LILY FLO JEWELLERY
Ethical fine jewellery,
designed by Diana Sherling in London
Imagine a world of modern talismans, inspired by the heavens, curated by history and hand formed through a deep love of art and craft.
Add to this a sculptural and minimal aesthetic, an urban vibe that only London provides. Inspired as much by ancient museum collections as from walking through the along the Thames and the wilds of Hampstead Heath; this mixture of London and world culture, between heaven and earth, between art and history is the spirit of Creative Director and Founder Diana Sherling
London based designer, Diana Sherling has always had a passion for history, art and craft and just simply doing good. In 2015, Diana left her high flying career in advertising to follow her dream of starting her own business to design and make ethical fine jewellery and her brand flourishes year on year.
Her core belief is that beauty is found in between disciplines. Her constant learning and breadth of passion in art, history, culture, craft, music and philosophy inspire her to create jewellery that is inspired by 'where disciplines merge’.
Whilst her passion for the environment drives her sustainable independent business where all her materials are sustainable, responsible or up cycled. Every piece of jewellery is designed and made in house by Diana, with production processes that are green and eco. She is proud to have developed direct relationships with diamond and gemstone families around the world, to source the very best stones and also supporting local communities.
Designed for the modern woman, who's world never stop changing, Diana creates inherently feminine jewellery, celebrating the inner beauty and strength of women. Versatile, unique and contemporary pieces that allow her customers to enhance their inner confidence and express their individual style.
Diana is very committed to creating an ethical jewellery business and has spoken at the International Jewellery London, Wolf and Badger, Best of British about being an independent ethical jeweller and a jewelpreneur as well as being nominated by The Jeweller, Professional Jeweller, Wolf and Badger and Jewel Street as an Ethical Jeweller to Watch.
how did you become to be a designer and Jeweller?
I started to design and make in 2015, but my love of art and craft is deeply ingrained in my childhood and family. Both my grandmothers and mother were crafters, art lovers and designers, whilst the men were all entrepreneurs; I was brought up in a world of art, culture and travel, so it was always in my blood. Whilst, I studied Ancient Art and Archaeology throughout school and university and then successfully pursued a career in advertising, London’s creative arts enabled me to enjoy a very modern, technical approach to product design and its intrinsic part of today’s culture.
When I turned 40, I was travelling more with work and being on the leadership team of ad agencies was all consuming, I just questioned whether I really wanted to lead that life, certainly having 2 small children and a hubby that I never saw! My passion for painting, craft and design only increased and really made me want to lead a different life; a life where my skills were my currency and I was in charge of my own destiny. I chose jewellery from my love of ancient art and design, my mothers’ exuberant collection and I just wanted to get my hands dirty learning ancient and modern skills. I went back to college, at the City Lit and I’ve been there ever since learning more and more collection research, technical drawing, goldsmithing, gemsetting and digital jewellery skills to improve my knowledge and professionalism as a designer and maker.
What is your favourite thing about being a designer?
My favourite thing about being a designer, is actually researching and designing.
I have such a love of art, history and architecture, fashion and product design as well as music, poetry and film that I am never stumped for ideas.
I love the design process of taking a group of ideas and influences that hang together around an emotion and add to it beautiful magic for me to draw and paint, and then formulate them into pieces and a collection. There is always a positive message, core to being a beautiful woman at the heart of every collection.
Each collection has to have an emotive crux that deeply connects to my customer and my job is to make beautiful, delicate and deeply feminine pieces for her.
What would you say are your 3 main influences?
Really there are 3 core influences to how I design and the reason why I make the way I do:
Art and fashion history
I am a true geek at heart. I love learning about history and culture, particularly 20th century art, sculpture, architecture, music and haute couture...
For many years I only used my head and I was desperate to use my hands, so I have learnt to paint and like to experiment and take inspiration from other crafts to inspire my jewellery
My jewellery always has to be wearable and versatile to be enjoyed everyday, so I know and study my female muses who are at the core of how I design. My customers are my muses.
What is your favourite piece in the collection and why?
To be honest, my new pieces are usually my favourite as I've worked so hard to design and make them I am so excited about what people will think.....
But I would say my most significant piece is the Stardust Scattered Stars Necklace with diamonds. It’s a piece that before I started to make, I always wanted to have; a necklace, made of solid pure gold, with little diamonds, that sparkled round your neck to feel girly, dainty and feminine, in order to feel powerful, confidence and go-getter at work. I always believed in the power of fashion and style to give you confidence to achieve your dreams in your life and work. That was the core reason why I wanted to design - to support and help emotionally an army of women to rock the world!
Then the reality of making this and making it well has actually taken years of learning and practice. Nor many jewellers at all venture to solder on chains - its very precarious and difficult - a lot of melting goes on and its taken a lot of learnt skill… and then I create the discs using an ancient technique of granulation where you melt tiny pieces of gold into balls and then I hammer them flat and then polish each tiny piece before I solder them onto the chain. Polishing can take much longer than any of the making. Then a further 2 courses at the City Lit later, I was able to make my own mounts and set the diamonds. Due to the size and placement around the necklace chain, as well as being an ethical jeweller and not wanting to waste anything, I created my own techniques to make the mounts and then set the diamonds.
All of this, means that this necklace emotionally celebrates all the things I’ve learnt and taught myself, perseverance and commitment to my craft and future and acknowledges my achievement as its one of my very best selling pieces.