You've successfully subscribed to By Rotation - Blog
Great! Next, complete checkout for full access to By Rotation - Blog
Welcome back! You've successfully signed in.
Success! Your account is fully activated, you now have access to all content.
Fashion / Rotators / Sustainability

#MeetTheRotators: Loveness Lee

. 2 min read . Written by By Rotation
#MeetTheRotators: Loveness Lee

Loveness Lee is a contemporary jewellery brand that makes statement pieces, handcrafted in London and inspired by nature. We spoke to founder Loveness about how she weaves sustainability into her business, what inspires her designs and how she started her namesake brand.

What made you start Loveness Lee?

I have always wanted to start my own brand after training in jewellery and silversmithing for 7 years. I am confident with my design and believe there is a gap in the market for abstract statement jewellery like mine.

How do you source your materials?

We source materials locally from trust worthy wholesalers.

What’s the best way to care for your jewellery to prolong their life?

Avoid contact with chemicals such as hair spray, sun lotion, perfume etc when wearing the jewellery. When storing the jewellery,  keep it in the pouch that it came with and keep it in a dry place and avoid direct sun light.

What’s your favourite jewellery item that you own?

My favourite jewellery item is the Maze hoop earrings. We are good at making hoop earrings, and Maze is one of our first and most iconic. Also, hoop earrings are in style at the moment, and we have jazzed-up the trend with these super-sized shapes, formed of textured rings contrasted with needle-like fragments. These features combined create the edginess you see in these earrings. Hoops suit every outfit, and the exceptional flair of Maze will only add more intricate style to every wardrobe.

Medium hoop earrings available  to rent from £20; Maze earrings available from £30; Acacia ring available from £21

The jewellery industry has a reputation for being quite unsustainable, what do you think will disrupt this and create significant change?

We hand make good quality jewellery that will last a long time and timeless designs that is not purely trend driven (trend driven designs can only last one or two seasons which is not sustainable). We spend a long time digging deeper for design concepts that back up the styles that you see now which will prove valuable over time. We also recycle silver in our London  workshop.

Who inspires you?

Not a matter of who, but what: Nature.

Favourite quote?

"Study nature, love nature, stay close to nature. It will never fail you." - Frank Lloyd Wright

Wishlist item(s) on by rotation?

A lot of dresses on there are very beautiful.

A closer look at the craftsmanship and nature-inspired designs.

Rent Loveness Lee jewellery on our platform starting from £20.