“JOANNE GUIRAUD IS AN AVANT-GARDE JEWELLERY BRAND EXPLORING SENSUALITY, HIDDEN FEELINGS
AND INTIMACY THROUGH UNTRADITIONAL WAYS
OF WEARING JEWELLERY.
BELIEVING EVERY PART OF THE ANATOMY SHOULD
BE ADORNED, SHE DESIGNS PIECES TAILORED ON THE
BODY, EMPHASIZING ITS CURVES AND SHAPES”
Joanne Guiraud London is a semi-fine jewellery brand based in east London. her first collection features bespoke and ready-to-wear pieces handcrafted in the UK in high-quality sterling silver and 18ct yellow gold vermeil.
Interested in the notion of pleasure and pain, Joanne explores the body looking for the right balance between power and fragility. She celebrates the erogenous world and question perception with pieces existing between the seen and the unseen, the private and the public, the real and the imagined. She brings attention to the sensation of jewellery on the skin, believing touch has the power to change the way we feel.
Her first collection invites the wearer to play with her/his body, mixing femininity and masculinity, underground and glamourous. Her designs are transformable, a ring becomes an earring, a necklace becomes a harness or a body piece. Each one is timeless and unique, highlighting the customer’s body and identity.
Philosophy & Ethics
Joanne stands for fair conditions and believes in open and transparent production process. Sustainability is always at the centre of her mind in the design and production of her jewellery and packaging.
Every piece is designed by herself and all samples are made in her studio in East London mainly using recycled Sterling Silver. Believing sustainability is not only a matter of production or material, she designs timeless jewellery and has launched transformable designs to allow your jewellery to evolve over time and therefore, stay at the forefront of your wardrobe.
The collections are produced locally in London or in the UK either in close collaboration with carefully selected artisans with great working conditions and fair pay or in her own studio.
As much as possible, all packaging and printed material are recycled. All packagings are sourced as locally as possible and are currently made in collaboration with manufacturers in the UK and Denmark.
She constantly questions and improves her efforts to be as sus-tainable as possible.
2020 Shortlisted, 35th International Festival of Fashion, Photography and Fashion Accessories, Hyères, FR
2019 Shortlisted, ITS - International Talent Support, Trieste, IT
2019 Shortlisted, Swiss Design Awards, Basel, CH
2018 Best design & craftsmanship, Theo Fennell, London, UK