Have you ever wondered what it is like to create accessories entirely from naturally occurring materials and have them worn by international celebrities? Lots of accessories fashion brands in Africa exist, but only a few make it to the international scene.
Our Inside Africa column is designed to take an in-depth look at the various fashion brands across Africa that are doing amazingly well, as well as the strategies they have implemented in their brands to make it so.
LORNE is an accessories fashion brand based in South Africa that creates doodle-inspired accessories for both men and women. Here’s how the brand has been making waves.
About LORNE
LORNE is a unique accessories brand that creates bold, yet playful pieces that come across as wearable art. The brand, which was launched in 2016, is known for challenging traditional jewellery making with modern subjectivity defined by unusual shapes and structures.
Gillian Lawrence is the artistic director and designer of the fashion brand and she is responsible for defining the brand’s current vision and future direction. She has a background in technical jewellery design and manufacture and this has helped to a great extent the quality of her work as well as her creative interpretation.
“I had a handful of career ideas I thought I’d potentially end up in and Jewellery design definitely wasn’t one of them. It was suggested to me by my brother and I ended up studying it in a whim, probably the best life choice to date.” – Gillian Lawrence
Design Inspiration
Just like a lot of brand owners, including the Abdul Raouf sisters of Okhtein, Gillian Lawrence credits her life in Cape Town, South Africa as a conduit for inspiration in her design process.
“The art culture is so alive and progressive that boundaries are being constantly pushed to produce unique creative endeavours.” – Gillian Lawrence
Alongside all other designers in the brands, Gillian Lawrence’s design process involves earphone and music which block out the bustle of the shared studio.
“I create a world of isolation and abstraction where I can start the process of bending up metals, rolling them, cutting, grouping and tossing.”
The brand mainly makes use of metal such as silver, brass, copper and bronze alloy while employing exquisite techniques to design the products.
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Calcite, Tigers Eye, Aquamarine & Strawberry Quarts.
A post shared by LORNE – Jewellery Design Shop (@for_lorne) on May 24, 2020 at 10:21pm PDT
Top Competitors
Patrick Mavros
The Patrick Mavros brand is a family owned one whose unique luxury products and experiences represent a safari of adventure, romance and unquestionable quality. The brand designs unique accessories such as bracelets, rings, earrings and a lot more that can be worn by both men and women.
They also make use of ancient techniques such as the lost wax casting technique, while drawing inspiration from the wildlife in Africa.
Pichulik
Pichulik is an ethical fashion accessories brand located in South Africa that handcrafts unexpected, organic materials into distinctive forms that share the stories of brave women and celebrate empowering feminine narratives.
The brand also celebrates Africa and sees jewelry and ornamentation as a sacred conduit for healing, community and wisdom. Pichulik is owned by Katherine-Mary Pichulik, an avid creative who is largely inspired by her culture and surroundings.
Loza Maleombho
Loza Maleombho, an Ivory Coast-based fashion brand is one that blends the Ivorian and modern tradition to create exquisite accessories and footwear. With a range of international celebrities to boast of, including Beyoncé, this brand has transcended beyond the shores of Africa.
The eponymous brand is owned by Loza Maleombho and the fact that they employ the use of sustainable materials such as organic cotton, velvet and many more makes a bold statement.
Pricing And Target Audience
Whether for the modern man or woman, LORNE provides unique accessories with polished statements that can be rocked anywhere. With their rings, earrings, necklaces, gemstone, pearl accessories and so much more, this brand is a good option to consider for those who like to stand out from the crowd.
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New to the collection -> Awry Stacking Rings 🙂
A post shared by LORNE – Jewellery Design Shop (@for_lorne) on Jul 13, 2020 at 2:23am PDT
The price of their products also ranges from R250 to about R840.
The LORNE brand is one whose unique design process and creativity have helped it gain immense recognition across many countries.
