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INTERIVEW: Jewellery with personality at The Wearer
Rachel Richards shares what goes on behind the scenes at her independent jewellery boutique, The Wearer.
Can you share the story behind how The Wearer began? What inspired you to transition from a buyer to launching your own boutique?
The Wearer grew from my love of discovering unique, stylish jewellery in my role as a jewellery and accessories buyer.
I don’t come from a traditional jeweller background, but I’ve always loved how jewellery is used to express yourself or complete an outfit, but doesn’t need to cost the earth. At the time, I felt there was a gap in the market for a boutique that bridged the gap between mass market and high end handmade jewellery.
I specifically wanted to focus on small local brands and self-taught jewellers who were creating stylish, affordable pieces, in a welcoming space where customers could find jewellery that felt personal, timeless, and sometimes unexpected.
What does “jewellery with personality” mean to you and your business, and how do you identify those unique pieces for The Wearer’s collection?
The meaning of ‘jewellery with personality’ is about jewellery that tells a story, sparks a reaction, or feels made for the person wearing it.
But it also represents the designers themselves and how each jeweller brings their own personality to their work with their own distinct style or handwriting.
When curating the collection at The Wearer, I look for pieces that combine quality with creativity, whether that is a distinctive design, unexpected materials, or a playful twist on a classic shape. I want customers to discover jewellery that feels personal to them, wearable, and unique.
Could you talk us through your approach to sourcing, including conflict-free diamonds, recycled components, and small-scale or local production?
Sustainable sourcing is something I take seriously at The Wearer, but it’s not always straightforward.
I moved away from a job selling mass-produced jewellery for the high street to working with designer-makers whose values align with mine, and who can have as much control over every stage of production as possible.
I choose to work with brands like Considered Jewellery who ensure every piece can be traced through a supply chain, championing sustainable materials like Fairmined gold, as well as pushing responsible craftsmanship.
Full diamond traceability isn’t always simple for these tiny independent brands, and that can really affect prices. So I think it’s about getting the right balance and meeting customers’ expectation on price.
How do you choose designers and keep the selection fresh and intriguing?
I try to keep The Wearer’s collection fresh by maintaining a core selection of brands that my customers know and love.
These are designs that balance accessible pricing with wearable, stylish design, then mixing in quirkier, harder-to-find brands.
I don’t really buy seasonally, which gives me the flexibility to trial interesting new designs whenever I come across them.
Rather than relying on the large trade fairs, I prefer discovering designers in their studios, at local craft markets, or degree shows; places where you can really feel their creativity and personality coming through.
Could you give us an example of a standout piece you’re particularly proud of or excited about? What makes it special?
The pieces that excite me the most are the ones that surprise me; jewellery that experiments with unusual materials or techniques and feels almost like wearable art.
I’m not a trained jeweller, so I’m naturally drawn to non-traditional costume jewellery that pushes boundaries. These pieces aren’t everyday items, which can make them trickier to sell, but they bring so much colour, texture, and fun to the collection.
It is hard to narrow down to one piece I’ve loved over the years that we’ve stocked at The Wearer, but examples are Kirstie Ward’s statement necklaces. She constructs bold, playful pieces combining coloured hardware, rope and glass beads in clashing colours. Ejing Zhang’s resin jewellery is also a pick.
She encases silk threads into handmade resin tiles and beads, producing miniature works that feel like tiny, wearable paintings. It’s this kind of creativity and craftsmanship that I love sharing with my customers, alongside the more everyday pieces.
You offer bespoke designs, repair, remodelling. How do you guide a customer through creating a personal piece, such as an engagement ring?
Creating a personal piece starts with listening and understanding the customer’s personal style, their story, what they want to express, and, of course, their budget.
While we don’t have an in-house workshop at The Wearer, being close to Hatton Garden means we have the opportunity to work with trusted goldsmiths and workshops that I’ve built relationships with, as well as with the talented jewellers I stock.
I work with clients to help them translate their inspiration, or their own ideas, into sketches and concepts. Together, we refine the design, and then I work with the workshops or designers to bring it to life. It’s a wholly collaborative process, and the goal is always a meaningful, unique piece perfectly suited to the customer.
What have been the most significant challenges in running an independent boutique like The Wearer on London’s high street in recent years?
Running an independent boutique comes with plenty of challenges. We’re all facing the same struggles: unpredictable footfall, high rents and rates, balancing shop operations with sourcing, marketing, and online sales is a constant juggling act.
Rising material costs, especially in the gold market, have made it significantly harder for smaller designers to stay competitive. Profit margins have gotten tighter as we try not to pass all the extra costs onto our customers.
From a more personal perspective, working mostly on my own can be tough, and even after nearly a decade, there are times I wish I had a business partner to share the stresses and successes with.
But, the rewards, curating a unique collection, supporting independent designers, and connecting with customers who value what we do, make it all so worthwhile.
Looking ahead, what exciting developments or new directions can customers anticipate from The Wearer in the near future?
This March, The Wearer turns 10 and I’m really excited to mark it with our first capsule collection, which will sit together with a little range of refurbished and reworked vintage pieces, giving timeless jewellery a fresh twist.
I can’t wait to share these pieces with my customers and see how they make them their own. It feels like a really special way to celebrate ten years of the shop.