1. Your brand is “made in …?”
The creative part of the process happens in Spain, that’s also where we made our first prototypes , which are all hand made. The whole production team is currently working in London in a small workshop
2. Who is the designer at “Ecrannium”?
Ana Almendros, that’s me! When I was a teenager, I loved gothic jewelry. However, when I grew up, I wanted to wear pieces that were more elegant while still having that gothic and striking look to them. I wanted to wear pieces that could be worn daily, but could also be used in more formal settings. Therefore I decided to create the Ecrannium brand, and to create jewelry that I love!
3. How long has your brand been active?
Since January of this year, but I have been working very closely with designs and the possibility of doing my own jewelry a for a couple of years now.
4. How did the idea of such jewelry appear? Who or what was the inspirer of this style?
I decided to become a jewelry designer 3 years ago. I didn’t have a vision of a brand straight away, or a view on what my first collection would look like. So, I decided to draw out whatever came into my mind. After many drawings, it was easy to see what my style was and then what the brand would be. Ecrannium means skull in Latin, and I thought this represents my brand really well. The Ecrannium brand seeks to show beauty where people normally wouldn’t see it; In things like dragons, skulls, skeletons, insects, etc. The jewelry pieces transform from items normally associated with darkness into elegant expressions of beauty. The jewelry collection not only expresses power and luxury, but also shows a more humble beauty, that you can enjoy in all of its forms.
5. Which kind of metal and stones do you use for producing your pieces?
The first collection, The Dragon’ s Collection, is made of sterling silver, and it’s also plated with 18k gold. Diamonds, garnet, baroque fresh water pearls and very cool glass drops that are made using the same technique that is used to make the tears on the Mary Virgin figures in the Spanish churches.
6. Which result you’d prefer to achieve? – to see your product on almost every girl and be popular as much as Zara/H&M is or to have not so many customers, but very privileged, and be more a niche brand?
I would like to see my products on a lot of people, on any one who likes my style. I have never felt like “ohh!!!, I am not going to wear this because everyone wears It.” If I like something, I like It! It doesn’t bother me if two million people wear the same jumper for example.
But It’s also true that a lot of times I end up wearing things that not too many people wear, especially in terms of jewelry and handbags.
7. Do You collaborate with bloggers?
I haven’t tried it out yet.
8. Which social networks are you using to promote your brand?
Right now, just Instagram. I think I created a Facebook page earlier this year, but I haven’t used It. I am the worst at all this social media stuff. Before this new adventure with my brand, I didn’t even have Facebook, Instagram, twitter, and I hardly even used my phone, only for a messaging app like whatsap 😁! But I have to do It now!. I have to admit that I love Instagram because It can be extremely creative. Next steps are going to be, Facebook and Twitter, as well as my new website.
9. Your Instagram is really cool! Do you have any special strategy in Instagram posting, some precise system or is it every time unscheduled and extemporaneous?
I don’t have any special strategy, as I mentioned before I wasn’t a big fan of the new social media technology (well maybe not that new, at least it’s new to me ) so I’m currently learning about all the possibilities Instagram offers.
10. Do you use your Instagram as sales channel or only to show the product?!
I guess as a way to show my products in a different way, different in the sense compared to how they look on the website.
11. Who is the customer of your dream?
I want to create jewelry that I don’t get tired of, pieces that look better to me, the more I look at them. I would like my dream customers to feel the same way about my jewelry.
12. Where is it possible to buy your jewelry? (offline and on-line stores or showrooms)
Not Just a Label
and next month Jewel street and At May Fair, and I am looking now into selling at a Web called Bright& Bent.
Maybe in November I will start selling it at the physical store of Wolf&Badger in Mayfair London as I did three months ago in the physical store of Wolf&Badger in Nothing Hill (London).
13. Do customers buy more online or offline?
Its hard to tell, I don’t have to much information yet as I started to sell just this May on the store of Wolf&Badger in Nothing Hill, and three months after that I started to work with other online retailers.
14. What is the next step for developing your brand?
I am building a new website and working on a new collection, I would like to work with more retailers and big stores like Harrods, Liberty , Harvey Nichols …in London, and big on line retailers like net-a-porter or Farfetch.
15. How do you see your brand in five years?
I see at least 5 new jewelry collections, and I see then being sold in other countries such as Japan, China, and America.