Hidden Gems: Inside Jewellery designers Zoe & Morgan’s Primrose Hill Boutique

Inside Jewellery Designers Zoe & Morgan’s London Boutique

Last week we visited the pretty London enclave of Primrose Hill, where jewellery designers Zoe & Morgan have created their new boutique space, showcasing a beautiful selection of handmade, delicate and style-focused jewellery and – most importantly for me – their new collection of engagement and wedding rings. With graphic prints on the walls, flowers and plants everywhere and beautiful vintage display cabinets and furniture, the store has clearly been as lovingly designed as the jewellery within it.

A selection of rings from the new fine jewellery collection
An unusual linear engagement ring

Zoe & Morgan was started by siblings Zoe, Morgan and Ruth in London in 2005. As children of a silversmith and an upbringing that took them all over the world, their influences range from talismanic, tribal and cosmic patterns and motifs, with a strong free-spirited feel underpinning all the collections, reflective of their bohemian childhood and love of the outdoors.

The new engagement and wedding collection.

Recently diversifying into engagement rings and wedding bands, the bold yet minimal style and silhouette the brand is known for has been distilled into a collection of sharp-looking, sophisticated rings with an unusual geometric edge, with graphic lines and great use of negative space that give the pieces a contemporary and easy-to-wear feel.

Some of the unique and unusual engagement rings from Zoe & Morgan’s new wedding collection

As part of our Engagement Ring finding service, we constantly get asked where to find simple, graphic designs that are pretty and not too stark; easy to wear and classic, yet feel non-conventional, and I feel that Zoe & Morgan have tapped in to this demand really well. London girls who want something cool, chic and stylish, but still delicate and understated, will love this collection.

A geometric style wedding band in 18ct gold and diamonds

Tucked away in a quiet street in London, the Zoe & Morgan boutique is perfect for browsing – something which I strongly advocate when in the early stages of choosing an engagement ring – with lots to try on and a couple of friendly and knowledgable staff on hand to help. Manned by the super chic (and an ex-model) sister Ruth, who now runs the London side of the business whilst her siblings are based in New Zealand, visiting the boutique feels like going to your coolest friend’s living room; small enough to feel relaxed and welcoming, with carefully chosen cabinets and artwork.

Zoe & Morgan’s London Boutique

The strong geometric designs which are the essence of the Zoe & Morgan brand have translated perfectly into this engagement ring collection, which holds true to their linear, graphic style, but in a more luxury, classic way. For a low-key, stylish engagement ring with a non-conventional edge, this London based boutique is well worth a visit. Find it at: 48 Chalcot Road,London NW1 8LS, or visit www.zoeandmorgan.com.

For more engagement ring inspiration have a look at our Gallery



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Grace in Geometry: Jewellery design duo Shimell & Madden

One-off aquamarine ring from the ‘Prism’ collection

I love looking at a person’s handwriting. The flourish, scale, weight and care that the individual gives each word says so much about them, that I find it intensely personal and revealing (non-descript, changeable scrawl or basic printing in capitals acts as a warning, and is hugely unattractive to me). It is also relatively easy to look at a body of work and identify a unique design ‘handwriting’ (see Fernando Jorge, Polly Wales and Hannah Martin), a cohesive tone that makes it instantly recognisable due to a familiarity of form, yet wholly original in style. New jewellery design duo Shimell & Madden have this quality – a small British jewellery brand that has been growing steadily over the past 5 years, their seemingly complex mini structures of layered linear pattern result in strong, bold, but delicate forms.

Selection of jewellery by Shimell & Madden
Jewellery by Shimell & Madden at The New Craftsmen.
Prism ring

I met Emma Madden, fresh from a successful London Fashion Week (which resulted in prestigious concept store Dover Street Market declaring they would ‘take it all’) at their retailer The New Craftsmen to talk inspiration, building collections, and process.

Large aquamarine ring from the Prism collection
Designer-maker Emma Madden
Solitaire Ring with Fair Trade ruby

Coming from a traditional jewellery background, Emma and her design partner Luke Shimell met whilst both working at a family-run jewellers in Devon, mainly undertaking general repair and soldering work for the shop. Sharing an interest in maths, pure geometric shapes and proportion, they launched their brand in 2010, which they now design and make by hand in their studio in East London.

Arc brooch, 18ct gold and lemon quartz
Arc brooch, 18ct gold and lemon quartz
Shimell & Madden Ring
Indigo Arc Circle ring (L) and Arc circle ring (R)

Collections are started organically, without sketches, moodboards or tangible points of inspiration, and instead are borne from experimentation; playing with a simple concept of layering, initially with concentric circles – each circle painstakingly cut out by hand and raised above the previous one with tiny supporting joints, like miniature architectural models. This very visual way of working allows room for trial and error, and Emma tells me of the hoards of discarded brass models piling up at their studio.

Lattice Ring, 18ct gold and mirror cut aquamarine
Close-up: Lattice Ring in 18ct gold and aquamarine
Arc Circle Ring, 18ct gold with mirror cut blue/green tourmaline

They pair also spend time hunting down the perfect stone – design of a piece often follows the discovery of a one-off cut gemstone – with skinny, geometric cuts of tourmaline or lemon quartz taking centre stage in the middle of the maze-like structures.

Mini pendant and earrings from the Symmetry collection

Earrings from the Symmetry collection
Lattice Ring, 18ct gold and aquamarine

The strong symbolic feel of Shimell & Madden’s collections also add to their appeal; although according to Emma people tend to add different meanings to each piece, depending on their perspective. The satisfying symmetry, clean lines and repeating pattern feel familiar yet modern; reminiscent all at once of ancient pagan symbolism, old english mazes and stellar constellations…yet the pieces manage to sit proud in contemporary spaces such as Dover Street Market, Ruberg in Islington, and The New Craftsmen.

Pieces from the Arc collection on display at The New Craftsmen

To see more of Shimell & Madden’s work, visit the above retailers, or have a look at their website here.

For more Jewellery Designer Interviews, click here.

With thanks to The New Craftsmen, 34 North Row, Mayfair, London, W1K 6DG. Photos and text by Kate Baxter, copyright 2015.

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Watch: The inspirations of Ruth Tomlinson

Making jewellery can be at once all-consuming, frantic, sweaty work, as well as a meditative, calming process. For jewellery designer Ruth Tomlinson, it seems to mainly be the latter. This beautiful film shows Ruth at work, revealing her creative processes and inspirations; from finding pieces of once molten metal in the sand on the beach, to sitting at the bench breathing life into her ideas. A sensitively made film allowing a behind-the-scenes glimpse into how a piece of jewellery comes to be…


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