Durban - Whether you prefer bold statement pieces or simple minimalist styles, one thing is clear: the jewellery you wear is an extension of your personality.
Kamcilla Pillay asked Durban designer Christy-Anne of Christy-Anne Jewellery about this means of self-expression.
When and why did you start the brand?
In 2009 I started my own jewellery business because I wanted to have creative freedom and be able to make jewellery I liked and that represented who I am.
Where did your interest in design begin?
I think creativity has always been a part of me. When I was little I was always making things out of what I could find around me. As I grew up and went to school I recognised how creating and engaging in art and design made me feel, and knew it was a path I had to follow in some way.
What is the basic premise of the brand?
My brand is about you, the owner and wearer of the jewellery. It understands that people are individuals and that jewellery is something a person chooses and wears to show their identity. People want to feel special and make others feel special, and Christy-Anne Jewellery is a brand with this notion at its core.
What are some of your most popular products?
At the moment, my ear jackets and sliders are quite popular, but it's constantly changing and I try to keep producing new things so that I can appeal to individuals rather than masses.
Are you planning to add more designs and collections to your portfolio?
I am constantly making new things. As a designer and maker, I think one has to keep exploring new ideas, otherwise your brand becomes stagnant. I like working in both silver and gold.
Where can people buy your designs?
At the moment, my website and e-commerce store are under construction, so the best place to find my pieces is Facebook and Instagram. I post new work every week which people can view online and order directly through me. I also sell at the I Heart Market, and at First Thursdays on Station Drive. My studio is based in The Commune on Station Drive and people are welcome to pop in and see my work.
How would you say the brand has been received in Durban?
I think well. Any brand takes time to develop its name, but my jewellery has been received enthusiastically by clients and on social media.
Is your brand popular outside South Africa?
I wouldn't say so yet. I have a plan to push my overseas marketing next year but I wanted to establish a good grounding for my brand in South Africa first.
What advice do you have for budding creatives in Durban?
I think creatives in Durban often feel they are doing it alone and that it's a lot harder to become known. Durban may not have the thriving creative hubs that Cape Town or Johannesburg may have, but there is something really special happening in Durban.
There is a community of creatives all working together who believe in Durban and what it has to offer in its own unique way. Budding creatives need to join in and take that first step. Once you'e taken it, give it all you've got and work together to build creativity in Durban, not against each other.
The Mercury
For more information, visit:
www.facebook.com/christyannejewellery/
www.instagram.com/christyannejewellery.
Christy-Anne Jewellery is based at The Commune (first floor of The Design Factory) at 39 Station Drive.