3 Reasons we’re low-key obsessed with this high-key jewellery brand
15 December 2022
By Fashion Quarterly
Introducing the mother-daughter duo bringing international luxury jewellery to our corner of the world.
There’s no denying the impact the pandemic has had on our lifestyles. At the height of lockdown, we turned to leisurewear, downloaded zoom, and simplified our routines; we had events cancelled, travel plans jilted, and prolonged time away from loved ones; even having things to look forward to were underlined with uncertainty. Now, as we resume the new normal, we’ve learned how important it is to make each day count, protecting our peace with acts of self-care embedded into our everyday routines.
How we choose to spend — or invest, rather — has completely transformed alongside our attitude towards the finer things in life. Why reserve them for special occasions when we can consciously make an ordinary day elevated purely by their presence? Well, that’s how luxury jeweller Lulu’s Collective sees it – and we’d have to agree.
Founded in 2022 by mother-daughter duo Lauren Boden and Debbie Wells, their concerted curation of forever pieces lovingly created by established and emerging fine jewellers from across the globe is fast becoming New Zealand’s luxury jewellery destination — and it’s completely online.
Handmade by independent designers using only the finest materials, Lulu’s Collective has a mecca of niche designs for every wearer. There are equally as many playful pendants and rings as there are minimalist necklaces and bracelets. From pearls, diamonds, and gemstones through to 14-carat gold beads and cluster charms, the virtually endless collection of stunning jewels and motifs reminds us of why wearing jewellery is an elite agency of self-expression.
Read on for three reasons why we’re collecting pieces from Lulu’s Collective.
#1 Their range is unlike anything we’ve ever seen before
From classic and contemporary to completely customisable, Lulu’s Collective of bracelets, earrings, necklaces, and rings, offers a refreshing take on traditional jewellery sets. Whether you keep it simple or prefer a layered approach, you can curate a range of pieces bespoke to you. Scalloped daisy initials, chic zodiac dog tags, strawberry opal pendants, black bees, or 14-carat gold pizza slices dressed in diamond and rubies are just some of the creative ways you can add a playful element to your final look. But unlike costume or fashion jewellery these pieces are made from premium materials and designed to last for thousands of years withstanding cracking, shattering and bending from daily wear. There’s a sense of ceremony inherent in them when you reach for them each morning. Which leads us to our next reason…
#2 They allow us to access international designers you’ve probably never heard of before
The pieces we choose to wear everyday are extremely personal. They make us feel like ‘ourselves’ and speak to facets of our personality. And because we are all one-of-a-kind, it brings us quiet confidence that we can access high-quality jewellery that’s original or relatively undiscovered. Instead of jet-setting abroad to discover beautiful treasures to adorn ourselves with, Lulu’s Collective has done the investigative work for us, sourcing from designers in LA, New York, London, and Paris. You can channel modern day heirlooms with Storrow’s charming pendants, chains and rings, or Mizuki’s minimalist collection of fine cascading pearl chokers and gold open marquis hoop earrings. Have a penchant for history and literature? Digby & Iona’s signet rings brim with narrative while Laura Lee’s onyx cameo rings and antiqued diamond and sterling silver necklaces with crescent moon and star motifs offer elevated escapism.
#3 It’s a personal experience
Lulu’s Collective is an online luxury jewellery destination. And while there are limitations to this progressive model, its pros outweigh the cons. Much like any online store, you can lose yourself scrolling through the reams of stunning jewellery – but unlike being in a store, each item is given equal real estate without running the risk of any pieces being overlooked. You can even book a virtual styling appointment to help you select the perfect piece. This one-on-one with experts is personalised to you and your taste. And better still, Lulu’s attitude hinges on you buying yourself the pieces you want – not waiting for someone else to buy them for you, which is a huge green flag in our opinion.
