Eileen Madzime’s jewellery is all about the little charms of a ‘beautiful everyday’

Eileen Madzime, owner of Eileen M, is a designer who understands the intricacies of charming details that are a part of our everyday life. She talks to The Retail Jeweller World about the inspiration she draws from the Zimbabwean nature and puts it together in her designs

When did you discover your love for jewellery?

I discovered jewellery in a book on careers at 15. I could not believe that here was an industry I had never heard of, and yet I lived in an area of gold mines. When I was 16, my best friend gave me a pair of cross earrings. I was so annoyed with her because my ears were not yet pierced, but I was enchanted. I had never seen a pair of earrings that expressed me so completely. From that point onwards, I was fascinated by little wearable works of art and determined to one day work in the gold I lived next to.

What kind of designs do you think do well? What inspires yours?

Fluid, simple but classy designs work for me. I am endlessly inspired by small, charming details that are part of what I call the ‘beautiful everyday’.  For example, a curled drying leaf, tree pods from common Zimbabwean trees or an avenue lined with purple cloaked Jacaranda trees. Each of our collections has an ordinary but beautiful story behind it.

How would you describe your style?  What is your design language?

The style of jewellery we create uses an old, old technique that produces lovely forms. These are usually simple but strikingly unusual so that no two pieces are ever quite the same.  

How do you think the jewellery industry in Africa has evolved with time?

The jewellery industry in Africa is on the rise, there is more and more conversation and action around value addition. Every day I see more and more African designers embracing the use of precious metals, precious and semi-precious stones.  

Do you have any favourite metal or gemstone you like experimenting with?

I love experimenting with platinum. When forming metals, there is always a dance between getting the forms you want without breaking the metal. Platinum in particular brings this challenge to bear.

Talk to us about some of your most memorable collections. What is your personal favourite till date?  

My personal favourite is our Savanna Collection. After growing up on a farm with a game park right on the savanna, this collection is a celebration of all the little things I love about Zimbabwe. In it you will find delightful pieces like our Flame Lily and Msasa Pod pieces that echo the savanna.

What are your feelings about sustainable jewellery designing? How do you incorporate that in your work?

Sustainability is a journey that must be taken, it is a critical aspect of jewellery designing. At Eileen M we firmly believe that beautiful pieces should not cost the earth. We recycle metal as much as we can and source our gemstones from responsible sources. Knowing who mined your gemstone, where and how it was mined, who cut and polished it and how many it is feeding is a humbling thing for me when I look at the finished piece of jewellery.

Where do you think retailers and manufacturers need to improve when it comes to the jewellery industry?

Responsible practices that are more than an act. It would be an improvement if everyone on the supply chain from miner to jeweller is paid fairly and treated well.

2021 is the beginning of a new decade, what is your vision for your organisation and the overall jewellery industry of the region?  

We hope to grow more beyond our borders and to see more value addition to the gems and jewellery of Africa on the continent.

What have been the learnings from the pandemic for our jewellery industry.

Get your business online.

What products according to you  have done well in the region this year in terms of Gold / Diamonds / colour gemstones / platinum / anything else and if there are any specific trends. 

Gold has done well, especially given that the average person in the region well understands the value of gold.

How do you see the post pandemic and current scenario in retail?

The pandemic really accentuated the need to remain ahead of the curve in an increasingly digital world. I see a growth in online retail.

How has digital media and technology helped in the jewellery business and what would you like to see more?

Digital media is connecting people and opening up markets that were previously inaccessible. I would like to see more young designers gaining a footing in the global arena.

What is your advice for budding designers? 

Identify your customers early and never give up.

Courtesy: Retail Jeweller World News