We first met Gaudion Bowerbank when attending a course on working sustainably at the brilliant Centre for Sustainable Fashion. Gaudion Bowerbank were already well progressed on their chosen path towards showcasing amazing jewellery that had been created sustainably and ethically, and we have watched their business go from strength to strength over the past year- never swerving from their mission.
In 2009 Gaudion Bowerbank was born out of the desire this duo have for creating an environment which fosters artistic freedom and creative collaboration leading to more intelligent design; a studio-boutique that would promote the behind-the-scenes craftsmanship of the best contemporary jewellery in the world. Working from small studios or their homes, the designers’ devote fine materials, years of expertise, and the physical workmanship hours needed to craft the orders by hand, one at a time.
“It was really important to Kelly and I that Gaudion Bowerbank have a point of difference, we wanted to offer our customers and designers a new retail experience, something with traditional values but with a contemporary and fresh aesthetic. Yes, on a basic level it [Gaudion Bowerbank] is a shop, but it’s a gallery too, a window into designers’ studios, and the hub of a vibrant, interactive, creative community.”
Claire Gaudion, Co-founder of Gaudion Bowerbank
Gaudion Bowerbank won designer brand of the year at London Jewellery Week in June 2010.
In addition to running Gaudion Bowerbank; Kelly Bowerbank works as a Junior Fashion Editor at Asos. Prior to that Kelly worked on the fashion desk at the Guardian for almost three years, with editors Jess Cartner-Morley and Imogen Fox. Claire Gaudion, alongside her role at Gaudion Bowerbank, also works for Edina Ronay assisting with design, buying and website development. She began this job whilst studying at London College of Fashion, which is where Claire and Kelly met.
We interviewed Kelly Bowerbank, picking her brains on her inspiration and influences. Thanks for the time you have given us Kelly!
Tell us about your current design crush
I’m really excited about a textile designer we’re launching soon. She’s a very talented weaver who makes beautiful scarves and throws. To the untrained eye her work is haphazard and geometric; but each of the patterns that make up her pieces have a secret Morse code word woven into them. My favourite is the design based on the word ‘love’, if you don’t know Morse code, then you’d never guess that’s what it said, or indeed that it said anything at all. It’s such a clever, imaginative concept, and it makes for an incredibly thoughtful gift. I will be treating the special people in my life to one of her scarves come Christmas!
Do you think that wearability is more important than creativity?
My head says yes, but my heart says no! Seriously, I think that (for me at least), it’s about balance. What I wear has to keep me from indecently exposing myself, fairly dry if it rains, and at a pleasant temperature- those are the non-negotiable ‘wearability’ factors. However, I don’t believe that creativity has to be sacrificed to tick these boxes. Even wardrobe staples: white t-shirts, navy jumpers, black trousers, can have beautiful, unexpected design details. I heard someone refer to these as ‘premium basics’ recently, which I thought was nice.
For you, what is the most important aspect of being an independent retailer?
Being able to promote emerging talent. In times of economic difficulty, the large department stores and chains are reluctant to take ‘risks’ with little-known designers. We can be much more flexible and reactive in our approach, and it means we can support new graduates and fresh talent.
Which comes first for you, personal style or trends?
I have eclectic style. One day I may be dressed in homage to Mad Men, the next could be my take on military, and another I’ll be channeling Snoop Dog (yes really). Trends don’t massively influence me, but I do nod in their direction, especially when it comes to styling my outfits. There’s been a massive shift towards minimalism recently, so I’ll be putting a lot of our designer’s simple, paired back pieces to good use this season.
Do you think that ethical and sustainable fashion can compete with main stream high-street fashion?
It has to, and it is. Today’s customers are shrewd, if ethical fashion doesn’t fulfill their requirements then they just won’t buy it. Of course, there is still room for improvement, but in recent years, the design credentials of the best ethical fashion has really improved to a point where is can easily compete with the fast fashion of the high-street
What season are you currently working on and how is it shaping up?
