For those with a love of simplistic design, minimal jewels and interesting shapes, take note of emerging jewellery brand Jenny Sweetnam. After graduating from the Edinburgh College of Art, Sweetnam founded her own label, got herself a London based studio and watched the stockists start piling up. With Twin favourites Darkroom and Celestine Eleven among them, we caught up with the young designer to get to know her a little better.

Tell us a little about your background… How did you get into jewellery design?
Whilst training at design school I would obsessively work with metal on a vast scale and always create work connected with the body.  With a love for fashion as sculpture, becoming a jewellery designer was the exact way for me to express my ideas.  I’ve never looked back and am immensely happy designing and running my label.

How would you describe the Jenny Sweetnam design ethos?
I want to innovate through form and create bold jewellery silhouettes to frame the body in unique ways. There will always be a focus on luxury through craftsmanship.

What soundtrack would we find in your studio?
It’s all about FKA twigs right now for me!

Any planned collaborations?
For SS15 I’m thrilled to be collaborating with Pavane London, showcasing at London Fashion Week in September. Watch this space.

Describe the Jenny Sweetnam girl in three words…
Defiant, minimalistic, fun.

Where do you source your materials?
All from within the UK.

As a new jewellery brand, how are you finding the London scene?
Exhilarating! I love the momentum in London and opportunities are occurring quickly. The array of independent, design-led stores is amazing here and it’s exciting finding my niche. I’ve just started selling at Celestine Eleven, an alternative luxury concept store in East London – I’m very excited to be represented by such an innovative store. London certainly is the most exciting place to be as an emerging design label.

jennysweetnam.com