This year DD celebrates its 10th anniversary. Looking back over this time, I’m so proud of how far we’ve come as a business, and I am delighted to be able to look forward to the next ten years, confident that with the help of my fantastic team we can continue to learn and grow, and of course create beautiful jewellery.
As I sat at my kitchen table in 2009, still a student of jewellery design at Central St Martins, and nervously hand-making bangles for a first photoshoot - for V Magazine featuring Kate Moss - I wouldn’t have dared believe or even dream what was to come. Ten years later I have four stores across northern England, a stunning website, a pop-up in Chelsea’s Duke of York Square in London, as well as my workshop and HQ in Lincolnshire, all filled to the brim with wonderful, talented co-workers.
But here we are! It’s truly overwhelming to think of how far we’ve come, and I’m honoured that we were awarded Best Multi-Channel Jeweller of the year, at the 2019 UK Jewellery Awards.
Despite this growth and development, our ethos has remained unchanged: we believe that simplicity is the key to success, and we hope this radiates throughout our designs.
We are a proudly British company, and all our jewellery is handmade in the UK. Our chains and castings are specially made for us by a longstanding British family company, and everything else is made by us in our own workshop in Lincolnshire.
I always wanted to create jewellery to be cherished, and yet not so precious that it would never be worn. We aim to create pieces that can be layered and stacked, and worn every single day. Whether the customer be young or old, a man or a woman, or even a dog, our gold and silver designs have an easy-going charm that effortlessly becomes part of any outfit or look.
I feel our family-based approach is one of the reasons for the broad appeal of our jewellery; each of us plays a part, from my younger sister Holly who is the face of the business, and our creative director, to my mum and business partner Della, whose 25 years’ business experience have proven invaluable; my dad, Craig, who sources and renovates the shops, through to my Granny Bertie, who at 80 years old cleans and serves tea in the workshop.
We are truly a family business and I love that; the way we live our lives as a family is reflected in our brand and our jewellery. I believe it leads to a design approach that includes everyone.
2019 has seen us make a conscious effort to be more sustainable as a brand, and we now have a mission statement that guides us. 95% of our gold and silver is recycled, our gem stones are all ethically mined, and we are changing our packaging to a more eco- friendly option.
Looking forward, I am excited to see our bespoke collection go from strength to strength, and I am eager to create more beautiful designs, working with emeralds, sapphires and diamonds, to name a few. The demand for these handmade and unique pieces has been thrilling, and it gives me enormous satisfaction to know that we have created something that will become an heirloom for our customers’ families to enjoy for generations.
I hope the next ten years brings as much joy to me and my family as the last. For me, whether the person wearing our jewellery is on the pages of a magazine or simply sitting on the beach with their dog, I’m just happy to know that what we create is cherished.
— Daniella X