Sarah Valley is based in London UK and is renowned for her original jewellery and fashion designs. Inspired by the natural world and its beauty around her, it is Sarah's mission to sell luxurious pieces of jewellery and fashion accessories that tell a unique story to all.
Sarah Valley chats to JewelStreet about the history of her brand, the inspiration behind her jewellery and fashion designs, brand values and much, much more!
How did your brand begin?
It was never my intention to become a fashion designer; fate intervened and now I find myself immersed in the world of fashion.
When did you first fall in love with designing and knew you wanted to become a designer?
Art is in my blood and from a young age, I was always captivated by the beauty that exists in nature; its intricacies and complex designs. At the tender age of 23, I stumbled on the art of crochet, by chance, it was magnetising and I was in love. I knew from that very moment that I would crochet for the rest of my life.
Is there anyone in particular who has heavily influenced/guided you as a designer?
I was never really influenced by anyone, instead, it was nature, in all its beauty that inspired me.
Values are really important to us at JewelStreet. What are your core brand values?
My core brand values are perseverance, honesty & integrity, diligence and responsibility and pride. I am a firm believer that it is essential to reflect upon one’s decision before making a purchase on a statement piece. What is it that has captivated me about this piece? The design? Its intricacies? The colour? Or simply because it triggered a pleasant memory, hidden in the subconscious mind?
Where do you draw inspiration from for your designs?
My inspiration for my designs derives from my imagination, which ultimately comes from observation of the things that surround me in life; things that grab my attention, from the marks made on a wall to the beauty of the undulating petals of a flower. My love for the natural, complex design of the coral reef never ceases to amaze me and thus have implemented them into my designs. I make sure that each piece I crochet is unique to Sarah Valley, conceived in a way that is not replicable. Originality is key as it represents your own individual expression of what you make of the world.
How are your products made?
All my products have been crafted by the art of crochet, I always have a concept or image in my head; I never plan how to make a certain piece, I just start crafting with my hands and let my style speak for itself.
Are there any specific manufacturing/crafting techniques you use?
I generally use simple techniques to execute each product but it is always how you construct that piece that matters; the materials used and how to implement these simple techniques that will affect the final outcome.
How do you source your materials?
The gemstones I use are sourced from all over the world; Madagascar, India, Brazil and many other locations. I also use Northern Bohemian crystals that originate from Prague, they are very eye-catching with their high optical properties when kissed by the sunlight in particular!
How do you want someone to feel when they wear/use your designs?
I always want people to feel empowered and full of pride when they wear my pieces. Wearing an exclusive garment or a statement necklace is not just about looks, rather it is about making a connection, bringing meaning to your life and enriching it, for simplicity breeds elegance.
Do you have any exciting future plans and where do you see your brand in 5 years?
I am forever expanding Sarah Valley and aim to hit the global market. My dream is to offer something unique to everyone and for my items to be worn with happiness and pride.
How do your brand values align with those of JewelStreet?
The values in which Sarah Valley adopts align with that of Jewel Street in that each and every piece is handmade, statement pieces created are original and all the work is extremely labour-intensive, thus making it unique and unparalleled in every way! Sarah Valley also offers custom and bespoke orders, ready to make anything one desires.
What is your favourite quote?
“Because the people who are crazy enough to think that they can change the world are the ones who do” - Steve Jobs.
Thanks for talking to us Sarah!