After 10 years working as both a Personal and Fashion stylist I decided it was time to get a creative in a different way. I had already loosely tried my hand at fashion design as a complete maverick in the Alternative genre, playing about with Corsetry and fusing the idea of Gothic/Boho/Alternative fashion with a more classic mainstream finish. As I was experimenting with this the Rockabilly music scene was taking off all over the world in a big way and I simply could not want to compete in that market. Rockabilly is a great look fusing 40’s vintage style with modern alternative fabrics, big bold brightly coloured hair, winged eyeliner and classic finish. For me, after spending a decade in and around fashion this seemed like too much hard work. My desire was to go back to basics with something simple and effortless whilst still offering something completely unique and changeable across the fashion/style spectrum. This is why Sterling Silver and colourful stones were my go to thought.
In September 2015 I opened my Etsy shop after two years of practice with my former Styling Brand ‘Urban Chique’ which survived another year as Urban Chique Jewellery before I hit a personal disaster and closed everything down. Rising out of the fall (Which came to a head in Paris) lead me to experiment making many different styles of jewellery along the mainstream/bohemian spectrum and I spent 18 months in the UK working to get better at product photography, branding, designing, making and marketing. Whilst it’s still very early days I have taken a huge leap of faith and I am in progress with making Vie Beads Jewellery an international custom Jewellery brand as now it trades in the markets of Spain as well as on Etsy.
My vision right from day one was to be able to create custom or bespoke jewellery and offer it to compete with mass manufacture, a battle of the small independents against the corporate retail and sweat shop labour. I want to see Vie Beads lead a change in the mind set of the public and stop being wasteful with cheap throwaway fashion and consider their personal responsibility in the market place as a consumer. Every business potentially has it’s place but I believe in independent retail, breeding a creative environment where children are free to explore their natural talents and adults raising such children are no longer afraid to have faith in themselves because of corporate capitalism. I would love to see the Sweat shops of China and India abolished and the people of those countries receiving the privilege and education we enjoy, with the added bonus of freedom. I believe every independent artist has the right to price their products in line with their talent and ability and not to have to compete with again the big corporates and be haggled down to a point where they are working for years on less than minimum wage.
I am passionate about life (Vie), about holding a good moral code of conduct and being fair. Brand named items come from the independents, the independent brands/artists who spend a lifetime aiming for something most of us can only imagine. That is what you buy into more than anything, you buy into a dream, a vision, a life, a lifestyle, a creative process, something intangible that leaves a legacy, A belief of a fair world.
Though my heart and home in my head are both in Spain it was the events in France that led me to fall hard enough that I had to fight my way back to life,’Vie’ is my respectful nod to a personal triumph over hard and dark times. I also have Vie Fit Personal Training, I work in both the businesses as a designer and maker (Vie Bead) as well as Personal Trainer, Fitness Instructor and Personal Coach full time (Vie Fit).