Posted on July 24 2015
A born collector and curator, founder Gemma Critchley grew up in the West Indies beach combing for natural organic forms and interesting little treasures. With Cabinet she utilises her passion for unique shapes, textures and colours found in nature to create dazzling collections with a truly British luxurious edge to them.
Watch our exclusive interview to hear about the inspiration behind this luxury British jewellery brand.
Hoochie Mama interview with Gemma Critchley – Design Director & Founder – Cabinet Studios Ltd.
How did you get into Jewellery?
I did an elective in silversmithing at the jewellery quarter in Birmingham. I liked the idea that all the small things I was finding I could utilise to create jewellery, little wearable works of art.
What inspires you?
I’ve always been keen on collecting. Ever since I was young, I spent most of my time collecting, beach combing, finding natural resources, anything that I found that was almost like a treasure to me. I collect antique things, fabric, tactile pieces and jewellery so to speak; I’m a bit of a magpie! I wanted to utilise all those things and inspirations, even if it was down to the texture that I was using or even faded colour-ways and work out ways of integrating those into collections. We really like the idea of looking at natural forms that are found in self-defence, like stingray barbs and things like that. Looking at Ernst Haeckel’s illustrations and all the microscopic organisms we decided to develop something and we came out with the viper pendant and earrings which move and are a mix of a few things but they are all inspired by the Triggerfish’s fin.
Cabinet 18ct Rose Gold Viper Pendant and Earrings - hand crafted in the UK
Who is the Cabinet customer?
I think the Cabinet customer definitely can’t be defined by age. She’s free spirited, loves colour, and wants to have fun with her jewellery. For me the one thing that is really important is that it’s never really about being too serious. We love the idea that we’re creating pieces that are built to last, hopefully future vintage. It’s definitely pieces that hopefully lots of different age groups will be able to buy into and maybe people will enjoy the concepts behind the pieces and the different inspirations that each of our collections hold.
How has Cabinet been received by press and celebrities?
We’ve had some great support from well-known household names and celebrities. Initially we had Cheryl Cole who was wearing our pieces on a regular basis. She actually wore a pair of our earrings for one of the L’Oreal campaigns, which was amazing!
What is the greatest achievement for Cabinet so far?
We’re on tour with Swarovski for their World Jewellery Facets so we’ve just had our work featured in their amazing exhibition in Paris. Lot’s of really exciting things like that that I’m really proud of.
What does the future hold for Cabinet?
We’ve got lots of things happening with Swarovski at the moment. We’ve got new collections on the go as we speak and we’ve got a few possible collaborations in-store for next season, quite possibly a handbag collaboration, which is very exciting. Then just really pushing the brand, doing lots of PR work and coming up with some really new exciting pieces.
View the full Cabinet Jewellery Collection