Always a collector and maker of small treasures, London based goldsmith Anna Loucah creates luxurious and unique designs inspired by world journeys and mystical imagery. Time spent working with jewellers in India, Hong Kong and Australia early on in her career fused a sense of age old tradition with Anna’s bold design style. At House of Coco we love to travel a LOT and tend to be drawn to brands that take influence from their journeys, hence putting this spotlight on Annaloucah.
Here, she tells us more…
When did you launch the brand and what was the reason behind it?
I launched Annaloucah Fine Jewellery in 2006. To be honest it never entered my mind that I would do anything other than peruse a creative career – I have been making things from one material or another for as long as I can remember.
I was very focused on textiles for a long time but when I started working with metal in my final year of university I knew I had found my thing.
What’s your background?
I’m lucky enough to be from Cornwall originally – which is such a magical place to grow up.
Being surrounded by that rugged scenery and rich artistic heritage – all steeped in its own myth and legend has been an invaluable part of my journey.
When I finished studying I hit the road for a few years travelling – mainly through Asia and Australasia – working along the way and apprenticing as a goldsmith.
I think that these two experiences combined have made me the jeweller that I am now – my love of world jewellery and mystical folklore is as evident in my work now as it has always been.
How many people are involved in the company and what are their roles?
I shall be expanding my company over the next 12 months and creating new roles. Currently I employ people predominately on a freelance basis.
If you could start over with the business, would you do anything differently?
This is one of those questions when it would be easy to say ‘nothing because its all got me to where I am today’ – which is of course true – however – I would say, I could have slowed down a bit. If you expect everything to fall in to place straight away you are going to learn some tough lessons. Wanting too much to happen too soon is always going to lead to frustration.
What is the hardest challenge you have faced since you started the company?
I would say learning how to think with a business brain as well as a creative brain. At the beginning you think passion is going to be enough but you need clear focus to sustain a business over a period of time.
Tell us one fact about you that people wouldn’t know?
I used to be a professional gnome painter 😉
2016 is here, where do you plan on taking the brand?
I will be focusing on creating more of my ready to wear collections – with my signature sentimental style. But also I will be creating a collection of ‘one of a kind pieces’. My work has always been bespoke in essence and I want to really start showcasing that to the max!
To date, what has been the highlight since launching?
There have been loads – but creating the world’s first piece of Fairtrade Ecological gold jewellery for the 2011 Oscars is going to be hard to beat!
Which city do you feel most at home in, London, Paris or New York?
To be honest I’m more at home by the beach – but I find myself falling for London more and more the longer I spend here.
Three beauty products you can’t leave the house without?
1.Tinted lip balm – I am slightly addicted
2.Heavyduty hand cream – completely essential for a jeweller
3. Perfume – scent is such a subtle influence
A smile and a sashay – no matter what…….
Best thing about London to you?
It’s just such an iconic city – every corner you turn there’s another landmark. But what I love the most is the village-like feel of the place – I love diversity and every stop you make in London offers something different.
Statement shoe or statement bag?
If you had to, what piece of clothing from your wardrobe would you wear everyday?
I’ve got a pair of vintage kilm and leather Kiboots that never seem to be off my feet so I will happily choose them
Favourite love song?
‘Into your arms’ by Nick Cave
Best place for a coffee?
Most memorable piece of advice given to you?
Fake it till you make it!
Oh I don’t really think there is anything guilty about pleasure
If you could spent 24 hours in anywhere in the world, where would it be?
Bali Bali Bali – and can I sail there please?
In future, how do you plan on expanding the company?
I am building a design-led, intriguing brand that has full traceability as its foundation. In doing so I am creating a fully traceable, luxury brand.
My design style has proved very versatile over the years but one thing that has always remained the same is my fascination with powerful, amuletic jewellery – I intend to continue evolving this understanding and use it to nurture a distinctive, luxury boutique feel to my brand.
Where can people find out more?
Facebook Annaloucah Fine Jewellery