SVP Jewellery is a brand that exudes versatility and modernity. Head designer, Sarah Parham, works alongside a dedicated team of craftspeople to create adjustable rings that can be banded, stacked and styled to suit its wearers mood.
SVP is home to jewellery that can only be described as wearable architecture. The rings are fully adjustable, and can be stacked together to create new, divergent forms. Alternatively, they can be worn solo for a minimalist look. This is an innovative collection that gives wearers the ability to interchange styles in seconds.
We’ve gone behind the scenes with Sarah, the self-confessed Queen of Rings, to gain an insight into her regal collections. We track her journey from the warmth and inspiration of India, to her love of 70s music. Read on to find out more.
How did your brand begin?
I usually travel to India where my husband works, and that’s where SVP began. I was asked if I would like to design a ring as a thank you gift (my husband had employed the daughter of those who offered). When I got back home my friends loved it, and wanted one for themselves, but none of them knew their ring size. That was when SVP was born.
Values are really important to us at JewelStreet. What are your core brand values?
Change is Beautiful. That is our core brand value. We also focus on making positive changes. This has been proven through our ethics, our inclusion of adjustable bands, and the many beautiful ways that our pieces can be styled.
Where do you get inspiration for your designs?
I am inspired by my upbringing in Lagos, Nigeria. I will find inspiration from fashion, as well as from songs that were released in the 70’s and 80’s.
How is your jewellery made?
Every piece is hand-crafted. It takes 19 pairs of hands to make one SVP adjustable ring.
How do you ensure your jewellery is ethical and sustainable?
I work with an amazing team of craftspeople in India. The factory is super modern, and they work within government guidelines and ethical standards. The factory is always spotless. We use recycled gold and silver in our designs too.
Tell us about some of your most inspiring clients, or bespoke commissions.
We want SVP to be for everyone - whatever your style, job or background. It makes me equally happy seeing someone so pleased with their purchase as it does seeing the brand on someone famous.
Are there any celebrities you would love to see wearing your designs?
All our customers are celebrities in my eyes. We have had lots of famous people buy our brand, but I'd love Kate Moss to wear our studs and spikes range one day.
How do you want someone to feel when they wear your jewellery?
I just want people to feel happy wearing our designs. I want them to feel as though they can dress our pieces up and down and I love see how people change how they wear them by stacking pieces and banding different combinations in different ways.
What has been the highest point of your career so far?
The highest point of my career so far was after year one, when we were on the shortlist for Jewellery Designer of the year. For someone starting out in a new career this was definitely a highlight.
If you could only wear one piece from your collection, what would it be and why?
I love my Moondance white striped black agate ring in the gold vermeil, but I usually wear 9 or 10 rings at a time - all black and gold. All our designs for 2019 have just landed which I am really excited about.
If you hadn't become a designer, what would you be doing?
I used to work in advertising but have always loved fashion. I knew that one day I would be working in fashion in some way shape or form. It is what makes me happy.
Do you have any exciting future plans and where do you see your brand in 5 years?
We are busy growing and have just launched in Japan. We also have lots of other plans for next year, so watch this space.
If you could travel to one place in the world right now, where would it be and why?
India is always top of my list, and I have spent about 5 months out there this year. I have always loved going to France and I have been going since I was a child. Next year, I will be off to Marrakech!
How do you ensure you’ve got a good work/life balance?
I don't. Next year I am getting a doggie to help me get my balance back. I can't wait.
What meal is your signature dish?
I love big salads and seafood - I am not only known as the Queen of Rings but also as the Queen of Salads.
Winding down after a day in the studio is sometimes difficult for a designer, what do you do to help this process?
Eat chocolate and watch Coronation Street! If I am not doing that I am at pilates or weightlifting.