Q&A with Alice Blofield of Shyla
S/S '24
We sit down with founder Alice Blofeld and find out a bit more about the life of a London jewellery designer.
S/S '24
Can you describe the essence of Shyla?
I like to think of our pieces as timeless classics blended with a modern and contemporary twist. I want them to be as relevant today as in five or ten years’ time. We design both delicate everyday jewellery items as well as large, bold statement pieces, but our speciality is our handcrafted glass jewellery. I really feel this is a unique aesthetic which I haven’t seen any other designer do so far. We have a few signature colours which we carry from season to season, including apple greens, soft champagnes, lemon yellows and soft and dark blues. I would say we appeal to women of 30 + age, who like to dress in a sophisticated and understated way but add a fun and colour to their outfits through playful jewellery like ours. We also were intent in creating something that is really high quality but doesn’t cost the earth.
What is your background and where did you train?
My background is actually in philosophy but after university I trained and worked for a French womenswear and accessory brand. This is where I decided I would like to make my own take on accessories and create something a little bit different from the rest.
It's a big step, setting up on your own. What was the impetus for launching Shyla?
I was motivated mainly by the need for being creatively free and not constrained to trends. Our focus in not what’s ‘in’ this season or the next, rather what works well for women for of all ages over years to come.
Talk a bit about your visual inspiration. What's on your pinboard?
Ha, well now it’s summer my mood boards consist mainly of dream holiday destinations. But I draw a lot of colour inspiration from these. As our collection is so colourful I love seeing how countries use colour in clothing and accessories all around the world. Then add a contemporary touch to these.
Where are you based? And who do you work with?
Our studio is in Dalston, London. Where I have lived for the last 8 years. I have a wonderful team of close women I work with. I love the feeling of working with women. We come in have a coffe and chat and then get to work. It’s a lovely friendly environment where we can have a lot of fun as well as work really hard.
You describe yourself as "morally motivated". In these times of more conscious consumerism, can you elaborate on what this means?
Our designs are motivated by longevity and timelessness instead of the trend-led designs which you would easily dispose of. We are ethically motivated in the sense of women empowering women. We work with several small charities educating some of the poorest women in India. Teaching them a craft they can learn to support and sustain their families. We also use recycled gold and silver and all our packaging is recycled. We are a women-led team and I personally believe so strongly in sisterhood and supporting and uplifting other women.
Can you tell us about the charities you work with?
We work with three charities. The first is Comit2change. A charity which helps to educate some of India’s poorest females. We are also committed to Choose love, a charity aimed at helping refugees all across the world. Lastly we work with One tree planted, a charity which plants millions of trees across the world. Three causes that are close to my heart.
What has been the biggest thrill of your career?
The whole evolution is a thrill. Every online order we get gives me a happy feeling that someone is loving what we do. It reinforces my creative confidence, which is often needed in such a cut throat industry. A second biggest thrill was being stocked by Liberty, a store I have admired ever since being a teenager.
Who would you most like to see wearing your jewellery?
Emma Corrin recently wore our Nairobi hoops. That made me jump with joy as I’m a huge fan of The Crown.
Why do you think Shyla has proved so hugely popular at The Hambledon?
It makes me so happy that customer’s of the Hambledon like what we are doing. It is such a beautiful store which stocks other amazing brands.
