We caught up with Silver Service Jewellery’s creator Tilly Sveaas to discuss her incredibly popular jewellery line. A celebrity favorite (Cheryl Cole and Alexandra Burke are just some of the celebrity fans), Silver Service’s trendy jewellery is creating quite a buzz. The collection features a number of different pieces; from chunky rings and silver cuffs to edgy gun and skull necklaces. There is one central theme throughout the collection, though: protection. Angel wings are a prominent symbol in the jewellery, and serve to represent not only protection, but flight and freedom.
Your brand’s name is quite unique. Where did it come from?
TS: Sitting on the beach in Bali, discussing setting up the business, I was eating fresh seafood, grilled on coconut husks, served on banana leaves. No knives or forks on offer and the whole experience was so wonderful and so far removed from any “Silver Service” dining experience, that the name was formed!
You’ve achieved a great level of success as a jewelry designer. What would you say are the most important qualities for somebody who is just starting out?
TS: Stick to the materials and designs you love and feel passionate about, even if they don’t take off at once. Don’t follow the herd just because their product is selling, create a niche for yourself and your product and you will then become known for that and people will come and hunt you out. Rome was not built in a day so don’t expect miracles overnight! You have to work hard!
What inspired you to design jewelry for a living?
TS: My Father’s an antiques dealer and specializes in jewelry. I have always been exposed to wonderful and unique pieces growing up and it seemed a very natural path to explore in my own different way.
How would you define your style aesthetic?
TS: Working abroad has inspired the two main themes of protection and freedom. Delicate, resilient, hand-carved wings in silver, horn and bone symbolize Guardian Angels keeping a watchful eye over the wearer. Also the ability to mix and match different charms daily to reflect your mood, belief and personality, is rooted in the freedom of movement and expression experienced while traveling abroad.
I’ve noticed that your jewelry appeals to not only women, but men as well. Was it your vision when designing the pieces to have them be unisex?
TS: To be honest that seems to have evolved, men are far more interested in wearing jewelry these days, the subject matter suits both sexes and it looks so good on them.
You’ve managed to make some dark images (skulls, crosses, guns) quite fashionable and trendy. What do you think makes the transformation of these images so appealing to consumers?
TS: What I love about the jewelry is that the dark subject matter has been glamorized to allow us all to wear it! Its not just restricted to goths! I like the fact the boundaries have been broken down and it’s acceptable for everyone to wear a gun or a skull. It’s an ugly subject matter turned pretty and therefore acceptable.
What’s next for Silver Service?
TS: Web domination! To continue to create new charms for all the loyal customers who make me very happy by telling me how much they enjoy and love wearing the jewelry.
Be sure to check out Tilly’s amazing creations at the Silver Service Jewellery website!
