Joanna Cave

Designer name: Joanna Cave

Origin: Joanna is half English, half Greek. She was born in London.

Career highlight: “Being asked to design a room in the style of my jewellery for the Fashion House Hotel, Athens.”

Design background: Joanna completed a foundation course at Central Saint Martins. She then moved on to Middlesex University to study her BA in Jewellery. She worked for Scott Wilson for a few months as well as Tanya Griebel who designed large religious artifacts for synagogues.”

Design signatures: “Most people describe it as ‘ethnic chic’. My pieces look delicate and have a certain simplicity but also an ancient Grecian style to them.”

How would you describe the Joanna Cave woman? “The Bohemian chic of Sienna Miller and Kate Moss, as well as Vanessa Redgrave.”

Name three things that are inspiring you for spring/summer 2011: “Geometric forms from buildings, details of exotic birds and Mediterranean landscapes.”

What is your brand philosophy? “The Joanna Cave collection is made with much love and care by people who enjoy their job and are paid fairly. Recycled silver has been used as well as ethically sourced pearls. We hope that the client will enjoy and love their jewellery. Knowing the product’s origin and manufacturing will inspire ethical consumerism.”

How do you see the brand moving forward and developing? “Making pieces that can be affordable to more people as I feel there is ethics in accessibility to more people. In the not so near future, I hope to move some of the production to Bali, where a small community of people will be trained and therefore help the local economy.”

What's new for you this season? “Subtle pieces that can be worn every day.”