LONDON — Pink, green, blue and yellow daisy tennis chains and bracelets; daisy pearl necklaces and bracelets; heart-shaped rings and colourful stud earrings — these are only a couple of of the pieces on the web site of London-based jewelers Hatton Labs.

“Our brand is predominantly male. It’s near a 75/25 split, female and male. We definitely design predominantly for men in mind, but 25 percent is large, which we’re very appreciative of,” said Joe Gelb, cofounder of the brand with Jack Cannon.

Hatton Labs is perceived as a unisex brand online with its ambiguous campaign imagery and no online categories for men or women.

Nevertheless, the pair usually are not able to be called a unisex brand yet.

“My biggest fear for us could be to design for men and ladies without really studying women’s jewelry. It’s quite scary because we haven’t studied it and without consciously really doing that, I wouldn’t be that confident to say that we were womenswear accessories designers because we’ve probably not spent the time on it. But we’re comfortable to cater to this request,” Gelb said.

Cannon began the brand in 2018 out of necessity and it’s now stocked at greater than 120 stockists, including Mr Porter, Ssense, Selfridges, Browns, Saks, Nordstrom and more with a starting price of 110 kilos and ranging as much as 32,500 kilos.

“I used to be making stuff for myself, my friends and typically anybody that was around me on the time. I used to be forced to start out making stuff purely because there wasn’t anything for us to wear. We weren’t necessarily going to be wearing massive diamond encrusted pieces or costume jewelry,” said Cannon, who previously worked in social media at Nike in Amsterdam.

Cannon and Gelb have known one another for greater than 15 years, however the pair only reconnected when Cannon was ideating Hatton Labs and Gelb was working in entertainment and branding in Los Angeles.

“I moved back to London to work for an investment firm who desired to discover latest fashion brands to take a position in. I discovered a man called Charaf Tajer, who’s the creative director and founding father of Casablanca. He hadn’t really got 2,000 followers on Instagram on the time and essentially, myself and a few my colleagues moved back to establish Casablanca as a business and gave it its first investment with Nadia Khan, chief executive officer of the brand,” Gelb said.

He jumped ship onto Hatton Labs after helping Cannon for a short time, which they’ve self-funded together with none investor. But they usually are not completely closed off to the prospects of latest capital coming in in the long run.

The concept to take Hatton Labs more seriously got here from the massive disparity Cannon and Gelb saw in the jewellery market between the established brands and latest ones, with little or no space for a middle ground that would dabble in all categories.

The brand primarily muses on music culture, resembling hip-hop and rock, in addition to listing Pharrell Williams, Vivienne Westwood, Ralph Lauren and Dior Jewelry’s creative director Victoire de Castellane as design inspirations.

“We see numerous opportunity in products that don’t exist available in the market. In the following couple of years we’d really like to ascertain ourselves as an accessories brand,” explained Gelb, hinting that they’ve already began working with leather for fall 2023, inspired by the custom belt buckles he and Cannon produced a couple of seasons ago that ranged from 500 kilos to 2,000 kilos in price.

“We’re not attempting to turn into connoisseurs in leather per se, not less than not in the intervening time, but more so specialists within the hardware application quite than simply clasps and buttons. We’re really doubling down on an ornamental level, which we feel doesn’t really exist available in the market,” he added.

Hatton Labs now makes all of its jewelry across Tuscany and Veneto in Italy aside from custom orders, that are made in London. That’s where they began off, but because the brand grew larger, they took manufacturing to Thailand, which didn’t give them much confidence due to low quality.

The contemporary jewelry brand predominantly works in 95 silver (the usual for silver) and cubic zirconia, but for his or her Browns capsule collection they created three tennis chains and two tennis bracelets using white gold, emeralds, sapphire diamonds and amethyst. They use freshwater pearls, that are ethically farmed.

“Our factories produce for all the massive fashion and jewellery houses, resembling Bulgari, Tiffany’s, Louis Vuitton and Gucci. We definitely feel that we’re in the very best hands possible to execute our vision,” Gelb said.

“They’re extremely large factories which have numerous checks and legal protocols in place, especially since they work with Kering and LVMH. It gives us comfort that what they’re doing is all ethically above board and playing by the foundations,” he added.