and what kind of response have you received from these physical retail spaces?
In recent months, I ended my retail contracts with the stores in NYC and London, as I realized that it is much more impactful if I can describe and sell my pieces directly. So, I am currently back to selling exclusively online, with various pop-up shops throughout the year. However, I do have pieces in PR showrooms in both NYC and London, and that has been incredibly beneficial for my brand. In the past year, multiple Anne X Joseph pieces have been featured in magazine editorials in Harper’s Bazaar, Elle, Cosmopolitan, L’Officiel, and more. For this, I give all thanks to my amazing PR partnerships.
Handmade items often come with a personal touch. Can you share a story about a particularly meaningful or challenging custom order that you’ve fulfilled since our last conversation, highlighting the brand’s dedication to creating unique pieces for individual clients?
I will say that creating custom, bespoke pieces gives me the most joy. The more intricate the design request, the better. In some instances, the challenge lies in sourcing the materials needed to bring my clients’ visions to fruition. I do manage expectations by being upfront about the turnaround times, but in the end, they always turn out beautifully as we take our time to source just the right materials.
The disclaimer about upcycled pieces clarifies your brand’s stance on authenticity. How do you strike a balance between appreciating classic luxury styles and ensuring that your creations are distinctly unique and respectful of the original brands?
Over the years, I have had a handful of new/potential clients send me images of pieces made by classic luxury brands and asked me to replicate them. I turn down those requests every time. I am not in the business of duplicating another brand’s work, as I would not like for that to be done to my brand down the road. I always stress my appreciation for these luxury design houses, as I own a collection of pieces of my own. The desire to make pieces for my clientele using hardware from a vintage, deconstructed piece, then adding my own designs around it highlights the history behind the upcycled piece being used while incorporating a new design, giving sometimes forgotten pieces a “new life.”
Production and shipping times are crucial for online businesses. Have there been any changes or improvements in your logistics and customer service processes to enhance the overall shopping experience for your clients since our last discussion?
Unfortunately, with most of my clients being based in the US and the UK, I have had to absorb the shipping costs to use a globally respected shipping company, which delivers my pieces in 3-4 days from Ghana to the US/ROW. Production time still takes a few extra days, as I handcraft each piece upon receiving orders. However, the investment in a more efficient shipping service has helped tremendously.
Incorporating vintage hardware implies a connection to the past. How do you see Anne X Joseph LLC’s designs contributing to the sustainability movement in fashion, particularly in the context of upcycling and repurposing materials?
The last three vintage pieces I procured (with certificates of authenticity – which is even more important these days) were from ’70s and early ’80s collections from my all-time favorite design house. With that many years of wear, some of the original owners view these pieces as outdated and may list them in “pre-loved” markets sometimes in a closet cleaning exercise. From my perspective, I see GEMS! I was able to procure a vintage medallion belt made of 12-14 interconnected medallions and two early ’80s charm bracelets, one with connected medallions and the other with a multitude of charms.
The way in which I see my brand contributing to sustainability in fashion is by purchasing these vintage pieces, restoring them (where needed) while maintaining their vintage elements, then using the highest quality gold-filled chains and freshwater pearls to take the medallions and charms apart and turning them into a new, unique piece of their own. The vintage elements are truly given a new life, and the quality of the hardware used to convert them into new pieces should give them a long life, with proper care.
How Anne X Joseph LLC Makes Longevity Part of Luxury?
Anne X Joseph LLC already places craftsmanship at the centre of its identity, but long-term luxury also depends on what happens after a piece leaves the studio. Clear care guidance for gold-filled chains, freshwater pearls, leather and vintage hardware can help customers protect both appearance and structure. For a brand built around considered materials and limited production, encouraging careful storage, gentle cleaning and appropriate handling reinforces the idea that accessories should be kept, worn and valued for years rather than treated as disposable purchases.
Why Longevity Matters in Bespoke Accessories?
Product longevity can also strengthen the relationship between designer and customer. Offering practical care advice, repair options where possible, or guidance for maintaining older pieces gives buyers more confidence in investing in handcrafted work. It also fits naturally with a slower approach to fashion, where quality is measured by how well an item continues to serve its owner. For Anne X Joseph LLC, this focus could complement its existing emphasis on originality by extending the story of each piece well beyond the initial purchase.
Fashion often reflects cultural and societal shifts. Have there been any societal trends or movements that have influenced your recent designs or the overall direction of Anne X Joseph LLC since our last interview?
In my opinion, there has been a larger shift toward sustainable fashion in the years since I started my brand. I don’t think this should be a trend but a more permanent way of approaching fashion choices. It feels good to see other brands my size moving in this direction, and I don’t plan to shift this core business value anytime soon.
Collaborations can be exciting for both creators and customers. Have there been any recent collaborations or partnerships that have added a new dimension to Anne X Joseph LLC’s offerings, and how have they contributed to the brand’s creative vision?
