LUSTY FOR JEWELS
Imagine if you could be dripping with jewels, different jewels of different shapes and sizes and hues, with varying levels of effervescence and sparkle. Imagine if you could have different trinkets to adorn yourself with, to lust over. Unusual and alluring gems hanging prettily about your neck or your décolletage, every, single, day.
If this sounds a little like I’m suggesting that somewhere out there exists the Wonka’s chocolate factory of jewels then you wouldn’t be too far off. And riding the glass elevator is imaginative entrepreneur Sophie Moore of The Folly Boutique. I wanted to introduce her to you personally because her new jewellery rental service is an ingenious piece of imaginary, recently made very real. It’s something I think, all us grown up little girl’s dream of.
HOW DOES IT WORK?
It’s simple –
1)You choose one of the fabulous pieces on offer – and fabulous they are ranging from the glam jewel clusters of AKONG to elaborate aztec BUBA beading.
2)You select for hire (or buy), pay a small hire fee – often no more than £30
3)You wait for your jewels to arrive in the post and then style them into an outfit for some such fabulous occasion – I don’t know – maybe Elle Style awards, London Fashion Week, the races or a wedding…
4)After the event you package them up send them back and choose your next jewellery romance…or fling rather ;)
We caught up with Sophie at home over a Back of the Wardrobe styling session. Find out how she came up with the concept, see the styling, get a sneak peak at her beautiful home and read the full interview below:
First off - how did you enjoy your Back of the Wardrobe Style Session?
My session with Emma was fun, inspiring and informative. My usual style is comfy, relaxed and plain and my clothes are usually simple as I tend to make statements with accessories - mainly jewellery from my shop, The Folly Boutique. Emma helped me look at my clothes differently and showed me the importance of a well constructed outfit. As someone who knows a bit about fashion and loves clothes, I consider myself to be fairly confident with dressing; but as any woman with old-standing body issues, I had let myself get stuck in comfort zones. With sensitivity and kindness, Emma helped me to step away from those bad habits using clothes from my own wardrobe, many of which I wasn’t wearing at all. She made up a work friendly outfit for me using items of clothing I usually avoid on their own, but teamed together she made the outfit (and me) feel sexy, slim and professional.
What inspired you to set up a jewellery rental business?
I’ve always been into my jewellery – particularly statement pieces and I had the idea for a rental business a few years back but it really struck me that something like this was needed, when I was planning my own wedding. For me it wasn’t about the dress it was more about the jewels and it was impossible to find the type of modern, stylish designs from luxe names and up and coming designers for hire. I simply couldn’t of afforded to buy the pieces I wanted outright, but nor could I seem to find anywhere I could hire them from.
I don’t think brides should have to be limited to twee pearl twin sets, they also shouldn’t have to feel guilty about spending money on something they will only wear once, so I decided to set something up myself.
How do you know this will take off?
Because my market is quite simply the fashion forward, or interested woman who can’t necessarily afford to buy to her taste. It’s all of us really. *Smiles*.
What’s your career background?
I used to run the admin office at Damien Hirst’s main London Studio, ordering materials for the artworks. I became more and more obsessed with my idea during my time working at the studio but I was too frightened to quit. Then one day I was made redundant, and six months later – here I am. Last year I was at the Paris shows buying and that’s when it hit me – this is it.
For now business is taking off, I have managed to bag some of my favourite brands and hot new jewellery designers, women everywhere can get glitzed up for their outings to the races, for weddings, dances, dates or even just an important business meeting, and I’m excited for what’s next.
WHY IS THE FOLLY BOUTIQUE A BACK OF THE WARDROBE FAVOURITE?
We at Back of the Wardrobe think this idea embodies sustainable luxe and of course we love a bit of reuse. We love the idea that once you’ve had the joy of wearing a piece it can be passed on and we can avoid, in part, the cycle of buying, buying, buying aimlessly. Simply wear once, or twice ;) and then let someone else have a whirl. And your audience - the people that whoop and stare as you walk in covered in jewels? Well, they’ll never know any different…
FRIENDS OF BACK OF THE WARDROBE – WATCH THIS SPACE:
The Folly Boutique is now an official ‘friend of Back of the Wardrobe’ so watch this space for collaborations to come and remember that if you book a session with us you’ll be offered the opportunity to have some jewels bought along to your session and to rent or purchase these at a 10% discount.
Love and Jewels.
Back of the Wardrobe X
P.s see the session profile and before and after for Sophie’s session here:
All Lifestyle shots by Nuraan Ackers