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Every fashionista knows that an outfit is never complete without the right accessories.
We all love a bit of bling but what really makes you stand out is finding something a bit different, and that’s exactly what Form Jewellery has to offer. ‘It’s unique’ says co-owner Michael Dransfield. He and partner Tim Swann have known each other for eighteen years and created Form Bespoke Jewellers Ltd in 2004.The two met in the jewellery industry where they both worked in manufacturing, building up their skills and developing a vast expertise.After making hundreds of the same pieces and never seeing the final result or engaging with a satisfied customer, they spotted a gap in the market and together created a new way of buying jewellery.
At Form, each piece of jewellery is unique. Customers can bring their own designs and have a piece created to their own personal tastes.There are no sales people involved; clients speak directly to Tim and Michael who then make each piece themselves.Michael says: ‘We carry our clients through the whole process, from design to actually making the jewellery.’ Partner Tim describes the Form experience as ‘being able to sit down and relax, talk to an expert who will listen to what you want the design to look like, and just being part of the whole process in order to create the best design possible.’ The company operates out of a bright and sunny first floor showroom in Chapel Allerton.
The Hype is invited next door to the workshop where trays of diamonds are waiting to be set. It’s a complicated process, involving intricate-looking tools and machinery, but it’s one that Tim and Michael know well. The business is also very aware of the controversy that can surround the diamond industry and all the stones used at Form are conflict-free.
As Tim and Michael make all the pieces themselves, they have a real personal involvement with each item of jewellery they create. ‘My favourite piece would have to be a ring we designed for a customer - a princess cut square stone diamond set in platinum’ says Tim. ‘It’s set with a flat top, and it’s unusual in that you can really see the stone - as we always try and do, we show the diamonds off as best possible. The client came to us with a particular look they were after, and between their idea and our know-how, showing them what would work and what would look best, we agreed a design and went through the process of having a model created and approved, and then having it cast in 18ct white gold, part finished, set, then given the final polish and rhodium plating.’
The business had its busiest month last April and is steadily growing. Their attractive website now offers an online shopping service, allowing customers to order pieces of a particular cut and style over the web.
The business caters to all types and ages, people looking for something unique or just the opportunity to have something truly personal. Tim comments: ‘With things like engagement rings and wedding rings - they’re for life. Most jewellery shops are selling rings that just get replaced in the shop window the next day. I wouldn’t pin down a particular type of client - we have all age groups, girls coming in for something special for their eighteenths, men coming in looking for engagement rings, all sorts.’
Prices range from about £500 upwards, yet the variation in cost is huge as clients come in with such varied requests. ‘Our biggest sale was £25,000′ notes Tim. ‘However we can sell pieces more cheaply and compete with the high street as we don’t have to stock pieces we might not sell.’
A ten-minute bus ride out of central Leeds, Form Jewellery truly is a hidden gem.
www.formjewellery.com |