As I mentioned the last time we caught up, philanthropy plays a major part in what I do in my business and personal life. This past October, for my “Rosa Campaign,” which raises funds to assist with breast cancer awareness and support, I engaged three incredibly talented Ghanaian small businesses – Gracious Style Co, Wolf Couture, and St. Otiko. My Rosa Collection offers pink-themed jewelry and accessories, with 50% of sales being donated.
For this year’s collection, I collaborated with Gracious Style Co to provide pink-themed African batik print scarves; Wolf Couture to provide pink beaded bracelets, which would be incorporated into my gold bracelet stacks, and St. Otiko, who makes stop-quality reusable bags made of leftover fabric. The owner was able to create special edition Anne X Joseph pink ribbon reusable bags, included as a gift with each purchase.
These collaborations were meaningful, as they gave me the opportunity to use my platform to showcase a few women-owned brands that are incredibly talented and put sustainability at the forefront of their product offerings. It was also nice for me to be able to offer something in addition to my jewelry pieces for this important collection.
Bespoke jewelry is deeply personal. Can you share a story about a memorable customer testimonial or a story about how one of your creations had a significant impact on someone’s life, emphasizing the emotional connection your pieces foster?
A friend turned client reached out to me with an idea to create custom earrings for the bridal party in her upcoming wedding. It was such an incredible honor to work with her on this project. Knowing each of her bridesmaids and their personalities, we were able to work on individual pairs of earrings, which they each cherished from the moment they opened them. To be able to play a role in such a significant life event was indescribable.
Limited edition pieces often create a sense of urgency and exclusivity. Have there been any standout limited edition collections or items that were exceptionally well-received by your audience, and what made them particularly special?
My increased interest in focusing on vintage pieces for my repurposed offerings came about two years ago when I purchased a vintage, 1970s medallion bracelet for myself. Upon receiving the bracelet, I realized it was too large for my wrist. In order to size the bracelet to fit my wrist, I removed one of the five medallions. The bracelet became a perfect fit, but I was left with the extra medallion, which I decided to attach to strands of antique gold-plated chains to make a necklace for myself.
Whenever I would wear that “set,” I would always receive compliments and requests to make more. As I refused to part with the remaining medallions on my treasured bracelet to make necklaces for sale, I began the hunt for another of that bracelet.
Earlier this year, I finally found the same bracelet in the pre-loved market. Knowing that it took me a year to find it and the fact that there were only five medallions on the bracelet, I set up my very first limited-edition pre-sale. Within minutes of the announcement and listing, all five were claimed. Here is a photo of the necklace, which I still receive requests for to this day. It is truly a timeless beauty.
Online presence is essential in today’s digital age. How has Anne X Joseph LLC utilized social media and online platforms to engage with customers and showcase your creations, and have there been any innovative digital marketing strategies implemented since our last conversation?
Since our last conversation, I have hired a Marketing Manager, who is incredible. We have streamlined my social media pages to highlight the focal pieces of the brand, magazine editorials, etc., and we have become more consistent about using our newsletter to communicate key updates with our client base.
The concept of imperfections in vintage pieces adds character. How do you communicate the charm of these minor flaws to your customers, ensuring they appreciate the uniqueness and history behind each upcycled creation?
What I’ve found over the years is that my clients who truly appreciate vintage pieces and what they mean understand why there may be minor imperfections, and some come to expect them. I include this verbiage on my website, and in the few cases where a client orders a piece and questions why it is not in pristine condition upon receipt, I use that as a teaching opportunity about vintage pieces. Some clients appreciate learning more about the character of vintage pieces, and others choose to return them because it may not be their style. I am very flexible with my return policies, so while I point out that my website describes what to expect from a truly vintage piece, I do offer leeway with returns and refunds.
Looking towards the future, what can we expect from Anne X Joseph LLC in terms of new collections, initiatives, or expansions? Are there any upcoming projects or developments that you are particularly excited about and believe will shape the brand’s trajectory moving forward?
I would like to refocus my efforts on relaunching my pieces in key retail stores. This will not be a rushed process, as it needs to make smart business sense. That aside, I plan to continue working on expanding my exclusive design offerings at a pace that makes sense for me as the designer and jewelry maker and my clients based on demand.
Our readers love to travel, what destination is at the top of your bucket list?
As our time on the African continent is limited, I would love to visit Kenya while we are here. Cape Town, South Africa is another favorite. I was last there 10 years ago but plan to spend this Christmas there with my husband and children.
What’s your go-to quote when you are lacking motivation?
“But as for you, be strong and do not give up, for your work will be rewarded.”
Where can people follow you and find out more?
- Website: www.annexjoseph.com
- Email: contact@annexjoseph.com
- Instagram: @annexjoseph
