Success Worldwide : The Powerhouse of the Jewellery World with Natasha Davidov

Here at House of Coco we love to be individual, standing out from the crowd is our jam. So when we stumbled across jewellery brand Davidov London, we were over the moon. They create carefully crafted, bespoke jewellery that is both unique and timeless.

Looking at their jewellery, you’ll be inspired to create your own story about what the concept for each piece might be. As interesting as that may be, its nothing compared to the story of the founder, Natasha Davidov. She is a real powerhouse in the jewellery world and we couldn’t wait to spend some time with her to find out more…

Tell us about the journey that lead you to launching Davidov London…

A: I’ve always felt destined to explore my creativity in impactful ways: first as a journalist, then as editor in chief of Cosmopolitan magazine (edition for Serbia and Montenegro), followed by a marketing career working for the world’s greatest women’s brands such as, Nivea, Eucerin, AVON and many more all the way through to the magical world of creating fine jewellery.

Being honest, it all started as a side business. I was busy working as a marketing consultant, occupied delivering strategies for my clients and one day an opportunity crossed my path to acquire a small online jewellery supplies store. This intrigued me as to its potential and I saw the chance to bring my experience of the fashion & beauty industries and creating marketing strategies to bear on a new project of my own. These gave me the confidence and ideas to see how to improve it and so I took the business on.

I started traveling extensively in search of the best jewellery supplies around the world. Places like Istanbul, Shanghai, mainland China, Jaipur, Bangkok, Italy. It was an exciting journey. Visiting so many places with a great culture and tradition of fine craftsmanship can’t but leave one with ideas and inspiration. The more I saw and learned, the more I wanted to create jewellery myself, not just sell supplies. I wanted to create a fine jewellery collection, one without the big ambition of a marquee brand, but instead with the motivation to bring to women pieces which embodied the tradition, uniqueness and beauty that inspired me. 

Then about a year and a half ago yet another chapter opened in the story. The opportunity arose to expand Davidov London into an area which touches so many women’s lives by teaming-up with Louise Macleod, one very creative mum and a devoted NHS worker to develop and produce maternity bracelets for Mums-to-be which help them to monitor the bumps and movements of their unborn babies. Davidov London has worked with NHS Telford and Wrekin CCG to successfully trial the bracelet with expectant mothers as a part of national Saving Babies’ lives initiative.  This led to the recent launch of the ASKA Maternity Movement Bracelet (a percentage of the proceeds raised from the net sales will be given back to the NHS Telford and Wrekin Clinical Commissioning Group to further support their initiative).

Your designs tell a story, how do you want people to feel when they wear your jewellery?

A: I always believed that what makes a woman attractive is her confidence. I also believe that each and every woman has that something special, the special blueprint. When creating the pieces I always think that its uniqueness will resonate with that special something, that it may help a woman to accentuate her unique self and to make it visible to others. The idea behind every piece is to make people think what the story might be… and to create their own. Everybody has a story to tell. I would be happy if this pieces would help them to tell their story in stylish and unique way.

Top quality is at the forefront of your designs, why is this important to you and what’s your stance on fast fashion?

A: The choice of materials we are using (baroque and freshwater pearls, natural gemstone and handmade gold-plated sterling silver ornaments) is something that defines our jewellery as high quality and is certainly something that last for a lifetime and can be cherished for a long time to come. Pearls are timeless, one doesn’t buy them every day, so we want to make sure that our pieces are something that can be kept in the family for a many future generations. I want our jewellery to be a treasure but also a beautiful treasurer of a family story, the connection between the past and present. I find luxury being an opposite of average, the state of mind where one want to embrace the uniqueness and that is not necessarily unaffordable. 

My view goes far back to the past but envisage the strong look into the future. I don’t believe there is a fast fashion, maybe fast trend. Fashion has a strong social dimension, it influences the people, it sets up and supports certain values and can change the way we are thinking and living. You can’t implement this influence fast. Or at least, not with the long lasting effect. 

Talk us through an average day in your life…

A: Doing a creative job, means that every day is different and exciting and that is the good news. The not so good news is that one has to stay disciplined and perform other duties like a CEO of the business and some of them not being so creative. There is no routine in my life, I find that the routine is not really possible with the creative mind. There is a lot of hard work, discipline and responsibility though. I believe we are the strongest when we win over our weaknesses.  Our creativity needs to be validated and communicated in order to show its real value. That is why my favourite part of everyday business activity is when I hear from my customers. When they send their picture with the product, when I see how our inspiration became their inspiration, too. Although we have customer relations manager, I very often jump into the correspondence with the customer on social media channels or over email or on a video call in existing circumstances. That direct connection allows me to feel how they feel and resonate with the product. 

Talk us through the design process when launching a new product…

A: Being from different cultural backgrounds myself, with many different traditions united in one, the process of getting together different and sometimes very contradictory patterns comes naturally to me. Sometimes it is enough to go through one side of the family history and I already have a certain pattern, a heritage symbol that I visualize and bring to paper. Then I work separately with various artists and craftsmanship techniques from different parts of the world in order to develop an ornament which is unique. I am fortunate to know many exquisitely talented jewellery workers. They work their magic with their hands assembling and bringing the pieces to life. 

Does creativity come naturally to you and what do you do to stay inspired?

A: I am a passionate about sailing. Sometimes, I think about my inspiration as being a meltemi, the strong, north winds of the Aegean Sea, that brings joy to experienced sailors as it means there will be some serious sailing ahead, but which might be unpredictable and wild, as sometimes it starts without warning. The only thing missing is the time for sailing. In both senses.

Our readers love to travel, once things return to normal, what destination is at the top of your bucket list? 

A: It is pretty clear from above explanation. I wouldn’t miss the opportunity to explore more Greek islands, although I am quite familiar with about 60 so far, but there is much more to reveal. The ancient Greek philosophy and culture is my eternal inspiration and guide. 

How much does social media play a role in the success of your brand?

A: My editorial mind still has this passion and a special excitement when I get the printed version of a magazine. This is an irreplaceable experience. Inevitably though, there is a strong influence that social media has in how the brand’s message is channeled and transferred to the audience. Something we are all coming to realize in this challenging times is that the real heroes today are common people, every brand has to count with that in their strategy. Respect and recognition you’ll receive from the customer and their mention of your product is the brand’s biggest strength. And there is no better way to learn that nowadays than with social media. 

What does self care mean to you?

A: “I don’t understand how a woman can leave the house without fixing herself up a little – if only out of politeness. And then, you never know, maybe that’s the day she has a date with destiny. And it’s best to be as pretty as possible for destiny”. This quote from timeless fashion icon Coco Chanel the best describes my attitude to always being at the best of your abilities, even or especially when times are hard or you may find it difficult to do so.  

For aspiring jewellery designers, what advice would you offer?


When lacking motivation, what quote do you like to refer back to?

A: There are many quotes, but there is one special story that continually inspires me, that helped me through the rough times, and which I return to again and again when I need to be reminded of my purpose, and the meaning of life. 

That story is ‘Aska and the Wolf’ by literary Nobel Prize winner, Ivo Andric. The heroine of the story is Aska, a lamb… and a ballet dancer. Who, by her beautiful and captivating dancing, succeeds in escaping the clutches of the wolf hunting her and in turn, death itself. With every pirouette, with every entrechat, with every beat, Aska enchanted that dangerous wolf, mesmerizing him with a symphony of movement, delaying the moment of his lethal pounce, until finally help arrived. 

It taught me at a very young age that one can fight for life, dreams and hopes using one’s creativity and the power of art. That is how the name for the maternity bracelet came about. 

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