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Meet fourth-generation jeweller: Ayalla Joseph

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Ayalla Joseph is a fourth-generation jeweller, and jewellery is in both her blood and her heart. She grew up surrounded by fine gems and gold in her father’s Hatton Garden workshop, before going on to spend 25 years training and working in the international diamond industry, supplying loose stones to some of the world’s finest jewellers. After taking time out to focus on family and rearrange her priorities, Ayalla moved to Israel and started to create her own designs.

Her jewellery is imaginative yet versatile – reflecting the moments, emotions and memories of her life so far. Her vision is to create easy-to-wear, fuss-free designs that transcend age, time and situation. We chat with Ayalla about her fiery Mediterranean temperament, having access to the finest diamonds in the world and working with a charity that provides emotional care and physical support for abandoned babies. 

 

When did you know you wanted to design jewellery?

“Jewellery has always been an integral part of my life. Some of my earliest memories are of me spending time with my father in his workshop. Fascinated by fine gems and attention to detail, I knew at a young age that I would follow in his footsteps.”

 

What are your core brand values?

“We're a small design-orientated jeweller, committed to sourcing the finest gems and creating luxurious, exciting and unusual jewels that are fuss-free and versatile. Jewels that enhance but never over power. Jewellery that is an extension of self.”

 

"My jewellery creations are the jigsaw pieces of my life."

 

What inspires your designs?

“My jewellery creations are the jigsaw pieces of my life. A moment, emotion or memory that stems from somewhere on my journey. I reflect these in my designs, so there can never be a choreographed collection, just a spontaneous burst of energy.”

 

 

 

How do you source your materials?

“I travel the world in search of interesting gemstones and build my pieces around them. As a diamond dealer, I have access to the finest diamonds in the world.”

 

Do you work with any charities?

“Yes. First Hug is a charity that provides emotional care and physical support for abandoned babies. By spending regular time with them, getting to know them, volunteers are able to create consistent bonds and give them the warmth they are missing.”

 

"As a diamond dealer, I have access to the finest diamonds in the world."

 

If you could only wear one piece from your collection, what would it be and why?

“The Maya earrings. Inspired by my solo trip to Mexico. I chose to take 'time out' of my regular routine and dwell in my solitude. I found that I had to lose myself in order to find myself. The power of the pyramids inspired me and gave me strength.”

 

Where is your go-to meeting spot?

“The beach, which is a 10-minute drive from my office. We often go there as a team to brainstorm.”

 

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What’s the best advice you’ve ever been given?

“To think for 24 hours before reacting to something that hurts or angers me deeply. Sometimes I'm able to do it, but on many occasions, my fiery Mediterranean temperament gets the best of me, and I usually regret it.”

 

If you could travel to one place in the world right now, where would it be?​

“Tulum, Mexico. I find the simplicity and beauty of the place mesmerising. White sands and turquoise sea with a laid-back vibe. A perfect place to get away from it all and relax.”

 

 

"I want my jewels to become an extension of who they are. An expression of self and not an accessory."

 

What music do you have playing in your studio?

“Motown. I have an eclectic collection of music, but Motown hits always make me feel great!”

 

What’s your favourite quote?

“Turn your face towards the sun and the shadows will fall behind you.”

 

How do you wind down after a long day?

“Have a large glass of wine…”

 

How do you want someone to feel when they wear Ayalla Joseph jewellery?

“Empowered and individual. I want my jewels to become an extension of who they are. An expression of self and not an accessory.”

 

Ayalla Joseph jewellery is available to shop on JewelStreet here.

 

 

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