Monica Vinader at her Norfolk studio in England. Courtesy of Monica Vinader
There’s something about Monica Vinader that has ignited the style imagination of millions of women the world over. The jewelry designer has mastered the art of empowering her global clientele, who the designer describes as being “independent, passionate, ambitious, and strong.” Inbuilt into the brand’s DNA is an anything-goes approach: you can wear diamonds every day, be a minimalist, or be an everyday maximalist. “There should be no rules with something as personal as jewelry,” the designer says.
“The trick is to be confident. That’s what makes you look fantastic.”
Vogue Arabia explores what sets the regional Monica Vinader woman alight, gets the skinny on how to disregarded the style rule book, and takes a tour of the brand’s atelier.
Inside the Monica Vinader headquarters in Norfolk, England. Courtesy of Monica Vinader
“I provide great tools to allow people to discover what it is they love,” the designer says. The current collections are very much a sartorial playground for magpies and sophisticates alike, be it the Baja bracelet that can transition from power brunches in downtown Dubai to penthouse parties, to the Riva collection diamonds that hold their own at balmy soirées in Riyadh. “What really strikes me every time I go the Middle East is how much women look after their appearance,” says Vinader, who is based in an idyllic rural setting in Norfolk, England. The brand’s outlook is undeniably global – it cut the ribbon on its first stand-alone boutique in Dubai in Winter 2016. Future plans include expanding to meet the demands of its customers in Saudi Arabia, Bahrain, Qatar, and Kuwait.
Inside the Monica Vinader headquarters in Norfolk, England. Courtesy of Monica Vinader
The bestselling key pieces in the region include 24/7 diamonds and personalised pieces that are primed for gifting. Bracelets and pendants can feature initials, motifs, special dates, emojis, and even children’s doodles. When a brand builds into its design DNA a space for its customers to make it their own, you’re onto a winning combination of repeat sales and personal connections with clients. “It encourages our customers to play and have fun,” Vinader says. One of the most treasured pieces in her own jewelry box features a drawing by her daughter of the family dog, Olive. Living and breathing the brand is clearly second nature to the former interior designer and events planner, who has been designing jewelry since art school. “If you are lucky, work on what you love. Focus and hard work are essential. If you are not passionate, it’s really difficult to focus. Keep plucking at it.”
Mood board at the Monica Vinader headquarters in Norfolk, England. Courtesy of Monica Vinader
What’s next for the brand? “I don’t think we’ve made it yet – I’m always driving to grow a better company,” Vinader says. “There have been moments of success: from our first store opening Mayfair, London, in 2009 to our first store in Dubai. I feel I’m on a journey to build a viable business. Working at what you love doing is amazing. I feel incredibly lucky.” Vinader has sourced turquoise semiprecious roughs for her next collection, Linear, launching at the end of the year. “There are always stones I keep looking for. Turquoise has been one of them,” she says. When it comes to wearing the collection, the designer describes with glee how the team in her HQ will arrive at work with arms full of bracelets from collections past and present. “We can mix silver with gold. This is what I think is incredible. Women should be empowered,” says Vinader. “If your heart is telling you that you are a minimalist, then be a minimalist. If you are happy loading it up, then do that. I see our customers putting on lots of rings, and before they know it they are wearing five rings.”
A design meeting at Monica Vinader’s headquarters in Norfolk, England. Courtesy of Monica Vinader
As the founder and creative driving force behind the brand, Vinader is no stranger to the struggles of maintaining a work-life balance. “I’m passionate about my family and my work. This is my company and it’s my baby. It is my creative journey but I do try to keep work-related problems out of my home. I still struggle!” she says. It’s officially a full-time job in every sense – she takes her sketchbook with her when on holiday and is always thinking about how to drive things forward to the next level.
“I have to do a lot of catch-up work at home. It is quite difficult. I try at weekends to not do any work. I maybe do an hour.” Discipline is key to keeping the plates of family and career self-spinning in tandem.
New-season line drawings from the Monica Vinader collections. Courtesy of Monica Vinader
Leading by example as a working mother in 2017, Vinader namechecks some literature for her 10-year-old daughter to glean life lessons from: “Pride and Prejudice by Jane Austen because it’s all about second chances, first impressions, and how people can get misinterpreted. Anna Karenina by Leo Tolstoy because it’s about one of the strongest female characters in literature. And then Lean In by Sheryl Sandberg.” The next generation from that household will no doubt be prepped for the vicissitudes of life in the fast lane. While “1612” by Vulfpeck resounds from the Vinader family kitchen, with work emails pinging away in the corner, what’s clear is that this brand is driven by a modern leading lady with an inclusive be-yourself message who gets what it is to live a busy, full life deserving of a little finery.
Amazonite chandelier earrings and Nura Teardrop Earrings by Monica Vinader. Courtesy of Monica Vinader
Monica Vinader’s first Middle Eastern store is located in the Fashion Dome in the Mall of the Emirates, Dubai. The Fall 2017 collection includes chandelier earrings in a pop of Amazonite and look-at-me pink quartz, and pretty skinny rings that can be stacked with your trusty favorites.