Gaudion Bowerbank doesn’t really work on seasonal basis, we just choose designers that we love and who deserve a platform for their work. We do apply some common sense to our operational schedule though, for example we wouldn’t launch a knitwear designer in June, when what women really want is is summery dress.
What or who are your longest standing design influences?
Elsa Schiaparelli and Martin Margiela. I’m the proud owner of a Margiela jacket, the shoulders are so huge that I have to go through doorways side on when I wear it. I’ve yet to acquire any Schiaparelli, but I’m hopeful!
What’s currently inspiring you?
We visit many graduate and new designer shows each year, and there have been some great ones this summer. Seeing all of the new talent, fresh and enthusiastic, re-affirms our ethos. Creating a platform that supports emerging designers, that’s inspiring. Claire and I are both also really looking forward to the Future Beauty: 30 Years of Japanese Fashion, exhibition opening soon at the Barbican Art Gallery. I’m sure I’ll come out of there energized, notepad and pencil in hand, eager to design and create!
How would you describe Gaudion Bowerbank’s fashion aesthetic?
Minimal, timeless, and beautiful. A bold design statement.
What is currently tempting you into making a purchase?
Erm, I’m a little embarrassed by this, but I’ve literally just bought some Rebecca Taylor leopard trousers, despite lots of protests from my boyfriend. After the February fashion weeks I realised there was a huge gap in my wardrobe where animal print trousers should be. Mulberry and Ungaro presented some gorgeous ones; mine are charcoal and black, they’re made of really soft wool. They’re much nicer than what you’re probably imagining! If you haven’t guessed yet, I’m a sucker for fashion…
Any style secrets?
Wear at least one thing everyday that makes you smile. And wear it with confidence.
How has the ethical and sustainable fashion scene changed since you opened your business?
The awareness of ethical and sustainable fashion is growing all the time; both within the industry as more brands launch eco/organic/fairtrade lines, and with customers becoming more conscientious shoppers. Since opening the business, we’ve definitely perceived a positive shift towards sustainable fashion. A year or two ago people were engaging with ethical fashion because they felt they should, but now it’s because they actually want to- there’s been a massive change in attitude.
What’s the best thing about your job?
Seeing the craft behind the products. It’s amazing to be privy to the skill and the love that goes into creating them.
Any future projects that you’d like to tell us about?
We’re focusing on two main projects at the moment, expanding our product range and re-developing the website. It’s a massive job, the revamped site will look clean and modern, and the improved functionality will make the shopping experience much smoother for customers.
Any fashion regrets?
As someone who has indulged in almost every daft trend, you’d think I’d have lots! But fashion is too much fun to have any regrets. Live, wear and learn but never regret.
Whats the best fashion advise that you’ve ever been given?
Don’t save things for ‘special’, it just means you’ll never ever wear them.
Can you share with us your most fabulous fashion moment?
I felt pretty pleased with myself (and only mildly embarrassed) when Jerry Hall had to wait to pass, while the Japarazzi took my picture at an event at London College of Fashion. She was very gracious about it, and totally stunning.
Who would you love to work with, past or present?
Working with new and relatively unknown designers is one of the best parts of this job and what drives Gaudion Bowerbank. But there are of course some iconic designers and brands that we’d love to partner with. It would be amazing to do something with Pierre Hardy, I adore his shoes. You can spot his designs from a mile away, there is something about the proportions, classic, contemporary, simple, yet creative. Whistles is one of my favourite stores and Jane Shepherdson is exceptionally talented- the Phoebe Philo of the high street. She has a sixth sense when it comes to design, she intuitively knows what women want and she doesn’t fail when it comes to delivering it. I’d never say no to a collaboration with Whistles or her or both!
Any final word of advise?
Keep the momentum and smile even when things don’t go to plan- they have a habit of working themselves out. Make time to see your loved ones even when you’re frantically busy.
Claire and Kelly at London Jewellery Week earlier this year
designs by Simone Brewster
designs by Simone Brewster
designs bu Lua Lua
designs bu Lua Lua