Lylie’s: An e-waste jewellery brand

London – Electronic waste or e-waste, that this technological
rubbish is now commonly referred to, is a growing issue and is
simultaneously catching the media’s attention at the same rate. The
New York Times declared last month that “e-waste offers an economic
opportunity as well as toxicity,” due to the rising number of
recycling companies being founded, whilst Forbes stunned its audience
last year with the prediction that e-waste is to “hit 49.8 million
tonnes” by the end of this year.

Written by: Emilie Hill

With a global matter so significant, it can seem near impossible to
tackle on a smaller scale. However, some choose to take on this
challenge and succeed whilst doing so. Introducing Eliza ‘Lylie’
Walter, the 26-year-old founder of London based women’s and men’s
jewellery brand Lylie’s, as it strives to rebel against the industry’s
traditional methods of manufacturing because of its troublesome
consequences on the environment.

Accessory industry was lacking environmentally aware brands

During speaking to the designer herself, she stressed that she felt
the accessory industry was lacking in any environmentally aware
brands, as it is reported “only 16 percent of e-waste is being
recycled” – a fact that shocks her website’s visitors. To provide a
solution, the brand prides itself on using only salvaged metals, which
are typically found in discarded devices such as mobile phones, as a
primary source.

These metals are then put through a meticulous step by step
process, which includes each design being transformed into 3D from
sketches, either through carving by hand, or with Computer Aided
Design (CAD), as well as 3D printing. The brand’s preferred method is
wax carving by hand, which can take up to 200 hours per drawing.

Not only does the brand pride itself on this method, but each piece
has been awarded a specific hallmark (a mark that has been recognised
by the jewellery industry since 1300) to show that the designs have
been independently tested. Lylie’s has its own distinctive mark, to
acknowledge its use of recycled precious metals, all officiated by the
Assay Office. This environmentally aware attitude felt by the founder
however, is not something new.

When asked about where this dedication to the carbon footprint
stems from, she reminisces about her humble upbringing, “we grew up
with sheep and chickens, a compost heap and growing our own veg at
home so living a sustainable, conscious life has always been hugely
important to me, so when creating a business, I wanted to offer a
product that embraced that.”

Her family also encouraged her love for jewellery too, as she never
forgets “watching her mother and grandmothers” with well-loved pieces.
But it was whilst she was at university, that this passion started to
form a serious career.

Walter read History of Art at the University of Bristol and
alongside her studies, she set up a jewellery social enterprise called
Quail. It sold costume jewellery and was stocked in half a dozen shops
around the city, in aid of a local charity called, The Bristol Art
Club. Upon graduation, she relocated to London to complete a diploma
in London’s jewellery district, Hatton Garden and then continued to
work for two Bond Street jewellers to gain a deeper insight into the
logistics of the business world.

In time, Walter’s designs finally became wearable as in October
2017, ‘Lylie’s’ was self-funded through savings, the profits of the
university jewellery business and through the support of family and
friends. Although the brand has not even celebrated its one-year
anniversary, it is already familiarising itself with fashion’s
selective radar and is gaining momentum through its Instagram
following – a visual medium Walter relies on frequently to promote her
brand’s ethos and unique designs.

But Walter doesn’t let her creative trait rule the business too
much. She has clear strategy planning, despite working full time in
the art field, for a contemporary art dealer, which she admitted in a
recent interview – she devotes any time she can on her brand. She
informs me that, when designing a collection, she finds it helpful to
set herself “quite tight parameters.” She begins by writing a brief
description of the collection and its inspiration, alongside a muse
she is thinking of. She then considers different scales – 1 or 2
statement pieces for editorial, and at least 3 delicate pieces for day
to day. She continues to reassure that “a range of prices is
important.”

And her price range is affordable considering the brand’s detail in
craft. Prices vary from 115 pounds for a pair of earrings, depending
on preference of metal and earrings start from an affordable price of
65 pounds.

In terms of future plans for the brand, Walter announced that the
company is hoping to open a pop-up shop in October (2019), with
central London being its location. But for now, the brand operates
online – both in terms of purchase and marketing.

The designer continues to seek advice from two close advisors, one
being an asset manager, supporting Walter on shorter and longer term
objectives, whilst the other is jewellery designer, Annoushka Ducas
MBE, whom founded Links of London, and encourages the creativity side
of the brand to continuously thrive through her jewellery expertise.

Photo’s courtesy of Lylie’ s